The Loeries 2017 Dailies - Day 2

Dailies

DURBAN

20.08.2017

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CREATIVE WEEK DURBAN 14 - 21 AUGUST 2017

KFC CHIEF MARKETING OFFICER RECEIVES LOERIES MARKETING LEADERSHIP AND INNOVATION AWARD

M Mike Middleton

ike Middleton, Chief Marketing Officer of KFC, was awarded the Marketing Leadership and Innovation Award at the Loeries award ceremony at the Durban ICC on Saturday night. One of the brand communication industry’s highest honours, the award is in recognition of the achievements of one individual over an extended period of time.

Loeries CEO Andrew Human said it took brand leadership from individuals like Mike to reach KFC’s market position.

“This award is designed to honour the high level of personal commitment that Mike brings to his brand. The Loeries committee

looks for sustained dedication and loyalty because we know that successful brand communication demands nothing less. It’s clear that Mike brings this to KFC.” Middleton said the best thing about the award would be sharing it with his teams at both KFC and Ogilvy. “This really is about the power of partnership and working with great people. From a personal point of view, it’s such a great accolade to be recognised for leadership and innovation in a market as creative as South Africa.”

Mike began his marketing career at Unilever in 1996, moving briefly to SABMiller then Cadbury in 2006. When it was acquired by Kraft Food he became

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

I Heart Loeries Market The Loeries brings Durban’s best craft market to the beach, curated by the I Heart Market.

09h00 - 14h30 Durban Beachfront - Amphitheatre

Joe Ride All delegates welcome, just bring a bicycle. Riding is easy.

Bikes can be rented from the skate park on the promenade.

10h30 Meet at DStv Beach Café, Elangeni beachfront

Spitfire Film’s “Alice in La La Land” Party Invitation Only.

13h00 - 16h00

Loeries Award Ceremony Sunday Night Awards at the Durban ICC. No entry allowed after 18h30.

17h00+ Durban ICC

Channel O Party The mother of all parties to close Loeries Creative Week.

21h30+ Venue: Durban ICC

Group Marketing Director of the new South Africa organisation. He then became Marketing Director for Mondelez Europe where he was responsible for the European biscuits portfolio which generated revenue in excess of $3-billion across 35 countries. In December 2014 Mike returned to South Africa to take on the role of CMO for KFC Africa.

AS THE COUNTRY’S PREMIER TECHNICAL EVENT SUPPLIER, THE GEARHOUSE GROUP OF COMPANIES IS KNOWN FOR ITS ABILITY TO BRING CREATIVE CONCEPTS TO FRUITION IN THE EVENTS AND ACTIVATION SPHERES. WE OPERATE BEST AT THAT INDEFINABLE POINT WHERE TECHNOLOGY AND CREATIVITY MEET AND THE POSSIBILITIES ARE LIMITED ONLY

BY IMAGINATION. THE LOERIES IS ONE OF THE FEW PLATFORMS THAT CELEBRATES THE ACHIEVEMENTS OF THE MASSIVE CREATIVE TALENT WE HAVE IN AFRICA AND THE MIDDLE EAST AND AS SUCH WE ARE PROUD TO BE A LONG-TERM MAJOR SPONSOR. THIS WILL BE GEARHOUSE’S 14TH YEAR OF INVOLVEMENT WITH THE AWARDS. - GEARHOUSE SA

FREE EGO MASSAGE Because the best deserves the best

Redeemable at The Talent Boom, where we’ll make sure you’ll be connected with only the best talent the industry has to offer.

The Talent Boom is an elite global creative and digital executive staffing firm with offices in Cape Town, Amsterdam and Miami +27 21 426 0961 (SA) | +44 207 993 8872 (UK) | +31 202 61 9105 (NL) | +1 786 408 7665 (US) | www.thetalentboom.com | hello@thetalentboom.com

Life’s a beach... bask in your brilliance

SATURDAY NIGHT ALL THE GRAND PRIX AND GOLD WINNERS The three Grand Prix Loeries were awarded to: • In Websites or Microsites, La Libanaise Des Jeux’s “Skip Friday 13” by Impact BBDO Dubai • In Communication Design, Marble’s “Meat Made Luxury” by Grid Worldwide Branding, Johannesburg • In Print, The Cartel’s “Be Seen”

