Channel O’s ‘Young Gifted and Black’ campaign has picked up 16 Loerie nominations, underscoring the impact of this innovative multi-platform campaign.
Lester Din, Channel O and Vuzu Marketing Manager, says the channel always had confidence that the ‘Young, Gifted and Black’ campaign would hit the mark with both viewers and the wider creative industry.
The campaign takes its impetus from the 1970 Nina Simone song ‘To Be Young, Gifted and Black’ and celebrates the incredible music talent that is found in Africa, both historic (the likes of Hugh Masekela and Yvonne Chaka Chaka) and current (including Stoan, Lira, Gal Level, Buffalo Souljah, Ikechukwu, Lizha James, Da L.e.s, Taygrin, Pebbles and Loyiso).
Channel O’s ‘Young, Gifted and Black’ campaign earned nominations in the categories Poster Design (Young, Gifted and Jah Man, Young, Gifted and Black, Young, Gifted and Majaivane), T-shirts Design (YGB, YG and Jah Man, YG and Majaivane, YG and Street, YG and Chocolate, YG and Ghetto), TV promo (YGB music video), Experiential Art Direction (YGB music video), Experiential Editing (YGB Music video), Experiential Music and Sound Design (YGB music video), Experiential Campaign and Integrated Campaign.
Also earning Ogilvy Johannesburg and Channel O two more Loerie nominations was the Channel O Tree campaign, which is in the running for TV promo, Experiential Animation, and Experiential Music and Sound Design.
In creating the ‘Young, Gifted and Black’ and the Tree campaigns Din and his team worked with Ogilvy Johannesburg. Says Fran Luckin, Executive Creative Director, Ogilvy Johannesburg, "We are very excited. We were expecting the YGB campaign to do well, but this result has given us great hope for the final outcome in September. What’s also great about the YGB campaign is that it was produced by many of the YGB talent and we are very proud of it. The Tree was almost two years in the making and we are hopeful that it will bring home some gold."
In the Newspaper category, Channel O and Ogilvy once again scored a nomination with the piece titled Barack, “It’s a New Day.” Also scoring a Loerie nomination for Channel O is Orijin who picked up a nomination for The Channel O Social Network in the Experiential Content Promos category. This brings to a total of 20 Channel O-related Loerie nominations in this year’s awards.
The 2009 Loeries take place in Cape Town from Thursday 24 September to Sunday 27 September.