"It’s not just an award. It’s about recognising pure excellence and creative brilliance. It’s about provoking conversation and challenging traditions, around work that makes you and me feel something, question and rethink our ways of doing. It’s about celebrating our minds and our humanity through storytelling that makes a difference – that ends stereotypes, tears down racial divides, and embrace cultural differences.

We’ve been rewarding better stories for over 40 years, across Africa and the Middle East. Tell us yours."

The Loeries is a non-profit association dedicated to recognising, rewarding, inspiring and fostering creative excellence in the brand communication industry across Africa and the Middle East.

Brands have the power to influence and shape society. People within the brand communication industry have a responsibility to use this influence in a way that affects change in a positive way, that helps bridge divides and and starts conversations that need to be had. Our approach this year was to position The Loeries as a brand that advocates for pushing the industry forward. Change in the brand communication industry won’t happen on its own – The Loeries needs to be the force for good, the force for change, transformation and equality. Our campaign challenged the industry to tell better stories through their work, in order to change stories/perceptions in societies.

Design Approach

To get this bold and honest concept across, The Loeries needed to make a statement. So we made several, in the form of a mission statement, and turned our words into the focal point of the campaign. Typography formed the visuals of the campaign, which echoed our call for change to the industry. Our words were the only thing that mattered, so we amplified them across every execution.

In phase one of the campaign, we used 3 striking colours to make the campaign bold and brutally simple.

3D Design Elements

We used the words from our mission statement to create hypnotic animations that clearly communicated the brands intent.

Sharing our message with the who's-who in the industry

To get our message heard in the industry, we targeted those who were ranked in the Loeries Official Rankings because of the number of awards they had won in 2018. Most of these people were Executive Creative Directors of Chief Creative Officers who were influential in their agencies, as well as on social media platforms. We sent them personalised t-shirts that not only gave them bragging rights for their position on the rankings, but also challenged others to tell better stories, just like they did.

The Campaign Rollout: Social

The Campaign Rollout: Display Web Banners

The Campaign Rollout: Email

The Campaign Rollout: Event Branding

Loeries Creative Week & Awards Nights

The Loeries Creative Week takes place before the main awards nights on Friday and Saturday, in Durban South Africa. For this phase on the campaign, we made use of the brands brighter colour palette to visually bring across the fun and excitement that was happening in Durban.

Our social feeds became our main source of content, showing our audience the amazing seminars that were taking place and hyping up the main event nights and the parties surrounding them.

Judge and Agency Showreels

Made with love at Mama

Executive Creative Director
Laurence Horwitz
Nic Rossi, Gila Shapiro, Simon Sheer
Designers & Art Directors
Storm Pandaram, Mishka Naidoo, Karla Strydom, Angela Andersen, Kyle Gounden, Teresa Bestbier, Vanessa Coskey, Kathryn Henning
Account Director
Alexa Scola 
Account Manager
Adam  Leontsinis
Video Team
Charlton Cleaphas, Jules Booysen, Thomas van der Spuy
PR Team
Riana Greenblo, Gina McLoughlin
Gallo Images

More work

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