The Awards Wrap: Every winner from the Loeries

Every winner of the Loeries. Ogilvy SA takes home 23 Loeries statues. Vega students clinch Facebook Challenge Student Award at Loeries 2018. Accenture Interactive wins Loeries gold again.

Joe Public and TBWA scoop top honours at the Loeries

137 Loeries were awarded this year, across eight categories, including 3 Grands Prix, 15 Golds, 30 Silvers, 49 Bronzes, nine Craft Golds and 31 Craft Certificates.

Joe Public United was named as the Agency of the Year, followed by TBWA/Hunt Lascaris Johannesburg in second place and Impact BBDO Dubai taking the third spot.

TBWA won the Regional Agency Group of the Year, while Ogilvy EMEA and Joe Public United took second and third place respectively.

Greg Gray of Romance Films was inducted into the Loeries Hall of Fame.

Here is the full list of winners. Congratulations to all of them!

The Loeries also announced a new partnership with the AAA School of Advertising Johannesburg and TBWA\ Hunt Lascaris Johannesburg which, together, are contributing to the Creative Future Scholarship. The scholarship launched in 2008 to support talented youngsters from disadvantaged backgrounds and, since 2015, when the Loeries moved to Durban, it has benefited 11 local students to the value of R8mn in partnership with Vega.

Ogilvy SA takes home 23 Loeries statues

Ogilvy South Africa took home 23 statues from the 2018 Loeries held in Durban, including its 8th Grand Prix in a row. The group’s awards tally was led by an exceptional performance from Ogilvy Johannesburg, which claimed the Grand Prix in Film Communication for Kimberly-Clark “The World’s First Baby Marathon”.

 Winning work for Ogilvy came from a range of clients including Kimberly-Clark, AB inBev , OMO, Volkswagen, KFC and Vodacom.

Ogilvy South Africa CCO Pete Case adds, “What an amazing achievement for our teams and clients. Our ability to consistently deliver multiple gold and Grand Prix at Loeries is a wonderful achievement for us all. Congratulations to all the winners this weekend and most especially Kimberly-Clark for bringing the biggest statue home with us. Looking at the work we won for, it’s certainly a proud time to be in this industry.”

Ogilvy SA CEO Alistair Mokoena adds: “Our client relationships are driven by only one thing, and that is the power of creative excellence to deliver commercial value. We are thrilled that the ideas that have created value for our clients are being recognized by our peers this weekend at the Loeries Awards.”

Winning work was placed in a wide range of categories including; data driven marketing, shared value, creative use of paper, digital, media innovation, live activations, radio, film, craft and integrated.

Vega students clinch Facebook Challenge Student Award at Loeries 2018

Vega School students, Kabelo Mabaso and Mafedi Lenake (left), won the Facebook Challenge for 2018, an official Loeries Award in the Student category.

Part of Facebook’s efforts to grow and promote young, creative talent and help ensure African agencies are able to make the most of the digital opportunity, the Facebook Challenge gives students across Africa and the Middle East the opportunity to showcase their creativity.

This year, Facebook partnered with the International Federation of Red Cross to tackle the crisis of cholera. Students were briefed to create an impactful mobile-first campaign for Facebook and Instagram that educates at-risk communities in Africa around preventing the spread of cholera.

The concept from Mabaso and Lenake leveraged homework diaries printed on soap-impregnated paper as well as Red Cross’s social media channels to help create awareness about the importance of hygiene in preventing cholera. School children can rip pages out of the diary, wet it, wash their hands and decrease the risk of getting cholera.

Each page has a tip on sanitation and washing hands. The campaign features a video to promote the diary and educate viewers. “Our research found that cholera prevention is better than cure,” says Mabaso. “We wanted to show people that even though there aren’t yet any long-term solutions to the cholera problem, there are ways they can protect themselves from contracting the disease.”

Lenake adds: “We really enjoyed the opportunity to conceptualise a mobile campaign that addresses one of the biggest health challenges in Africa. Not only could we deliver a piece of work we are proud to add to our portfolio, but we also had the opportunity to learn from Facebook’s Creative Shop professionals who were available to chat about our ideas.”

Commenting on the win, Elizma Nolte, Country Marketing Manager for Sub-Saharan Africa said: “We were blown away by the creative thinking and strategic insight we saw from the Facebook Challenge entrants this year. Congratulations to Kabelo and Mafedi for creating an innovative concept that mixes real-world and mobile elements to such powerful effect.”

Accenture Interactive scoops gold at the Loeries with smart living solution

Accenture Interactive followed on from last year’s gold at the Loeries awards ceremony, taking home another gold this year in the Service Design category for its Nedbank Smart Geyser solution.

“This gold now affirms the relevance and impact of digitisation as a means to engage and market to modern consumers,” comments Wayne Hull, Managing Director at Accenture Digital, Africa.

Hull explains that digitally-empowered consumers are constantly re-evaluating their brand loyalty and are switching to companies that are most relevant to them in the moment. “Brands and agencies that continue to apply outdated marketing methods and engage with consumers in traditional ways, will lose their relevance among today’s discerning and demanding customers.”

To meet evolving consumer expectations, brands must move beyond traditional offerings and craft products and services that make it easier for consumers to do things that connect with their values and their everyday activities.

“This requires delivering personalised interactions across all brand touchpoints and experiences that are meaningful and impactful, as well as applying intelligence around customer data to contextualise and understand their needs more deeply,” continues Hull.

In the event of a burst geyser, Accenture Interactive’s device senses moisture, immediately shutting off the water and electricity supply to stop the water flow and limit potential damage. A First Notification of Loss is also automatically logged on behalf of the customer, which initiates the repair and replacement process. A push notification is also sent to the app to alert the customer of the event, and the next steps to follow. This functionality helped to reduce turnaround time to five hours, compared to the 24 hours or more for non-Nedbank Smart Geyser assisted events.