How African agencies fared at the Loeries Creative Week
For over three decades, the Loeries Creative Week has become the industry-related event for advertising practitioners, brands and brand owners within and outside Africa to look forward to.
This year was no different and African agencies proved that they had literally ‘come of age’ by carting away many awards and telling the African story to the rest of the world.
Although, there was representation from the Middle-East who perform well, many more agencies from Africa stole the show.
Eight Grand Prix awards were won by Sunshine Gun for Nando’s “Global Visual Identity System”; Net#workBBDO for Tusker Lager’s “Team Kenya” and Chicken Licken’s “Kung Fu”; Black River FC for Channel O’s “Youth Day”; Ogilvy & Mather Johannesburg for Nando’s “Chicken Run” & “Heartfelt Celebration of South African Design” and Fox P2 for Ster-Kinekor’s “#OpenEyes”.
Ogilvy & Mather SA was one of the major winners getting its sixth consecutive Grand Prix award for KFC’s ‘The Everyman Meal. It also won 13 gold, 11 silver, 19 bronze and eight Craft Certificate.
Ogilvy & Mather Johannesburg reigned supreme in the Radio categories winning the Grand Prix for KFC’s ‘The Everyman Meal – Coloured Weights, Claw Thing, Cherry Lip Balm’ ad in the ‘Radio Communication: Radio Station Commercials’ category. It also won a Campaign Gold for Vodacom’s ‘You Should Have Called – Email, Double Blue Tick, Meme’, a Bronze for KFC Coffee’s ‘Catch A Wake Up – Money Scam, Smoker, Cult’ and a Campaign Bronze for Philips’ Close Shave Stories. FCB Africa (Pty) Ltd and TBWA\Hunt\Lascaris Johannesburg shared a Silver and Campaign Silver respectively.
The Odd Number, TBWA\Hunt\Lascaris Johannesburg, Ogilvy & Mather Johannesburg and FCB Africa (Pty) Ltd won awards in the ‘Radio Communication: South African Non-English Radio Station Commercials’ category.
Other radio categories where Ogilvy & Mather Johannesburg excelled were ‘Radio Communication: Direction’, ‘Radio Communication: Writing’, ‘Radio Communication: Performance’ and ‘Radio Communication: Radio Craft – South African Non-English Performance’.
In the television categories, Ogilvy & Mather Johannesburg and Ogilvy & Mather Cape Town carted away most of the awards. However, Net#workBBDO won the Grand Prix in the ‘Television, Film and Video Communication: TV & Cinema Commercials – Up To 90s’ while FCB Cape Town won the Gold for ‘Television, Film And Video Communication: Internet Video – Above 30s’category.
In the ‘Print Communication: Newspaper Advertising category’, Black River FC won the Grand Prix for the campaign titled Youth Day for Channel O. The Campaign Gold was awarded to DDB for the French/Portuguese/Japanese campaign for Wrigley Orbit Gum.
Both Noah’s Ark Communications Limited and TBWA\Hunt\Lascaris Johannesburg won Campaign Silvers for ‘Project Shoes – Muhammadu Buhari, Idriss Deby, Paul Biya’ for Boko Halal and ‘Holiday Packing – Make-up vs Meds, Dude vs Pensioner, Babe vs Mom’ for Flight Centre respectively; while DDB also won a Bronze for ‘Friends and Followers’ done for Honda Motors Southern Africa (PTY) Ltd.
TBWA\RAAD struck Gold yet again in the ‘Print Communication: Tactical Use of Newspaper’ category for the advert titled Champion’s Hijack for Go Sport. Ogilvy & Mather Cape Town got the Bronze for ‘Wives’ ad done for Volkswagen Caravelle.
The ‘Print Communication: Magazine Advertising’ Silver award was earned by Joe Public Pty Ltd for Part Of The Furniture – Table while Noah’s Ark Communications Limited Got The Bronze For ‘No One Is Bigger Than Hunger’ Ad For Gala Snacks.
South African agencies ruled the ‘Print Communication: Indoor Posters’ category with Ogilvy & Mather Cape Town and DDB winning Campaign Gold while The Jupiter Drawing Room (South Africa) Johannesburg won Campaign Silver.
FCB Africa (Pty) Ltd won the Campaign Silver with Joe Public Pty Ltd picking up the Bronze in the ‘Print Communication: South African Non-English Print Advertising’ category.
South African agency, Mullen Lowe Johannesburg, got a Gold for Connect – Magnetism on Nestle Professional in the ‘Outdoor & Out Of Home: Direct Mail’ category.
The Silver went to TBWA\Hunt\Lascaris\Durban for Words in Wine campaign done for TOPS at SPAR while the Bronze went to Black River FC DJ for Reach for a dream – DJ, Kruger.
TBWA\RAAD also won Gold for the Television, Film and Video Communication: TV Trailers & Content Promos for the Emirates Movie Index ad done for Emirates Holidays.
The ‘Television, Film and Video Communication: Branded Content Video – Single Execution’ saw King James Group, Ogilvy & Mather Johannesburg and DDB winning various awards while Ogilvy & Mather Johannesburg once again held the fort in the ‘Television, Film and Video Communication: South African Non-English TV & Cinema Commercials – Up To 90s’.
Also head of Facebook Africa, Nunu Ntshingila-Njeke became the first woman inducted into the Loeries Hall of Fame.
With a total of 316 awards and eight Grand Prix awards selected from well 3,112 entries from 22 countries across the Africa and Middle East region, the 38th edition of the brand communication awards was the best yet.
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