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Great (stock) Poetry wins two Golds at Loeries

Leading local stock image company, Greatstock, struck Gold twice at this year's Loerie Awards, with a bold campaign by Joe Public. The premise was as simple as it was subversive: what if you could promote an image company, without using any imagery at all? The Anthology of Great (stock) Poetry was borne.

The hardcopy anthology, consisting of beautifully crafted, whimsical, fresh and thought-provoking poetry – and no images at all – was compiled using the real keywords and detailed descriptions from the Greatstock image library at

Copies of The Anthology of Great (stock) Poetry were delivered to Greatstock’s primary clientele – key creatives in ad agencies, design, and production companies across South Africa and abroad in a direct marketing campaign.

Words worth 1000s of pictures

The campaign struck a relatable chord with those all-too familiar with the world of stock imagery – where countless hours are spent searching for the perfect visual and the right keywords are essential to discoverability.

Greatstock offers an extensive collection of creative, editorial and uniquely South African content. As said in the introduction to the anthology, “Because we’re great at visuals, we’ve made sure we’re great with words.”

Creative for creatives

“Usually we’re on the other side of the equation,” says Greatstock MD, Margi Sheard. “Our services help support our clients in creating superb creative outputs. So we’re truly delighted that this work, for us as a client, has received such acknowledgement.”

Sheard was bowled over by the concept when it was pitched to her by Joe Public Art Director, Natalie Walker. “I was entranced and immediately recognised that this could create something very special for our brand – especially because Greatstock has historically been somewhat contrarian.”

“The Loeries accolades confirm the lovely spirit and sensibilities that went into this concept. Creating work aimed at creatives is a particularly tricky field, as your audience is extremely savvy and discerning,” explains Sheard. “From the outset, I had huge faith in Natalie’s ability to think innovatively and appeal to creatives in a truly unique way and Marjolein Rossouw's writing was delightful.”

The awards

Joe Public’s work for Greatstock won Gold in two categories at the Loeries:

  • Print Communication (Craft – Writing)
  • Outdoor & OOH (Direct Marketing) 

Anthology of Greatstock Poetry from Greatstock on Vimeo.

For more information, contact or call Greatstock on 011 880 2037.

28 Aug 2018 12:44