by MarkLives (@marklives) Loeries 2018 finalists are being announced all week long during Creative Week Durban, taking place 16–19 August 2018. All finalists presented here are unaudited results. All winners will be announced at the awards ceremonies, 17–18 August, at the ICC Durban.
- 31 August 2018: Loeries strips TBWA’s awards for Apartheid Museum
- 24 August 2018: TBWA pulls Trump/Verwoerd campaign, hands back Loerie
- 24 August 2018: #Loeries2018 controversy over TBWA’s Apartheid Museum ad
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Branded Content Radio & Audio |
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Agency/entrant |
Title |
Brand |
Product |
| TBWA\RAAD | Highway Gallery | Louvre Abu Dhabi | Louvre Abu Dhabi |
| King James Group | Lives of Grace | Sanlam | Sanlam MyChoice funeral plan |
| Ogilvy Cape Town | Soccer Song for Change — Branded Audio Content | AB InBev | Carling Black Label |
Broadcast Design & Graphics |
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| Wicked Pixels | Multidesign — Idents 2017 | DStv | Channel O |
| Grid Worldwide Branding | BCX Disrupt | BCX | Event |
Data Driven Campaign |
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| TBWA\Hunt Lascaris Johannesburg | Make Them Stop | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | Breaking Ballet | Joburg Ballet | Joburg Ballet |
| Digitas Liquorice | Leave No Food Behind | Unilever | Knorr — Whatsfordinner |
| VML South Africa | Drop The Hint | American Swiss, The Foschini Group | Jewellery |
| Ogilvy Johannesburg | The World’s First Baby Marathon | Kimberly-Clark | Huggies |
| Wunderman South Africa | Insterview — The Instagram Interview | Investec | Investec |
| Impact BBDO Dubai | Lucky Face | La Libanaise Des Jeux | Loto Libanaise |
Design Crafts — Art Direction / Graphic Design |
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| The Hardy Boys | Reinvention Kitchen | Unilever South Africa | Robertsons Herbs & Spices |
| Ogilvy Cape Town & Ogilvy Africa | The OMO Book of Dirt | Unilever | OMO |
| TBWA\Hunt Lascaris Johannesburg | An Exquisite Balancing Act | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | Born In The Shadows | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | Written On A Sea Breeze | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | A Story For The Bold-Hearted | Distell | Nederburg |
| Net#work BBDO | CREATIVE DIRECTOR | Net#work BBDO | Limited edition book |
| Woolworths Agency | Just Imagine Interactive Alphabet | Woolworths | MySchool / Shine Literacy |
| M&C Saatchi Abel | The Zeitz MOCAA: Collateral Design | Zeitz Museum of Contemporary Art Africa | Zeitz Museum of Contemporary Art Africa |
| Impact BBDO Dubai | The Future | Landmark Group | Centrepoint |
| Impact BBDO Dubai | The Future is Female | Landmark Group | Centrepoint |
| Impact BBDO Dubai | Florals in Space | Landmark Group | Centrepoint |
| Impact BBDO Dubai | Space Camo | Landmark Group | Centrepoint |
Design Crafts — Illustration |
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| TBWA\Hunt Lascaris Johannesburg | Fly | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | An Exquisite Balancing Act | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | Born In The Shadows | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | Written On A Sea Breeze | Distell | Nederburg |
| TBWA\Hunt Lascaris Johannesburg | A Story For The Bold-Hearted | Distell | Nederburg |
| Grid Worldwide Branding | MTN Illustration | MTN | MTN Illustration style |
| M&C Saatchi Abel | Anything you feel like | Mr D Food | The Mr D Food App |
| Bittersuite — Cape Town, South Africa | Circus Ringmaster | Goedgedaght | Grow Peace POP centres |
| Impact BBDO Dubai | The 25% Less Cookbook | One Foods | Sadia |
| TBWA\Hunt Lascaris Johannesburg | Cockroach | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | Ant | Tiger Brands | Doom |
Design Crafts — Photography |
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| TBWA\Hunt Lascaris Johannesburg | Fly | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | Joburg Ballet 1 | Joburg Ballet | Joburg Ballet |
| TBWA\Hunt Lascaris Johannesburg | Cockroach | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | Ant | Tiger Brands | Doom |
