The Loeries Awards took place recently, and winners were announced over a broad spectrum of categories. The Loerie Awards celebrate the best ideas in the advertising and marketing industry.
EXSA, the Exhibition and Events Association of southern Africa, took particular attention to the category: Three Dimensional & Environmental Design - Interior Design & Temporary Structures. There were three winners in the Temporary Stand section, one being an EXSA member!
The Jupiter Drawing Room (South Africa) Cape Town
Skip. The Evolution of Washing. Installation
Unilever (Pty) Ltd
Skip Liquid Detergent
Derrick, Stephen Lamb & ST&AR Architects
Climate Smart Cape Town
The Siemens Baobab Tree
The Loerie Awards aims to recognise, reward and foster creative excellence in all areas of brand communication. The awards sets a benchmark for the best creative communication from the African and Middle Eastern region, with the core message that Creativity is Business. They were first held in 1978, to support and grow television advertising. But they have become far more than a single awards ceremony, they have grown to incorporate and encompass every area of brand communication.
Brand Activation's Noeline van den Berg had this to say: "The Baobab tree was designed and manufactured to act as an area for media and supporters to gather, illustrating what sustainability is about, physically and metaphorically." Siemens, one of the world's leading sustainable infrastructure companies, turned to Brand Activation to bring the Baobab tree to life. Siemens used this legendary symbol of wisdom to the African people and an enduring icon of longevity, to showcase their commitment to a sustainable future at the 2011 United Nations Conference on Climate Change in Durban, South Africa. Brand Activation built the tree from reclaimed materials, and the tree is powered by renewable energy sources (and bicycles).
Each of these three winning stands are not only impressive to look at, but also in the fact that they were carried out in sustainable methods that encouraged job creation, recycling and re-creating. Natasha Bryant, EXSA, added: "We hope to see stands of this calibre at our own EXSA Awards, and especially for our new Green Stand Award. This is a prime example that green can also be creative."
EXSA would like to formally congratulate the winners of the Temporary Stands section, and we hope that this category becomes more popular in the upcoming year.
For more information on EXSA, visit www.exsa.co.za or alternatively, contact Natasha Bryant on (011) 805 7272 or .
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