Leadway’s No Looseguard Campaign Clinches Pitchers Award with Bold, Relatable Storytelling

In a refreshing departure from the norm, Leadway has redefined what finance and marketing can look and feel like. Its now-viral No Looseguard campaign has earned top honours at the 2025 Pitchers Awards, cementing its place among the most culturally relevant and creatively executed campaigns in recent years.

The Pitchers Awards, widely regarded as one of Africa’s leading celebrations of creativity and innovation in advertising, recognized the campaign for its originality, relatability, and its ability to communicate complex financial concepts in a simple, compelling manner.

For years, insurance has sat on the periphery of popular conversation in Nigeria, important but not exactly engaging. That narrative changed with No Looseguard. Using wit, everyday language, and familiar Nigerian scenarios, the campaign stripped away the fear and formality often associated with insurance.

Each short video, crafted with humour and heart, spotlighted a different insurance product. There was the spirited car owner who quickly discovered that “confidence is not coverage”(watch here); a heartfelt but strikingly realistic portrayal of how life almost takes a father off guard while his family is away for just a day (watch here); a businessman’s cautionary tale about his goods in transit, which ends with him running straight into the arms of some not-so-friendly bouncers (watch here); and the chaos that unfolds after an Odogwu finally acquires a “perfect” house. What could possibly go wrong, right? (watch here). These were not just skits; they were carefully constructed narratives, each driving home a vital message: plan ahead or pay the price.

The campaign quickly gained traction, racking up over 14 million views online and sparking widespread engagement across social media. More importantly, it got Nigerians talking about risk, about planning, and about why insurance matters.

“We are glad our simple mission to make insurance relatable and less complicated to Nigerians has now sparked real conversations and earned a nod from Pitchers”, says Diana Mulili, The Head of Digital Business Leadway Assurance.

The impact was clear. No Looseguard didn’t just trend; it resonated. It turned everyday frustrations into teachable moments and made insurance something people wanted to share, not just sign up for.

But beyond its success lies a broader message for Nigeria’s financial services industry: consumers are ready for more.

They’re ready for brands that listen, that understand the pulse of the people, and that can translate serious subjects into meaningful conversations. No Looseguard sets a new benchmark, one that challenges others in the sector to rethink their approach, step out of the boardroom, and meet people where they are: in the real world, on their screens, and in their language.

As the landscape shifts and younger generations seek brands they can connect with, the bar has been raised. And for the insurance industry in particular, the message is clear: informing isn’t enough. It’s time to engage.