LOERIES 2024 CAMPAIGN: THIS IS TOUGH, SO ARE YOU
The Brief
The ask was to conceptualise a a campaign theme for Loeries 2024
The Insight
Making advertising work is tough. And we wanted to reinforce The Loeries' position as what reinforces both the high standard of advertising input and the celebration the people that do the work - in the same breath.
Rationale
So created a theme that speaks to the tenacity of the brand communications industry to thrive despite numerous challenges in the pursuit of creative excellence that adds value to the lives of consumers in Africa and the Middle East.
Manifesto
“Advertising is tough for art directors who have to deal with texts from their copywriters who crack an idea at 11:30 p.m. and then come to hate the exact same idea at 11:30 a.m. the next morning. It’s tough for brands who must find extra budget in a year when the company made a loss. It’s tough for DTP who has to wait hours for the creative to send open files.”
It continues with a positive note on this effort: And that’s why we look forward to the Loerie Awards. Because they acknowledge the fact
that making excellent work is tough. And every year, the awards remind us and celebrate the plain fact that:
This is tough. But hey, so are you.