by Sofia Serrano
The 42nd Loeries Awards has awarded the best in brand communications across Africa and the Middle East. Two agencies from the Middle East won Grand Prix Awards. Impact BBDO Dubai for print crafts – art direction: Hidden Allergy campaign for Novomed Allergy Clinic; and FP7 McCann Dubai for integrated campaign: Astronomical Sales for Mastercard (you can see their works below).
A total of 264 Loeries were awarded across 16 categories including 5 Grands Prix, 28 Golds, 63 Silvers, 110 Bronzes, 14 Craft Golds ad 44 Craft Certificates.
Over 5,200 entries were received, with 18 per cent of entries from outside South Africa. Overall, 1,217 brands were represented by 470 agencies from 20 countries across Africa and the Middle East. The awards were judged by over 140 regional and international industry leaders in their fields including international Jury Presidents Swati Bhattacharya, Till Hohmann, Dennis Lück, Katherina Tudball, Nicholas Hulley and Alan Kelly.
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Throughout Loeries Creative Week, the industry enjoyed an abundance of incredibly experienced and gifted thought leaders from across the globe.
The Loeries wrapped up the awards with film, Grand Prix, brand of the year, agency of the year award, regional agency group of the year and the Hall of Fame. See some of the work from the winners.
Grand Prix 2020 |
For Out of Home – Ambient: First For Women and FoxP2 Advertising for the 16 Days Of Light Campaign
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For Print Crafts – Art direction: Novomed Allergy Clinic and Impact BBDO Dubai for Hidden Allergy Campaign
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For SA Non-English Radio Station Commercials: BBC Studios and The Odd Number for Kasi Sensei Campaign |
For Film – Branded Content Film – Single: Nedbank and Joe Public for Secrets |
For Integrated Campaign: Mastercard and FP7McCann Dubai for Astronomical Sales
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Brand of the Year 2020 |
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Agency of the year 2020 |
Regional Agency Group 2020 |
Grand Prix 2020
Boniswa Pezisa, Net#work BBDO’s Group Chief Executive is this year’s Loeries Hall of Fame. On the honour, she comments “I am relishing and enjoying this moment in my career and am truly honoured that a size four shoe can stand amongst giants like Nunu Ntshingila, Mike Schalit, Robyn Putter, Nathan Reddy and Nkwenkwe Nkomo further affirming my belief that black child your dreams are valid.”
Pezisa is happy with the inroads made to date, to which she has contributed, she is well aware that transformation is not a destination but a continuous journey and there is still a lot of work to be done especially in bringing women and the youth to the fore.
“It’s heart-warming to see the prominent rise of the likes of Neo Mashigo, Xolisa Dyeshana and women like Nombini Mehlomakulu (who was once my intern and now taking a seat at the table of transformation), as this is testament to all the efforts towards inclusion. I am thankful to Net#work BBDO, who from the beginning embraced diversity, for the support they have given me, the space to express myself and explore ideas as well as valuable time to serve the industry on various committees and boards,” says Pezisa.