| TBWA\Hunt Lascaris Johannesburg | Joburg Ballet 2 | Joburg Ballet | Joburg Ballet |
| TBWA\Hunt Lascaris Johannesburg | Joburg Ballet 3 | Joburg Ballet | Joburg Ballet |
| TBWA\Hunt Lascaris Johannesburg | Joburg Ballet 4 | Joburg Ballet | Joburg Ballet |
| TBWA\Hunt Lascaris Johannesburg | Joburg Ballet 5 | Joburg Ballet | Joburg Ballet |
Design Crafts — Typography |
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| Grid Worldwide Branding | MTN Brighter Sans | MTN | MTN Typography System |
| Promise | Think Bench | Rand Merchant Bank | Corporate Investment Banking |
Design Crafts — Writing |
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| Ogilvy Cape Town & Ogilvy Africa | The OMO Book of Dirt | Unilever | OMO |
| Net#work BBDO | CREATIVE DIRECTOR | Net#work BBDO | Limited Edition Book |
Design For Digital |
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| Joe Public United | Timeline Takeover: Bandito | Black | Black |
| Ogilvy Johannesburg | #SayItWithPS | Mondelez | Cadbury PS |
| Woolworths Agency | Just Imagine Interactive Alphabet | Woolworths | MySchool / Shine Literacy |
Design Mixed-Media Campaign |
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| Xfacta | A place like no other | Miavana | Nosy Ankao Island |
| Woolworths Pty Ltd | Building a Foods Brand | David Jones Food | Foods |
| FCB Johannesburg | “Africa’s Travel Indaba” | South African Tourism | Africa’s Travel Indaba |
| M&C Saatchi Abel | #rightmyname | Nando’s | PERi-PERi Chicken |
| Impact BBDO Dubai | The Hunger Proof Football Experience | Mars | Snickers |
Direct Mail |
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| Joe Public | The Anthology of Great (Stock) Poetry | GreatStock | Image Library |
| Black River FC | Fork | Electronic Media Network | My kitchen rules S.A. |
| MullenLowe | Connect Evolve | Nestlé | Nestle Professional |
Indoor Posters |
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| TBWA\RAAD | Atom’s Weight of Good | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | Be Kind | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | Compete in Doing Good | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | Do Not Dispute | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | The Reward of Goodness | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | Love For Your Brother | Amnesty International | Campaign against Islamophobia |
| TBWA\RAAD | Nostrils | Nissan | Nissan Desert Lineup |
| TBWA\RAAD | Hump | Nissan | Nissan Desert Lineup |
| TBWA\RAAD | Heart | Nissan | Nissan Desert Lineup |
| TBWA\RAAD | Leg | Nissan | Nissan Desert Lineup |
| Joe Public United | Bank | Chicken Licken | Slyders |
| Joe Public United | Temple | Chicken Licken | Slyders |
| Joe Public United | Mine | Chicken Licken | Slyders |
| TWO.AM Agency | 02 — Warhol | Hasbro | Play-doh Kitchen Creations |
| TWO.AM Agency | 03 — Lichtenstein | Hasbro | Play-doh Kitchen Creations |
| TWO.AM Agency | 01 — Banksy | Hasbro | Play-doh Kitchen Creations |
| Joe Public United | Poverty | One School at a Time | One School at a Time |
| Joe Public United | Ignorance | One School at a Time | One School at a Time |
| Joe Public United | Crime | One School at a Time | One School at a Time |
| Grey Advertising Africa | Cookbooks | Readers’ Warehouse | Readers’ Warehouse |
| TBWA REKLAM HIZMETLERI A.S. | Don’t Drink and Drive | Land Rover | Borusan Otomotiv |
| M&C Saatchi Abel | Wee Wiser | M&C Saatchi Abel | Wee Wiser |
| TBWA REKLAM HIZMETLERI A.S. | Don’t Drink and Drive | Land Rover | Borusan Otomotiv |
| TBWA REKLAM HIZMETLERI A.S. | Don’t Drink and Drive | Land Rover | Borusan Otomotiv |
In-Store |
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| TBWA\RAAD | Skins of Peace | Amnesty International | Campaign against Islamophobia |
| DUKE | Like the beer? Buy the brewery | Garagista | For Sale Ale |
| Horizon FCB Dubai | Tea | Citibank | Money transfer |
| Horizon FCB Dubai | Yoghurt | Citibank | Money transfer |
| Horizon FCB Dubai | Wool | Citibank | Money transfer |
Internet Video — Up To 30s |
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| McCann Worldgroup South Africa | Cork | Comair | kulula.com |
