A total of 238 awards, including four Grands Prix and 26 Golds, were handed out in
the main categories of the 25th Loeries Awards, which took place on Saturday 21
and Sunday 22 September at the Cape Town International Convention Centre.
The Loeries is an annual recognition of the best work produced in the brand
communication industry in the region – including the whole of Africa and the Middle
East.
Says Loeries CEO Andrew Human: “The awards show that digital is finally being taken
seriously in the South African media mix, although traditional media still represents
the majority of entries.’
Digital entries now comprise just over 10% of the total number of Loeries entries,
and the trend is clearly towards integrated and digital communication.
The awards were judged by over 140 local and international experts in their fields,
including four international jury chairpersons from Hamburg, Sydney, Kansas City and
Antwerp, as well as regional judges from Dubai and Kenya.
Grand Prix awards were awarded to Engen’s Fire Blanket Calendar, Alternative Media
& Field Marketing entry by DraftFCB; Volkswagen’s Street Quest, Digital & Interactive
– Social Media entry by Ogilvy & Mather Cape Town; Frank.net’s Death Doesn’t Have
To Try Very Hard Radio Campaign by FoxP2; and MTN’s The Everywhere Library
Media Innovation entry by MetropolitanRepublic.
New in 2013, the Effective Creativity category, sponsored by Woolworths, allows
previous Loerie winning entries to be measured for effective business results. The
Gold award went to South African Breweries’ Be the Coach by Ogilvy & Mather Cape
Town, and which was a Loerie Grand Prix winner in 2012.
Africa & Middle East
In the categories for entries from outside of South Africa, three Gold, Three Silver
and eight Bronze Loeries were awarded. Golds went to:
– For Media Innovation, Radar Security’s The on-the-job interview by Ogilvy &
Mather Africa (Kenya).
– For Print Communication, Land Rover’s Bookshelf by Advantage Y&R (Namibia).
– For Outdoor & Collateral Media, Harvey Nichols’ Pelicans by Y&R Dubai (United
Arab Emirates).
Graham Warsop, founder and chairman of The Jupiter Drawing Room South Africa,
was inducted into the Loeries Hall of Fame, for his outstanding contribution to the
South African and global advertising industry.
The Marketing Leadership and Innovation Award was presented to George
Sombonos
of Chicken Licken.
“George belongs amongst the great South African brand leaders and previous
recipients of this award,’ says Loeries CEO Andrew Human. “He is a legend in the
industry and an excellent example of a leader who believes in the power of creativity
to drive the bottom line. We hope that his example with Chicken Licken will inspire
other marketers to embrace creativity in order to build sustainable and successful
businesses.’
To access the full list of winners visit www.loeries.com.
See Loeries report in the October issue of the Screen Africa, which also features
Anton Crone’s opinion piece on the Loeries.
