DAILIES
AFRICA MIDDLE EAST
BROUGHT TO YOU BY
MONDAY 22/08
CREATIVE WEEK DURBAN 15 - 21 AUGUST 2016
wo things Jury President Laura Jordan-Bambach said to me sum up what’s most exciting to me about the Loeries this year: One - that the work she saw had a very modern regional voice and two – that she was struck by the diversity, friendliness and cooperation on the judging panels. In her words, “the broader industry internationally can learn from this.” I’d like to congratulate all the award winners this year and especially the
Loeries are important to “ theus because they’re important to you. You make beautiful ads, we provide the canvas! - Chris Hitchings, CEO DStv Media Sales
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THANKS! T
Grand Prix winners. Loeries® Creative Week is a collective achievement that our amazing team could not do without the support of our many partners and notably our major partners Tourism Kwa-Zulu (TKZN), the Department of Economic Development, Tourism and Environmental Affairs, Kwa-Zulu Natal Province (EDTEA) and EThekwini Municipality – Durban, DStv and Gearhouse South Africa. I hope that everyone leaves the Loeries inspired and invigorated. Our industry really has the potential to make meaningful change happen and I look forward to what the coming year delivers. - Andrew Human, Loeries CEO
LOERIES HALL OF FAME ®
N Group is proud to be a major sponsor of the Loeries “ Gearhouse once again in 2016. Recognising and nurturing the creativity
of our African talent is vital to the on-going growth of the Communications industries and by extension the Live Events Industry through a growing trend for innovation in experiential events as a vehicle to connect brands and audiences.We believe that our local creative talent is on par with that found anywhere else in the world and we are pleased to be able to sponsor the platform on which their work can be showcased and rewarded. - robyn d’alessandro
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Top Row: Third Row:
Nunu Ntshingila-Njeke on being awarded the accolade. “I am excited about the journey that Facebook and Loeries are taking to invest in and grow the next generation of creatives in a world that is more open and connected. I believe in the power of technology to enable and drive creative ideas that will ultimately change humanity for the better.”
LET’S SEE IF YOU GET TO STRUTT YOUR STUFF ON STAGE LIKE WE DID
JHB 55648/OJ/E
Uzo Aduba, John Cusack, Meryl Streep, Matthew McConaughey, Charlize Theron, Cate Blanchett, Jamie Fox, Margo Martindale Julia Roberts, Bradley Cooper, Gwyneth Paltrow, Leonardo DiCaprio, Viola Davis, Ellen Pompeo, Jon Hamm Ray Donovan Series, Blindspot Series Reserved for you, your traffic lady, her Rottweiler, your ECD and your Hipster/emo juniors (only if you win an award)
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As seen on DStv
Second Row: First Row:
unu Ntshingila-Njeke, head of Facebook Africa, has become the first woman inducted into the Loeries® Hall of Fame. The award was made during the final awards ceremony of the Loeries® 2016 on Sunday, August 21, at the Durban International Convention Centre. Loeries® CEO Andrew Human said the award recognised Ntshingila-Njeke’s unwavering commitment to the creative spirit of the industry over many years. A veteran of the South African advertising space, Ntshingila-Njeke helped turn Ogilvy & Mather South Africa into the formidable agency player it is today. In her new role as Head of Africa for Facebook, she’s charged with building the social network’s commercial presence in South Africa and the continent as a whole. “It is an incredible honour and career highlight to receive this award from the creative fraternity. I hope this award continues to inspire young women to find their voice and to ensure opportunities for them to thrive in the creative industry”, said Ntshingila-Njeke
Watch anytime, anywhere.
SUNDAY SNAPSHOT: GRAND PRIX WINNERS For the full list of winners, photos and media releases from Loeries Creative Week, log onto www.galloimages.co.za, click on the Loeries image and login: Username: creativity Password: unites All winners can still be viewed on finalists.loeries.com and, from Monday afternoon the winners will be live on the Loeries website (www.loeries.com).
