Hundreds of creative minds from across Africa and the Middle East converged on Wednesday in three cities (Cape Town, Durban and Johannesburg) to enjoy two main programmers in the day, namely the Loeries Creative Hour Live masterclasses and the Loeries Cinematic Experience. The events on day one kick-off three days of recognising and rewarding the creative excellence found within the region.
The Loeries Creative Hour Live masterclass featured denstu Africa CEO, Dawn Rowlands and Isobar Kenya Executive Creative Director, Maxwell Ngari with a focus on innovation in the media environment.
Attendees then headed to the Loeries Cinematic Experience at Cavendish in Cape Town, Sandton in Johannesburg and Gateway in Durban to see the winners on the big screen.
The cinema awards experience included a digitally mastered show for the theatre environment, DJs, brand activations and an opportunity to meet other members of the industry face-to-face for the first time in months.
Winners from several categories including Digital Communication & Out of Home, Marketing Leadership & Innovation Award and Young Creatives winners were announced on the day.
This year the Marketing Leadership & Innovation award went to Khensani Nobanda, Nedbank Group executive in the group marketing and corporate affairs.
Introduced in 2007, the award recognises individual excellence in brand communication over an extended period who demonstrated individual and brand success, both in the market and at the Loeries over the past few years.
Previous winners have included Chicken Licken’s managing director and chief marketer, Chantal Sombonos-Van Tonder (2020), Andrea Quaye, former Vice President of Marketing at Anheuser-Busch InBev (2019) and Doug Place, chief marketing officer at Nandos (2018).
Below is a full list of all the day one winners, for the Out of Home category:
| Out of Home | ||||||
| Category | Prize | Agency | Brand | Product | Title | Country |
| Ambient | Silver | MullenLowe MENA FZ LLC & UAE Government Media Office | UAE Government Media Office | Emirates Mars Mission | Double Moon | United Arab Emirates |
| Ambient | Bronze | King James Group | Stella Artois | Stella Artois Premium Beer | Wet Paint | South Africa |
| Ambient | Bronze | DUKE Advertising (Pty) Ltd | Little Green Beverage Company | Jive Cooldrink | Dala your Colour | South Africa |
| Direct Mail | Bronze | Digitas Liquorice | Unilever | Hellmann’s Mayonnaise | Dinner in the Dark | South Africa |
| Outdoor Media | Bronze | FP7 McCann MENAT | Knorr Egypt | CSR Platform | Rooftop Farms | United Arab Emirates |
| Outdoor Media | Gold | Havas Middle East | adidas | swimwear | adidas Liquid Billboard | United Arab Emirates |
| Outdoor Media | Campaign Silver | Serviceplan Middle East | MINI | MINI | Adaptive LED Headlights | United Arab Emirates |
| OOH Crafts – Writing | Craft Certificate | DUKE Advertising (Pty) Ltd | Riscura Holdings South Africa (Pty) Ltd | Riscura | UPSHOT | South Africa |
| OOH Crafts – Art Direction | Craft Certificate | Havas Middle East | adidas | swimwear | adidas Liquid Billboard | United Arab Emirates |
| OOH Crafts – Use of Technology | Craft Gold | MullenLowe MENA FZ LLC & UAE Government Media Office | UAE Government Media Office | Emirates Mars Mission | Double Moon | United Arab Emirates |
| OOH Crafts – Art Direction | Campaign Craft Gold | Serviceplan Middle East | MINI | MINI | Adaptive LED Headlights | United Arab Emirates |
| Print Advertising | Silver | King James Group | Blackboard | Education | Just for awards | South Africa |
| Indoor Posters | Gold | Joe Public United | Converse | Unity Laces | Zambia | South Africa |
| Print Advertising | Campaign Silver | The Odd Number | Salvation Army | Charity | Jeans | South Africa |
| Print Advertising | Campaign Silver | VMLY&R South Africa | Thesis Apparell | Clothing | Freedom Collection | South Africa |
| Print Advertising | Campaign Bronze | Noah’s Ark Communications Limited | Hacey Foundation | Social Change | Stop Cut Project (Father) | Nigeria |
| Print Advertising | Campaign Bronze | TBWA\RAAD | Connect | Connect Internet | XXX Parental Control | United Arab Emirates |
| Print Advertising | Campaign Bronze | Joe Public United | Chicken Licken | Slyders | Hike | South Africa |
| Indoor Posters | Campaign Bronze | Joe Public United | SANBS | Poster | Lusanda Buthelezi | South Africa |
