[Exclusive Video] Loeries Communications Design Winners: Judges’ Comments

[Exclusive Video] Loeries Communications Design Winners: Judges’ Comments

We interviewed Ji Lee, an independent designer and Creative Lead at Facebook, who chaired this year’s Loeries Communications Design category.

 

 

“This was my first time participating in the Loeries, so I had no expectations,” admits Lee. “I learned a lot, as I was accompanied by some of the best designers in SA and elsewhere. We had lots of discussions and there were many judges who had been part of the Loeries judging in the past – and it was extremely helpful to have them present in the room.”

He noted that one positive thing about the entries was that there were really strong entries from outside of SA (in contrast to previous years).

Lee highlighted one of the Gold winners, from Tunisia, whose campaign for the bank BNP Paribas drew on a simple but important insight: the fact that most people throw away the receipt slips from ATMs after conducting a transaction.

 

 

“Their insight was, what if we could save that receipt paper?” explains Lee. “So at the end of a transaction, they would say that instead of printing the receipt, that paper would go towards making notebooks for poor children. The bank saved tons of paper, made books for children in need and also taught people about recycling and saving paper.”

Disappointing Quality

However, Lee says that overall the judges felt that the level of design quality has dropped a bit from previous years, ‘perhaps because of the economic crisis in the region.’

“I’m a designer at heart, and I’m passionate about typography,” he adds. “One aspect that all jury members agreed upon is that the fundamental aspects of design such as typography, identity design, editorial design, etc. were rather weak categories this year. It’s a troubling sign of the times, because those categories are basic pillars of graphic design.”

He did, however, highlight the second Gold winner, Truth Coffee (Cape Town) that won in the category of Interior Design.

“We loved the detail they went into, and the design was conceptualised very well,” explains Lee. “They took their inspiration from the coffee-making process. It was spectacular work that would hold its own in any awards [show], and I think this piece of work will win awards outside of the African continent.”

He also commended the third Gold winner, EasyFill, and the way in which the campaign drew on a key insight to create multiple uses for packaging.

“It was a very simple insight – and one which was extremely helpful. The overall design was also beautifully done,” he adds.

 

Communications Design Winners & Awards:

