Loeries: Feed Your Ego – Part 2



If you’ve got an ego so large that even a big fat raise, your boss’s job and a supermodel won’t satiate, then The Loerie Awards has created just the site for you.

In line with this year’s campaign missive to Feed Your Ego, the folks at Hello Computer have designed a nifty little microsite where you can leave behind all semblance of civility and challenge other industry heavyweights to online duels.


Registering is simple, and once you have signed in, you have creative license to tailor-make your very own online ego, by selecting from a variety of options on each visual aspect of your character. If you really want to show-off, you can even download an ego skin and design your digital self from egotistical head to toe. Then the game begins, as your online ego enters the arena and challenges other characters to a battle for the title of Master of the Loerie-verse. The ultimate winner receives two Rock Star Passes to this year’s Loerie Awards in Cape Town from 24 – 27 September- a prize worth fighting for!


Create your very own (alter) ego: register on www.feedyourego.co.za. Entries close on 14 September and the winner will be announced on 19 September.



  1. wasnt there a wrestling site for D&AD, where you challenged other users?

  2. I haven’t seen anything like that. Is there a link floating around?

  3. It’s just my opinion, but the idea of the egotistical advertising creative is a very 80s theme, very dated. Most creatives I know are very humble people who are largely broken by the day-to-day of the industry. The era of the glorified creative calling the shots just doesn’t exist anymore, thus this concept really doesn’t resonate with me (not a crit on the site, but the concept stops me from using the site).

    Of course egos still play a part in winning awards, but the awards-obsessed creative is also a dated concept (again IMHO). There are so many awards in this world that they’ve lost their value. They also aren’t a true reflection of whether the advertising is doing its job, which (call me old-school) is now more important than ever. The idea of ‘sending through a list of the awards you’ve won’ in place of a portfolio also seems quite lame and dated (surely the work would speak for itself?), and a bit desperate, in an affirmation-seeking, I’m-a-doos-and-proud-of-it way (cringe).

    So this campaign falls flat for me. A strong call-to-action for me would focus on a return to the reason the Loeries exists in the first place – to recognise good work for what it is. Would be interesting to hear how other creatives respond to it.

  4. Personally, I don’t like the campaign. I think the execution is poor. It reminds me of bad American Anime drawings mixed with bootleg designer toys. Also, as Alex mentioned, the concept feels dated and not really relevant in today’s industry. Being windgat is not cool, especially if you want other people in the industry to hire you for your creative skills.

  5. interesting comments … but to be honest it sounds like you guys are socialists …LOL

    fact is that maybe “some” people may think the way you do – but in reality – people in the industry — IMO — are pompous arrogant jerks … and there’s nothing wrong with that. The universe needs assholes!

  6. It’s really sad that for some metropolitan republic’s ego concept is taking away from hello computer’s incredible work. This site is beautiful, world-class and is fun to play. Everything works smoothly and is a pleasure to interact with. Well done hello computer! Can’t get over how awesome it looks!

  7. i like it .. im not mad about the characters . but i think its fun . i didnt play the second game as i didnt get past the character builder .

  8. i agree – the characters are mega dated … but then again so are small wheels, baggy jeans and Gypsys … but I still shmaak em 🙂

  9. aahha nice .. H street all the way .. !