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THE 34TH ANNUAL LOERIE AWARDS

VIVA AFRICAN CREATIVITY. VIVA!

The Loerie Awards aims to recognise, reward and foster creative excellence in all areas of brand communication. The awards sets a benchmark for the best creative communication from the African and Middle Eastern region, with the core message that Creativity is Business.

 

“Any one of us can have an idea that can truly change things”

- Chris Gotz / Executive Creative Director / Ogilvy Cape Town

 

Viva Creativity…. award nights and trophy handing are quite hard to summarize. A week of creative talks, events, design and art shows, lectures, a student portfolio show, networking, parties…… I could go on… it’s endless. The Loeries promises to award the best creativity there is. The awards put on view work that reveals extraordinary achievements, heart, collaboration, and the willingness to achieve greatness. Often a team keeping one’s nose to the grindstone for these triumphs. With its first year awarding work beyond South Africa, the Loeries considered entries from the rest of Africa and the middle east.

I found 2 things most encouraging at the Loeries.

1. Integrated Advertising
Advertising has diversified and is now on all mediums; print, out-door, tv, radio, interactive (web) and mobile. This makes it both easier and also more difficult to engage audiences on all platforms and hit all areas quite effectively. The demands for delivery and execution are incredibly high. There were superb examples from Ogilvy & Mather Cape Town who won the Grand Prix Award in the category Integrated Campaign for SAB – Carling Black Label

and from Ogilvy Johannesburg – who won Campaign Bronze in the category TV Trailers, Channel & Station Promos for Multichoice M-Net, MK is

and yet many other examples.

Interactive work adds an angle of audience participation and engagement. It’s measurable, effective and makes people own a product or campaign. The internet enables audiences to take part in stuff that they love and be greater connected in social interaction. Brands do take a life of their own with user engagement both by elevating the brand and sometimes causing social change and behavior.

2. Brave Risks with Brands

Well beloved Nandos tugs at our core not only for its food but its brand belief. This the the work of Johannesburg agency Black River FC headed by Executive Creative Director Ahmed Tilly.
Black River’s work is ballzy, well humored and promotes culture and yet at it’s heart promotes the great food that Nando serves.

and yet many other examples.

Interactive work adds an angle of audience participation and engagement. It’s measurable, effective and makes people own a product or campaign. The internet enables audiences to take part in stuff that they love and be greater connected in social interaction. Brands do take a life of their own with user engagement both by elevating the brand and sometimes causing social change and behavior.

Nando’s Diversity :

Their appeal to defining the brand and extend it to political humor even when uncalled for makes it stand out to both love and massive criticism. Black River takes its chances anyway. Their risks both pay off and as well cost them. Yet, what else would they want to be but ballzy.

Their joint award – Black River FC and King James – battled “Back at ya” involving Santam (insurance) and Nandos in a friendly yet competitive way taking more than a stub at each other. This hot tussle brought together some good. Their best jest ended up providing food for a childrens home in Johannesburg for a year. Beyond a good stand up for their brands, both agencies honoured their youtube battle with a social audience in applause for their comebacks and well styled adverts. It’s amazing….

Awarding The First “Marketing Leadership and Innovation Award” to Nando’s co-founder Robbie Brozin – Chris Gotz Executive Creative Director of Ogivy Cape Town had some deep sentiments

“On a night like this we see work that reminds us of what Tony Granger said yesterday, “This is the most extraordinary time to be in the business of ideas.” The most powerful company is a creative company. Economists and historians are talking about the rise of creative companies. Its our time.”

He mentioned true creativity affects businesses. That it’s powerful and effective. Creativity does more to businesses and in it’s most highest virtue can improve people’s lives and change behaviours. Steve Jobs – once termed creatives as “ The Crazy Ones, The misfits, the rebels, the trouble-makers. In his last phrase he said these most cherrished words “ Because the people who are crazy enough to think they can change the world – are the ones who DO !”

Congratulations to all the winner of the Loeries, FInalists and the numerous entries. Create great work…. awards or no awards…. we honor creativity and the earnest work behind it.

Barbara
My Twitter profileMy Facebook profile

Barbara

Editor at African Digital Art Network
Originally from Nairobi, Barbara Muriungi is a motion designer & animator. After a brief stint working as a sound tech and producing roles in TV and radio, Barbara realised her passion for design and pursued her studies in Motion Graphics and Visual Effects. In between working clients like HBO, Nat Geo, Disney, Fuse, she works on collaborative projects and continues her interests in photography, illustration and travel.

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