Entrants into this year’s Loerie Awards competition will have several new categories
in which to enter, namely: the Effective Creativity Award, the New Voice Award Crafts
and the new Digital Craft category for the Best Use of Technology.
The Loeries are the premier brand communication awards in South Africa, Africa and
the Middle East.
Commenting on the new categories, Loeries CEO, Andrew Human, notes that the
Effective Creativity Award has been introduced to recognise the link between
innovation and business success.
“To be eligible to enter this new category, a campaign must have won a Loerie in the
past two years. That means winners from 2012 and 2011 are eligible, including
Bronze, Silver, Gold, and Grand Prix.
“In terms of the New Voice Award Crafts section, new categories specifically for non-
English radio communication have been introduced for Writing and Performance Crafts.
Non-English radio entries that have flighted may be entered in the New Voice Award
category or the main Radio category, but not in both (as was allowed in previous
years). In addition we’ve added a new Digital Craft category for Best use of
Technology,’ explains Human.
He notes that the Loeries now boasts a revamped website (www.loeries.com), as
well as a new digital upload system, created in partnership with Sonovision Studios.
“The system allows entrants to upload all media – images, videos and audio files –
directly to their individual entries via the online entry system, simplifying the overall
process,’ says Human.
All those wishing to enter the Loeries should take note that the eligibility period for
entries is 1 June 2012 to 31 May 2013. Work must be produced by companies from
Africa and the Middle East, including island states off the African coast (e.g.
Mauritius, Madagascar, Seychelles, etc.). From this year, entries from Turkey are also
eligible. Work that has been produced for international clients is eligible – so a
company in Kenya producing work for a German market may enter their work.
International crafts may be entered, as long as the person nominated for the award is
from the eligible region. The final deadline for entries is 31 May 2013.
All work is judged according to five criteria: innovative concept; excellent execution;
relevance to the brand; relevance to the target audience; and relevance to the chosen
medium.
Loeries Creative Week Cape Town, which runs from 16 to 22 September, will
culminate in two awards evenings on Saturday and Sunday.
Events will kick off at Cape Town’s City Hall on Monday 16 September with the Loeries
judging-week. Finalists for each category will be announced at the end of each day.
The judging will round off with the International Seminar of Creativity, where the
Loeries’ four jury chairmen, Geoffrey Hantson, Gotz Ulmer, Jason Little and Debbi
Vandeven will speak.
Screen Africa magazine – April 2013
