The Loeries 2021 reframe c …


The Loeries arrive in Mother City this week, with a focus on creative excellence. The event ended early on October 23rd with a Zoom-themed after party. This was preceded by three days of masterclasses from industry leaders, networking, cinematic screenings from the category winners, brand activations, a comedy show and a red carpet ceremony.

The awards, which were first awarded in 1978 to promote television advertising, are a highlight in the award calendar for Africa and the Middle East.

A Loerie is the highest award for creativity and innovation in the entire region. It encourages and supports creativity by helping marketers, agencies, and consumers appreciate the value of ideas and fresh thinking.

For 43 years, the awards have evolved to include new categories beyond traditional TV advertising, honoring design, digital media, out-of-home, print, radio, digital, craft and innovation.

Still, the innovation category remains one of the most misunderstood categories, said Dawn Rowlands, CEO of dentsu Africa and one of the judges in the Innovation category of Barron Media, which focuses on an innovative approach to each media platform.

Rowlands and Maxwell Ngari, Executive Creative Director of Isobar Kenya, presented a masterclass entitled “Let’s shoot the messenger”, in which they talked about innovations in the media, how to become a world-class “messenger whisperer” and how to do so Media Innovation Awards kills category. This took place on October 20th at the Red & Yellow Creative School of Business in Salt River for industry professionals.

As judges in the innovation category, Rowlands and Ngari explained what they were looking for in the area and said it was a fantastic category to judge, but year after year contestants misunderstood it.

‘Be awesome’

“The innovation award is a really tough category to apply because you have to show innovation,” explained Rowlands. “Today the context is becoming more and more important because everything is so networked. If you want to win an awesome media innovation category, make sure it has a fantastic result. From an execution point of view, the work has to be really fantastic. “

Citing a mixed bunch of ads, including Heinz Ketchup’s drab TikTok videos; KFC Colombia’s “Anonymous” hacktivist campaign to turn lockdown hatred into love; Ikea’s “quiet” baby sleep playlist (“sleep music”) for Spotify (play quiet, bespoke ads for parents while the baby sleeps); VW’s ingenious “Snelweg Sprookjes” (“Street Stories”) for children that bring their imaginations back to the back seat; the Kashmiri blackout to press India to restore the internet in Kashmir (showing how a small budget can have a big impact); and how a big budget can have a big impact – Oreo’s Doomsday Vault 2020 in Svalbard, Norway to “bring about the apocalypse” even if the probability that an asteroid would hit Earth is less than 0.5%.

The Oreo campaign piggybacked on a NASA report last August that there was a tiny chance that a tiny asteroid had a 0.41% chance of entering the Earth’s atmosphere in November.

Media people, said Ngari, have to think differently than they used to: they have to understand the technology and understand how the media works. “Break it out [the idea] up, take apart, initiate a radical collaboration. If you want to do this, team up with someone who is smart about media technology. ”

The following day, future strategist John Sanei presented a master class on leadership and finding meaning in the Covid 19 reality.

And on October 22nd, Brian and Siba Mtongana discussed “Building an Impactful and Authentic Brand”, in which they unpacked the 10 “ingredients” of the TV chef’s success to transform her passion and personal brand into a renowned international brand that disappeared to a case study from Harvard Business School.

The Loeries attract hundreds of creative minds from across the continent and the Middle East each year.

The first event was in Johannesburg, then Sun City, until it moved to Margate in KwaZulu-Natal in 2004, then Durban and finally Cape Town. By 2004, however, the Loeries were out of date and were eventually “saved” by the Association for Communication and Advertising South Africa and the Creative Circle South Africa.

It has become one of the most prestigious awards for creative advertising in the southern hemisphere and recognizes creative, pioneering and effective advertising.

Last year’s pandemic hiatus forced the festival online, but this year it was back in the Mother City.

On the first day of the awards ceremony, winners from multiple categories were announced, including digital communication, out-of-home, marketing leadership and innovation, and young creatives.

The Marketing Leadership & Innovation award went to Khensani Nobanda, Nedbank Group Executive: Group Marketing and Corporate Affairs.

This award, which was introduced in 2007, honors individual excellence in brand communication over a longer period of time for those who demonstrate individual and brand success both on the market and with the Loeries.

The Loeries also announced their first two Hall of Fame inductees – Lorraine Smit and Melina McDonald, the two executive producers of Darling Films. Introduced in 2008, the Hall of Fame recognizes brand communicators who make outstanding contributions to the growth and well-being of the industry.

Smit, originally an agency producer, and McDonald, a manufacturing house producer, are business partners and friends.

They’ve worked on ads like Nando’s Dictator, Coca-Cola’s Brrrr, and Honda’s Lights, which have earned them international acclaim. The global coalition of women-owned advertising production companies,, reports that over the course of their careers, Smit and McDonald “threw a beer truck four floors into the desert for Budweiser to make it snow,” Pretoria headed the corner of rain in the rain, organized the arrival of Ben Kingsley and William Shatner in South Africa, tracked down a member of the KhoiSan tribe [sic] at JHB International and all without breaking a nail or breaking a sweat ”.

Darling is one of the few women-owned production houses in the country. This impressive duo “negotiated the removal of 300 ostriches from a minefield and choreographed 200 Tibetan monks shopping for smoking machines on Chinese eBay”.

Her 2018 award-winning # BreakingBallet campaign with TBWA Hunt Lascaris and the Joburg Ballet, consisting of a series of eight online stories directed by four Darling directors, won gold at the Cannes Lions and made Darling the only SA production house with four Cannes gold winners in one stall, reports the website. DM168

This story first appeared in our weekly newspaper, Daily Maverick 168, which is available for R25 at Pick n Pay, Exclusive Books and airport bookstores. For your nearest specialist dealer, please click on here.


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