Grand Prix / Branded Content Video - Campaign / Saudi Arabia / Saudi Telecom Company - STC / Broadband / J.Walter Thomspon KSA / 1st Branded Online Entertainment Hub
Grand Prix /Radio Station Commercials / South Africa / KFC / KFC Man Meals / Ogilvy & Mather Johannesburg / The Everyman Meal - Coloured Weights, Claw Thing, Cherry Lip Balm
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Grand Prix / TV & Cinema Commercials - up to 90s / South Africa / Chicken Licken / Chicken Licken / Net#workBBDO / Kung Fu
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Grand Prix / Integrated Campaign / South Africa / Ster-Kinekor / FoxP2 /#OpenEyes
GRAND PRIX AND GOLD WINNERS (SUNDAY) Prize
Brand
Title
Agency
Ster-Kinekor
#OpenEyes
FoxP2
BMW
All-new BMW 7 Series Launch
Mela Events
Gold
PASSOP
Twitter Refugees
NATIVE VML
Gold
MTV Africa
#LetsTalkColour
Ogilvy & Mather Johannesburg
Grand Prix
KFC
The Everyman Meal - Coloured Weights, Claw Thing, Cherry Lip Balm
Ogilvy & Mather Johannesburg
Campaign Gold
Vodacom
You Should Have Called - Email, Double Blue Tick, Meme
Ogilvy & Mather Johannesburg
Campaign Gold
BBC Lifestyle
Zone 3 Judges - Wholenut Fish, Custard and Sweets
The Odd Number
Campaign Craft Gold
Flight Centre
Travel before it’s not fun anymore - Skiing Trip, Spiritual Festival, Spring Break
TBWA\Hunt\Lascaris Johannesburg
Campaign Craft Gold
Vodacom
You Should Have Called - Email, Meme, Double Blue Tick
Ogilvy & Mather Johannesburg
Campaign Craft Gold
KFC
The Everyman Meal - Coloured Weights, Claw Thing, Cherry Lip Balm
Ogilvy & Mather Johannesburg
Campaign Craft Gold
KFC
The Everyman Meal - Coloured Weights, Claw Thing, Cherry Lip Balm
Ogilvy & Mather Johannesburg
Grand Prix
Saudi Telecom Company - STC
1st Branded Online Entertainment Hub
J.Walter Thomspon KSA
Grand Prix
Chicken Licken
Kung Fu
Net#workBBDO
Gold
CANSA
Testi-Monials: Darryl
FCB Cape Town
Gold
Surf Shack
The Dragon
Y&R South Africa / 7Films
Gold
Emirates Holidays
Emirates Movie Index
TBWA\RAAD
Gold
Ster-Kinekor
#OpenEyes
FoxP2
Craft Gold
Chicken Licken
Kung Fu
Net#workBBDO
Craft Gold
GWK
This Man is Building a Rocket
Mullen Lowe South Africa
Craft Gold
Adidas Originals
Future
Egg Films
Craft Gold
Adidas Originals
Future
Egg Films
Craft Gold
Chicken Licken
Kung Fu
Net#work BBDO
Ster-Kinekor
#OpenEyes
FoxP2
Gold
Volkswagen South Africa
The Uber up! Test Ride
Ogilvy & Mather Cape Town
Gold
Organ Donor Foundation
Get me to 21
Mullen Lowe South Africa
PR Communication Campaign Gold Live Events, Activations & Sponsorships Gold Media Innovation
Radio
Tv, Film & Video
Integrated Campaign Grand Prix Effective Creativity
BROUGHT TO YOU BY
SATURDAY AWARDS PHOTO HIGHLIGHTS Images by Alistair Nicoll/ Roy Esterhuysen/2016 Loerie Awards © Gallo Images
Grand Prix Winner: Nando’s “Global Visual Identity System”, by Sunshine Gun
Suhana Gordhan
John Vlismas and Sizo Tshwete
Grand Prix Winner: Channel O’s “Youth Day” by Black River FC.
