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Cape Town – Winners of the prestigious Loerie Awards basked in glory at the Cape Town International Convention Centre on Saturday, after the first of two nights of awards.
READ: As it happened: Day 1
Grand Prix awards, the most coveted awards, were handed out in three categories on Saturday.
Grand Prix winners
- Anti Est and Grid Worldwide Branding for “#Unlearn”, in Design Mixed-Media Campaign.
- Mi-Fone and One Kingdom Creative Studio for “Oju Africa App”, in Digital & Interactive – Mobile Applications & Sites.
- Coca-Cola South Africa and FCB South Africa for “A rainbow for the Rainbow Nation”, in Outdoor Media.
Loerie Awards
The agency who took home the most awards was Joe Public (16) and the leading student group was AAA School of Advertising (15 combined Cape Town and Johannesburg).
Other top agencies included Ogilvy (8), Y&R (7), and Saatchi’s two companies (8).
The awards were judged by over 140 local and international experts in their fields, including three international jury chairpersons from San Francisco, Melbourne, New York City, as well as regional judges from Accra, Dar es Salaam and Nairobi.
Winners in the following categories were announced at Saturday night’s ceremony:
Student Awards; Print Communication & The Times Newspaper Award;
Outdoor & Collateral; Ambient, In-Store, Alternative Media, Direct Mail & Field Marketing & the ADreach Street-Pole Award; Communication Design & the Antalis Creative Use of paper Award; Digital & Interactive Communication; and the Unilever Ubuntu Award for Sustainable Marketing.
A total of 142 awards were handed out, three of which were Grands Prix, 16 of which were Gold Awards and nine of which were Craft Golds. Of these, four Student Gold and three Student Craft gold were awarded.
The Coca-Cola advertising campaign that won Coke a Grand Prix Loerie.
Mercedes honoured
Claudia Walters of Mercedes-Benz was honoured with the Marketing Leadership and Innovation Award.
The award was introduced by the Loeries in 2007, to recognise individuals for their achievements over an extended period of time. Each year, a shortlist is compiled – based on the success of brands over previous years at the Loeries.
Accepting the award, Walter told the audience: “I have travelled a lot, and observed people. I have watched what they buy, how they buy, why they buy. I have learnt one thing: you have to be authentic.
"It has installed in me the need to push the boundaries, but while being true to yourself. We expect this from our teams, to stay true to the ethos for Mercedes-Benz, which is to be the best.”
Special awards
The winner of the 2014 Antalis Creative Use of Paper Award was the Johannesburg Zoo and Y&R South Africa for “See what comes out in the dark”. The award included two Apple iPads for the creative team.
The Times Newspaper Award went to One School at a Time and Joe Public for “Project English”. As part of the prize, Joe Public secures next year’s campaign for the Times Creative Press Ad challenge, valued at R160 000.
The Unilever Ubuntu Award for Sustainable Marketing honours brand campaigns that do good while doing good business. A Gold Loerie was awarded to Exclusive Books and 140 BBDO for the Exclusive S.E.E.D Library.
This year the scholarship was awarded to Banzi Kasana of SACS High School in Cape Town. For the first time this year, additional bursaries were offered by Vega School of Brand Leadership and the Red & Yellow School allowing two more students to benefit from the programme. Recipients of these bursaries are Ida Janine van Staden from Parklands College and Chiquita Williams from PJ Olivier Art Centre in Stellenbosch.
Gold Loeries
- Emijl de Kock, Leigh Pietersen, Emma Philip, Sanri Pienaar from AAA School of Advertising Cape Town for National Geographic -“Almanac of Extremely Average Animals”.
- Jodia Steenkamp from Stellenbosch Academy of Design and Photography for Expose-“Calendar”.
- Shana Sivewright AD, Melissa Fontini CW from AAA School of Advertising Cape Town for “Recollection”.
- Frané Els from the North-West University for “Ubuzu”.
Craft Golds
- For Print & Design Crafts- Illustration, Karabo Moletsane from the Open Window School of Visual Communication for Sho’t Left, titled “Sho’t Left a zine”.
- For Print & Design Crafts- Typography, Almari Carosini from North-West University for Pylon Typeface, titled “Pylon Typeface”.
- For TV; Film & Video Crafts, Frané Els from the North-West University for Ubuzu titled “Ubuzu”
All the winners will be listed on the Loeries website from Monday, 22 September.
On Sunday evening, Loerie winners in the following categories will be announced: Young Creatives; Media Innovation; Effective Creativity; Events & PR Communication; Radio Communication; Africa & The Middle East; Television, Film & Video; and Integrated Campaign.
The Loeries Official Rankings provides a thorough and fair process to accurately report on the results of the awards. 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. More information is available on loeries.com.
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- News24 is an official media partner of the Loerie Awards.
