Eye-catch­ing ads at this year’s ‘dagga rap’ Lo­eries

CityPress - - News - BIÉNNE HUIS­MAN bi­enne.huis­man@city­press.co.za

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

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.