by Y&R Dubai

The Gold Loeries were awarded to: • Commission for Gender Equality, “He She”, DDB • Goodbye Malaria, “Beautiful Pathogens”, Hunt Lascaris, Johannesburg • HuffPost SA, “Stop the Cycle”, NATIVE VML • Interreligious Council of Bosnia and Herzegovina, “One Book for Peace”, Y&R Dubai • KFC, “KFC Soundbite Chart”, Ogilvy Johannesburg • Law Andak Dam, “Kol Nokta Btefrek”, Impact BBDO Dubai • Marble, “Meat Made Luxury”, Grid Worldwide Branding • Mars, “Balloons”, Impact BBDO Dubai • Safaricom, “M-TIBA”, Safaricom Kenya • Sappi Southern Africa, “The Abashintshi Social Mobilisation Project”, DevCom • Viacom, “MTV #FCKHIV”, Ogilvy Johannesburg • Visa, “The Holiday - Sea, Vegas, Forest”, Impact BBDO Dubai

Indoor Posters - The Cartel - “Be Seen” - Y&R Dubai

Craft Gold Loeries were awarded to: • Marble, “Meat Made Luxury”, Grid Worldwide Branding • Nestle Middle East, “Tummyfish”, Memac Ogilvy Dubai • Sanlam, “Uk’Shona Kwelanga”, King James Group • Steimatzky Bookstore, “Even our Sales have Stories”, Imbar Merhav G • The Cartel, “Be Seen – Shoes, Makeup, Ring, Sunglasses, Bag”, Y&R Dubai • The Cartel, “Be Seen – Sunglasses, Makeup, Ring, Shoes, Bag”, Y&R Dubai • Visa, “The Holiday – Forest, Sea, Vegas”, Impact BBDO Dubai • Visa, “The Holiday – Vegas, Sea, Forest”, Impact BBDO Dubai In the Student category, four Gold Loeries were awarded, with students from Vega School winning two Gold awards, AAA School of Advertising one Gold award, and the Greenside Design Center one Gold award. Four Craft Golds were awarded to The Open Window.

BROUGHT TO YOU BY

Design Mixed-Media Campaign - Marble - “Meat Made Luxury” - Grid Worldwide Branding

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AWARD WINNERS

Digital & Interactive - Website or Microsite - La Libanaise Des Jeux - “Skip Friday 13” - Impact BBDO Dubai

Life’s a beach... soak up your success

Keith Cartwright

Pum Lefebure

DSTV SEMINAR OF CREATIVITY Keith Cartwright, Götz Ulmer and Pum Lefebure Keith Cartwright, Executive Creative Director, BSSP, california, usa In the DStv Seminar of Creativity’s second session, Keith Cartwright offered up five rules that have guided him over the years, along with the memorable campaigns he produced as a result.

1. Doubt Yourself “There is no high ground in this business,” said Keith, who learned this from mentors who had enough confidence to doubt themselves. “Be selfcritical. Perfection is the enemy of good, good is the enemy of great.”

2. Steal Stealing in the correct way is the lifeblood

of a creative. No idea truly belongs to you, everything has been replicated in different ways. As Picasso famously said, “Good artists copy; great artists steal.”

“We’re all makers in this room, so we are all thieves. It’s admiring someone else’s work, taking from it, and learning from their process – because learning that process is the actual thing that makes you better,” Keith explained.

3. Be Stupid “I know one thing; I know nothing.”

Socrates once said. Keith agrees. “Think of the most responsible way of doing it. Then do the opposite; an open mind will solve your brief.” Keith used three examples of campaigns where the brief sounded stupid – but were extremely successful:

No one cares about your tequila. So let’s not talk about it.

– Tres Agave Tequila Tell parents to pay less attention to their children. – Lego We’re going to make a multi-milliondollar movie trailer for your app game.

Oh, and let’s run it on the Super Bowl.

– Evony: The King’s Return.

4. Fail Harder Learning from failure is imperative, Keith said, adding that he wishes creatives were more okay with failing.

He used examples from his work on the Michael Jordan brand ‘Become Legendary’, which motivated athletes

WE’RE ALL MAKERS IN THIS ROOM, SO WE ARE ALL THIEVES. IT’S ADMIRING SOMEONE ELSE’S WORK, TAKING FROM IT, AND LEARNING FROM THEIR PROCESS – BECAUSE LEARNING THAT PROCESS IS THE ACTUAL THING THAT MAKES YOU BETTER

to push for greatness. It spoke to the cream of the crop who can appreciate the hard work, drive and motivation behind the Jordan brand.

