Antalis South Africa reaffirms official paper partnership with Loeries

Antalis South Africa has once again demonstrated its commitment to the advertising and design industry by reaffirming its’ sponsorship as the official paper supplier/partner to the Loeries Awards as well as reaffirming its sponsorship of the Loeries’ Creative Use of Paper Award.

With the 36th Annual Loeries only a few months away, Antalis, a leading supplier of paper and graphics products to the South African printing and allied industries, sponsored the paper for the recent official Loeries poster campaign. Antalis also made available the paper for the Loeries’ publication, Migrate Magazine.

The Loeries 2014 is celebrating the ideas that live beyond the medium and dwell in the hearts and minds of the consumer. So, with the Loeries evolving from ‘celebrating advertising creativity’ to ‘celebrating creativity as a whole’, the Awards campaign this year looked at exploring the essence of creativity itself explained Sanche Frolich van Rensburg, Creative Director, from McCann Johannesburg, the agency tasked with this year’s Loeries’ campaign.

‘The conclusion that we came to is that true creativity evokes an emotional response from its beholder. That this is what gives a piece of work value, and that makes it worthy of an Award,’ she explained. ‘We feel that an emotion felt is a connection made and so challenge all of our peers to CREATE with the intention of having an AFFECT on their audiences,’ she said. To show this, photographically they exaggerated these affects in a much stylised manner and in the posters they employed various printing techniques to emphasis the details created by the emotional experience.

This year the campaign comprised eight different posters and two cards. The paper used for the poster campaign is Conqueror, a premium quality uncoated textured paper. Michael Higgins, print production manager, McCann, describes the paper as a high quality paper with a good ink density.

Three different elements were used on the posters, which were printed by Mortimer Offset (Pty) Ltd. ‘Spot UV, embossing and debossing were applied to the different posters which allowed the reader to “feel” the emotion being portrayed in the poster,’ said Higgins.

For over 30 years Antalis has been involved in the creative world of visual imaging, and its partnership with Loeries is just one of the many ways through which it demonstrates this support and service to the industry. Another example of Antalis’ support is its sponsorship of the Creative Use of Paper Award at Loeries.

Caroline Coughlan, marketing manager, Antalis, said the Award is important to the company because it highlights what can be achieved creatively with paper. ‘The Loeries are the highest local accolade for the creative industry and Antalis is proud to be a part of them. We believe the Antalis Creative Use of Paper Award encourages agencies to recognise that paper is “alive and well” and can still be used creatively to achieve amazing results.’

She further explained, ‘This year we created a card to remind designers it’s not just the thought that touches someone, the paper used, speaks for your design. This special Award celebrates the role that paper plays in communication and brings an understanding to how paper as a medium brings its own unique characteristics to the party.’

The CEO of Loeries Andrew Human, shared his thoughts on the Award. ‘The Loeries are about the best examples of brand communication in our industry and the Antalis Creative Use of Paper Award forms part of this.’
According to him, while the Awards divide up the industry by media types and the different media types showcase the best way of communicating within that media type, the key is the relevance to the chosen medium. ‘Entries are judged according to a number of criteria including innovation, quality of execution and relevance in the areas of target audience, and chosen media and brand. While all of these are critical, too often relevance to the chosen medium is forgotten. It is key to take out the strengths of a medium and use it properly regardless of whether it is television, radio or paper.’

What is different to this Award is that any brand communication in the whole design category can be entered and awarded. The Award also includes a prize of two Apple iPads for the creative team. Previous gold Loerie winners include Y&R Cape Town and TBWA/Hunt/Lascaris Johannesburg.

There are eight posters, each with its own printing effect, and its own title:

Blond Girl angry: Create Affect – Repulsion, Frown Lines – Deboss print technique, Loeries Logo Bird – Spot Varnish.

Girl angry, hand on face: Create Affect – Unexpected, Frown Lines – Debossprint technique, Loeries Logo Bird – Spot Varnish.

Guy in hat crying: Create Affect – Awe struck, Tears – Spot Varnishprint technique, Goosebumps – Emboss print technique, Loeries Logo Bird – Spot Varnish.

Girl crying: Create Affect – I relate, Tears – Spot Varnishprint technique, Loeries Logo Bird – Spot Varnish.

Black guy crying: Create Affect – Close to the bone, Tears – Spot Varnishprint technique, Loeries Logo Bird – Spot Varnish.

Black girl: Create Affect – Mind blowing, Frown Lines – Debossprint technique, Loeries Logo Bird – Spot Varnish.

Girl biting thumb: Create Affect – Hit a nerve, Frown Lines – Debossprint technique, Goosebumps – Emboss print technique, Loeries Logo Bird – Spot Varnish.

Girl laughing: Create Affect – I’ve done that, Laughing Wrinkles – Debossprint technique, Loeries Logo Bird – Spot Varnish