The 2014 Loerie Awards Campaign | Create. Affect.



Entries to the 2014 Loerie Awards officially opened this week and with the announcement came the first phase of Create. Affect., this year’s Loeries campaign by McCann. Each year the honour (daunting task) goes to a different advertising agency and what they do with the brief is always much-anticipated and hotly debated.


A word from the agency:


We at McCann are very proud to be the creators of this year’s Loeries campaign. As anyone who’s worked on this brief before knows, it’s possibly the toughest brief in South African advertising, mostly because it gets judged by every creative in the country who didn’t work on it. With the Loerie Awards evolving from celebrating advertising creativity to celebrating creativity as a whole, we were driven to explore the essence of creativity itself.


The conclusion that we came to is that true creativity evokes an emotional response from its beholder. That this is what gives a piece of work value, that makes it worthy of an award. We feel that an emotion felt is a connection made and so challenge all of our peers to CREATE with the intention of having an AFFECT on your audience. To that challenge we knew we had to make something special, so we enlisted the help of our industry’s best to bring our campaign to life. Our gratitude goes out to every single individual involved. Be sure to watch this campaign between now and the end of Creative Week as we hope to affect you on a regular basis as it unfolds.


Creativity isn’t complicated. It doesn’t jump through hoops. Creativity moves you despite the information overload that numbs you daily. True creativity affects. The Loeries 2014 is celebrating the ideas that live beyond the medium and dwell in the hearts and minds of the consumer. Create. Affect.


Watch the campaign videos here.





Chief Officer: Andrew Human
Production Co-coordinator: Malefa Motitswe



Chief Creative Officer/ECD: Pierre Odendaal
Associate Creative Director: Steve Clayton
Creative Director: Sanche Frolich van Rensburg
Art Director: Sanche Frolich van Rensburg, Ryan Liedeman
Designer: Cara Wohlberg, Sarita Immelman, Marcelle Labuschagne
Copywriter: Laura Maggs, Steve Clayton, Neo Malaka
Operations Director: Helga Loser
TV Producer: Yash Raidoo
Print Producer: Michael Higgins



Photographer: Ross Garrett – Lampost
Assistant: Doug Bouwer
Producer: Jodie Ennik – Lampost
Wardrobe Stylist: Crystal Birch – Lampost
Stylist Assistant: Thokie
Stylist Assistant: Jade Rea
Make Up Artist: Tarryn Lee Kelly – Lampost & Bianca Hartkopf



R&A Print
Mortimer Offset





Create Affect campaign

Create Affect campaign

Create Affect campaign

McCann Create Affect

McCann Create Affect

McCann Create Affect

McCann Create Affect




Entries to the Loeries are open to everyone in the brand communication industry – marketers, agencies, designers, media owners and media agencies – across Africa and the Middle East. Every touch-point between a consumer and a brand is now considered by the awards – including Digital media, Architecture & Interior Design, Package Design, Radio, Television, Print media, Outdoor, Communication Design, Public Relations, Live Events, Sponsorship and more.


This year, two new categories are being added:


Branded Content includes the integration of a brand into features film or mini-series made for television, cinema release, DVD, or online release. This includes all genres –fiction, reality, documentary or entertainment.


Service Design, arguably the most important step in the brand communications mix, focuses on the interaction between a brand and its customers. Leading brands are making meaningful connections and building loyalty using best practices that interest, involve, and connect with customers at an emotional level – providing a user-friendly, competitive and relevant customer experience.


Deadline for entry is 30 May 2014. Submit your entry before the 14 April and save 10% on your entry fee. Late entries will be subjected to a 10% penalty fee. All entries should be completed and submitted online at For every entry submitted this year, the Loeries will contribute R30.00 to the Creative Future Scholarship initiative – established in 2008 to encourage and enable creativity at grassroots level, by assisting learners from a disadvantaged background to study brand communication at a tertiary institution.



  1. The concept is okay, the execution is terrible. Why is shot with models in a studio? An ad that looks way too much like an ad and nothing else. What about normal, believable people reacting to great advertising?

  2. Snarky, that would be the obvious advertising route to take…

  3. Well done. It fresh. I love the emotion and expression.
    You have truly captured the essence of the message.
    Would love you guys to pitch on our next project!
    Sensitive and thoughtful creative direction.
    Magnificent photography

  4. Magnificent work. Well done!!! Message clear with magnificent execution, passion and emotion.
    Brilliant creative direction and photography. Snarky you got a little lost in translation old chap.

  5. Love it!!!!! Brilliant execution.

  6. Stunning work. Well done. At L’Oreal South Africa, we think it is one of the best campaigns so far. Love the direction and photography

  7. Excellent work. Thoughtful with substance. Photography and execution brilliant.

  8. Yea emotions all look faked

  9. Jealousy makes one nasty.

  10. someartdirector

    I’m confused. Why are people liking this? The photography is amazing though.

  11. @someartdirector – It’s probably just folks at the agency or the client compensating for the average work in the comment section.

  12. Doesn’t work for me.
    I’m hoping the other work does a better job of expressing the idea.
    What is so amazing about the photography?
    Majority of the expressions seem fake and contrived, makes the tone confusing.
    Any work that requires a rationale, requires more work to be done.

  13. Meh. Not convinced. Execution lets it down! Screams mainstream advertising.

  14. Feels a little straight for a loeries campaign. no inside jokes? no creative directors, nothing? maybe we’re appealing more to clients? it would be nice if the other work is a little more entertaining.

  15. Spot on John and Troll.

  16. I totally agree, Snarky. Why models? No average person actually responds to ads that way (let alone looks like that). Woulda been stronger to see regular people in them. Good intentions, guys but totally lost me on the execution.

  17. Very show and tell. It also feels like it’s missing the crucial part that makes creatives want to enter.

  18. This ad makes me want to sniff my hair

  19. ‘Jealousy makes one nasty’ would be a much better concept @Sanche

  20. I’m sure there will be a “big reveal” soon. Sneaky sneaky McCann.