#Loeries2017: Behind the award show’s creative campaign
by Nicola Wielopolski. It was after the 2016 Loeries, while we were still celebrating being ranked fifth among the country’s top 20 agencies, that Loeries CEO, Andrew Human, invited DBB South Africa to take on the 2017 campaign. There was much to consider.
The Loeries is a massive campaign that starts very soon after each year’s final awards ceremony. It requires as big a commitment as any other client: a full team, the production of a great many communication pieces above and below the line, hours and hours of detail work especially as Loeries Creative Week approaches, and, above all, a brilliant creative concept. Oh, and it’s pro bono.
We considered it all… for about one second.
From that day to this, our excitement has never waned. Working on the Loeries is nothing but an honour, and it is one we relish.
We presented two concepts. Human loved this one straight away because it’s unequivocal in its support for the big idea.
It celebrates the quirkiness of the creative spirit. Based on insights about the types of people in our industry, it says, honestly and unashamedly, that the Loeries doesn’t care how weird or eccentric you are; it judges only your ideas.
That’s a powerful statement, one which encourages diversity especially across our region and across all the disciplines that make up the creative brand communications industry.
Put a smile on your face
The concept of a non-judgemental judge is designed to put a smile on your face, even if you feel a little sheepish as you recognise yourself or, at the very least, some of your colleagues. Who’re we kidding? Most of your colleagues!
Creating a campaign, for the creative industry, that celebrates and represents itself might be daunting but we all recognise that, if we don’t have the one big idea, we have nothing. And we know that this campaign’s based on a solid and authentic concept.
We had — and are still having — a lot of fun with all the attention-grabbing details.
Has it been worth it? Every single step of the way…
Agency: DDB South Africa
Chief creative officer: Liam Wielopolski
Creative directors: the late Lawrence Katz — much-missed; Nicola Wielopolski
Designer: Melissa Grundlingh
Business unit director: Edna Brunido
Account managers: Thabi Kgasapane, Mankoe Tema, Thank Kgasapane
Print production: Tanya Lombard, Gideon Mapsanganhe
TV production: Mun–Ying de Lacy
Despite being terrible at spelling and suffering from self-diagnosed dyslexia, Nicola Wielopolski has been lucky enough to be awarded by Cannes, D&AD, New York Festivals, Clios and, most importantly, Loeries. Over the last 16 years, she has worked at some of South Africa’s top creative agencies, including The Jupiter Drawing Room, Ogilvy, MetropolitanRepublic and DDB SA. She’s not just a creative director; she’s also a wife and mother to two gorgeous girls. She wants them to grow up believing, as she did, that girls can achieve anything boys can.
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