Judging at the Loeries is always a great experience. It allows us a moment to breathe from doing the work and reflect on the new creative standard.
I’m passionate about ideas and I’ve had some noticeable ones too. So, I guess it’s a process of natural selection.
The first thing I did was tell my head of traffic because I knew the workload is coming.
It means a lot me. Loeries judging makes you part of shaping the industry’s creative standard - so to be entrusted with the responsibility of making that pronouncement to the world, on behalf of fellow creatives across the continent, is a great compliment.
I will be judging both the highly sought after Integrated Campaigns and the usually most challenging Radio and Audio categories.
I expect to learn, be inspired and network.
Other than the Loeries’ criteria I’ll be looking for original ideas that have an impact in their respective markets. So, it’s either something we’ve never seen or heard before or something we have seen or heard before, done remarkably differently.
Covid-19 has impacted our industry in the same way it has the rest of the world, by introducing truckloads of uncertainty. Our role demanded us to be empathetic towards our audiences and how brands connect with them to bring some level of comfort, entertainment and ‘normality’. All around, I hope we’re doing it well.
I would love to share my favourite Loeries moments but other than the winner announcements, the old adage still holds true… what happens at the Loeries stays at the Loeries.
I think that we will see a lot of work that punches above its weight. By that I mean, small in budget but ambitious in its impact.
South African creatives bring understanding, insight and nuance.
I’m looking forward to what I look forward to every year, winning a Loerie. Amongst other well-deserving fellow creatives.
#FightTheGoodFight means winning through creativity against the odds; be it budget, clients, creative blocks, bad briefs, Covid-19 etc.
