The Loerie Awards 2009

THE 31st ANNUAL LOERIE AWARDS The Loerie Awards 2009 1

The Loerie Awards Recognising, Rewarding and Fostering Creative Excellence More than an evening of creative celebration, the Loeries are now a year-round focus on creative inspiration helping marketers, agencies and consumers appreciate the value of ideas and fresh thinking. The Loeries are much more than Advertisingor Advertising is everything All areas of brand communication are celebrated including disciplines such as experiential field marketing, ambient media, and architecture. The Integrated Campaign category showcases multi-disciplinary work using integrated media and often requiring the collaboration of several agencies - a trend that is growing every year as marketers and their communication partners adapt to the communication requirements that the future demands. The Loeries calendar now includes the printed annual and DVD of the years leading brands and agencies, the Travelling Exhibition showcasing the years winning work, the Judges seminars, Migrate magazine and the newly introduced Education Scholarship. The Loerie Awards is a Section 21 not-for-profit association dedicated to recognising, rewarding and fostering Creative Excellence. The Loerie Awards 2009 2

Why? The Loerie Awards 2009 3

Judging Entries are judged by over 130 judges, made up of respected local industry leaders and chaired by international specialists, according to 5 criteria: An innovative concept, bringing new and fresh thinking Excellent execution Relevance to the brand Relevance to the target audience Relevance to the chosen medium Work that excels in all the above criteria work that is judged to be effective communication by the jury represents Creative Excellence, and is rewarded with the highest accolade - a Loerie Award. In 2008, a total of almost 3400 entries were received - a record year. 31% of entries were finalists and 8% were awarded a statue. Less than 1% were awarded gold and only 0.1% the elusive Grand Prix. The Loerie Awards 2009 4

2009 Calendar Date Event 27 Feb Travelling Exhibition opens at the Design Indaba Feb 2008 Printed Annual and DVD Launch at the Design Indaba March Call for entries opens May Migrate Magazine Edition 09 15 May Entries close 13 July Judges Seminar 13 17 July Judging Week 24 - 27 Sep Festival Weekend Cape Town Friday 25 Sep Print & Design Awards Saturday 26 Sep Electronic Awards Oct/Nov Migrate Magazine Edition 10 2008 Grand Prix Winner Scrabble by Am I Collective The Loerie Awards 2009 5

Entry Numbers 3000 2008 saw a 15% growth of entries. 2800 The student category was purposefully 2600 reduced by 24% to increase the standard Entries of the entered work. 2400 2200 2000 2006 2007 2008 Entries 2006 2007 2008 %ch Advertising 1578 1630 1890 16 Design 318 388 406 5 Experiential 365 467 550 18 Integrated Campaign 16 13 30 131 Total 2498 2876 15 The Loerie Awards 2009 6

Festival Weekend The Loerie Awards 2009 7

Festival Weekend The 31 Annual Loerie Awards st The aim of the awards is to honour and celebrate the years best work in a creative and inspirational environment. The Festival Weekend, which runs from Thursday to Monday (including the public holiday on 24 September), is the culmination of the years activities and the highlight of our industrys calendar year. The ceremonies over the last years have been created in the mould of the MTV or Oscar Awards high energy, theatre-style seating, with no long speeches or endless music sets. SAs greatest entertainers, including Arno Carstens, Lebo, Mafikizolo, TK, Malaika, Freshly Ground, the Parlotones, HHP, Reddy D, Oskido and even Sonja Herholdt and the KZN Philharmonic Orchestra have performed at the Loeries since 2005! MCs have included Marc Lottering, John Vlismas, and Riaad Moosa. Attendance has grown from 1,800 seats in 2004 to 4,200 seats in 2008! In 2009, with the move to Cape Town the seating capacity will be increased to around 5,000 seats (2,500 seats per night). The Loeries are now far more that a traditional industry awards evening they are attended by all communication specialists; including advertising agencies, designers, architects and marketers and the Loeries has become a household name amongst consumers. The Loerie Awards 2009 8

Festival Weekend Special Awards Creative Achievement Award Marketing Leadership and Innovation Award Awarded for the first time in 2008, First awarded in 2007, Mike Schalit, Chief Creative Officer, Mike Glendinning, Sales and Marketing BBDO SA was recognised for his Director, Volkswagen SA, was recognised in outstanding achievements, 2008 for his role in the success of his brands including 10 Grands Prix in 10 years. over many years. The Loerie Awards 2009 9

Festival Weekend Young Creatives Award The award, in partnership with SABC Commercial Enterprises, recognises outstanding achievement by talented individuals at the beginning of their careers. The award includes a trip to an international event for each winner. Simone Rossum, Joe Public Darren Cronje, Net#work BBDO The Loerie Awards 2009 10

Festival Weekend Additional Activities In support of the two evenings of awards, the weekend will include a host of activities: Integrated branding throughout the town Mayors Welcome Chairmans Party VIP functions and access areas The Media Centre (accessible to all accredited media) Friday and Saturday after-parties until the sun comes up, including a line-up of SAs finest DJs. The Battle of the Bands (where agencies bands compete in an open-mike contest) Numerous agency functions Non-stop advertising showreels in a local cinema (including a build-up in the week before the awards) Various activations throughout the weekend 24 hour shuttle and taxi service in and around Cape Town city centre. The Loerie Awards 2009 11

