Agency Highlights Collaborative Creative Approach In Latest FMCG Campaign

Integrated marketing communications agency Africa Live Play 360 (ALP360) has outlined its creative process behind its latest fast-moving consumer goods (FMCG) advertising campaign, describing the project as an example of closer collaboration between agency and client from concept development through production.
According to the agency, the campaign was built around everyday family experiences and domestic rituals, with the creative direction focusing on shared moments around food rather than relying on conventional advertising tropes commonly seen in the FMCG sector.
ALP360 said the project was developed through an iterative process between both teams, allowing the concept to evolve b...