After weeks of build-up and anticipation, the winners of The Loerie Awards 2006 were announced in Margate on KwaZulu-Natal’s South Coast this weekend, 17 and 17 September.
There were 180 winners in this advertising, communications and design competition including 3 Grand Prix, 16 Golds, 16 Craft Golds, 38 Silvers and 107 Bronzes.
The Loerie Awards 2006 is South Africa’s longest-standing competition of its type (it is now in its 28th year). It recognises and rewards creative excellence defined by work that excels in five critical areas a€” concept, execution, and relevance to the brand, target audience and chosen media.
Entries are judged by specialist panels comprised of leaders in their fields and only work deemed innovative and surpassing the norm within all five criteria is rewarded with the Loerie Award accolade.
The Grand Prix is only awarded to work if it is found to be truly exceptional and representative of the highest possible standards. Because of this stringent requirement, Grand Prix winners are scarce and highly sought after.
The three agencies awarded this highest accolade were:
a€¢Lowe Bull Johannesburg for the Axe Get A Girlfriend campaign in the Advertising Mixed-Media Campaign category
a€¢Net#Work BBDO in the Integrated Campaign category for the Lonely Finger campaign it did for SABC youth radio station, 5FM
a€¢Grid Worldwide Branding & Design in the Design Mixed-Media Campaign category for a campaign Grid did for Virgin Mobile
Agencies winning Gold Loeries (16 in total) were:
a€¢Lowe Bull Johannesburg a€” 4
a€¢FCB Johannesburg a€” 2
a€¢Net#work BBDO a€” 2
a€¢BBDO Cape Town a€” 1
a€¢Daddy buy me a pony – a 9Nov Union Co a€” 1
a€¢Disturbance Design a€” 1
a€¢Gloo Digital Design a€” 1
a€¢Grid Worldwide Branding & Design a€” 1
a€¢Ogilvy SA a€” 1
a€¢Orange Juice Design a€” 1
a€¢TBWA\Hunt\Lascaris – Johannesburg (Pty) Ltd a€” 1
It must be noted that The Loerie Awards rules and regulations were changed this year to prevent one strong campaign dominating the awards as has happened in the past; Lowe Bull Johannesburg has put in its strong performance on the back on three strong campaigns.
Also announced were the two winners of the first ever a€˜Everyone’s Loerie Award’, commercials chosen by South Africa’s public. An SABC/24.com joint initiative, a€˜Everyone’s Loerie Award’ gave the man-in-front-of-the-TV-and-radio (aka the-man-in-the-street) the opportunity to vote for his favourite television and radio ads. Voting was via SMS or online at www.24.com/loeries. The winning ad in the television category was Shopping for Nedbank by BBDO#Network, and in the radio category was Twinsaver 500 sheets for Nampak by TBWA\Hunt\Lascaris a€” Johannesburg.
Work winning Gold Loeries, including Craft Gold awards, were:
a€¢In the Experiential Category – DP Marais SANTA TB/HIV/AIDS Centre; Anti-Piracy Foundation
a€¢In the Design Category a€” Ingrid Jonker plays at KKNK, stationery for Disturbance Design; Mazisi Kunene Limited Edition Book, Levi’s® Jeans, M5 Africa Music Video, Design Indaba 9, Musica Valentines 2005
a€¢In the Advertising Category a€” Lego (Imagine); Virgin Atlantic (Gone With the Wind, The Godfather, The Lord of the Rings); Mercedes-Benz SLK Convertible (Blown Away – Toupee, Hat, Scarf) and Harley Davidson (Abandoned Husbands- Dinner, Shopping, Washing), Axe a€” Get a Girlfriend (Frog, Jump, Lego, Scout, Arcade).
a€¢In the Radio Advertising category a€” Uthingo Lotto (Numbers, ATM, Traffic),
a€¢In the TV & Cinema Advertising category a€” Nando’s (Finger Puppet, Boxer), Axe (Coinage, Rubiks Cube, Nedbank Capital Jawz), (Horses), BMW (Kinetic Sculpture), Independent Electoral Commission (Municipal Elections), Musica (Metallica)
a€¢In the Experiential category a€” 5FM (Lonely Finger), Vodacom (Life Sculpture), Panasonic (Sponsorship a€” Little battle).
The most awarded agency of the evening was Ogilvy SA with 28 Loeries.
Other agencies winning five or more Loeries were:
a€¢Net#Work BBDO a€” 24
a€¢The Jupiter Drawing Room (South Africa) – 15
a€¢TBWA\Hunt\Lascaris – Johannesburg (Pty) Ltd a€” 14
a€¢Grid Worldwide Branding and Design – 8
a€¢Lowe Bull Johannesburg a€” 8
a€¢BBDO Cape Town – 7
a€¢King James RSVP a€” 6
a€¢Daddy buy me a pony (a 9Nov Union Co) a€” 5
a€¢FCB Johannesburg – 5
The Loerie Awards chairman, Wingwing Mdlulwa, said he was delighted with the standard of work entered into this year’s competition. “Our industry can hold its head up high,” he said. “The winning work I have seen over the past two evenings is certainly of an international standard. All the winners a€” from Bronze to Grand Prix a€” should be very proud of themselves.”
Winners in the Student Category were also announced last night. Here, a total of 37 Loerie Awards were presented a€” 2 Golds, 3 Craft Golds, 7 Silvers and 25 Bronzes. The advertising schools taking home the two Gold Loerie Awards was AAA School of Advertising while Vega, the Brand Communications School and University of Pretoria achieved Craft Golds (2 and 1 respectively).
The Loerie Awards earned the local economy as much as R11,2 million in 2005, a figure that could well be exceeded this year, said Tourism KwaZulu-Natal, one of the major sponsors of the event.
For further information on The Loerie Awards visit www.theloerieawards.co.za.
Major sponsors for this year’s awards are the SABC, Media24 and Tourism KwaZulu-Natal.
Other sponsors and partners are: 24.com, Aon-Shield, Avis, Brandhouse, Cell C, Gallo Images, Gauteng Film Office, Gearhouse, Hetzner, Hibiscus Coast Municipality, Joe Public Advertising, Kulula.com, Lightworks, Lithotech, Nashua Mobile, Online Publishers Association, Orchestra Blue, Ornico Group, Paygate, Proximity#ttp, Rocketseed, Sappi, Six Million Dollar Media, Sonovision, Strawberry Worx Media, The Design Indaba, The Video Lab, Ugu District Municipality, Verdantpoint, Masters & Savant.