Yegs Ramiah receives the Marketing Leadership and Innovation Award
Yegs Ramiah
to redefine who “weTrying are as an industry, in a country trying to find itself makes this the scariest and most exciting time to be in advertising. - Tseliso Rangaka
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Grand Prix Winner: Tusker Lager’s “Team Kenya”, by Net#workBBDO BROUGHT TO YOU BY
Loeries 2016 Chairman Neo Mashigo
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EGG FILMS SOCIAL © Gallo Images
Sunu, Director at Egg Films I’ve just come from ten days shooting in Ghana and I feel like in South Africa, we’ve got to become braver. Last week, I was a judge on the Craft section, and I said this to people because what we’re doing is, we’re allowing everyone else internationally to look at what we do and they come and shoot some of our stuff, but it’s always from the outside looking in. My passion is for us to take our stuff and show it to the rest of the world. To become braver, it starts with the client being brave. And if the client is brave, the agency has permission to be brave, and the director has permission to be brave. That’s my big cry at the moment: for us to really become brave as Africans and really create bold work that is not ashamed, that speaks of who we are. We need a lot more courage, because I feel like a lot of the work is quite safe. It meets the brief, but I don’t think it speaks to what’s happening on the streets. I’m from this continent and then I went to LA for eight years. And I honestly feel, after eight years in LA – I came back three years ago – I’ve found my heartbeat being back in Africa again. I’ve just been to Ghana, I have a few more jobs in Africa soon, and I keep saying, ‘why do we have to copy America and Europe when we’ve got enough?’ We are enough. Let’s take our stuff and show it to the rest of the world – without apologies. We should stop apologizing and stop trying to make it comfortable. This is who we are. And when we start doing that, I really believe we’ll start making a mark on the industry. I am not arrogant, but I am proud of being African. I want the world to see who we are because we’ve got a unique fabric. Whether you’re white or black or Coloured or Indian, what’s amazing about Africa is that there’s a touch of everyone and it’s unique, it’s beautiful. And I don’t want to use the word ‘rainbow’ but even when I’m talking to my white friends, I can feel the other colours coming in, when I talk to my black friends I can feel the other colours. I come from a family where my wife is white and my kids are mixed race and this is why I keep saying, this is you, you can touch every heart and it’s okay, don’t be ashamed. You don’t have to be defined by your colour. You can be defined by your experiences.
Colin Howard, MD & Executive Producer at Egg Films & Arcade Content It’s going to be another great party at the Loeries. Between Egg Films and Arcade we’ve got 47 finalists, and we hope one or two of them will come through and translate into awards. I’m a bit more hopeful on the music video side than the advertising side this year.
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IAB PARTY
All images by Roy Esterhuysen /2016 Loerie Awards © Gallo Images
JOE RIDE
© Katie Reynolds-Da Silva
BROUGHT TO YOU BY
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I HEART LOERIES MARKET © Katie Reynolds-Da Silva
BROUGHT TO YOU BY
JIMMY SMITH ON OWNERSHIP AND CREATIVITY
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profit. How is that healthy for you? How is that agency going to hire the best talent if they can’t afford to hire the creative geniuses of our time, how is that going to benefit you? The only time it’s going to work is if that agency is able to hire dope, all-star talent. That’s one reason it’s good for a client.” He says another thing in favour of ownership is the bottom line. He uses the Space Jam example from his seminar presentation, where Nike missed out on the deal of a lifetime when they wanted nothing to do with Warner Brothers’ film Space Jam – a production built on a campaign Jimmy had worked on. “They would have made more money by opening their minds. That’s really the bottom line,
you open your mind, and your ass will follow as they say. So by you allowing agencies to come up with these ideas, it can make you even more money. At the end of the day, for a company it’s the bottom line that matters. That’s what makes the CEO look good. And if I can make you more money, why wouldn’t you want to share in the upside of that? You want your agencies breaking their necks trying to bring you these big, bold ideas that keep the balance sheets black. It’s very positive for them, and on the flip side, on the agency’s side, it stops them from thinking in just one way. It opens up the possibilities.” He adds that ownership of IP also motivates creatives to be better and to push boundaries.
in this day and “Especially age, kids recognize when a
brand is just BS, full of it, trying to be cool, trying to be hip, trying to trendy – and they don’t respect that. If brands want to connect, particularly with Millennials, they’ve gotta keep it real, keep it one hundred.
