And so, the final curtain has drawn on this year’s Loerie Awards in Cape Town with total of 238 awards doled out, four of which were Grands Prix – to Draftfcb Cape Town, Ogilvy & Mather Cape Town, MetropolitanRepublic and FoxP2 respectively.
“The awards show that digital is finally being taken seriously in the South African media mix, although traditional media still represents the majority of entries,” say Loeries CEO, Andrew Human.
Digital entries now comprise just over 10% of the total number of Loeries entries, and the trend is clearly towards integrated and digital communication.
The awards were judged by over 140 local and international experts in their fields, including four international jury chairman from Hamburg, Sydney, Kansas City and Antwerp, as well as regional judges from Dubai and Kenya.
Entries: 2978 (All) ; 397 (Student); 2581 (Professional)
Prof non-craft entries: 1873 (Professional)
Prof craft entries: 708 (Professional)
Finalists: 922 (All); 142 (Student); 780 (Professional)
Grand Prix: 4 (All); 0 (Student); 4 (Professional)
Gold: 26 (All); 3 (Student); 23 (Professional)
Silver: 62 (All); 10 (Student); 52 (Professional)
Bronze: 105 (All); 22 (Student); 83 (Professional)
Craft Gold: 9 (All); 2 (Student); 7 (Professional)
Craft Certificate: 36 (All); 4 (Student); 32 (Professional)
This year, four Grands Prix were awarded. They were:
– Engen’s “Fire Blanket Calendar,” Alternative Media & Field Marketing entry by DraftFCB.
– Volkswagen’s “Street Quest,” Digital & Interactive – Social Media entry by Ogilvy & Mather Cape Town.
– Frank.net’s “Death Doesn’t Have To Try Very Hard” Radio Campaign by FoxP2.
– MTN’s “The Everywhere Library” Media Innovation entry by MetropolitanRepublic.
Effective Creativity Award
New in 2013, the Effective Creativity category, sponsored by Woolworths, allows previous Loerie winning entries to be measured for effective business results. The Gold award went to South African Breweries’ “Be the Coach” by Ogilvy & Mather Cape Town, and which was a Loerie Grand Prix winner in 2012.
Africa & Middle East
In the categories for entries from outside of South Africa, three Gold, Three Silver and eight Bronze Loeries were awarded. Golds went to:
– For Media Innovation, Radar Security’s “The on-the-job interview” by Ogilvy & Mather Africa (Kenya).
– For Print Communication, Land Rover’s “Bookshelf” by Advantage Y&R (Namibia).
– For Outdoor & Collateral Media, Harvey Nichols’ “Pelicans” by Y&R Dubai (United Arab Emirates).
Loeries Hall of Fame – Graham Warsop
Graham Warsop, Founder and Chairman of The Jupiter Drawing Room South Africa, was inducted into the Loeries Hall of Fame, for his outstanding contribution to the South African and global advertising industry.
ADreach Integrated Campaign Award
This special prize, including R100,000 worth of media space from ADreach, goes to Volkswagen’s “Street Quest,” by Ogilvy & Mather Cape Town.
Adams & Adams Young Creatives Award
The Young Creatives Award, sponsored by Adams & Adams attorneys, recognises outstanding achievement by talented individuals at the beginning of their careers. This year the award went to Natalie Rose and Kate Desmarais. They each received a Gold Loerie and a trip to the Cannes Lions International Festival of Creativity.
ADreach Street-Pole Award
The Street-Pole category was introduced in 2011. This year, the award went to Saatchi & Saatchi for Wordsworth Books’ “Words at their best.” The winner will automatically be entered into the outdoor advertising category at the Cannes Lions International Festival of Creativity. In addition, the winner receives an all-expenses-paid trip for two to the event in Cannes.
Antalis Creative Use of Paper Award
The winner of the 2013 Antalis Creative Use of Paper Award is Y&R South Africa for SKYY Infusions Pineapple Packaging. The award includes two Apple iPads for the creative team.
The Times Newspaper Award
The Times award, which includes a trip for two to the New York Advertising Festival in 2014, went to Lowe and Partners Cape Town for Cape Times’ “Selfies” campaign.
Unilever Ubuntu Award for Sustainable Marketing
The Unilever Ubuntu Award for Sustainable Marketing honours brand campaigns that do good while doing good business. This year the award was sponsored for the first time by Unilever and the Gold award went to MTN and MetropolitanRepublic for The Everywhere Library.
Loeries Creative Future Scholarship
This year the scholarship was awarded to Anita Ndivhuwo Jiovane from Good Hope Seminary High School.
The Loeries initiated the Creative Future Scholarship in 2008 to encourage and enable creativity at grassroots level, by assisting learners from a disadvantaged background to study brand communication at a tertiary institution. The Loeries aims to build awareness of the career opportunities available in the creative services sector and, in doing so, aid in the transformation of the sector.
The Creative Future Scholarship covers just about everything – fees, study materials, accommodation and living expenses. Plus, it offers mentorship, internship and employment in the communications industry. Unlike other education funds, this programme goes to high schools across the country, builds awareness and seeks out talented individuals. Through this process, learners who would otherwise be unaware of the opportunities available are brought into the creative industry.
R30 from each entry into The Loerie Awards was donated towards the scholarship.
This year three Gold Loeries were awarded:
– Francois Linde from the AAA School of Advertising for the Fokofpolisiekar Lyric Book.
– Sean Creighton from the AAA School of Advertising for Your Biltong Company DIY Biltong Kit.
– Sean Creighton from the AAA School of Advertising won a second Gold for a self-promotional piece, titled “A few options.”
Two Craft Golds were awarded:
– For Illustration, Pola Maneli from the Nelson Mandela Metropolitan University for a self-promotional campaign, titled “If the Shoe Fits.”
– For Typography, Andrej von Walter for a type design for blind and seeing, titled “Reading Together.”
Ogilvy & Mather Cape Town (O&M CT) had a good showing at the Awards. “Winning so many digital awards means we’re able to do digital as well as any of the digital specialists,” said Chris Gotz, executive creative director at O&M CT. “But we’re also very happy that we won in the so-called ‘traditional’ disciplines because they remain crucially important in the South African media mix.”
Managing director Gavin Levinsohn says the success is the “result of a five year journey that involved getting the right talent, creating the right environment, learning like mad and relentlessly focussing on ‘being’ more digital’”.
George Sombonos, the CEO of Chicken Licken, was honoured with the Marketing Leadership and Innovation Award. The award was introduced by the Loeries in 2007, to recognise an individual for their marketing achievements over an extended period of time. Each year, a shortlist is compiled – based on the success of brands over previous years at the Loeries.
Not only did Sombonos found Chicken Licken over 30 years ago, but he is also is the owner and the MD and the CEO. He is also the marketing director and the human resources guy. He occasionally answers the complaints line and he even still finds the time to clean tables in his franchises when he needs to.
For a full list of winners, click here.
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