"It’s not just an award. It’s about recognising pure excellence and creative brilliance. It’s about provoking conversation and challenging traditions, around work that makes you and me feel something, question and rethink our ways of doing. It’s about celebrating our minds and our humanity through storytelling that makes a difference – that ends stereotypes, tears down racial divides and embraces cultural differences.
We’ve been rewarding better stories for over 40 years, across Africa and the Middle East. Tell us yours."
Brands have the power to influence and shape society. People within the brand communication industry have a responsibility to use this influence in a way that affects change in a positive way, that helps bridge divides and starts conversations that need to take place. Our approach this year was to position The Loeries as a brand that advocates for pushing the industry forward. Change in the brand communication industry won’t happen on its own – The Loeries needs to be the force for good, the force for change, transformation and equality. Our campaign challenged the industry to tell better stories through their work in order to change stories/perceptions in societies.
Design Approach
To get this bold and honest concept across, The Loeries needed to make a statement. So we made several, in the form of a mission statement, and turned our words into the focal point of the campaign. Typography formed the visuals of the campaign, which echoed our call for change to the industry. Our words were the only thing that mattered, so we amplified them across every execution.
In phase one of the campaign, we used three striking colours to make the campaign bold and brutally simple.
3D Design Elements
We used the words from our mission statement to create hypnotic animations that clearly communicated the brand's intent.
Sharing our message with the who's who in the industry
To get our message heard in the industry, we targeted those who were ranked in the Loeries Official Rankings because of the number of awards they had won in 2018. Most of these people were executive creative directors of chief creative officers who were influential in their agencies, as well as on social media platforms. We sent them personalised t-shirts that not only gave them bragging rights for their position on the rankings, but also challenged others to tell better stories, just like they did.
The Campaign Rollout: Social
The Campaign Rollout: Display Web Banners
The Campaign Rollout: Email
The Campaign Rollout: Event Branding
Loeries Creative Week & Awards Nights
The Loeries Creative Week takes place before the main awards nights on Friday and Saturday, in Durban, South Africa. For this phase of the campaign, we made use of the brand's brighter colour palette to visually bring across the fun and excitement that was happening in Durban.
Our social feeds became our main source of content, showing our audience the amazing seminars that were taking place and hyping up the main event nights and the parties surrounding them.
Judge and Agency Showreels
