Dailies
DURBAN
19.08.2017
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CREATIVE WEEK DURBAN 14 - 21 AUGUST 2017
WELCOME! W elcome to Durban, South Africa’s warmest winter city, and to the Loeries 2017. More than anything else, Loeries Creative Week recognises great work and celebrates the people behind the ideas. Whether radio or film, YouTube or Facebook, newspaper ads or outdoor billboards – they all require creative content to bring them to life. Without the creatives there would only be a blank page or screen. Advertising is not merely a mirror of society, but our industry has the power and the means to transform minds. Spearheaded by our Chairwoman, Suhana Gordhan, the Loeries is emphasising work that celebrates who we are as humans, that encourages the upending of stereotypes - we shine a light on work that challenges racial, cultural and gender bias - work that strips the prejudices to honour ourselves as equal humans and acknowledges that,
above everything else, we are human first. Thank you to all the agencies and brands who are the backbone of this amazing industry – I wish you all the best of luck at the awards and hope everyone leaves inspired – a bird in the hand or not! The Loeries – a non-profit company – is the largest and most recognised award show for the advertising and brand communication industry across Africa and the Middle East. This year, 20% of entries are from outside South Africa - we have over 3 000 entries, representing over 800 brands, 400 agencies, and 18 countries. 2017 marks the 10th anniversary of the Loeries Creative Future Scholarship, and the 11th year of the Young Creatives Award. I believe they are the most important aspect of everything we do at the Loeries – inspiring talented youngsters to join the Creative Economy and building our future leaders. And special thanks to our hosts, the
KwaZulu-Natal Province and the City of Durban, and our Major Partners DStv Media Sales, and Gearhouse. Thanks also to our many other partners without whose help we could never succeed.
what’s happening
when and where
Loeries Registration Registration at the Durban ICC
09h00 - 18h00 Durban ICC Foyer
DStv Beach Café Networking hub, right on the beach, for meals and drinks Friday to Sunday with a DJ every afternoon. Open to all delegates
06h00 - 16h00 Elangeni Beachfront
Unilever Brunch VIP networking function hosted by Unilever for all VIP delegates
11h00 - 14h00 California Dreaming
Egg Films Party Pre-awards party for everyone who RSVP’d in time
14h00 - 16h30 Surf Riders Food Shack, South Beach
Loeries Award Ceremony Saturday Night awards ceremony. NB: No entry after 18h30
17h00+ Durban ICC
THE WORLD HAS INSPIRED YOU. Now it is our time to inspire the world.
Help us enrich South Africa’s reputation over time.
Keep us winning by co-branding your success with ours. All the Brand South Africa visual elements are freely available for your personal and business use. Download the Brand South Africa toolkit at www.brandsouthafrica.com/register/
E+I 7391
Andrew Human, CEO, The Loeries
THE LOERIES CREATIVE WEEK WILL CERTAINLY CULMINATE INTO ONE OF THE BEST PLATFORMS TO SHOWCASE THE CITY’S RICH DIVERSITY AND NATURAL ASSETS TO THE GLOBAL CREATIVE INDUSTRY AND EMPOWER THE EMERGING CREATIVE ECONOMY OF THE CITY. WE ANTICIPATE THAT THE INFLUX OF THE CREATIVE EXPERTS AND LEADERS FROM THE CONTINENT WILL ALSO INCREASE THE GLOBAL ADVERTISING AND FILMING OPPORTUNITIES TO ENHANCE THE DESTINATION MARKETING OF DURBAN. - DURBAN TOURISM
Life’s a beach... bask in your brilliance
Weera Saad
Luc-Olivier Marquet on upending assumptions and stereotypes
DSTV SEMINAR OF CREATIVITY Weera Saad, Luc-Olivier ‘Luco’ Marquet and Markus Maczey. Weera Saad, Head of Creative Shop, Facebook, Dubai “40 000 years ago, we began to communicate with each other. Fast forward to the invention of the Gutenberg printing press, and information was becoming democratised. We have come full circle with the realisation of the renaissance dream. Every citizen on the planet is a consumer and a broadcaster of information”, said Weera. “We have an infinite supply of information versus a finite time. Everything competes with
WE HAVE COME FULL CIRCLE WITH THE REALISATION OF THE RENAISSANCE DREAM. EVERY CITIZEN ON THE PLANET IS A CONSUMER AND A BROADCASTER OF INFORMATION.
