The assessment comes from Peter Khoury, chief creative officer of the agency, after the weekend Loeries presentations in Durban became a domestic encore as local successes followed hard on the heels of international acclaim at the Cannes Festival.
A Loeries radio Gold, a craft Gold and a Craft award were collected by the latest Student Flight spots in the series ‘Travel Before It’s Not Fun Any More’.
Loeries Silver and a Craft award were then bestowed on the ‘Sexy Times’ radio series for Doom Fogger from Tiger Brands. In addition, Tiger Brands’ Artline permanent and whiteboard markers won campaign Silver in the newspaper category for the ‘Fast Fading Or Long Lasting’ ads.
Beacon Allsorts, also from the Tiger Brands stable, collected a campaign bronze in the brand identity and collateral design category (posters and billboards) for the Play-O-Graphics work.
Only a few weeks earlier, TBWA\Hunt\Lascaris\ Johannesburg won two Cannes Gold Lions for its Doom radio work and a radio Silver Lion for Student Flights, making the Gauteng outfit the top-performing Cannes agency from South Africa.
Khoury said the latest haul of seven Loeries was meaningful as the awards came in a range of product categories and advertising disciplines.
The success also confirmed that creative quality was evident whether local or global criteria were applied.
Khoury added: “Awards success at the Loeries will always be important to us because it demonstrates that our creative product is relevant and appealing within the market of primary importance to our clients. At the same time, we set world class standards as an agency. Therefore, we apply both local and global yardsticks to our work.”
“The Loeries success, coming only weeks after a standout showing at Cannes, is a strong indication that we continue to pass these twin tests,” added Khoury.
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