Educational support In order to support, grow and develop the future skills required in the creative industry, The Loerie Awards is spearheading a new initiative, in collaboration with SABC Commercial Enterprises and the Woolworths Making the Difference Through Design (MTDTD) programme. The MTDTD programme identifies talented scholars and acts as a vehicle to scout for Grade 12 pupils showing exceptional talent in the creative arts. Grid design has contributed R80,000 as well as design support for three years. The full scholarship is to study a creative discipline at a tertiary institution; mentorship as well as guaranteed employment in the communications industry on completion of their studies. The scholarship includes fees, study materials, accommodation and living expenses,. This scholarship is a first in the industry and creates a pathway for young talented scholars to be educated and to become part of the communications industry. Additionally, in 2009 the scholarship will be closely integrated with the Travelling Exhibition and other school activities, increasing the awareness of the industry as a career on the school level. Illustration by Siyabonga Ntamela One of two first recipients of the Loeries Scholarship The Loerie Awards 2009 12

Travelling Exhibition The Loerie Awards Travelling Exhibition, sponsored by the SABC, opens at the Design Indaba in February and is followed by a full programme throughout the year: Design Indaba, CT Nelson Mandela University, Port Elizabeth Vega the brand communication school (Jhb, Dbn, CT) Stellenbosch Academy of Design & Photography DV8 Saatchi & Saatchi, Namibia Natal Museum, Durban Bloemfontein Museum Tshwane University of Technology City Varsity, Johannesburg North West University, Potchefstroom Navi-gator, Krasnoyarsk, Russia (DVD only) One Club, New York, November 2008 The Loerie Awards 2009 13

Printed Annual & DVD Set Designed by Net#work BBDO - the 2008 Annual includes an index of winners by brand, agency, production company and creative credits - making it the definitive guide for the best of advertising, communication and design. The annual received a Sappi Printer of the Year award in 2008. The new annual will be launched at the Design Indaba in February. The Loerie Awards 2009 14

Migrate Magazine Migrate was born in 2005 with the move of The Loerie Awards to Margate. It is a creatively rich publication offering a fountain of visual and written inspiration from the new, the young, the dedicated, the passionate creative voices of today. It is targeted primarily at creatively driven staff in all areas of brand communication and provides content that is engaging and informative, creatively inspiring and sometimes funny. Each edition is based around a theme and contributors and advertisers are asked to supply their contributions/ads on the theme. Migrate magazine was awarded a Gold Loerie in the Publication Design category, a Craft Certificate for Writing and a Sappi Printer of the Year Award. Issue 09 will be coming out in May 2009. The Loerie Awards 2009 15

The 2009 Loeries Board and Committee Board Members Festus Masekwameng (Chairman), Creative Director, McCann-Erickson (Creative Circle) Andrew Human (Managing Director) Russell Cory (Financial Officer) (Association for Communication and Advertising) Peter Carr, Executive Producer, Velocity Films (Commercial Producers Association) Mike Schalit, Creative Head, BBDO SA (CC) Gaby de Abreu, Creative Director, Switch Design (SA Graphic Design Council - think) Boniswa Pesiza, Managing Director, Net#work BBDO (ACA) Nici Stathacopoulos, Acting Head of Customer Marketing, Woolworths (Independent) Committee Members Festus Masekwameng (Chairman), Creative Director, McCann-Erickson (CC) Andrew Human (Managing Director) Russell Cory (Financial Officer) (ACA) Peter Carr, Executive Producer, Velocity Films (CPA) Gaby de Abreu, Creative Director, Switch Design (think) Boniswa Pesiza, Managing Director, Net#work BBDO (ACA) Pete Case, Creative Director, Gloo Digital Design, (Digital Forum) Rob McLennan, Executive Creative Director, Net#work BBDO (Chairman, CC) Arlene Donenberg, Administrator, CC Wingwing Mdlulwa, Creative Director, Net#work BBDO (CC) Nonjabulo Hlengwa, Caf Reinher Behrens, Director, TBWA/Hunt-Lascaris Brett Morris, Executive Creative Director, The Scoville Unit (CC) Spero Patricios, Group Director, Launch Factory (Independent) The Loerie Awards 2009 16

Sponsors & Partners of The Loerie Awards 2009 Major Sponsors The major sponsors for the 2009 Loerie Awards are the SABC, Ads24, Cape Town Tourism, The City of Cape Town, Gearhouse South Africa Additional Sponsors and Partners Brandhouse, Lithotech, Lightworks, Sappi, Vodacom Mobile Media, Aon South Africa, Hetzner, Tempest Car Hire, MetropolitanRepublic, Hello Computer, Zero One One, Wicked Pixels, DJ Badly, Media Host, Orchestra Blue, Sonovision Studios, Gallo Images, Paygate, Ornico Group, Rocketseed, Newsclip, Lifesense Financial Services, Egg Films, The Rosebank, Grand Daddy Hotel, Cape Town Partnership, H-Factor, juju Endorsements The Loerie Awards is the only award endorsed by the Association for Communication and Advertising (ACA), the Creative Circle (CC), the South African Graphic Design Council (Think), the Commercial Producers Association (CPA), the Digital Forum, and the Communication & Advertising Forum for Empowerment (Caf). The Loerie Awards 2009 17

The Loerie Awards 2009

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