Suhana Gordhan

BROUGHT TO YOU BY

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Keith Cartwright

THE ONE THING PEOPLE DON’T UNDERSTAND ABOUT TECHNOLOGY, AND THE REASON WHY HE DOUBTS ARTIFICIAL INTELLIGENCE WILL EVER TAKE AN AGENCY’S PLACE, IS THAT THE INSIGHT ONE RECEIVES THROUGH TECHNOLOGY IS NOT THE CREATIVE IDEA.

5. Give It All Away This point essentially brings us full circle, says Keith. Along with some friends in the creative industry, he founded a collective called Saturday Morning based on a simple quote

by Dr Martin Luther King: “The most segregated hour in America is eleven o’clock on Sunday morning.”

“The idea of Saturday Morning is based on the premise that if Sunday morning is going to be divided, Saturday is going to be a day of inclusion, a day of bringing us together,” says Keith.

Gotz Ulmer, Chief Creative Officer, Jung Von Matt, hamburg, germany As his second time speaking at The Loeries, Götz Ulmer is no stranger

Götz Ulmer

to Durban and offered up a hilarious, loveable and charming talk. He believes that good ideas in advertising are like a Trojan horse. “Most people are not interested in your advertising.” Rather, it needs to be wrapped up in some nice packaging. “Relevance is good,” he said, “but frippery is better.”

Is technology taking over creativity and doing it better than we can?

Absolutely not. “Our industry is struggling,” he explained, agencies are taking fewer risks and avoiding new things – and this is not sustainable.

The one thing people don’t understand about technology, and the reason why he doubts Artificial Intelligence will ever take an agency’s place, is that the insight one receives through technology is not the creative idea. This idea is exciting, eccentric and experimental.

“How can you build chaos and anarchy into a machine?” he asked.

Götz also does not believe the concept of co-creation – that is, collaborating with clients on creative briefs – truly works. “You can’t really say anything truthful to clients or push boundaries,” he explained. And what about custom made or inhouse agencies? “WTF is that?!” Götz screamed as the crowd roared with laughter. “Really excellent ideas do not grow in structures like that.”

It might be an old point, said Götz, but emotions are still integral to any mind-blowing campaign. “The internet is so successful because you can

literally find any emotion out there.”

Entertainment, too, is important. “There are three rules for communication in this industry: entertain, support, or go down.”

Pum Lefebure, CoFounder and Chief Creative Officer, Design Army, washington dc, usa

FIRSTLY, YOU CATCH ATTENTION, WHILE ROMANCING IS ESSENTIALLY BEGINNING A CONVERSATION AND SEDUCING IS THE HARD PART – LIKE A FIRST DATE, IT CREATES AN AURA OF MYSTERY, ALLURE AND DESIRE FOR A BRAND.

In Pum Lefebure’s intriguing talk – focussed on the design aspects of building campaigns – she shared how one can master the art of seduction.

“Design is not just cosmetic anymore,” she said, “but strategic. It’s not a journey to purchase, but rather of falling in love.”

There are three aspects to falling in love, said Pum: flirting, romancing, and seducing. Firstly, you catch attention, while romancing is essentially beginning a conversation and seducing is the hard part – like a first date, it creates an aura of mystery, allure and desire for a brand.

Using examples of some of the work she’s done such as rebranding City Centre DC and Georgetown Opticians through vibrant and quirky integrated campaigns, she demonstrated how seduction is all about planning.

Pum touched on the concept of ‘seduction by redesign’ with her recent Milk Makeup campaign. This unique brand makes makeup application a breeze and through its exciting, woke ad campaign, it won the next generation

over by creating a community rather than just selling a product. Another example of this was with Harper Macaw, who boosted chocolate sales in the ‘off season’ by creating a limited edition selection based on the presidential campaign in the US. People voted for their favourite flavours during the election. “We made politics a bit sweeter,” she said.

Her final concept in the art of seduction was to blindfold your audience with creative un-branding.

This is especially useful in removing preconceptions about brands. She used the genius idea of creating a Museum of Feelings in New York for a Glade campaign. The immersive, interactive experience was completely unbranded and when people found who the company behind it was, they were gobsmacked. “Good design uses all the senses,” said Pum.

