LOERIES 2024 CAMPAIGN: THIS IS TOUGH, SO ARE YOU
The Brief
The brief was to conceptualise a a campaign theme for Loeries 2024
The Insight
Making advertising work is tough. We wanted to reinforce The Loeries' position as a trophy representation of both the quality standard of advertising in SA and a celebration of the people that do the work - in the same breath.
Rationale
So we created a theme that speaks to the tenacity creative professionals have to show in the brand communications industry in order to thrive.
Big Idea
This is Tough. So Are You.