The campaign will run for the four days, featuring the competitive egos hand-painted and strategically placed to interact with their environments. A video animation directed and animated by Word of Art filmmakers Rowan Pybus and Marco van der Merwe showing Long Street being overrun by the egos will be screened around Long Street as well.

Meet the Egos

Stroll down Long Street to meet the Street Egos - Barber Egos, Beer Drinking Egos, Bookworm Egos, Backpacker Egos, Hungry Egos, Tattoo Egos and a whole lot more. These urban art works were created by Word of Art artists Rasty and Mak1One. MetropolitanRepublic is the agency responsible for the 2009 Loeries advertising campaign.

A R10 000 cash prize will be awarded to the most creative local venue for creating a response to the Loeries' Feed Your Ego theme with window dressing, Loeries' menus and haircuts. Judges from Creative Cape Town and the Loeries will decide the winner. While only three or four stores really stood out as actually participating, perhaps the rest will get into gear over the rest of the weekend.

On entrance to The Grand Daddy Hotel, you'll be greeted by a large yellow blinging Daddy Cool Ego, welcoming you to Loeries headquarters. Registration is as easy as pie and once completed, you'll be armed for the rest of the weekend with some handy Ego Attack on Long Street vouchers, courtesy of the store vendors, a Loerie's T, a nifty Feed Your Ego PocketMedia Z-Card with most of the information needed over the weekend, a Mango lanyard, and copies of The Event, City Views, and The Callsheet among other reading material, along with some homegrown Cape Town music tunes to keep you going, featuring South African ska/reggae/afro-beat band The Rudimentals, all thrown into a backpack.

Closed off

A major portion of Long Street has been closed to traffic and cordoned off for the weekend. A tent has been erected outside the Long Street Cafe where both of the main after-parties will be centred.

If you arrived yesterday and managed to get yourself settled and sorted, a fun way to get the Loeries ball rolling would have been to head down town to check out the Battle of the Bands at Assembly and the Chairman's Party at Chevelle - both situated on Harrington Street. VIEs (Very Important Egos), of course, hobnobbed with the who's who in the creative world at the Mayor's Welcome cocktail party at Charly's Bakery in a most decadent sumptuous marquee set up by H-Factor - and the Egos were out in full force as cake and cupcake decorations!