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everything. The pace of content creation is surpassing our ability to consume. And the way we adapted to this new reality is by rationing attention. Attention has become our scarcest resource. We have 86 billion neurons firing 1 000 times a second. That’s the equivalent of processing four HD movies in our brains every second. You thumb through 300 feet of content every day.” Weera highlighted several guidelines for success in the advertising industry: • Co-create, collaborate and blur the lines • Move fast and break things • Know your people and make it count • Know your playground, and then play some more • Define the non-goals. It’s the gift of clarity • What are you willing to sacrifice for greatness? • Unchain yourself to experiment and learn “Shed the label of Africa as an emerging market! You’re on top of the world and
it’s all yours. Africa and the Middle East is nailing it! Be the popes, the geeks and the rocknrollers!”, she concluded.
Luc-Olivier ‘Luco’ Marquet, CEO, Unilever South Africa “Can we define Afrocentric creativity? Africa has, over centuries, placed greater importance on international creative values; but this is changing. You are waking up and asserting your own style. You are unapologetically shattering stereotypes. This is the opportunity for African creatives to challenge international stereotypes of African ideas and mindsets”, said Luco, to rapturous applause from the audience. “The real problem is the perception of Africa. We need to rise above the global custom. Africa’s creative economy has a significant role to play to shift perceptions and stimulate the creative economy.” But what is the role of creatives? According to Luco, “Our creative product must raise the bar for creativity the world over, every
OUR CREATIVE PRODUCT MUST RAISE THE BAR FOR CREATIVITY THE WORLD OVER, EVERY SINGLE TIME.
single time. Who else in Africa is busy telling their own story, and broadening the African creative economy? You guys (the advertising industry) need to give us (the client) a strong kick and tell us we are becoming irrelevant. That’s what you are paid to do. Agencies must stand up to clients and tell us “your agenda is wrong”. Tell us what the right agenda is to become more powerful, and more meaningful. On the one hand, established brands, for all their conservative posturing, need to be taken in bold new directions. Introduce them to a fresh African context. On the other hand, there are many young,
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Luc-Olivier Marquet
unestablished African brands that are desperately looking for a lift to help them compete locally and globally.” So what is the way forward? “We must operate more deeply, and create something new wherever and whenever the opportunity arises. This must include new and small brands. Make a difference always. Make ‘Africa First Africa Fast’ a reality. I would like to appeal to advertising agencies to actively make an effort to seek out and actively help new, promising African brands compete globally. Creativity can breed businesses”, he concluded.
to believe it. Markus also believes in ‘Gesunder Menschenverstand’, which roughly translates to ‘common sense’. He says, “an average, intelligent human being with a certain amount of experience and an average interest in upcoming technologies and people’s interests, who is working in the advertising industry, is able to say what’s good or not, right?” His WIW formula is: Talent and Bravery, underscored by a healthy dose of Gesunder Menschenverstand, equals Awesome Stuff. Markus then quoted CEO of Native VML Ryan McManus, who said, “Brands should not exist in pre-rolls before your chosen content. They should bring you the stuff you actually want to watch. Before anyone pays for your product with cash, they need to pay with their time and attention.” In closing, Markus’s WIW rules are: • Don’t work, play. • If you work, work like a student. • If it gets serious, be brave. • If you f*** it up. Try again. • It’s only advertising. No one’s going to die.
Markus Maczey, Chief Creative officer Plan.Net Group, Munchen, Germany Markus believes that the “What-If-We” (WIW) theory is the solution for everything. By adding a crazy, ambitious, ridiculous, bold or downright insane suggestion to the creative process can often result in success. For instance, if the brief is to build a snowman, say “what if we built an upside-down snowman and make it look super realistic? You have to see the photo
AN AVERAGE, INTELLIGENT HUMAN BEING WITH A CERTAIN AMOUNT OF EXPERIENCE AND AN AVERAGE INTEREST IN UPCOMING TECHNOLOGIES AND PEOPLE’S INTERESTS, WHO IS WORKING IN THE ADVERTISING INDUSTRY, IS ABLE TO SAY WHAT’S GOOD OR NOT, RIGHT?
