Eye-catching ads at this year’s ‘dagga rap’ Loeries
South Africa’s top 3 500 advertising executives will groove to a star-studded local rap track that pontificates on dagga at the annual Loerie Awards in Durban next week.
Award-winning rapper AKA, DJ Clock, singer TiMO ODV and Nigerian rapper Burna Boy teamed up to record the collaboration called No! – the first time the ad industry awards has an official song.
The track will be featured on Gauteng radio station YFM this week and includes lyrics such as: “What do you really know about the Loeries? ... Smoke a doobie, act foolish.”
However, the song is really about artists and creative people facing rejection before eventually hitting the jackpot.
Judging for the awards will start on Monday, with 3 000 entries in categories including video, radio, print, digital, outdoor events, public relations, and even architecture and interior design.
The awards ceremony will take place at the Durban International Convention Centre on Saturday and Sunday.
Last year’s frontrunner was advertising agency FCB Johannesburg and industry veteran Khaya Dlanga’s decidedly out-of-the-box Coca-Cola campaign called 20 Years of Democracy Rainbow Nation.
It saw Joburg’s skyline over Newtown filled with rainbows made by a professional rainbow maker using water sprinklers.
City Press rounded up a few eye-catching entries that will vie for top honours this year.
Agency FoxP2 from Cape Town took a swipe at hipsters on behalf of its client craft beer Garagista, which was entered in the best outdoor and best integrated campaign categories.
Copywriter Alex Goldberg explains: “With the Cape Town Craft Beer Festival approaching, newcomer Garagista Beer needed something to help it stand out among the more established brands.
“So FoxP2 created a special new Limited Edition brew just for the festival and named it Tears of the Hipster.”
Goldberg says the beer sold out in two days and was voted the festival’s best-named tipple. It is now a permanent product.
Another unorthodox campaign by FoxP2 called Project Phoenix – for its client Design Indaba – is entered for best online film. The short film tells the story of ex-gangster Roger Mouton’s transformation at the hands of Cape Town tattoo artist Manuela Gray, who embellished his gangster tattoos to turn them into symbols of hope.
“[Design Indaba] wanted to inspire delegates by showing them real proof that creativity can make a meaningful change in someone’s life,” says Goldberg.
Johannesburg agency Joe Public’s emotional clip called The Notebook, featuring Suzelle DIY actress Julia Anastasopoulos, is entered for best television and cinema and best film craft.
The Dial Direct advert shows a boy trying to save his mother time by doing chores around the house.
“We learn that he does this so he can get to spend more time with her,” says the agency’s Annette de Klerk.
The agency’s Fine Line campaign for condom brand Lovers Plus will compete in the best poster and illustration craft categories.
This Lovers Plus advert shows the fine line between the playtime enjoyed during sex and the playtime that could result from sex. This line is 0.08mm, the width of a Lovers Plus condom
TATTOO UPGRADE Ex-gangster Roger Mouton’s violent tattoos were turned into symbols of hope. Their evolution was captured in a short film for Design Indaba
HELPING MUM Suzelle DIY actress Julia Anastasopoulos puts on a serious face in this short film advert for Dial Direct
FEELING BLUE This campaign for newcomer craft beer Garagista hit the spot