Loeries Creative Week Durban
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#Loeries2019: Africans aren't just swimming with the creative sharks, we are the sharks
Piwe Motshegoa, head of sales: general entertainment at DStv media sales. Image via Al Nicoll © via Gallo Images.
Motshegoa's main point hit home for attendees as it's something that's already part of our sub-conscience, but something we all need to be reminded of now and then: Africans are the number one storytellers of African stories.
In our annual #AfricaMonth catch-up, Loeries CEO Andrew Human explains why Loeries 2019 judges are briefed to look for local relevance, and the rising importance of brand humanity and problem-solving in creativity, against the continued shift away from merely punting the client product or service...
Leigh Andrews 3 May 2019
We live this truth each day as we laugh, sing and dance – and it extends back in history to when we drew on cave walls to mark our stories, continuing as we paint our faces to express our beauty and our innovation in the food we create.
As you listen to the stories around though, Motshegoa says to consider where you stand in the creative conversation.
#Loeries2019: "No place for one-size-fits-all in truly relatable regional storytelling" - Lanre Adisa
With the year's biggest international award shows done and dusted, I chatted to the regional jurors ahead of the upcoming Loeries Creative Week. Next in the series is this year's Live, PR and OOH juror Lanre Adisa, also CEO/CCO of Noah's Ark Communications, Nigeria...
Leigh Andrews 19 Jul 2019
At DStv, she says the creativity lies in the ads as well as the content.
For example, Channel O was the first South African channel created specifically to highlight South African music.
M-Net gives a platform for expression of local flavours, while Mzanzi Magic articulates local stories in a way that changes the game and gives birth to a new style of creative expression.
DStv Seminar of Creativity MC Thabang “Tipi” Manyelo. Image via Al Nicoll © via Gallo Images.
Motshegoa adds that there’s nothing more exciting than to acknowledge and endorse creativity in all its forms and to stop negative comparisons.
As Africans, we are no longer swimming with sharks, we are the sharks.
That ties in with the Loeries philosophy:
It’s not just an award. It’s about recognising creative brilliance. Making you and me feel something, question and rethink our ways of doing. It’s about telling better stories. Stories that provoke conversation. Challenge traditions. End stereotypes. Celebrate humanity. Tear racial divides. Embrace culture. And change the world.As Africans, we need to remember that we are the ones we have been waiting for.
Take that responsibility and run with it!
The media and advertising industries play an important role in stirring the way society is portrayed. Here's why UN Women and Dove's masterclass session at Loeries 2019 called for the creative industry as a whole to take a stand and work actively towards better representation, particularly in terms of gender...
Leigh Andrews 23 Aug 2019