All images by Alistair Nicoll/Jethro Snyders/2017 Loerie Awards
Markus Maczey
Life’s a beach... soak up your success CREATIVE#DIRECTOR - THE BOOK Images by Jethro Snyders/2017 Loerie Awards
T
o mark its 23rd year, which is as random as one expects from a maverick creative group, Net#work BBDO is publishing a limited-edition book that examines the nature and process of creativity. Meet the minds of 30 extraordinary creative leaders. Part of a celebrated South African ad agency’s mad#cap journey over the last 23 years, their roots were humbly ambitious yet insanely idealistic. They forged a very special culture at Net#work BBDO, outrageously yet responsibly on a mission to make a
difference through the power of ideas. With a bit of luck, the magic of their mayhem over the years and on these pages unravels the inexact science of the bastard art we call Creative Direction. All the proceeds from the sales of this book goes towards S.E.E.D Libraries. Spreading education across South Africa one library at a time. The book launched yesterday at Student Portfolio Day on the Durban ICC Balcony. Buy the book online: https://ideas4good.co.za/
LOERIES EXPO ME (KARABO POPPY) AND ROSS SYMONS ARE TEAMING UP TO CELEBRATE THE STORY FUNCTION ON INSTAGRAM’S APP. WE’RE LOOKING AT HOW DIFFERENT STORIES ARE TOLD. WE’RE TALKING TO PEOPLE AND FROM THEIR STORY CREATING A CUSTOM TOTE BAG LOOSELY BASED ON THAT, AND ROSS IS CREATING ORIGAMI. PEOPLE LOVE CUSTOMISATION AND THAT’S WHY WE ARE HERE AT THE LOERIES EXPO. IT’S BEEN REALLY GOOD TO EXPOSE PEOPLE TO HOW DIFFERENTLY YOU CAN APPROACH YOUR CAREER AND HOW YOU CAN USE SOCIAL MEDIA. WE’VE BEEN TALKING TO PEOPLE AND GIVING THEM TIPS ON HOW THEY CAN DO IT AS WELL, AND SHOWING HOW THE UNCONVENTIONAL COULD BECOME A FULL-TIME CAREER. IT’S BEEN GREAT SHARING INFORMATION IN THAT SENSE, AND ALSO EXPOSING PEOPLE TO WHAT WE DO. AT THE INSTAGRAM STAND – KARABO POPPY Karabo Poppy
All images by Alistair Nicoll/2017 Loerie Awards
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STUDENT PORTFOLIO DAY IT’S NICE TO BE ABLE TO SHOWCASE OUR WORK BEFORE WE GRADUATE. IT’S A GOOD WAY TO TRANSITION FROM BEING A STUDENT. I’VE HAD TWO RESPONSES SO FAR, IT’S BEEN VERY GOOD TO SEE PEOPLE INTERACT WITH THE VIDEOS AND GIVE FEEDBACK. I’M A USER EXPERIENCE DESIGNER SO I CREATE CONTENT THAT TRIES TO MAKE A DIFFERENCE. I’VE CREATED A THERAPEUTIC CREATIVE CURRICULUM FOR REFUGEE CHILDREN – IT BRIDGES THE GAP BETWEEN DESIGN AND MAKING A DIFFERENCE IN THE WORLD. I WENT AND IMPLEMENTED IT IN UGANDA AND LIVED WITH THE REFUGEES. I WOULD START WITH ABOUT 30 KIDS AND AFTER ABOUT AN HOUR I HAD 150 CHILDREN. THE CONCEPT WAS ‘WHAT WOULD YOU LIKE TO COLOUR IN AS A CHILD’. GROWING UP, I DON’T REMEMBER TAKING A BROWN PENCIL AND COLOURING IN A GIRL WHO IS BROWN. THE SKIN COLOUR HAS ALWAYS BEEN BEIGE, NUDE OR PEACH. FOR ME, I DREW A GIRL WITH AN AFRO. AND PEOPLE FROM ALL WALKS OF LIFE – LAWYERS, CREATIVES, AND DOCTORS. I BELIEVE DESIGN IS MORE THAN JUST MAKING COOL THINGS, IT’S SUPPOSED TO TOUCH AND REACH PEOPLE. MALIYAMUNGU MUHANDE, USER EXPERIENCE DESIGNER Maliyamungu Muhande
Images by Jethro Snyders/ 2017 Loerie Awards
Life’s a beach... bask in your brilliance ARCHIE MALINGA Creative Director at Ogilvy & Mather South Africa, and Loeries judge in the TV Craft category.