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t first glance, Jimmy Smith looks like a laid back, fun-loving creative type. And indeed, he is all of that. But he’s also so much more. As the Chairman, CEO and CCO of Amusement Park in Los Angeles, USA, he also has an incredible work ethic and a passion for changing the world – quite literally. In a brief chat with the Callsheet after the DStv Seminar of Creativity, he explains why this is important to him. One of their recent works was a campaign for JBL’s Pulse speakers, which tied their colourful range to the Black Lives Matter movement. The music video was an incredibly moving piece. Despite the volatility of the situation, he explains that this is more than just a job. “For me, I don’t care. If it’s real and if it’s truthful and if it’s honest, I’m going to talk about it,” Smith says, “Especially in this day and age, kids recognize when a brand is just BS, full of it, trying to be cool, trying to be hip, trying to trendy – and they don’t respect that. If brands want to connect, particularly with Millennials, they’ve gotta keep it real, keep it one hundred.” He says he was fortunate to work with JBL – which is music based and speaks to people of all ages – but more than that, his clients are as important as the product. “They’re rare, so the trick is to treat it as though you’re looking for a spouse who’s going to last, somebody who’s going to stand with you, and vice versa. Those are the types of clients I try to seek out, people I can have a healthy business relationship with, where they know where I’m coming from and they know I’ve got their best interests at heart.” This is exactly what happened with the Heaven Sent campaign for Stride Gum, where career sky-diver Luke Aikins made history freefall jumping from the highest altitude ever on live TV. “They trust you, they know you’re not just doing something for an award,” Jimmy explains. “Don’t get me wrong, I like winning awards, but the main thing is to sell a product – but you can sell a product and affect somebody’s life in a positive way at the same time, they aren’t two separate things. If I’m going to get out of bed, I want to do something that’s cool; that’s Godly. I think that’s the best way to put it.” Ownership and IP are things Smith is just as passionate about. He believes that one of the ways in which agencies can avoid crippling budget cuts is by working in partnership with their clients. Of course, it’s not easy to make this happen, he says. “More and more clients are understanding – not the majority, but more and more are getting it. Anytime you have a relationship where it’s win-win for both parties, it benefits you so much more. Right now many clients are asking for agencies to take cuts so much so that it’s hard for an agency to make money and make a
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#UNSTEREOTYPE WITH UNILEVER AND DEBRA MALLOWAH we feel the bigger issue is. This is all in service of #Unstereotype. We believe that the more progressive we are in our portrayals of women and gender, it is better for people and better for society and better for brands. It’s good for business.
Debra Mallowah, Vice President: Personal Care, Unilever, Kenya. How are you integrating #Unstereotype into Unilever’s marketing strategy? One of the big learnings over the past two years, and we’ve conducted multiple studies across the world, the studies indicate that in many ways the world is moving forward. And if you look at women becoming more independent, stronger, and in more professional roles; advertising and communication in many ways have not kept pace with that move. At Unilever, we are taking a deliberate approach to drive more progressive portrayals of gender and specifically women, where
How does Unilever inspire you? Unilever first and foremost put’s the consumer first. We look at the consumer’s motivations and desires, and in so doing, we are able to serve the consumer. We give them products that actually enhance their lives. We speak to them in our communications in a way that triggers their motivation. The Loeries is a great platform that, by provocation, can move the industry forward. #Unstereotype is a great example of that. As we’ve gone on the journey with the Loeries, you can see the step change in creativity, and we are so proud to be part of it. Africa should push the boundaries ahead of everyone else. When you look at the growth rate of the African population and where it will be; Africa is a huge and excellent bet. We as business leaders and creative minds need to lead that journey.
Care - Unilever Africa. She has a Pan Africa remit and is responsible for the breadth of the Personal Care category. She is a highly accomplished top management professional with a wealth of experience in marketing across Africa gained in leading blue chip companies with a strong presence on the continent. Debra sits on the Africa Advisory Council of Womens’ World Banking and is a member of the Africa Leadership Network. She has also been an Advisory council member of the Africa Retail Congress. Prior to joining Unilever, Debra was the Group Marketing & Innovations Director
of Diageo East Africa. Debra holds a Bachelor of Commerce (Hons) degree, marketing option from the University of Nairobi and an Advanced Management Program (AMP) from IESEBusiness School. She was honoured by the Marketing Society with a warrior award for successful marketing and supporting the growth of world class brands in the region. Debra is married with two children. She loves the outdoors, enjoys travelling –discovering new places, meeting new people. She also enjoys collecting African art and listening to music from various cultures.
