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September 17, 2011

Loerie Awards 2011: Saturday night winners

The 33rd Annual Loerie Awards Festival Weekend began on Friday 16th September 2011, following a weeklong celebration of local creative talent as part of the Creative Week Cape Town initiative. The first awards ceremony was held on Saturday evening at a new venue, the Cape Town International Convention Centre.

The following categories were announced at Saturday night’s ceremony: Print Communication; Direct & PR Communication; Live Events, Activations & Sponsorship; Outdoor, Street Pole & Collateral Media; Radio Communication; the Ubuntu Award; and Student awards.

A total of 123 Awards were handed out, two of which were Grands Prix, fifteen of which were Gold Awards (ten professional and five student awards) and five of which were Craft Golds (four professional and one student).

The two Grand Prix winners were:

  • Ogilvy Cape Town, Live Activations entry for Volkswagen, ‘Marching Band’;
  • Net#Work BBDO, Radio Commercial Campaign for Mercedes-Benz, ‘New Friends’.

On Sunday evening, 18 September 2011, Loerie winners in the following categories will be announced: Communication Design; Internet, Mobile & Interactive; TV, Film & Video Communication; and Integrated Campaign. Special awards to be handed out include, the Sappi Creative Use of Paper Award, the Vodacom Mobile Media Digital Award, the Marketing Leadership & Innovation Award and the EMI Music Award.


ADreach Street-Pole Award
The Street-Pole category was introduced this year for the first time.  The award went to Ogilvy Cape Town for Stimorol’s ‘Yoda’.  The winner will automatically be entered into the outdoor advertising category at the Cannes Lions International Advertising Festival.  In addition, the winner receives an all-expenses-paid trip for two to the event in Cannes.

SABC New Voice Award for non-English Radio
For the second consecutive year, the Gold award went to Draftfcb Johannesburg – this year the agency received the award for their Gidani Radio campaign.  A Silver Loerie went to TBWAHuntLascarisCape Town for Cinema Nouveau’s ‘Siembamba, Mamma se Aksieheld’, and the Bronze award went to Draftfcb Johannesburg for Vodacom’s ‘Bua FM’ campaign. The winning creative teams receive all-inclusive luxury trips to the Mother City.

Ubuntu Award, sponsored by Hetzner
The Ubuntu Award was launched in 2010 to recognise brands contributing to social and environmental change. A Gold Loerie was awarded to The Jupiter Drawing Room Cape Town for their Woolworth’s campaign. A Silver Loerie was also awarded in this category to Core Group for iSchoolAfrica Youth Press Team and Bronze award went to Ogilvy Cape Town for Kiwi’s Takkie Brite Bozza Campaign.

Adams & Adams Young Creatives Award
The Young Creatives Award, sponsored by Adams & Adams attorneys for the first time this year, recognises outstanding achievement by talented individuals at the beginning of their careers.  This year the award went to Kenneth van Reenen, copywriter at DDB SA and Sophia Strydom, graphic designer at Joe Public. They each received a Gold Loerie and an all-expenses-paid trip to an international award show.

Creative Future Scholarship
The Loerie Awards initiated the Creative Future Scholarship in 2008 to encourage and enable creativity at grassroots level by assisting learners from a disadvantaged background to study brand communication at a tertiary institution.  The Creative Future Scholarship covers just about everything – fees, study materials, accommodation and living expenses.  Plus, it offers mentorship and guaranteed employment in the communications industry.  Unlike other education funds, this programme goes to high schools across the country, builds awareness and seeks out talented individuals. Through this process, learners who would otherwise be unaware of the opportunities available are brought into the creative industry.

Through the scholarship The Loerie Awards aims to build awareness of the career opportunities available in the creative services sector and, in doing so, aid in the transformation of the sector.  This year the scholarship was awarded to Ayesha Daniels from Gardens Commercial in the Western Cape.



This year, five Gold Loeries were awarded:

  • Lubabalo Mtati, from the Nelson Mandela Metropolitan University, for his integrated campaign, ‘Kultured: A way of learning’.
  • Lodewyk Barkhuizen, from the Open Window School of Visual Communication, for his motion graphics film, ‘The Well’.
  • Ben Johnson, Nina Nelson and Warrick Sherrell, from AAA School of Advertising Cape Town, for their ‘National Geographic Calendar’.
  • Jolize Jacobs, from the Stellenbosch Academy of Design and Photography, for her Converse packaging, ‘One size fits all’.
  • Zelé Angelides, from the University of Johannesburg, for her publication, ‘Kindle’.

And, one Craft Gold Loerie was awarded:

  • Lubabalo Mtati, from the Nelson Mandela Metropolitan University for his poster campaign, ‘Kultured’.

All the winners will be listed on the Loeries website (www.theloerieawards.co.za) from 19 September, including full credits. Grand Prix and Gold electronic media (Television, Film, Video, Radio) can be viewed on the Loeries YouTube site (www.youtube.co.za/loerieawards). 

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