Who triumphed at the Loeries?


Four Grands Prix were awarded at the 32nd Annual Loerie Awards which took place on on 2 and 3 October at the Good Hope Centre in Cape Town. They were:

Boogertman + Partners Architects, Architecture and Interior Design entry for the National Stadium, “The Melting Pot’

Grid Worldwide Branding and Tonic Design, Communication Design Mixed-Media Campaign for Comair/British Airways, “SLOW Lounge’

VWV Group, Experiential Live Event entry for the World Cup Local Organising Committee, “2010 Fifa World Cup Closing Ceremony’

King James, for Allan Gray’s TV Commercial, “Legend’

The Loeries are South Africa, Africa and the Middle East’s premier brand communication awards. While there was a strong influence of the recent Fifa World Cup in this year’s entries, the winners across the categories reflected a broad spectrum of the industry.

All winners can be seen on www.theloerieawards.co.za. The awards were judged by panels comprised of over 160 local and international experts in their fields, and a total of 267 awards were handed out.

According to the Loeries new ranking system, the Top 10 film production companies are: Velocity Films; Egg Films; Bouffant; Media 2 Point Zero; humanoid@eggfilms; Plank Film Production; Frieze Films; Silver Bullet; The Bomb; and Studio Zoo.

The Top 10 agencies overall  according to the Loeries ranking system are: King James; Net#work BBDO Johannesburg: Draftfcb Johannesburg; Ogilvey Cape Town; Ogilvy Johannesburg; Joe Public; Grid Worldwide Branding: TBWA \ Hunt \ Lascaris Johannesburg; The Jupiter Drawing Room (South Africa) – Cape Town; and FOXP2. All the other rankings tables can be viewed on www.theloerieawards.co.za

A Lifetime Achievement Award was posthumously awarded to Robyn Putter, former WPP Creative Head, for his outstanding contribution to the South African and global advertising industry over the course of a career spanning more than 30 years. His wife, Margarita Putter and Nunu Ntshingila, CEO, Ogilvy South Africa, accepted the award.

Graham Pfuhl, Director: Marketing & Sales of Multichoice, received the Marketing Leadership and Innovation Award for his active contribution to the success of the Multichoice brand in our region, notably with the M-Net and DStv offerings. The Loeries committee recognised Pfuhl as a marketer who believes that creative brilliance drives business results. He is an outstanding example of the leadership, dedication, loyalty and commitment that it takes to build a successful brand. 

This year saw the launch of the Ubuntu Award, for brands contributing to social and environmental change. A Gold Loerie was awarded to Matchboxology for Levi’s “Red 4 Life’ HIV awareness programme and four Bronze Loeries were also awarded in the category.

SABC New Voice Award for non-English Radio – this year, the Gold award went to Draftfcb Johannesburg for the Vodacom campaign “Bua FM Part 2’ (which was also a winner in the main Radio category). The Silver award also went to Draftfcb Johannesburg for Vodacom’s “AmaGugu’, and the Bronze award went to TBWA\Hunt\Lascaris Johannesburg for the Standard Bank campaign “Bagasi’. The winning agencies all receive SABC Radio airtime as well as special trips to Cape Town for the creative teams.

The Vodacom Mobile Media Digital Award, in partnership with Vodacom Mobile Media, recognises the recent growth in the use of mobile devices in the advertising mix. The award went to Gloo Digital Design for the “Juicy Details’ mobile advertising entry for Cosmopolitan magazine. The winning agency receives R50,000 worth of media on Vodacom’s mobile platform, and an Apple iPad.

The winner of the 2010 Sappi Creative Use of Paper Award is Joe Public for the Clover Cooking Calendar. The award includes a 17" MacBook Pro and R30,000 worth of Sappi paper.

The SpaceStation Internet Advertising Award – MEMAC Ogilvy & Mather (Dubai) scooped the prize for their “Resize-A-Room’ online banner for IKEA. The award includes a Sony 32" Bravia plus an Xbox 360 console with Final Fantasy XIII and LIPS Karaoke, as well as media worth R50,000 across the SpaceStation network.

Now in its fourth year, the Young Creatives Award recognises outstanding achievement by talented individuals at the beginning of their careers.  This year the award went to Mbuso Ndlovu, Art Director / Designer at Y&R and Reijer van der Vlugt, Art Director at FoxP2. They each received a Gold Loerie and an all-expenses-paid trip to an international award show.


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