About Debra Debra Mallowah, a Kenyan national, serves as the Vice President, Personal
YOUNG CREATIVES AWARD WINNERS ANNOUNCED and Amori on winning their awards. Art Direction and Design are skills that are informed by a razor sharp mind, and a lot of lateral thinking,” says Mariëtte du Plessis, senior partner at leading intellectual property law firm, Adams & Adams. “As a nurturer and protector of the intellectual property of local creative works for over 100 years, the firm is a perfect fit with the world of the creative. Apart from celebrating their work, it imperative that young creatives are also empowered by providing them with the necessary tools to prevent the devaluation of, and underappreciation of, the commercial and intellectual value of their work. That is why Adams & Adams, legal advisers
to the Loeries, is totally committed to protecting and growing local creative talent, and to educating those in the industry on their intellectual property rights.” “Nurturing new talent lies at the heart of the Loeries® and is something I am passionate about. Developing and supporting these young creatives ensures an exciting, inspired future for an industry that’s reliant on fresh, creative ideas and the Adams & Adams Young Creatives Award is key in achieving this,” says Loeries® CEO Andrew Human. All the 2016 Loeries® winners will be listed on the Loeries® website (www. loeries.com) from Monday, 22 August.
is taking “ Thetooindustry long to show true
transformation but, in the same breath, it is inspiring to see young, black creatives feed themselves and their families with radical thinking and crazy ideas. - Orabile Mahole
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he Adams & Adams Young Creatives Award, for the exceptional achievement of individuals aged 27 or younger, has been awarded to Katie Mylrea, art director at Ogilvy & Mather Cape Town and Amori Brits, head of design at Shift Joe Public. Each of the young creatives received a Gold Loerie and R60 000, sponsored by Adams & Adams Attorneys, at the final awards ceremony of the Loeries® on Sunday, August 21, at the Durban International Convention Centre. This year, thanks to South African Airways, each Young Creative also receives a trip to New York City. “It is wonderful to see such recognition being given to young creatives. And we congratulate Katie
MEET YOUR JUDGES not grow up too quickly, “Lets have fun, as it sure beats
IVO BRODNIK
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nthea has a degree in Fine Arts and started her advertising career as an art director. After a few years in the industry, she decided that writing was where her true passion lay and she made the jump from pictures to words. She is now a creative director at IrelandDavenport and has won a host of awards including Loerie Golds, Cannes and One Show awards. A dog lover, a book lover and a lover of good ideas, Anthea remains committed to seeking out the best in all these worlds.
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Try, try, try your best.
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having a real job.
Ricky Boyd OWNER | Deliverance Post
innovation & tech director | q
michelle mckenna
art director & copy writer | ogilvy & mather jhb
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fter starting two digital agencies in Austria, Ivo went down the computer science rabbit hole and worked a few years in scientific research and super computing. After moving to South Africa, he went back into the marketing arena, first working as CTO for Hellocomputer and thereafter as Creative Director at Punk/ King James. With his new company Q, he designs new business models, services or products for his clients and helps them to make innovation attainable from within.
Matthew Barnes executive creative director | gloo@ogilvy jhb
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feel old. I started in the Ad industry in the late 80’s, and being a Film/Sound Editor I was exposed to all aspects of it. The 90’s where wild. We worked with Celluloid and razor blades and not all for the right reasons... Agency’s where ruled by powerful Tyrants who all chained smoked, fired their clients and threw wild parties.... and the marketplace was grateful for it. As the political and social economic situation slowly changed in SA, so did our Industry. We where no longer aligned to the Eurocentric and sought our own identity. The problem was we suddenly felt the need to be constantly politically
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buy a Porsche until you “Don’t can afford two.
