We at McCann are very proud to be the creators of this year’s Loeries campaign. As anyone who’s worked on this brief before knows, it’s possibly the toughest brief in South African advertising, mostly because it gets judged by every creative in the country who didn’t work on it.
With the Loerie Awards evolving from celebrating advertising creativity to celebrating creativity as a whole, we were driven to explore the essence of creativity itself.
The conclusion that we came to is that true creativity evokes an emotional response from its beholder. That this is what gives a piece of work value, that makes it worthy of an award. We feel that an emotion felt is a connection made and so challenge all of our peers to CREATE with the intention of having an AFFECT on your audience. To that challenge we knew we had to make something special, so we enlisted the help of our industry’s best to bring our campaign to life. Our gratitude goes out to every single individual involved. Be sure to watch this campaign between now and the end of Creative Week as we hope to affect you on a regular basis as it unfolds.
Creativity isn’t complicated. It doesn’t jump through hoops. Creativity moves you despite the information overload that numbs you daily. True creativity affects. The Loeries 2014 is celebrating the ideas that live beyond the medium and dwell in the hearts and minds of the consumer. Create. Affect.
Create. Affect. The Loeries 2014 Charissa
Create. Affect. The Loeries 2014 Dennis
Create. Affect. The Loeries 2014 Geli
Create. Affect. The Loeries 2014 Erik
Create. Affect. The Loeries 2014 Nicky
Create. Affect. The Loeries 2014 Nicky Cry
CLIENT: LOERIES
Chief Officer: Andrew Human
Production Co-coordinator: Malefa Motitswe
AGENCY: McCann
Chief Creative Officer: Pierre Odendaal
Executive Creative Director: Pierre Odendaal
Creative Director: Sanche Frolich van Rensburg
Associate Creative Director: Steve Clayton
Art Director: Sanche Frolich van Rensburg, Ryan Liedeman
Designer: Cara Wohlberg, Sarita Immelman, Marcelle Labuschagne
Copywriter: Laura Maggs, Steve Clayton, Neo Malaka
Operations Director: Helga Loser
TV Producer: Yash Raidoo
Print Producer: Michael Higgins
PHOTOGRAPHY
Photographer: Ross Garrett - Lampost
Assistant: Doug Bouwer
Producer: Jodie Ennik - Lampost
CREW
Wardrobe Stylist: Crystal Birch - Lampost
Stylist Assistant: Thokie
Stylist Assistant: Jade Rea
Make Up Artist: Tarryn Lee Kelly - Lampost & Bianca Hartkopf
FILM CREW
Director: Ross Garrett - Lampost
DOP: James Adey
Nicholas Doble - Panavision
Michele St Arnaud - Panalux
Tobie de Haas – Gaffer
Marina Korskowa – DIT
Paul Painting – Focus Puller
Adam Howard – music composer
DEEPEND
Producer: Paulene Abrey
Editor: Paul West
Editor: Schalk van der Merwe
Producer: Simone Fanti
BLADE
Producer: Susan Bellion
Grade Editor: Craig Simonetti
POST
Fresh VFX Compositor: Bradley Glossop
Producer: Stuart Botha
MUSIC
Adam Howard for music composition
PRINTING
R&A Print
Mortimer Offset
PAPER
Antalis
