2011 Loeries campaign: Don’t hate. Create.

Loeries campaign 2011


Loving this ‘haters’ campaign for the 2011 Loeries. The annual South African advertising awards choose a new agency each year to work on the campaign, this year’s “Don’t hate. Create.” is by Draftfcb.


The campaign is supported by a mobi site and specially developed augmented reality apps, linking digital technology to the printed media. The “Trans-Hater” iPhone app, developed by Injozi, uses augmented reality to reveal hidden messages in the campaign posters and print ads when the phone is held up to the image.  A special app has also been designed by Pollen and Mail Gloo for use on Mac and PC, “Trans-Hating” hidden messages in the direct mailer – and showing you just how it feels to be hated!  Both apps can be accessed via the Loeries website.


Entries for the 33rd Annual Loerie Awards open on 15 March. The Loeries Festival Weekend will be taking place from 16 – 18 September in Cape Town.


Also see: donthatecreate.co.za









  1. yet another “jealousy” campaign…

  2. It aint fresh that’s for sure.
    There hasn’t been a good loeries campaign since ‘make your mother proud’

  3. I dig it. It might have been done before but this is pretty freaking topical. People rate they can raise their profile in the industry by dissing work and sipping on their Hatorade.

  4. They see me commenting, they hatin’

  5. hahaha haters!

  6. Ek love it!