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23 September 2012
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The Loerie Awards 2012 Winners Announced
The 34th Annual Loerie Awards took place on Saturday 22 and Sunday 23 September 2012 at the Cape Town International Convention Centre.
The Loerie Awards is an annual recognition of the best work produced in the brand communication industry in our region – South Africa, as well as throughout the rest of Africa and the Middle East.
“This year we received 3182 entries, a big increase on 2011’s figure of 2 870,” says Loeries CEO Andrew Human. “I’ve always said that the Loeries serves as a barometer of the economy. If you look at 2008, that was the height of the global economic boom. By the following year the recession was in full swing and the Loeries experienced a significant drop in entries. Now we’re on the rise again, hopefully in line with the world’s economic recovery.”
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 / ProfessionalEntries / 3182 / 438 / 2744
Prof non-craft entries / 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
This year, four Grands Prix were awarded. They were:
- 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.
- Nando’s South Africa ‘The Last Dictator Standing’ TV & Cinema Commercial by Black River FC.
Joint Gold awarded for the first time – Santam & Nando’s South Africa
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.
SPECIAL AWARDS
Lifetime Achievement Award – John Hunt
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.
Marketing Leadership and Innovation Award – Robbie Brozin
During the first evening of The 34th Annual Loeries Awards, at the Cape Town International Convention Centre, Robbie Brozin of Nando’s was honoured with the Marketing Leadership and Innovation Award.
The Marketing Leadership and Innovation Award was introduced by The Loerie Awards in 2007. The accolade is awarded to an individual in recognition of their marketing achievements over an extended period of time. Each year, a shortlist is compiled – based on the success of brands over previous years at The Loerie Awards. This year the short list included the following brand leaders:
· Gavin Krenski – Brandhouse
· George Sombonos – Chicken Licken
· Claudia Mende – Mercedes Benz
· Robbie Brozin – Nando’s
· Enzo Scarcella – Vodacom
“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,” says Andrew Human, CEO of The Loerie Awards.
Cinemark to flight Loerie winning TV & Cinema Commercials
This year, 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.
Yvonne Diogo, Marketing Manager at Cinemark says, “It is a delight for us to bring the countries best film adverts to the masses who frequent Ster Kinekor theatres. The strength of creative execution plays a significant role in the notability of advertising. However, the efficacy of cinema contributes as a strong amplifier of the advertising message. This amplifier effect is attributed to the intrinsic properties of cinema such as the impact that is delivered by the cinema experience – a perfect medium to screen the winning work!
As cinema advertising remains an important part of the media mix it is paramount that innovation and creativity in film advertising is nurtured and promoted nationally. In fact, Cinemark actively supports creative excellence in all forms of brand communication, a common interest with The Loerie Awards.”
SABC New Voice Award for non-English Radio
The Gold award went to Joe Public for their JHHESA radio commercial, ‘Sterring’. Joe Public also scooped a Silver Loerie for their Tracker campaign ‘Khumbul'Ejardini’. The Bronze award went to
DDB South Africa for their McDonalds commercial, ‘iBefday’. The winning creative teams receive luxury trips to the Mother City, as well as radio airtime with SABC.
ADreach Integrated Campaign Award
This special prize 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.
Ubuntu Award
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’.
Antalis Creative Use of Paper Award
The winner of the 2012 Antalis Creative Use of Paper Award is TBWA\Hunt\Lascaris Johannesburg for their Direct & Promotional Mail campaign, ‘We sent their briefs back’. The award includes a two Apple iPads for the creative team.
ADreach Street-Pole Award
The Street-Pole category was introduced in 2011. This year, the award went to Ogilvy Cape Town for Stimorol’s Mega Mystery, ‘You Decide the Flavour’. The winner will automatically be entered into the outdoor advertising category at the Cannes Lions International Festival of Creativity. In addition, the winner receives an all-expenses-paid trip for two to the event in Cannes.
Avusa Newspaper Award
New in 2012, this award went to DDB South Africa for their McDonalds Newspaper campaign, ‘Kids Birthday Parties – Monsters’. The prize includes a trip for two to the New York Advertising Festival in 2013.
Adams & Adams Young Creatives Award
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.
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, internship and 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.
This year, R30 from each entry into The Loerie Awards was donated towards the scholarship. Plus, Tempest, the Official Car Hire Partner of The Loerie Awards, will donate 10% of the value of all Loeries bookings made during the Creative Week period.
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 Anthea Lakay from Good Hope Seminary High School in the Western Cape.
STUDENT AWARDS
This year, four Gold Loeries were awarded:
- Carla Correia, from the Stellenbosch Academy of Design & Photography, for her print campaign, ‘FedEx Delivers’.
- Niquita Leah Bento, from the Stellenbosch Academy of Design & Photography, for her print campaign, ‘Jacobs Coffee’.
- Kyle Jacobson, from the Vega School of Brand Leadership, for his collateral design piece, ‘Constructive Procrastination’.
- Ben Johnson, from the AAA School of Advertising Cape Town, for his publication design, ‘Orania’.
All the winners will be listed on the Loeries website (www.theloerieawards.co.za) from 24 September.
All official photographs from Loeries Creative Week can be viewed and downloaded for free from the Loeries image gallery at www.galloimages.co.za. Simply register for access.
Official Rankings
The Loerie Awards official ranking provides a thorough and fair process to accurately report on the results of the awards. The exact methodology that is used for the ranking is available at www.theloerieawards.co.za. Rankings tables for agency, brand, digital agency, film production company, category, agency size, countries outside South Africa, Creative Circle agency groups and individual agencies will be released post the awards weekend and once all winners have had the opportunity to check and revise credits.
Follow the Loeries on twitter @Loeries and @ididthatad
Major Sponsors
The major sponsors of The 34th Annual Loerie Awards are Cape Town Tourism, The City of Cape Town, Gearhouse South Africa
Additional Sponsors and Official Suppliers
Adams & Adams Attorneys, ADreach, Antalis, Aon South Africa, Aqua Online, Aquelle, Associated Magazines, Avusa Media, Backsberg, Barron, BEE Online, Black Powder, Bouffant, Cape Town Partnership, Collective Dream Studios, Commercial Producers Association, Egg Films, Freq’ncy, Funk Productions, Gallo Images, Google, Go Rentals, Graphica, GreaterCapital, Greensky, Grid Worldwide, Hetzner, Ice Tropez, Mail & Guardian, Media Film Service, Ministry of Illusion, MTV, Newsclip, Paygate, PocketMedia Solutions, Rain Productions, Rocketseed, SABC, Shots, Skyrove, Sonovision, Tempest Car Hire, The Jupiter Drawing Room South Africa (Johannesburg), Think iT Solutions, Tsogo Sun, Ultra Litho, Wesgro, Woolworths
Travelling Exhibition Venues and Dates
Dates to remember:
Stellenbosch Academy of Design & Photography 8 – 12 October 2012
Oliewenhuis Museum, Bloemfontein 29 October – 2 November 2012
Important Loerie dates to diarise:
Migrate magazine – issue 15
Now available at Exclusive Books & CNA stores
33rd Loeries printed Annual
Available at Exclusive Books, Pulp Books & the Loeries website
Creative Week Cape Town 15 – 23 September 2012
Judging Week at City Hall 17 – 20 September
International Seminar of Creativity – 21 September
The 34th Annual Loerie Awards at the CTICC
22 & 23 September 2012
Migrate magazine – issue 16
November 2012
For more information go to www.theloerieawards.co.za
Ends
For more information please contact:
Michelle Barrett
Media & Operations Manager
The Loerie Awards
011 326 0304
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