All images by Alistair Nicoll/2017 Loerie Awards

Götz Ulmer

Pum Lefebure

Keith Cartwright

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Life’s a beach... bask in your brilliance UNILEVER BRUNCH

IT’S GREAT TO SEE YOU, THE WORLD’S LEADING CREATIVES, HERE AT THE LOERIES AGAIN. I’M SURE YOU’VE ALL HAD A CRACKING START, WITH SOME BRILLIANT MASTERCLASSES, AND A FANTASTIC DSTV SEMINAR OF CREATIVITY. GOOD LUCK FOR THE AWARDS! - ENVER GROENEWALD, AFRICA CONSUMER CHANNEL AND MEDIA DIRECTOR, UNILEVER SOUTH AFRICA

I WANT TO WELCOME EVERYONE WARMLY TO DURBAN. IT IS TRULY A PLEASURE, ON BEHALF OF UNILEVER SOUTH AFRICA, TO PARTNER WITH THE LOERIES ONCE AGAIN. IT’S A FANTASTIC EVENT! CREATIVITY IS SO IMPORTANT, AND THAT’S WHY WE CONTINUE OUR PARTNERSHIP. UNILEVER IN AFRICA HAS SIGNIFICANTLY STEPPED UP OUR CREATIVITY IN THE LAST FEW YEARS, BUT WE NEED TO PUSH YOU [THE ADVERTISING INDUSTRY] TO PROVOKE US TO BE MORE CREATIVE, MORE DARING AND MORE AFROCENTRIC - AND TO BE MORE RELEVANT TO EVERY SINGLE COUNTRY IN AFRICA WHERE WE OPERATE. THE DIVERSITY THAT EXISTS IN AFRICA MUST BE REPRESENTED. - LUC-OLIVIER MARQUET, CEO OF UNILEVER SOUTH AFRICA

All images by Alistair Nicoll/2017 Loerie Awards

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MARTIN KIARIE

TEN YEARS OF LOERIES CREATIVE FUTURE SCHOLARSHIPS

CEO, Bean Interactive Nairobi, Loeries Digital and Interactive Communications Judge

F

Martin Kiarie

What are you hoping to see at the Loeries this year?

Being my first year as a Judge, I was excited to review the best work from Africa and the Middle East. Someone once told me that the best way to understand a market is to look at its advertising. I believe that this year, I will not only get closer to the immense creativity in the work submitted by various markets represented, but to their cultures and nuances as well.

How would you describe the creative climate in Africa?

Firstly, I don’t believe you can generalise Africa in a block like that. This is mainly because creativity is all about the value it creates to a unique consumer or cultural truth. Each country in Africa has a unique truth. That being said, I believe that in Africa one common thing is the drive for better and for more- to be the producers of the future we desire loeries ad final.pdf

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and not just consumers of the situation that’s current. That ideology is the pulse of the creative climate in Africa; one that is constantly evolving and breaking category norms.

or the 10th consecutive year, the Loeries is delivering a legacy to the growth of the creative economy by awarding highlycoveted Creative Future Scholarships, exposing talented learners from disadvantaged backgrounds to the brand communication industry and helping them transform their lives with the best asset they have – their minds.

“After ten years of the scholarship, I feel that giving talented young people the opportunity to build a future based on their own ideas is perhaps the most important thing that the Loeries does – and of course it’s ensuring that we have a creative future for our industry,” said Andrew Human, CEO of the Loeries.

This year, two young women from KwaZulu-Natal have been awarded scholarships: Mali Khuzwayo, the Mowat Park High learner who was awarded a 1-year scholarship to Durban’s Vega School of Brand Leadership for 2017, has had it extended for a further three years from 2018, and; Zanele Biyela, currently in Grade 12 at Durban Girls

Secondary School, will commence a 3-year scholarship at the Vega School in 2018.

“Both learners are exceptionally talented individuals and I hope this opportunity opens up a new world for them,” said Human.

Said Khuzwayo: “In my world, few people know the creative industry so I didn’t think it would ever be possible for me to follow my passion. I really appreciate what the Loeries has done for me.”

Learner Zanele Biyela said: “Without this scholarship my train to success would have been halted by financial constraints.

I’m profusely grateful for this opportunity, especially to be supported and mentored by the best in the industry.”

Since the Loeries moved to Durban in 2015, it has partnered with the Vega School, dedicating an annual budget of more than R1-million to the Scholarship which makes it the richest in the local creative industry.

It includes tuition fees, allowances for study materials and textbooks, a computer, living expenses, transport subsidy, mentorship, internships and assistance with employment after graduation.

What breeds creativity?

Necessity is the mother of invention.

Creativity is bred by a desire to create a future that doesn’t exist, by constantly looking for solutions that haven’t been exploited to daily challenges that persist.

This innate desire to evolve and improve is the seed of creativity.

What inspires you to create compelling, inspiring work?

As players in the creative industry, my team at Bean Interactive and I are driven by the idea that we are ready to produce award-winning work that stands out on a global platform. This ideology is one that drives and motivates us to put all our fears, egos and pride aside to focus on the most promising work for our clients.

