On the 40th anniversary of the Loeries, the best of brand communication across Africa and the Middle East was awarded over two nights in Durban.
At the awards ceremonies on Friday 17 and Saturday 18 August, 287 Loeries were awarded across 14 categories including six Grands Prix, 31 Golds, 69 Silvers, 113 Bronzes, 18 Craft Golds and 50 Craft Certificates.
Middle East agencies picked up two Grands Prix, six Golds, eight Silvers, 15 Bronzes and five Craft Certificates. (The next issue of Campaign, out on August 26, will have a full round-up.)
More than 2,500 entries were received, with 15 per cent of entries from outside South Africa. A total of 700 brands were represented by 265 agencies from 15 countries across Africa and the Middle East. The awards were judged by over 170 regional and international industry leaders in their fields including international jury presidents Fabian Frese, Ian Mackenzie, Nicolas Courant and Sebastian Padilla.
The six Grands Prix were awarded to:
- In Communication Design, Fear and Fantasy Festival’s “Fear and Fantasy Festival” by TBWA Reklam Hizmetleri A.S., Turkey
- In Digital & Interactive Communication, Sanlam’s “2 Minute Shower Songs” by King James Group, South Africa
- In Print Communication, Nando’s “#rightmyname” by M&C Saatchi Abel, South Africa
- In Radio, Louvre Abu Dhabi’s “Highway Gallery” by TBWA\RAAD, United Arab Emirates
- In Film Communication, Kimberly-Clark’s “The World’s First Baby Marathon” by Ogilvy Johannesburg, South Africa
- In Integrated Campaign, La Libanaise Des Jeux’s “Lucky Face” by Impact BBDO Dubai, United Arab Emirates
In the MENA region, Impact BBDO won Golds for its Spacesuit Collection for Landmark Group, in the Communication Design category; for Lucky Face for Loto Libanaise in the Digital & Interactive Communication category and in Media Innovation; for Greed for Centrepoint in Film Communication, and a Craft Gold for the same campaign in the same category. Horizon FCB Dubai won a Craft Gold for Hidden Hindi Posters – Tea, for Citbank, in the Print Communication category.
Suhana Gordhan, Creative Director at FCB Africa, ended her period as Loeries Chair, and Tseliso Rangaka, Executive Creative Director at Ogilvy Cape Town, was announced as the new Chairman of the Loeries for the next two years. “I think Africa and the Middle East are among the most brand conscious places in the world right now and I’m thrilled that I’m going to have a bird’s eye view of the region. I think we have an opportunity to be really brave and take advantage of the fact that we’re not as constrained by tradition as markets like Europe and the US,” said Rangaka.
The awards were brought to a close on the Saturday evening with the announcements of the Agency and Regional Agency Group of the Year. The top three Agencies of the Year are: First – Joe Public United; Second – TBWA Hunt Lascaris Johannesburg; and Third – Impact BBDO Dubai. The top three Regional Agency Groups of the Year are: First – TBWA\; Second – Ogilvy EMEA; and Third – Joe Public United.
The Loeries will release its full Official Rankings at a later date.