Big winners at the Loeries
2005-10-17 08:51
Craig Bishop
Durban - Advertising creatives had a great time in Margate at their annual awards weekend, the Loeries awards, this weekend.
Taking the most Loeries was TBWAHuntLascaris with 61, including the Grand Prix award for their Adcock Ingram advert.
Ogilvy South Africa swept up 54 Loeries, while Network BBDO took home 51 Loeries. Commenting on the awards, jury chair for the Direct Category Nici Stathacopoulos, said: "The past Assegais and the Loerie Awards of 2004 are dead - long live the new Loerie Awards for Direct Marketing."
The only Grand Prix to be awarded last night for the electronic awards was to Network BBDO for client Virgin Atlantic Airways and the commercial entitled Love Story.
This year's awards attracted a number of entries from overseas agencies and they were awarded 15 Loeries - three Golds, eight Silvers and four Bronzes; all in the Television & Cinema Advertising Category. The Golds went to Wieden & Kennedy (two) for client Honda (title Grrr) and Euro RSCG London for client Citroen (title Carbot).
In the Student Category, a total of four Interactive, two Mixed Media and one Integrated Campaign awards were made. These included two Gold Loeries, two Silvers and three Bronze Loeries.
The two Gold Loeries were from the University of Pretoria for client "Oppikoppi" (title Flysouth Music Tour) in the Mixed Media Category and to Steven Tu for client Cell C (title Find Your Voice).
The international judge for advertising, Steve Henry, executive creative director of HHCL/Red Cell in London, said as an overseas judge, it was difficult to say whether the standard was good for South Africa or not. "There's a lot of good work being done. The overall standard was very high and there's a hell of a lot to be proud of."
Will Loeries stay on the coast?
Will Margate retain the prestigious Loerie Awards for the next four years, though? That is the question locals and the advertising industry want answered. Word on the streets is that Gauteng and Cape Town want the Loeries to come their way.
Loeries chairperson "Wingwing" Mdlulwa is adamant the Loeries have found a new home in Margate, adding he was "blown away" by the south coast hospitality and facilities.
It was however a pity that out-of-towners didn't get to see Margate revealed in all its splendour under a cloudless sky.
But overcast skies and strong winds did nothing to dampen the two-day party. But, after criticism about the dry, functional nature of the Loeries in recent years, have the Loeries finally come home to roost?
"It is everybody's opinion that this weekend was a huge success. Really it has been amazing, especially the scenery, so I think we can most definitely say we will be back here," Mdlulwa said.
- The Witness