| McCann Worldgroup South Africa | Cake | Comair | kulula.com |
| FoxP2 | Doggy Style Techno | Be Wise Sterilise | Sterilisation Drive |
| Collective ID | Learning to walk again | SADD | SADD |
| Collective ID | Learning to eat again | SADD | SADD |
| Collective ID | Learning to talk again | SADD | SADD |
| M&C SAATCHI TEL AVIV | The 3.5 Sec YOUTUBE Bumper Ads | Jaguar | Jaguar F-TYPE |
Newspaper Advertising |
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| TBWA\RAAD | Lina | Go Sport | Go Sport Sales |
| TBWA\RAAD | Dhaliya | Go Sport | Go Sport Sales |
| TBWA\RAAD | Fatiha | Go Sport | Go Sport Sales |
| FOXP2 | Wildebeest | National Geographic Kids | Magazine |
| FOXP2 | Dog | Duram Paint | Paint |
| FOXP2 | Whale | National Geographic Kids | Magazine |
| FOXP2 | Peacock | National Geographic Kids | Magazine |
| FOXP2 | Aurora Borealis | National Geographic Kids | Magazine |
| Ogilvy & Mather Africa | Lion & Wildebeest | Airtel | Airtel Internet |
| Ogilvy & Mather Africa | Shark & Seal | Airtel | Airtel Internet |
| Ogilvy & Mather Africa | Cheetah & Gazelle | Airtel | Airtel Internet |
| FoxP2 | Puma | National Geographic Kids | National Geographic Kids Magazine |
| FoxP2 | Angry Birds | National Geographic Kids | National Geographic Kids Magazine |
| FoxP2 | Red Bull | National Geographic Kids | National Geographic Kids Magazine |
| The Odd Number | Amandla | Brand South Africa | Freedom Day |
| TBWA Hunt Lascaris Johannesburg | Cool | MTN South Africa | Brand |
| King James Group | 2 Minute Shower Songs Press Goodluck | Sanlam | 2 Minute Shower Songs |
| King James Group | 2 Minute Shower Songs Press Springbok Nude Girls | Sanlam | 2 Minute Shower Songs |
| King James Group | 2 Minute Shower Songs Press Mi Casa | Sanlam | 2 Minute Shower Songs |
| King James Group | 2 Minute Shower Songs Press Kwesta | Sanlam | 2 Minute Shower Songs |
| Creative Y&R | Flipped Plump | Mandevu Beard Care | Mandevu Beard Wash |
| Creative Y&R | Flipped Wild | Mandevu Beard Care | Mandevu Beard Wash |
| Creative Y&R | Flipped Long | Mandevu Beard Care | Mandevu Beard Wash |
| TBWA\Hunt Lascaris Johannesburg | Cake | MTN South Africa | Brand |
| TBWA\Hunt Lascaris Johannesburg | Ghost | MTN South Africa | Brand |
| TBWA\Hunt Lascaris Johannesburg | Snowman | MTN South Africa | Brand |
| TBWA\Hunt Lascaris Johannesburg | Poo | MTN South Africa | Brand |
| Promise | Wind | Renault | Follow-me-home-headlights |
| Promise | Neighbours Cat | Renault | Follow-me-home-headlights |
| Promise | Shadow | Renault | Follow-me-home-headlights |
| TBWA REKLAM HIZMETLERI A.S. | Istanbul Green Cemeteries | UNDP | Social Responsibility Project |
| TBWA REKLAM HIZMETLERI A.S. | Istanbul Green Cemeteries | UNDP | Social Responsibility Project |
| TBWA REKLAM HIZMETLERI A.S. | Istanbul Green Cemeteries | UNDP | Social Responsibility Project |
Outdoor Media |
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| J. Walter Thompson KSA | Tag Life | NOD | Organ Donation |
| J. Walter Thompson KSA | Tag Life | NOD | Organ Donation |
| J. Walter Thompson KSA | Tag Life | NOD | Organ Donation |
| J. Walter Thompson KSA | Tag Life | NOD | Organ Donation |
| McCann Worldgroup South Africa | Defaced Billboard | Comair | kulula.com |
| RIGHT HERE | Container Billboards | Lcozade | Lcozade BOOST |
| King James II | Patient | Allan Gray | Allan Gray |
| King James II | New Money | Allan Gray | Allan Gray |
| King James II | Throw Time | Allan Gray | Allan Gray |
| King James II | Times Change | Allan Gray | Allan Gray |
| King James II | Best Time | Allan Gray | Allan Gray |
| Futura with Faatimah Mohamed-Luke & Karabo Moletsane | Zoo Lake Community Basketball Courts | Nike | Basketball Apparel |
| Joe Public Ignite | Burning Billboard | Keepit100 | Keepit100 |
| Joe Public United | News you need to see | POWA | Women’s rights |
| DDB | Shrink the Rainbow | Wrigley | Skittles |
| OFYT Marketing & Communications | Orlando Cooling Tower | Soweto Gold — Superior Golden Lager | Orlando Cooling Tower |
| Leo Burnett Israel | People Not Symbols | Access Israel | Easy Parking Access for Handicapped |
| Leo Burnett | San Yang Vs Car | San Yang | Motorbike |
