Loerie Awards

The Brief:

Once a year the Loerie Awards appoints an agency to do a campaign to promote their awards show for the following year. The previous year had seen a large drop in entries and attendance. The task: Bring creative people back. Also, do it for free.

We silk-screen printed 4 unique call to entry posters for all of South Africa’s largest agencies and advertising schools. Using AR technology the viewer was prompted to use the camera on their smartphone to reveal messages more positive than the ones most creatives use when reviewing other creatives work.

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We also leveraged a spoof video that had been doing the rounds, to promote call to entries prior to the campaign launch.