The Macallan has been recognised at the 2026 Pitcher Awards, winning Bronze in the Outdoor Ambient & Installations category for The Beacon Light Box, a rotating illuminated billboard installation executed in Victoria Island, Lagos.
The award was announced during a virtual live-streamed ceremony held recently as part of the Pitcher Festival of Creativity, now in its ninth year as one of Africa’s most prestigious and internationally acclaimed creative awards. The entry was submitted by All Seasons Zenith, the outdoor agency behind the installation, in collaboration with The Macallan
Located along Akin Adesola Road, opposite Club 245 in Victoria Island, The Beacon Light Box was designed as Nigeria’s first rotating illuminated billboard, offering 360-degree visibility to audiences from multiple vantage points. Developed to support The Macallan’s “A Night on Earth in Jerez” campaign, the installation combined striking visual storytelling with cutting-edge outdoor technology.
According to campaign data, the installation delivered approximately 1.5 million daily impressions and contributed to a 30 per cent increase in brand recall, underscoring its effectiveness in driving consumer engagement.
The 2026 Pitcher Awards attracted entries from across Africa and, for the first time, from countries including Mozambique and the United States, highlighting the growing international recognition of the festival. The Outdoor Ambient & Installations category was particularly competitive, featuring projects that showcased innovation, creativity and strategic execution.
The recognition places The Macallan among a select group of brands celebrated for pushing creative boundaries and delivering impactful brand experiences through outdoor media.
Speaking on the achievement, Uwem Afanide, managing director of All Seasons Zenith, said: “The Beacon Light Box was the result of a strong partnership between our team and The Macallan, driven by a shared ambition to create something truly distinctive for the Lagos market. Receiving recognition at the Pitcher Awards is a testament to the power of collaboration, bold thinking and a commitment to delivering memorable brand experiences.”
The award further strengthens The Macallan’s standing as a brand that continues to invest in innovative marketing initiatives, while demonstrating how creativity can be leveraged to connect with audiences in meaningful and impactful ways.
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