| M&C Saatchi Abel | Diana Ferrus | Iziko Museums | Iziko Museums |
| M&C Saatchi Abel | Lionel Davis | Iziko Museums | Iziko Museums |
| M&C Saatchi Abel | Lynn Carneson | Iziko Museums | Iziko Museums |
Publication Design — Whole Publication |
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| Net#work BBDO | CREATIVE DIRECTOR | Net#work BBDO | Limited edition book |
| Ogilvy Cape Town & Ogilvy Africa | The OMO Book of Dirt | Unilever | OMO |
| Switch Brand SA | Investec Touch | Investec | Investec Touch Publication |
| Impact BBDO Dubai | The 25% Less Cookbook | One Foods | Sadia |
| Jan Hendrik Journal | JAN the Journal | JAN | JAN the Journal |
SA Non-English Radio Station Commercials |
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| TBWA\Hunt Lascaris Johannesburg | The Holy Skrrr | MTN South Africa | MyMTN Offers |
| Joe Public United | Danger | Chicken Licken | Rock My Soul 3 |
| Havas Johannesburg | Masekela Tribute | Universal Music South Africa | South African Jazz Music |
| Joe Public United | O apere eng? | JET | Sleepwear |
| Joe Public United | Steve Kekana | JET | Affordable Fashion |
| Joe Public United | Umakoti Ngo Wethu | Centre for Communication Impact | Women empowerment |
| Joe Public United | Tswang Tswang | Centre for Communication Impact | Women Empowerment |
| Joe Public United | E mo tshweri | Centre for Communication Impact | Women empowerment |
| Joe Public United | Makoti Ke Di Nako | Centre for Communication Impact | Women empowerment |
| Joe Public United | Ungenaphi ebududleni bami? | JET | Jet’s plus-size range |
| Joe Public United | Bomnyakazisa | Centre for Communication Impact | Women empowerment |
| Joe Public United | Sebetsa | Centre for Communication Impact | Women empowerment |
| Joe Public United | Lion | Chicken Licken | Rock My Soul 3 |
| FCB Johannesburg | Just Another Road Anniversary | Toyota | Hilux |
| FCB Johannesburg | Just Another Road Lobola | Toyota | Hilux |
| FCB Johannesburg | Just Another Road Boss Man | Toyota | Hilux |
| The Odd Number | BVD | Brand South Africa | Play Your Part |
| FCB Johannesburg | It’s your Country. Enjoy It. “Wine” | South African Tourism | Domestic |
| Ogilvy Johannesburg | Enkinga | Vodacom | Fibre |
| M&C Saatchi Abel | Zulu | Takealot | Takealot |
Service Design |
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| Accenture | Nedbank Smart Geyser | Nedbank | Nedbank Smart Geyser |
| Momentum Corporate (division of MMI Group Limited) | Momentum Smart Underwriting | Momentum | Smart Underwriting |
| NORTH VCA | Packa-Ching | Polyco | Packa-Ching Brand |
| Scanad | Jitambulishe | Safaricom | Jitambulishe |
| Shared Value | |||
| J. Walter Thompson Beirut | Em Khalil | Bou Khalil | Corporate |
| Accenture | Absa Experience: Creating a shared value community to re-define Absa’s customer experience | Absa | Absa Experience |
| The Content Studio | Nando’s PERi Farms | Nando’s | Nando’s PERi Farms |
| PepsiCo | Simba Hawker Loyalty and Entrepreneur Development Project | PepsiCo | Simba |
| Digitas Liquorice | Unilever’s Sustainable Living Plan | Unilever | Sustainable Living Plan |
| Adrenalin Advertising | Mina Lawe/Ini Newe — Value for Many | NMB BANK | Micro-Finance |
| Regency Global | Creating a Sustainable African Cotton Supply Chain | Plexus Cotton | Field-to-Fashion |
| Regency Global | Powering Local Economic Growth | Karpowership | Floating Powerships |
| Ogilvy Cape Town | #NoExcuse — Integrated Campaign | AB InBev | Carling Black Label |
| Discovery | Vitality Active Rewards | Vitality | Active Rewards |
| Woolworths Pty Ltd | StyleBySA Sustainable Cotton Campaign | Woolworths | StyleBySA Sustainable Cotton Capsule |
| Datcitizen Creative Group | Cashless Society | Steward Bank | Kwenga |
| Safaricom PLC | Digi Farm: Connecting smallholder farmers | M-Agriculture | Digi Farm |
Student — Digital Media |
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| North-West University | One Big Happy Family | One Big Happy Family | Interactive website |
| North-West University | Volk & Vaderland | Volk & Vaderland | Interactive Installation |
Student — Furniture Design |
