Loerie Award winners


A total of 230 awards were handed out at the 33rd Annual Loerie Awards, which took place on 17 and 18 September at the Cape Town International Convention Centre.

Three Grands Prix were awarded to Ogilvy Cape Town, Live Activations entry for Volkswagen, ‘Marching Band’; Net#Work BBDO, Radio Commercial Campaign for Mercedes-Benz, ‘New Friends’; and HelloComputer, Applications & Interactive Tools entry for Musica, ‘The Flo Browser’.

The Loeries are an annual recognition of the best work produced in the brand communication industry in Africa and the Middle East.

Says Loeries CEO Andrew Human: “After two years of a decline in entries, 2011 saw a small increase in entries over the previous year. I hope this is a sign that the economy is coming back to life but there is certainly still a long way to go.

“The number of Gold and Grand Prix awards were very tight this year, with only three Grands Prix being awarded overall. Clearly this is a message that although the number of media platforms available is constantly increasing, the ability to achieve the truly outstanding remains as difficult as ever.”

The winners are broken down as follows:








Prof non-craft entries


Prof craft entries






Grand Prix
















Craft Gold




Craft Certificate




Official Rankings
In 2010, The Loerie Awards introduced an official ranking to provide a thorough and fair process to accurately report on the results of the awards. The 2011 tables and methodology used are given in a separate release.

Marketing Leadership and Innovation Award – Tracy Hirst

In 2007 The Loerie Awards introduced the Marketing Leadership and Innovation Award. The accolade is awarded to an individual in recognition of their marketing achievements over an extended period of time.

“The Loeries committee reviewed each brand, as well as the individuals behind the brands, and it was clear that Tracy was personally involved in Allan Gray’s brand success and has been an active contributor to the brand’s market position in South Africa. As such, Tracy has been awarded the 2011 Marketing Leadership and Innovation Award – a worthy recipient and outstanding example of the leadership, dedication, loyalty and commitment to a brand that is required to do something special,” commented Human.

EMI Music Award
EMI Music partnered with the Loeries this year to give a special prize for the best use of licensed music in advertising. The award was presented to McCann Erickson for 8.ta’s ‘Emoticon Boy’ TV Commercial. The winning agency will receive a trip to one of the most famous recording studios in the world, Abbey Road Studios. This London-based studio is most notable for the innovative recording techniques adopted there by The Beatles in the 1960s.

Vodacom Mobile Award
This award, in partnership with Vodacom Mobile Media, has been put in place to recognise the growth of mobile devices as part of the marketing mix. The Vodacom Mobile Award rewards the most creative use of mobile media in the Internet, Mobile and Interactive category. The award went to 140 BBDO and Native for the ‘Visi Covet’ iPhone application. The winner receives a special prize for the creative team, plus media space for the agency.

SAPPI Creative Use of Paper Award
The winner of the 2011 Sappi Creative Use of Paper Award is Grid Worldwide Branding for the Munken Book of Creation. The award includes a special prize for the creative team as well as R30,000 worth of Sappi paper.

Ubuntu Award, sponsored by Hetzner
The Ubuntu Award was launched in 2010 to recognise brands contributing to social and environmental change. A Gold Loerie was awarded to The Jupiter Drawing Room Cape Town for their Woolworth’s campaign. A Silver Loerie was also awarded in this category to Core Group for iSchoolAfrica Youth Press Team and Bronze award went to Ogilvy Cape Town for Kiwi’s Takkie Brite Bozza Campaign.

SABC New Voice Award for non-English Radio
For the second consecutive year, the Gold award went to Draftfcb Johannesburg – this year the agency received the award for their Gidani Radio campaign. A Silver Loerie went to TBWA\Hunt\Lascaris\Cape Town for Cinema Nouveau’s ‘Siembamba, Mamma se Aksieheld’, and the Bronze award went to Draftfcb Johannesburg for Vodacom’s ‘Bua FM’ campaign. The winning creative teams receive all-inclusive luxury trips to the Mother City.

ADreach Street-Pole Award
The Street-Pole category was introduced this year for the first time. The award went to Ogilvy Cape Town for Stimorol’s ‘Yoda’. The winner will automatically be entered into the outdoor advertising category at the Cannes Lions International Advertising Festival. In addition, the winner receives an all-expenses-paid trip for two to the event in Cannes.
Adams & Adams Young Creatives Award

The Young Creatives Award, sponsored by Adams & Adams attorneys for the first time this year, recognises outstanding achievement by talented individuals at the beginning of their careers. This year the award went to Kenneth van Reenen, copywriter at MetropolitanRepublic and Sophia Strydom, graphic designer at Joe Public. They each received a Gold Loerie and an all-expenses-paid trip to an international award show.

Creative Future Scholarship
The Loerie Awards 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 Creative Future Scholarship covers just about everything – fees, study materials, accommodation and living expenses. Plus, it offers mentorship and guaranteed 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.

Through the scholarship The Loerie Awards 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. This year the scholarship was awarded to Ayesha Daniels from Gardens Commercial in the Western Cape.

This year, five Gold Loeries were awarded:

  1. Lubabalo Mtati, from the Nelson Mandela Metropolitan University, for his integrated campaign, ‘Kultured: A way of learning’.
  2. Lodewyk Barkhuizen, from the Open Window School of Visual Communication, for his motion graphics film, ‘The Well’.
  3. Ben Johnson, Nina Nelson and Warrick Sherrell, from AAA School of Advertising Cape Town, for their ‘National Geographic Calendar’.
  4. Jolize Jacobs, from the Stellenbosch Academy of Design and Photography, for her Converse packaging, ‘One size fits all’.
  5. Zele Angelides, from the University of Johannesburg, for her publication, ‘Kindle’.

And, one Craft Gold Loerie was awarded:

  1. Lubabalo Mtati, from the Nelson Mandela Metropolitan University for his poster campaign, ‘Kultured’.

All the winners are listed on the Loeries website (www.theloerieawards.co.za) including full credits. Grand Prix and Gold electronic media (Television, Film, Video, Radio) can be viewed on the Loeries YouTube site (www.youtube.co.za/loerieawards).


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