Four Grand Prix were awarded at the 34th Annual Loeries Awards, which took place on Saturday 22 and Sunday 23 September 2012 at the Cape Town International Convention Centre. The Loeries are the premier brand communication awards for South Africa, Africa and the Middle East.
Grands Prix were awarded to: OFM’s Change your Tune Direct & Promotional Mail by Joe Public; South African Breweries Be the Coach Integrated Campaign by Ogilvy Cape Town; Mercedes-Benz Attention Assist Radio Campaign by Net#work BBDO; and Nando’s South Africa The Last Dictator Standing TV & Cinema Commercial by Black River FC.
For the first time in Loeries history, a Gold Loerie was awarded to two agencies, King James and Black River FC, for their TV & Cinema commercial campaign, which saw a battle of wits between two local brands, Santam and Nando’s South Africa.
A Lifetime Achievement Award was awarded to John Hunt, Worldwide Creative Director, TBWA\ Worldwide, for his outstanding contribution to the South African and global advertising industry over the course of his career.
The Marketing Leadership and Innovation Award was presented to Robbie Brozin of Nando’s.
Says Loeries CEO Andrew Human: “”Robbie is the perfect example of someone who is using ideas and innovation to drive his brand. It is difficult enough to be awarded for a great achievement, but to do so consistently for 25 years is certainly something to be respected.’
This year the Loeries attracted 3,182 entries, a big increase on 2011’s figure of 2 870.
The awards were judged by panels comprised of over 130 local and international experts in their fields. A total of 261 awards were handed out, with the winners being broken down as follows:
| All | Student | Professional | |
|---|---|---|---|
| Entries | 3182 | 438 | 2744 |
| Prof non-craft | 1990 | ||
| Prof craft entries | 754 | ||
| Finalists | 1235 | 149 | 1086 |
| Grand Prix | 4 | 0 | 4 |
| Gold | 27 | 4 | 23 |
| Silver | 66 | 10 | 56 |
| Bronze | 109 | 21 | 88 |
| Craft Gold | 12 | 0 | 12 |
| Craft Certificate | 43 | 4 | 39 |
Gold Loerie winners in the Television & Cinema Commercials category will receive complimentary flighting with Cinemark. Cinemark is the leading cinema advertising media owner in South Africa and will screen each of these winning ads for one month at Ster-Kinekor cinemas nationwide.
In the SABC New Voice Award for non-English Radio category the Gold award went to Joe Public for their JHHESA radio commercial, Sterring. Joe Public also scooped a Silver Loerie for its Tracker campaign Khumbul’Ejardini. The Bronze award went to DDB South Africa for its McDonalds commercial, iBefday. The winning creative teams receive luxury trips to the Mother City, as well as radio airtime with SABC.
The ADreach Integrated Campaign Award goes to the winning brand in the Integrated Campaign category. This year’s Grand Prix winner, South African Breweries, will receive R100,000 worth of street-pole media space with ADreach.
Now in its third year, the Ubuntu Award recognises brands contributing to social and environmental change. A Silver Loerie was awarded to EXP Agency for MTN’s Qhubeka and Bronze Loerie went to Ogilvy Cape Town for Volkswagen’s The BlueMotion Label.
The Young Creatives Award, sponsored by Adams & Adams attorneys, recognises outstanding achievement by talented individuals at the beginning of their careers. This year the award went to Jaco Burger, Partner & Designer at Ateljee, and Jared Osmond, Copywriter at Net#work BBDO. They each received a Gold Loerie and a trip to the Cannes Lions International Festival of Creativity.
To see the full list of winners go to www.theloerieawards.co.za