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| Red and Yellow Creative School of Business | Hlala (sit) | Hlala | Desk|chair|bag |
Student — Integrated Campaign |
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| Vega | Smile | Operation Smile | Operation Smile |
Student — Live Communications |
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| AAA School Of Advertising Cape Town | Never Should You Ever | Rape Crises Cape Town Trust | Awareness Video |
Student — Motion Graphics, Animation & Short Film |
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| North-West University | Glitch | Glitch | Channel brand |
Student — Package Design |
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| AAA School Of Advertising Cape Town | The Rosa Range | Rosa Wines | The Rosa Range |
| AAA School Of Advertising Cape Town | Clover by Clover | Clover | Fresh Milk |
| Stellenbosch Academy of Design and Photography | Learning with Ouma | Ouma Biscuits | Ouma Biscuits |
| Red and Yellow Creative School of Business | Brand of Milk+Honey | Woolworths | Flavoured Milk |
| Vega | Toucan Sam | Kelloggs | Froot Loops |
Student — Print & Design Crafts — Art Direction |
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| 02 academy Lagos | “Safety First” | Durex | Durex Condoms |
| Vega | Nice | Nice | Creative Agency |
Student — Print & Design Crafts — Illustration |
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| The Open Window | The end is nigh I | n.a | n.a |
| The Open Window | The first Ymbryne | n.a | n.a |
| The Open Window | The Earth before us | n.a | n.a |
| The Open Window | Sharp Sharp | n.a | n.a |
| The Open Window | The end is nigh II | n.a | n.a |
| The Open Window | The end is nigh III | n.a | n.a |
| North-West University | Volk & Vaderland | Volk & Vaderland | Publication |
Student — Print & Design Crafts — Photography |
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| The Open Window | It is well: An ode to Karabo I | n.a | n.a |
| Stellenbosch Academy of Design and Photography | Be Bold | None | None |
| The Open Window | It is well: An ode to Karabo II | n.a | n.a |
| The Open Window | It is well: An ode to Karabo III | n.a | n.a |
| The Open Window | It is well: An ode to Karabo IV | n.a | n.a |
| The Open Window | It is well: An ode to Karabo V | n.a | n.a |
Student — Print & Design Crafts — Typography |
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| AAA School Of Advertising Cape Town | Sew Far, Sew Good | Self | Book |
| The Open Window | Afrasian | 2200 | Afrasian Typeface |
Student — Publication Design |
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| AAA School Of Advertising Cape Town | Black: A Study of the Darkest Colour | Self | Black: A Study of the Darkest Colour |
| AAA School Of Advertising Cape Town | Femodernist: Eileen Gray | Femodernist | Femodernist |
| The Open Window | Book of Content | Content | Content Informational Booklet |
| North-West University | Volk & Vaderland | Volk & Vaderland | Publication |
Student — Radio Commercials & Branded Content |
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| AAA School of Advertising | Trailer park | Rentokil | Pest control |
| AAA School Of Advertising Cape Town | New-born | Safair | Budget airline |
Student — Television, Film & Video Crafts |
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| North-West University | Skof | Muurpapier Films | Short Film |
| North-West University | Skof | Muurpapier Films | Short Film |
| North-West University | Skof | Muurpapier Films | Short Film |
| North-West University | Skof | Muurpapier Films | Short Film |
Transit & Air |
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| TBWA\RAAD | Highway Gallery | Louvre Abu Dhabi | Louvre Abu Dhabi |
| Loxyion Conexyion | #IAMNEXT | Edward Snell | Russian Bear Vodka |
For more, go to www.loeries.com.
See also
- *31 August 2018: Loeries strips TBWA’s awards for Apartheid Museum
- 24 August 2018: TBWA pulls Trump/Verwoerd campaign, hands back Loerie
- 24 August 2018: #Loeries2018 controversy over TBWA’s Apartheid Museum ad
Updated at noon on 31 August 2018 and 3.36pm on 15 August 2018: For “Integrated Campaign”, see first batch.
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