Top ad festival showcases African talent

AN INTERNATIONAL advertising festival scheduled for Cape Town next week is making its mark for focusing on the crafters behind the scenes.

Ciclope, is similar to a film awards show, recognising the best directors, artists and others involved in making adverts.

It is the first time in its eight-year existence that the festival has a focus on Africa, although most of its entrants are from South Africa, indicating that its reach is not yet that wide.

The finalist’s will be screened at the one-day festival at the Zeitz Museum of Contemporary Art Africa at the V&A Waterfront on Tuesday. An awards ceremony is planned after the screenings.

Festival director Francisco Condorelli said they decided to extend their footprint to Africa after a number of entrants from the continent took home awards at their last annual Berlin finale.

Festival chapters have been spread across various cities, including Los Angeles, New York, São Paulo and Sydney.

Condorelli said: “It was a testament to the calibre of work emerging from the continent. This bolstered our decision to host a regional leg of the show in Africa.”

Africa, he added, has been “largely under-represented on the global stage”.

The contest also has a lowbudget category for production companies that have created quality adverts without much cash.

Various forms of advertising, including TV commercials, mobile application and interactive installations, are judged.

“The purpose of the awards is to shine a light on production excellence across the African continent.

“We are excited to turn the world’s attention to the craft work produced in Africa,” he said.

Winners at the Cape Town leg go through to the annual finals planned for Berlin later this year.

PICTURES: SUPPLIED The pictures above and below are moments from advertisements that made it through to the first Ciclope festival to be held in Africa. This eight-year-old annual event recognises the creative talents who work on adverts globally.