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Ad Talent // Newsletter September/October 2009 |
| Great Creativity With Local Perspective Sees Ogilvy Soar At Loeries |
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A string of creative work with a distinctly South African relevance has led to a particularly successful 2009 Loeries Awards festival for Ogilvy. Having gone into the 2009 Loeries Awards as the agency with the most finalists (54), Ogilvy bagged a Grand Prix, 3 gold, 8 silver, 12 bronze Loeries as well as one "Gold Craft" certificate and 6 "Craft" certificates. "The 2009 Loeries were very fruitful for both our Johannesburg and Cape Town offices, across a wide spectrum of categories," commented Ogilvy Chairperson, Nunu Ntshingila, "but we are particularly proud of work like the Young, Gifted and Black campaign for Channel O, the SA United campaign for BP and the "Lucky" television commercial for Volkswagen, all of which have a distinctly South African story to tell." The Young, Gifted and Black campaign for Channel O, which was awarded a Grand Prix on the basis of its breadth of creativity and success in embracing different kinds of media, is one that Ntshingila is particularly proud of. "It's a testimony to the talent we have at Ogilvy that we have managed to take the ethos of the Nina Simone classic and give it meaning again in so many creative ways," added Ntshingila. "Furthermore, the team behind this Grand Prix is a young one that was given the chance to fly and they certainly made the most of the opportunity." Ogilvy's two gold awards in the TV and Cinema Commercials categories have been South African favorites as of late. "The SA United ad which sees Card Guards take on "Boytjies" and Café Owners squaring up to the "Mamas" is something all South Africans can relate to", added Ogilvy Executive Creative Director Fran Luckin. Similarly, Ogilvy Cape Town's heartwarming, documentary-style commercial for Volkswagen which tells the story of the rehabilitation of a maimed cheetah, strikes a chord with many South Africans. "As South Africans, we love animals and the story is touching at this level, but it's also a metaphor for the ‘can do' attitude that we are starting to adopt as a nation," added Luckin. Ogilvy's performance at the 2009 Loeries has boosted the agency's rankings and takes it within grasp of the leading-agency title. "Our sights are set firmly on this target, but we expect to get there through the continuation of creative work that speaks to people of South Africa," commented Ntshingila. |
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