Zanele Biyela

Mali Khuzwayo

Life’s a beach... soak up your success EGG FILMS PARTY I’M REALLY EXCITED ABOUT THE EGG PARTY. I JOINED EGG IN MARCH AS A DIRECTOR AND IT’S MY FIRST TIME AT AN EGG PARTY AT THE LOERIES – AND I’VE HEARD A LOT ABOUT THE PARTIES SO I’M LOOKING FORWARD TO THE TURN UP! - ZWELETHU RADEBE

MY BIG THING IS JUST ABOUT CONNECTING WITH PEOPLE, OTHER PROFESSIONALS THAT I WORK WITH – AND WE HARDLY ACTUALLY TALK WORK! MY FAVOURITE PART OF THE LOERIES IS THE RELATIONSHIPS BECAUSE WE’RE ALL STRESSED OUT ALL THE TIME, AND I JUST LIKE THE IDEA OF RELAXING AND REALLY GETTING TO KNOW THESE PEOPLE. - SUNU

Images by Julian Carelsen/2017 Loerie Awards

IF ANYTHING, I’M LOOKING FORWARD TO SEEING PEOPLE THAT I KNOW ONLY BY NAME AND MATCHING THE WORK TO A FACE. - ZANDI TISANI

JUST LIKE A SOUFFLE, EGG IS INTEGRAL IN MAKING SURE THIS THING DOESN’T FLOP. - SIBOT, WHO WAS BEHIND THE DECKS WITH K-$

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FOR ME, THE LOERIES HAVE ALWAYS BEEN THE INDUSTRY STANDARD IN SOUTH AFRICA AND I THINK EVERY YEAR IT GETS BETTER AND BETTER. IT’S CLEAR TO SEE THE QUALITY OF WORK IN THE WINNERS BECAUSE THERE ARE ALWAYS A LOT OF FINALISTS BUT THE CREAM OF THE CROP ALWAYS RISES TO THE TOP. I’M REALLY EXCITED TO SEE FRESH IDEAS, NEW THINKING, AND WHAT PEOPLE ARE DOING OUT THERE BECAUSE MOST OF THE THINGS WE NEVER GET TO SEE – SO IT WILL BE REALLY, REALLY GREAT TO FIND SOME NICE GEMS. - TJ NJOZELA, SENIOR COPY WRITER AT FCB

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GAGASI FM CHAIRMAN’S WELCOME Hosted at Twenty 5

Images by Jordan Milton/2017 Loerie Awards

BRENDA WILSON +27 82 923 5762 www.firstpencil.tv

Life’s a beach... bask in your brilliance

#LOERIES2017

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Samantha Sizwe 2 hours ago ˙

Time to meet some new faces #Beachfrontvibes #Unilever #Loeries2017 #Ginbar #TheLoeries

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Kimberleigh Crowie I’m at the Loeries! Hopefully I’ll see another awesome live event campaign win Gold or, shock horror - or maybe even a Grand Prix #Loeries2017

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Unilever ZA @UnileverSA · 2m We’re not there yet - #LucoMarquet, we need YOU to push us to be more creative, daring & Afrocentric as creativity is crucial. #Loeries2017 12

20 August ˙

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Jeremia Lombard @JeremiaLombard · 47m “Africa must own the telling of its own stories” #loeries2017 #lucomarquet #seminarofcreativity @loeries

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Napsta Entertainment @ @Napsta_Ent · 30m When legends take over the Chairman’s Welcome | Waar was jy??? Amazing performance from TKZEE | #Loeries2017 #TeamNapstaDoesLoeries 15

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Contact Us Publisher: Lance Gibbons lance@filmeventmedia.co.za Editor in Chief: Katie Reynolds-Da Silva katie@filmeventmedia.co.za Assistant Editor: Kim Crowie kim@filmeventmedia.co.za Head of Design: Sheree Steenkamp sheree@filmeventmedia.co.za

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Special Projects Designer: Lauren Smith lauren@filmeventmedia.co.za Junior Designer: Caitlin Perrett caitlin@filmeventmedia.co.za Business Manager: Coleen Tapson coleen@filmeventmedia.co.za Brand Manager: Wendy Navarra wendy@filmeventmedia.co.za

Brand Manager: Jennifer Dianez jennifer@filmeventmedia.co.za Production Manager: Natasha O’ Connor natasha@filmeventmedia.co.za Traffic Manager: Aayesha Parker aayesha@filmeventmedia.co.za Data Capturer: Ricky Ortell info@filmeventmedia.co.za

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