ON THE FUTURE OF BRANDED CONTENT - KARIEN CHERRY, DIRECTOR AT GIANT FILMS THERE IS A MERGING OF ENTERTAINMENT AND ADVERTISING. ESSENTIALLY AUDIENCES WANT TO BE ENTERTAINED, AND NOT JUST TARGETED FOR MARKETING. THAT’S A DEMAND BRANDS HAVE TO MEET IN ORDER TO KEEP CONSUMERS ENGAGED. GREAT BRANDED CONTENT GOES BEYOND A PIECE OF ENTERTAINMENT THAT HAS YOUR LOGO AT THE END. THE CONTENT MUST EMOTIONALLY RESONATE AND AFFECT, WHILST SEAMLESSLY REFLECTING THE INTEGRAL VALUES OF THE BRAND. IT’S AN ART.
What are you hoping to see at the Loeries this year? I’m hoping to see work that shows innovative thinking that challenges convention and work that resonates with consumers. I would love to see fresh new insights in work presented.
What breeds creativity? I would have to say a curious mind, being challenged and stepping out of your everyday, comfort zone. That is when one is most creative.
How would you describe the creative climate in Africa? Our creative climate is based a lot on African truism. I think we’re still creating work that “fairly” resonates with the people, but there can be more of that if we dig deeper for fresher, newer insights. There’s just something beautiful that comes out of telling our own stories. The Absolut One Source with Khuli Chana captured this very well and it is this that sets us apart from the rest of the world. We’re also seeing a lot
ON BRANDED CONTENT AND THE INDUSTRY - JABU NADIA NEWMAN, CREATOR AND DIRECTOR OF THE FOXY FIVE WEB SERIES Archie Malinga
of young creatives that are doing their own things and are growing the industry as a whole, which is good.
What inspires you to create compelling, inspiring work? Challenging people’s worldviews by creating work that might be unorthodox but still pushes boundaries and is still magical. Plus, I just love work that tells “our” narrative.
A MAJOR TREND THAT I SEE COMING TO SA IS HOW ADVERTISING IS CHANGING AND MORE STORIES ARE BEING TOLD THROUGH BRANDED CONTENT. AUDIENCES ARE GETTING SMARTER AND NEWER AND MORE AUTHENTIC WAYS OF ADVERTISING ARE EMERGING TO SPEAK TO THIS INTERNET AGE AND GENERATION. THE FUTURE OF BRANDED CONTENT IS BECOMING MORE PERSONALISED AND FOCUSSED. BRANDS ARE TAPPING INTO SMALLER BUT MORE LOYAL AUDIENCES AND CONSUMERS. PEOPLE WANT TO CONNECT TO THE BRAND BECAUSE OF ITS STORIES AND VALUES NOW MORE THAN EVER. I THINK IT’S IMPORTANT TO LISTEN TO THE YOUTH AND TRUST THEIR IDEAS BECAUSE THE YOUTH ARE THE ONES CONSTANTLY ENGAGING AND DECONSTRUCTING MEDIA AND ADVERTISING.
JUDGES WRAP The Judges Wrap took place at the Tall Ships bar at the Elangeni Hotel
Photo by Roy Esterhuysen/2017 Loerie Awards
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#LOERIES2017
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Nothando Tembe Communications 14 hours ˙
Highlight of my day was meeting the inspiring and so humble @nununtshingila #Loeries2017 #FacebookAfrica #Instagram #NothandoTembeComms
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19 hours ˙
Proud to share we have received a total of 10 award finalists for the Loeries - a finalist for every entry we submitted! We are really chuffed good luck to all finalists this weekend #finalists #loeries2017 #firsttimeagency #10outof10 #advertising #abnormal
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Priestess @spokenpriestess · Aug 15 Hi, my praise name is Modipadi. A 25 year old village child living in the city of “gold” & I have just made @loeries finalist! #Loeries2017 10
Abnormal Group
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media update @MediaUpdate · 22h “I am a creative, therefore, I should be in the creative space.” No, you should be an entrepreneur. Says @Raizcorp #Loeries2017
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Noelle Hardy @fabfuzalation · 10m Waiting to be inspired.. DStv Festival of Creativity #Loeries2017 6
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Ntombi Mhangwani @MhangwaniNtombi · 9m Fail harder but fail faster. That is how you grow. #Loeries2017 #AccentureSA 9
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