Advertising industry braces for premiere bash.
Loerie fever went to Andreas Shifotoka’s shapely bicep this week.
The digital strategist from Windhoek, Namibia, got an armful when he had the official Loerie Awards logo inked on his body at the Cape Town City Hall on Friday.
About 4 000 delegates flocked to Cape Town over the weekend for what is South Africa’s premiere advertising industry awards bash.
Registration opened on Thursday and with packages costing between R400 and R12 000 a person, the cream of the country’s creative fraternity were sure to kick up some dust in the Mother City.
A Toyota radio campaign and a Nando’s television campaign titled Athletes, Anthem, Izikhothane were some of the gold award winners.
Consensus is that the Loerie Awards are not for the birds.
In fact, attendees are known to inhabit the upper echelons of the country’s well-heeled marketing circles, with a few illustrious visitors from abroad.
Lore around the event is rife – and its afterparties are legendary.
This week industry stalwarts insisted that the Loeries were more than a naughty spree for executive hipsters.
The chairperson of the Loeries committee, Xolisa Dyeshana, creative director at Joe Public in Johannesburg, said: “Having a good old party at the Loeries is important. But it’s not just about that. We’re celebrating creativity that is particular to South Africa, and creativity is pivotal to the success of any business.”
Jarred Cinman, managing director of digital agency Native, concurred: “The Loeries consistently take flak for being a self-important masturbatory affair, an excuse for otherwise sensible adults to behave like teenagers on spring break.
“This tired analysis fails to understand the role that these awards play in a multibillion-rand industry,” he wrote in a blog post.
The Loerie Awards were first held in 1978 to support television advertising.
They have since grown to include print, radio, design, architecture, direct marketing, live events and digital media.
Red carpets were unrolled at the Cape Town International Convention Centre, where the country’s best ads clinched top honours last night, with more prizes to be awarded this evening.
Official Loerie events were hosted at city venues including Truth Coffee, Shimmy beach club, Fiction and the Julep cocktail lounge.
Twitter users remarked that Cape Town’s cocaine dealers must be doing big business this week.
Read Biénne’s blog, Your Mother’s City, on why the Loeries are not for the birds: www.citypress.co.za/blogs/your-mothers-city
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