T
he 36th Annual Loerie Awards took place on
Saturday 20 and Sunday 21 September 2014
at the Cape Town International Convention
Centre.
The Loeries is an annual recognition of the best
work produced in the brand communication industry
in our region – including the whole of Africa and the
Middle East.
The awards were judged by over 140 local and
international experts in their fields, including four
international jury chairman from Hamburg, Mel-
bourne, New York City and San Francisco, as well
as regional judges from Accra, Nairobi and Dar Es
Salaam. A total of 256 awards were handed out in
the main categories.
This year, a total of four Grands Prix were
awarded. They were:
• Grid Worldwide Branding (Pty) Ltd for Anti Est
‘Anti Est #Unlearn’, in Design Mixed-Media Cam-
paign.
• One Kingdom Creative Studio for Mi-Fone ‘Oju
Africa App’, in Digital & Interactive – Mobile Ap-
plications & Sites
• FCB South Africa (PTY) LTD for Coco-Cola
South Africa ‘A rainbow for the Rainbow Nation’,
in Outdoor Media.
• Ogilvy & Mather Johannesburg for Lucozade
‘Give me strength’.
Effective Creativity Award
Introduced in 2013, the Effective Creativity cat-
egory, sponsored by Woolworths, allows previous
Loerie winning entries to be measured for effective
business results. Two Gold Loeries were awarded:
To Ster Kinekor and FoxP2 for ‘Great moments at
their Greatest’; and Johnnie Walker and the King
James Group for ‘Johnnie Walker One Bottle’.
Africa & Middle East
In the categories for entries from outside of South
Africa three Gold, seven silver and six bronze Loer-
ies were awarded.
Three Golds went to:
• Communication Design: Abdul Latif Jameel
Community Initiatives ‘Unsung Heroes’, by Brand
Union (United Arab Emirates).
• Ubuntu Award: Unilever’s ‘Sunlight Ray of
Hope’ by Jericho Advertising (Zimbabwe).
• Radio Communication: Sawa Mninjah and
Geometry Global Dubai (United Arab Emirates) for
‘Rescue Radio.’
Special Awards
Loeries Hall of Fame – Keith Rose
Keith Rose, director and founding partner of Veloc-
ity, was inducted into the Loeries Hall of Fame, for
his outstanding contribution to the industry.
Marketing Leadership and Innovation Award
– Claudia Walters
Claudia Walters, Marketing Communications Man-
ager of Mercedes-Benz, was honoured with the
Marketing Leadership and Innovation Award.
Adams & Adams Young Creatives Award
The award, for exceptional achievement at the age
of 27 or younger, went to Matthew Pullen and Freda
Raubenheimer. They each received a Gold Loerie
and a trip to the Cannes Lions International Festival
of Creativity, courtesy of Adams & Adams.
Antalis Creative Use of Paper Award
The winner of the 2014 Antalis Creative Use of
Paper Award is the Johannesburg Zoo and Y&R
South Africa for ‘See what comes out in the dark’.
The award includes two Apple iPads for the crea-
tive team.
The Times Newspaper Award
The Times Newspaper Award went to One School
at a Time and Joe Public for ‘Project English.’ As
part of the prize, Joe Public secures next year’s
campaign for the Times Creative Press Ad chal-
lenge, valued at R160 000.
Unilever Ubuntu Award for Sustainable Mar-
keting
The Unilever Ubuntu Award for Sustainable Mar-
keting honours brand campaigns that do good while
doing good business. A Gold Loerie was awarded
to Exclusive Books and 140 BBDO for the Exclusive
S.E.E.D Library.
Loeries Creative Future Scholarship
This year the scholarship was awarded to Banzi
Kasana of SACS High School in Cape Town. For the
first time this year, additional bursaries were of-
fered by Vega School of Brand Leadership and the
Red & Yellow School allowing two more students
to benefit from the programme. Recipients of these
bursaries are Ida Janine van Staden from Parklands
College and Chiquita Williams from PJ Olivier Art
Centre in Stellenbosch.
Student Awards
This year four Gold Loeries were awarded:
• Emijl de Kock, Leigh Pietersen, Emma Philip,
Sanri Pienaar from AAA School of Advertising Cape
Town for National Geographic – ‘Almanac of Ex-
tremely Average Animals’.
• Jodia Steenkamp from Stellenbosch Academy
of Design and Photography for Expose-‘Calendar’.
• Shana Sivewright AD, Melissa Fontini CW
from AAA School of Advertising Cape Town for
‘Recollection’.
• Frané Els from the North-West University for
‘Ubuzu’.
Three Craft Gold Loeries were awarded:
• For Print & Design Crafts- Illustration, Karabo
Moletsane from the Open Window School of Visual
Communication for Sho’t Left, titled ‘Sho’t Left a
zine’.
• For Print & Design Crafts- Typography, Almari
Carosini from North-West University for Pylon Type-
face, titled ‘Pylon Typeface’.
• For TV; Film & Video Crafts, Frané Els from
the North-West University for Ubuzu titled ‘Ubuzu’
All the winners will be listed on the Loeries
website (
from Monday, 22
September.
Loeries Official Rankings
The Loeries Official Rankings provides a thorough
and fair process to accurately report on the results
of the awards. Rankings tables for agency, brand,
digital agency, Film Production Company, category,
agency size, countries outside South Africa, Crea-
tive Circle agency groups and individual agencies
will be released post the awards weekend and once
all winners have had the opportunity to check and
revise credits. More information is available on
loeries.com
.
Follow the Loeries on twitter @loeries
The 2014 Loerie Winners Announced
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Nex Media •
Vol 2 Issue 3