| Print Crafts – Art direction | Craft Certificate | VMLY&R South Africa | Thesis Apparell | Clothing | Freedom Collection | South Africa |
| Print Crafts – Writing | Craft Gold | DUKE Advertising (Pty) Ltd | Riscura Holdings South Africa (Pty) Ltd | Riscura | UPSHOT | South Africa |
| Print Crafts – Art direction | Campaign Craft Gold | Joe Public United | Converse | Unity Laces | Zambia | South Africa |
| Print Crafts – Photography | Campaign Craft Certificate | The Odd Number | Salvation Army | Charity | Jeans | South Africa |
| Young Creatives | ||||||
| Young Creatives | Gold | Mam’Gobozi Design Factory | Nontokozo Tshabalala | Creative | South Africa | |
| Young Creatives | Gold | Grey Advertising | Tyler Lambert | Copywriter | South Africa | |
| Shared Value and Service Design | ||||||
| Shared Value | Gold | Oxygene Marketing Communications | Kenya Breweries Limited (KBL) | Value Beer | Growing value through Senator Keg | Kenya |
| Shared Value | Silver | Sappi Southern Africa | Sappi Forests | Enterprise Development Programme | Sappi Khulisa | South Africa |
| Service Design | Silver | MakeReign | Pineapple | Insurtech | Insurance with a Snap | South Africa |
| Shared Value | Bronze | Tessera Communications Ltd. | Safaricom | Bonga Loyalty Points | Bonga for Good Initiative | Kenya |
| Design | ||||||
| Architecture | Gold | SAOTA | Greg Truen | Residential Home | Kloof House | South Africa |
| General Product Design | Gold | Joe Public United | Chicken Licken | Brand | Soul Fuel Safe Lamp | South Africa |
| General Design | Silver | Joe Public | South African Breweries | Clan Beat | South Africa | |
| Brand Identity & Collateral Identity Programmes | Silver | Superunion Africa (Pty) Ltd | PEP | Brand Identity | “Affordable” doesn’t have to mean cheap | South Africa |
| Design for Digital | Silver | TBWA Hunt Lascaris South Africa | Spotify | Spotify Premium | But make it Mzansi | South Africa |
| Fabric Design | Silver | TBWA\RAAD | The Lebanese Army | PeaceCamo Army Uniform | PeaceCamo | United Arab Emirates |
| Fabric Design | Silver | Joe Public United | Converse | Unity Laces | Unity Laces | South Africa |
| Architecture | Bronze | SAOTA | Greg Truen | Residential Farm & Guest House | Buffelsdrift | South Africa |
| Brand Identity & Collateral Logos | Bronze | Halo Advertising Pty Ltd | 48 Hours | Social Media Crisis Consultancy | 48 Hours | South Africa |
| Design Mixed-Media Campaign | Bronze | VMLY&R South Africa | Thesis Apparell | Clothing | Freedom Collection | South Africa |
| Design Mixed-Media Campaign | Bronze | VM DSGN | Goodwill Collection | Merchandise | ZARights | South Africa |
| Brand Identity & Collateral Identity Programmes | Bronze | HKLM Connect | Rand Merchant Bank | Corporate Identity Design | RMB Rebrand | South Africa |
| Motion Graphic Design | Bronze | Wicked Pixels | Turner (Warner Media) | Toonami | Toonami Rebrand | South Africa |
| Brand Identity & Collateral Identity Programmes | Bronze | Grid Worldwide | David Higgs | David Higgs | Ingredients for good | South Africa |
| Interior Design & Temporary Structures | Gold | Platform Creative Agency | V&A Waterfront | Installations | Joy From Africa | South Africa |
| Motion Graphic Design | Campaign Silver | HelloFCB+ | CITY OF CAPE TOWN | PSA COVID LOCKDOWN | HOW ARE YOU? – DEPENDENCY | South Africa |
| Design Crafts – Illustration | Craft Certificate | TBWA Hunt Lascaris South Africa | Spotify | Spotify Premium | But make it Mzansi | South Africa |
| Design Crafts – Illustration | Craft Gold | Joe Public | Arrive Alive | Road Safety | Tequila Face | South Africa |
| Design Crafts – Illustration | Campaign Craft Gold | Pola Maneli Illustration | The Constitution Hill Trust | Animation Series | We Made The Constitution | South Africa |
| Design Crafts – Writing for Design | Campaign Craft Certificate | Joe Public | Nedbank | Brand | Le Grandeur | South Africa |
| Digital | ||||||
| Social Media | Gold | TBWA \ Hunt Lascaris South Africa | MTN Group Brand and Marketing Communications | MTN Group | Wear it for me | South Africa |
| Social Media | Gold | King James Group | Sanlam | Sanlam | The Olympian | South Africa |
| Applications, Games & Interactive tools | Gold | TBWA\RAAD | KFC Arabia | KFC | Shift+K+F+C | United Arab Emirates |
| Social Media | Silver | Retroviral | Kreepy Krauly | Kreepy Krauly | My Kreepy Teacher | South Africa |
| Social Media | Silver | Showmax | Showmax | Tali’s Baby Diary | Tali’s Baby Diary | South Africa |
