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March 18, 2010

Johannesburg leg of Loeries campaign kicks off

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The 2009 Loerie Awards were a great success. Photos courtesy mallix

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The 32nd Loerie Awards campaign was launched officially in Johannesburg today, March 18, extending the call for entries, which opened on March 15, to the branding and communications industry throughout Africa and the Middle East.

Ogilvy Cape Town is responsible for the Loeries campaign this year and Chris Gotz, executive creative director at Ogilvy says, “It’s always a privilege to be the agency that gets to do the Loeries campaign.”

Cape Town is getting ready to host the Loeries for the second year and according to Andrew Human, chief executive officer of the Loerie Awards, the event’s debut in Cape Town last year went very well; the Loeries will probably be held in Cape Town until at least 2011.

“Cape Town went well last year; we had the largest audience in the history of the awards,” says Human.

There are some changes regarding the eligibility of entries to the awards, to be held from October 1 to 3, 2010. While the Loeries is open to entries from Africa, the Middle East and surrounding island states, international entries will be eligible, provided the creative involved is from these regions. This will provide exposure for local talent working abroad.

Entries will be judged on innovation, quality, relevance to the brand, target audience and the chosen medium. To win a Gold Loerie, entries must be independent works created for a client, and not to promote the agency itself. Judging will take place between August 17and 25 and the judges’ seminar will take place on August 20, 2010.

All special prizes introduced last year return this year. These include the SABC New Voice Radio Award for South African non-English radio advertising; the Sappi Creative Use of Paper Award (all paper-based entries are eligible for this prize); the Vodacom Mobile Advertising Award, recognising the recent growth in the use of mobile devices in the advertising mix, and the SpaceStation Internet Advertising award (for all types of online advertising).

The SABC New Voice Radio Award for South African non-English radio advertising “is aimed at getting people out of the rut and to think creatively, to see that we can specifically create something using a different language (other than English) from the start”, explained Human.

Entries from advertising, communication, design and experiential fields are accepted and the entry deadline is May 31, 2010. The Loeries is offering an early bird special. For all entries sent by April 15, there will be a 5% discount.

This year’s event is set to be one of the biggest events in Cape Town in 2010 and Ogilvy has built its campaign behind:  Loeries 2010 – the biggest event of the year.
Gotz says: “... with the billions being spent on upgrading the Cape Town airport and transport systems especially for the big event (2010 FIFA World Cup™), the theme almost wrote itself”.

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