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ichelle started her career 12 years ago, inhaling spray glue for a living. Fuelled by a passion for ideas and a love of craft, she survived long enough to make a career out of art direction. At Ogilvy & Mather Jhb, she cut her teeth on brands like KFC, DStv, Coca-Cola and Unilever, co-ordinating multi-disciplinary 360 degree campaigns and changing direction along the way to hone her skills as a copywriter. She has earned recognition at Cannes, D&AD, Clio and Loeries, most recently with a gold for film. She is currently Creative Group Head at Switch and still despises spray glue.
always telling my “I’m 4-year-old that there’s
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orn on the same day as Mike Tyson, Lord Matthew Alexander Barnes managed to survive a chequered school career without absorbing any knowledge of consequence…aside
no such thing as ‘can’t’. Or, as Muhammad Ali more elegantly put it, “Impossible is nothing”. So that’s probably about it.
kerry friend executive creative director | isobar
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xecutive Creative Director at Isobar, part of the Dentsu Aegis Network, Kerry Friend, has 17 years experience in advertising. She has worked as a copywriting and then Creative Director as a number of leading advertising agencies, and as Executive Creative Director at hellocomputer, part of the IPG network. She also heads up Isobar’s NowLab programme, which plays host to innovation workshops and events within the industry, and for clients alike. And as a member of the IAB South African Agency Council she leads their Innovation Programme, which aims to encourage agencies to explore new ways of working and thinking as they seek to reinvent themselves to stay relevant in the age of digital transformation.
Judith MOFUTSANYANA CREATIVE DIRECTOR | OPENCO
J “
group head & creative director | ireland davenport
from the delivate art of writing bios in the 3rd person. After sailing the world and becoming a man, albeit a skinny one, Lord Barnes turned down a career in commodities trading to attend Red and Yellow and enter the exotic world of advertising. He has since worked in every corner of advertising over the last 17 years, with failed start-ups and freelance gigs inbetween. He has a small treasure chest full of local and international awards, mostly brown in colour.
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Anthea Weber
correct! Everyone got very serious... the party’s became dull. Where did this fear come from? Was this an approach needed to crack the new emerging market?? Was it growing pains?
udith is a Female. Judith is a Mother. The above has resulted in Judith the Creative Director, who loves to travel the world, exploring its soils, its people, and its cultures. My nature is inquisitive, it explores and finds, in its findings it experiences and embraces and learns and grows. This enables me to pursue life in the world that we live in. I create. I re-create.I am a creative.
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KEEP THE CREATIVITY FLOWING
#LOERIES2016
MAKE A MATCH
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1. The Mother of All Parties
a. Grand Prix
2. Sarah Personette
b. Jimmy Smith
3. The Warmest Place to Be
c. Durban ICC
4. AV and Technical Sponsor
d. VP Global Business Marketing: Facebook
5. Awards Venue
e. Durban Beachfront Amphitheatre
6. Ultimate prize
f. John Vlismas
7. MC for both Award Nights
g. Laura Jordan-Bambach
8. Creative Partner – Mr President
h. Channel O Party
9. I heart Loeries Market
i. Durban
10. CEO of Amusement Park
j. Gearhouse Answers: 1.h, 2.d, 3.i, 4.j, 5.c, 6.a, 7.f, 8.g,9.e 10.b
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Train your Brain 3
Khaya Dlanga @khayadlanga · Aug 20 Suhana is going to be a great chair of the Loeries, tackling sexism and inappropriate jokes men make in the ad industry #Loeries2016
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Nathan Reddy
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20 August ˙
#GridXyears Well done Grid, on winning medals across the categories. 9 great awards, including 4 craft awards. #makeitmeansomething. To all our brave clients that still believe that creativity sells, we salute you all. #Loeries2016
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CONTACT US Publisher: Lance Gibbons lance@filmeventmedia.co.za Executive Editor: Katie Reynolds-Da Silva katie@filmeventmedia.co.za Head of Design: Sheree Steenkamp sheree@filmeventmedia.co.za
Writer: Kim Crowie kim@filmeventmedia.co.za Designer: Lauren Smith lauren@filmeventmedia.co.za Business Manager: Coleen Tapson coleen@filmeventmedia.co.za
Account Executive: Kerrin Beining kerrin@filmeventmedia.co.za Account Executive: Theo Jacobs theo@filmeventmedia.co.za Special Projects Manager: Nazeera Hartley Roach nazeera@filmeventmedia.co.za
Production & Traffic Manager: Natasha O’ Connor natasha@filmeventmedia.co.za Printer: Colour Planet 57 2nd Avenue, Harfield Village, Claremont, 7708, Cape Town, South Africa Tel: +27 21 674 0646 www.thecallsheet.co.za www.filmeventmedia.co.za
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