| Applications, Games & Interactive tools | Silver | INJOZI Design CC & Joe Public United | Chicken Licken | Chicken Licken Hotwings® | Feed Their Craving | South Africa |
| Applications, Games & Interactive tools | Silver | King James Group | Sanlam | Savings Month | Savings J/AR | South Africa |
| Data Driven Campaign | Silver | M&C Saatchi Abel | Superbalist.com | Superbalist Winter Collection | The Superbalist Winter Hits | South Africa |
| Applications, Games & Interactive tools | Bronze | FCB Durban | Dunlop Tyres SA | Dunlop Grandtrek Tyres | Grandtrek Uncharted | South Africa |
| Social Media | Bronze | The Riverbed | Aware.org | Alcohol responsibility and education | Passengers | South Africa |
| Social Media | Bronze | KFC SA (Pty) LTD & Mother London | KFC South Africa | Brand Equity | #UntilWeCanFingerLickAgain | South Africa |
| Social Media | Bronze | Publicis | Spotify | Spotify Africa | #AfricaDay | South Africa |
| Website or Microsite | Bronze | M&C Saatchi UAE | Pizza Hut | Pizza Hut Brand | Offline Hour | United Arab Emirates |
| Social Media | Bronze | Ogilvy South Africa | Ab InBev | Castle Lite | Hot as Hell | South Africa |
| Social Media | Bronze | Serviceplan Middle East | TECOM Group | Dubai Design District | Distant Neighbours | United Arab Emirates |
| Website or Microsite | Bronze | MakeReign | Shelflife | Streetwear Retailer | The new shelflife.co.za | South Africa |
| Website or Microsite | Bronze | MakeReign | Parsons Branding | Design Company | The new parsonsbranding.com | South Africa |
| Applications, Games & Interactive tools | Bronze | DENTSU Kenya, TESSERA Communications | Safaricom | M-PESA | Bonga For Good | Kenya |
| Digital Crafts – Writing | Craft Certificate | M&C Saatchi Abel | Nando’s | Full Chicken Sharing Meal – Fed-up Festive Feast | We Wish this Year Never Happened | South Africa |
| Digital Crafts – Use of Technology | Craft Certificate | M&C Saatchi UAE | Pizza Hut | Pizza Hut Brand | Offline Hour | United Arab Emirates |
| Digital Crafts – Use of Technology | Craft Gold | Joe Public | POWA (People Opposing Women Abuse) | Brand | The Abused News | South Africa |
| Digital Crafts – User Experience Design | Craft Gold | King James Group | Sanlam | Savings Month | Savings J/AR | South Africa |
| Film | ||||||
| Online above 30s | Gold | Retroviral | Kreepy Krauly | Kreepy Krauly | My Kreepy Teacher | South Africa |
| Music Videos | Gold | Thabang Lehobye (Lefuku Metsi) | Msaki | Stopmotion Music Video | Blood guns and revolution | South Africa |
| Online above 30s | Gold | Massif Media (PTY) Ltd | Shelflife | Sneakers | Nike MMW | South Africa |
| TV Trailers & Content Promos | Gold | Arcade Content | Mutant | Mutant | Mutant | South Africa |
| TV & Cinema Commercials – up to 90s | Silver | The Riverbed | Aware.org | Alcohol responsibility and education | Passengers | South Africa |
| Branded Content Single | Silver | King James Group | Sanlam | Sanlam | The Olympian | South Africa |
| Branded Content Single | Silver | Joe Public | POWA (People Opposing Women Abuse) | Brand | The Abused News | South Africa |
| TV & Cinema Commercials – up to 90s | Bronze | Joe Public | Chicken Licken | Brand | Soulful Nation | South Africa |
| TV & Cinema Commercials – above 90s | Bronze | Joe Public | Chicken Licken | Super Slider | Nyathi Rider | South Africa |
| Online above 30s | Bronze | Patriot Films | CareZA | CareZA- Gender Based Violence | CareZA – Gender Based Violence | South Africa |
| Music Videos | Bronze | Joe Public United | South African Breweries | Castle Milk Stout | Madala Kunene x Muzi – Ko Mama | South Africa |
| TV & Cinema Commercials – up to 90s | Bronze | FP7 McCann MENAT | Home Centre | Father’s Day & Beyond | A Dad’s Job | United Arab Emirates |
| TV & Cinema Commercials – up to 90s | Bronze | TBWA Hunt Lascaris South Africa | MTN South Africa | Sponsorship | Jerseys | South Africa |
| Branded Content Series | Gold | Gold | SuperSport & SA Rugby | Springboks | Chasing the Sun | South Africa |
| Online above 30s | Campaign Silver | TBWA \Hunt Lascaris South Africa | Datsun South Africa | Datsun Go | Children | South Africa |
| TV & Cinema Commercials – up to 90s | Campaign Silver | Ogilvy South Africa | KFC | KFC Box Meals | Bowler | South Africa |
| TV & Cinema Commercials – up to 90s | Campaign Bronze | Joe Public | Nedbank | Brand | ZeroStars | South Africa |
*For previous coverage of the Loeries from our gallery, click here.
