The Media Online is the exclusive South African media partner for the African Cristal Festival, which includes both a conference and awards.
Now in its fifth year, the event – which was founded by Cristian Cappe – recognises and honours the best advertising campaigns created and broadcast over the African continent, no matter what media type is utilised. It also brings together industry experts and thought leaders to explore and debate trends in advertising and marketing both locally and internationally.
“We have undertaken to support their awards, conferences and training initiatives as we believe South African creativity will thrive across the continent through their efforts. Global agency expansion into Africa has created a strong network of media and advertising agencies working to support the growth of global and African brands,” says Wag the Dog CEO, Sandra Gordon, speaking about the partnership.
Notable South African involvement in the judging process includes Initiative Media CEO Marc Taback being a creative jury member and FCB Africa Group CEO Brett Morris being the President of the Leadership Council.
This year’s theme for gathering is ‘Build the future, connect cultures!’ It highlights the need for brands to take notice of and adapt their offerings to different cultural practices and nuances. This is essential when conducting business in Africa, which contains a mosaic of peoples and communities, which are culturally diversified even within the same states.
“It is difficult to talk about the African consumer using the singular form without fearing the consumer society as a synonym of uniformisation,” African Cristal says. “Are local and international brands playing a role in preserving cultural identities and building a trust relationship? Considering the socio-economic challenges such as the informal economy, we should be afro-optimistic and keep on taking technological, digital and human leaps that will transform Africa!”
The watchwords of this gathering are cultures, innovation, mobility and creativity as 45 leading professionals from the industry will come together to debate and exchange ideas.
There are also a multitude of awards on offer for outstanding creative work. This includes both general and regional awards. A reflection of its vast scope can be seen by its 2016 showing: 580 campaigns were entered from 20 participating countries. The regional awards represent an opportunity for all agencies to scan the best creative works of their region and to put forward the cultural specificities of the local advertising work.
The African Cristal Festival rewards seven regions/countries: Northern Africa, Eastern and Southern Africa, Western and Central Africa, Egypt, Nigeria, South Africa, and Indian Ocean. Each region/country will receive a Gold, Silver and Bronze in the categories: Film, Press, Outdoor, Radio, Digital, Mobile, Promo & Direct, Integrated and Media.
The entry deadline has been extended to 24 April, click here to find out how submit your work.
The Cristal Festival takes place on 11 and 12 May in Marrakech, Morocco. Networking is a big draw for the event with around 350 delegates from 20 countries representing various industries including advertising, communication, and media expected to attend. Various travel packages are available. For more information and booking, click here.
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