The 33rd Annual Loerie Awards has launched its campaign for 2011, with entries opening for the awards on 15 March. The Loeries Festival Weekend will be taking place from 16 – 18 September in Cape Town.
This year’s Loeries campaign, created by Draftfcb, is titled “Don’t hate. Create” and is supported by a mobi site and specially developed augmented reality apps, linking digital technology to the printed media – in keeping with the Loeries’ mission to celebrate creative excellence in all areas of the brand-communication industry.
The “Trans-Hater” iPhone app, developed by Injozi, uses augmented reality to reveal hidden messages in the campaign posters and print ads when the phone is held up to the image. A special app has also been designed by Pollen and Mail Gloo for use on Mac and PC.
Both apps can be accessed via www.theloerieawards.co.za. Download the “Trans-Hater” at Loeries.mobi.
There are some big changes to the awards this year, with a complete overhaul of the way that the categories are organised.
“We’ve revised the categories from scratch, based on a comprehensive view of the brand communications industry,” says Andrew Human, CEO of the Loeries. “Every touch point between a brand and its audience is brand communication and our categories are now grouped primarily by media type.”
New categories and credits
There are also several new categories this year, including:
Tactical Print – special use of print media outside of normal advertising space, e.g. complete, feature or single page, use of margins, page numbers, content within a publication, inserts, catalogues, wraps, bands, etc.
PR Communication – for the strategic and innovative use of PR to drive coverage of a brand
Street Pole Advertising (sponsored by AdReach with an award trip to Cannes)
Live Activations – for tactical brand activation using live actors and with an audience that has not been invited, e.g. shopping mall activations, roadside, and guerrilla activations – Sponsorship – for the innovative sponsorship of consumer focused events.
Broadcast Design and Graphics (new to the Communication Design category)
Performance Craft has been added for the Television, Radio and Live Events categories – finally, the performers will be recognised for their contribution to a successful production.
Architecture has been separated from Interior Design, forming two categories.
Animation and Special Visual Effects are now two separate crafts
The Loerie Awards now publishes the Official Rankings of the winning brands, agencies, production companies and individuals in the Loeries annual. In 2011, new entries to the credit list are: Chief Creative Officer, Strategist, Editor, Editing Company, Animator, Animation Company, VFX Operator, Post Production Facility and Performer.
Entry deadline and eligibility
The entry deadline for the 33rd Annual Loerie Awards is 13 May 2011. A 5% early bird discount will be given to entries received by 15 April.
The eligibility period for work submitted is 1 June 2010 to 31 May 2011. Entries must be produced within in Africa, the Middle East or island states off the African coast (like Mauritius, Madagascar and the Seychelles). International crafts may be entered, as long as the person nominated for the award is from the eligible region.
Special Awards
There are also a number of special awards this year:
ADreach Streetpole Award: a new category this year, the winner will automatically be entered into the outdoor advertising category at the Cannes Lions and the winner receives an all-expenses-paid trip for two to the event.
Young Creatives Award: recognising outstanding achievements by creative’s aged 27 and younger, in any area of brand communication.
Vodacom Mobile Award: Vodacom Mobile Media is sponsoring this award for the most creative use of mobile media.
New Voice Radio Award: a non-English radio category, and the only proactive award in which entries do not have to have flighted to be eligible.
Sappi Creative Use of Paper Award: all paper-based entries are eligible for this award.
Judging
The entries are judged by specialist panels made up of local and international leaders in their fields. The judging will take place in July, which will include a seminar where the international jury chairmen will speak.
Regardless of the category, all Loeries entries are judged by the same criteria:
– An innovative concept, new and fresh thinking
– Excellent execution
– Relevance to the brand
– Relevance to the target audience
– Relevance to the chosen medium
For full information on categories, preparation guidelines, entry fees, and other information, visit the Loeries website at www.theloerieawards.co.za.
