Cape Town: South Africa’s Creative Capital

5 October 2010

2010 marked the second consecutive year that Cape Town has played host to the Loerie Awards, an annual competition in recognition of the best creative and design work produced in the brand communication industry in the region. The event was a resounding success and Capetonians joined in the revelry of agencies and award winners alike at parties in Camps Bay and Long Street, celebrating the collective body of creativity excellence.

One of the biggest wins of this year’s awards was by advertising agency, King James. This Cape Town agency was the highest ranked agency, and won a Grand Prix Award for the Allan Gray TV commercial, “Legend”, which told the story of all James Dean could have accomplished should he have lived beyond the age of twenty-four. “Legend” was conceptualised, co-ordinated and shot in Cape Town.

Several Cape Town agencies and production houses, as well as a number of Cape Town’s young creatives, also racked up wins. A Gold Award was handed to students of the AAA School of Advertising, Cape Town.

Alistair King, director of King James, said that Cape Town is an unbeatable environment for creative activity and has a creative process that bigger cities cannot match. “Some people say Cape Town is too slow, but from a creative perspective, it moves at just the right speed,” he said. “The creative process needs to be slow. Cape Town simply has a great creative vibe, which is very difficult to describe to someone who hasn’t experienced it. Cape Town is the perfect city for creative people.”

It has been confirmed that the Loerie Awards will return to Cape Town in 2011. In addition to this top creative event, Cape Town also hosts the annual Design Indaba Expo and Conference – and is bidding to become World Design Capital in 2014.

Creative Week Cape Town, an initiative by Cape Town Partnership, was successfully launched in the week prior to the Loeries this year, and aimed to strengthen the community by providing a platform to showcase local creative industries. This initiative builds on Creative Cape Town’s focus on communicating, supporting and facilitating the development of the creative and knowledge economy in the central city.

CEO of Cape Town Tourism Mariëtte du Toit-Helmbold said, “We are very proud to host the Loeries annually. Cape Town is, arguably, the creative capital of Africa, and one cannot deny that there is a lot of stimulating design and endless talent here. This year, Capetonians really began to embrace the presence of the Loeries – this nest just seems so right!”


For further information about Cape Town, please contact Cape Town Tourism’s PR and Communication Manager Skye Grove,, +27 (0)21 487 6800 or see

Released for Cape Town Tourism by
Rabbit in a Hat Communications
Tammy White
+27 (0)21 448 9705
+27 (0)73 202 5041

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