Campaign Craft Certificate Design Crafts: Writing RSA Nando’s Global packaging Famous Copy Global packaging – A pretty dangerous pita, A full-on affair, That’s a wrap, A box’s life, A one-hand job
Campaign Craft Certificate Design Crafts: Illustration RSA Reckitt Benckiser Mr Min Furniture polish Havas Worldwide Johannesburg More can. More Clean. – Staircase, Library, Windows
Campaign Craft Certificate Design Crafts: Illustration RSA THB Disturbance Self Promotion Mailer The Hardy Boys Blood, Sweat & Tears
Craft Certificate Design Crafts: Illustration RSA Coca-Cola South Africa Coca-Cola FCB South Africa (PTY) LTD 100 Bottles by 100 South Africans
Craft Certificate Design Crafts: Illustration RSA Lexshell Trading V&A Waterfront The Jupiter Drawing Room (South Africa) Cape Town V&A Stained Glass Windows
Gold Creative Use of Paper Tunisia UBCI GROUPE BNP PARIBAS CORPORATE SOCIAL RESPONSIBILITY Havas Worldwide Recycle to learn
Silver Creative Use of Paper RSA Interactive Africa Design Indaba The Jupiter Drawing Room (South Africa) Cape Town Design Indaba Postcards
Bronze Creative Use of Paper RSA Trudon Yellow Pages 360eight Paper Art
Bronze Creative Use of Paper RSA Interactive Africa Design Indaba The Jupiter Drawing Room (South Africa) Cape Town Design Indaba Banner – William & Simone
Bronze Creative Use of Paper RSA Johannesburg Zoo Night Tours Y&R SA Night Tour Shadows
Campaign Bronze Design Mixed-Media Campaign RSA Design Indaba Interactive Africa The Jupiter Drawing Room (South Africa) Cape Town Design Indaba Make. Change.
Campaign Bronze Motion Graphic Design: Broadcast Design & Graphics RSA Mnet Channel O Wicked Pixels Channel Idents
Silver Publication Design: Whole Publication RSA Investec Bank Quartely Marketing report The Switch Design Company SA (Pty) Ltd Live Out Of The Ordinary Showcase 2015
Silver Publication Design: Whole Publication UAE Abdul Latif Jameel Community Initiatives Annual Review Brand Union ALJCI Annual Review
Gold 3D & Environmental Design: Package & Industrial Design RSA Gyproc Rhinolite EasyFill The New Order The EasyFill Multitool
Bronze 3D & Environmental Design: Package & Industrial Design RSA KFC Food Gloo@Ogilvy SoundBite
Bronze 3D & Environmental Design: Package & Industrial Design RSA Unilever Ola Ice Cream BARROWS Solar Freezer
Gold 3D & Environmental Design: Interior Design & Temporary Structures RSA Truth Coffee Roastery and Cafe Haldane Martin CC Truth Coffee
Silver 3D & Environmental Design: Interior Design & Temporary Structures RSA Nando’s Maponya Mall, Soweto Design Partnership A gift to Soweto
Bronze 3D & Environmental Design: Interior Design & Temporary Structures RSA S.E.E.D Libraries S.E.E.D Libraries 140 BBDO S.E.E.D Libraries
Silver 3D & Environmental Design: Architecture RSA SANBI new attraction to an existing icon Mark Thomas Architects and Henry Fagan Engineers The Boomslang
Bronze Brand Identity & Collateral Design: Logos Angola MM Arquitectos Branding BACK Brand Advertising Communication Kick Lda. MM Arquitectos
Bronze Brand Identity & Collateral Design: Logos RSA Exclusive Books Exclusive Books The Switch Design Company SA (Pty) Ltd Exclusive Books
Campaign Silver Brand Identity & Collateral Design: Identity Programmes RSA Interactive Africa Design Indaba The Jupiter Drawing Room (South Africa) Cape Town Design Indaba Make. Change.
Campaign Bronze Brand Identity & Collateral Design: Identity Programmes RSA Exclusive Books Exclusive Books The Switch Design Company SA (Pty) Ltd Exclusive Books Corporate Identity
Campaign Bronze Brand Identity & Collateral Design: Identity Programmes RSA Coal New collection Radar The Coal Collection
Campaign Bronze Brand Identity & Collateral Design: Posters & Billboards RSA Tiger Brands Beacon Allsorts TBWA\Hunt\Lascaris Johannesburg Play-O-Graphics – The Sandwich, The Wagon Wheel, The Cylinder
Campaign Bronze Brand Identity & Collateral Design: Posters & Billboards RSA THB Disturbance Self Promotion Mailer The Hardy Boys Blood, Sweat & Tears
Gold Brand Identity & Collateral Design: Direct & Promotional Mail UAE Mercedes-Benz G-Class IMPACT BBDO Dubai The Tribal Rapport Field Guide
Bronze Brand Identity & Collateral Design: General Collateral RSA Like Giants Branding Bittersuite Interactive Business Cards
Bronze Brand Identity & Collateral Design: General Collateral RSA Interactive Africa Design Indaba The Jupiter Drawing Room (South Africa) Cape Town Design Indaba Postcards
Gold Ubuntu Award RSA The Safety Lab Soap Y&R SA Hope Soap
Gold Ubuntu Award Tunisia UBCI GROUPE BNP PARIBAS CORPORATE SOCIAL RESPONSIBILITY Havas Worldwide Recycle to learn
Silver Ubuntu Award RSA Lumkani Lumkani Fire Detector Lumkani Lumkani Fire Detection
Silver Ubuntu Award RSA KFC Add Hope Ogilvy & Mather Johannesburg KFC Add Hope
Bronze Ubuntu Award RSA Nando’s Art Initiative Enterprise Development Nando’s Nando’s Art Initiative
Bronze Ubuntu Award UAE Unilever Lifebuoy Geometry Global Dubai Handle On Hygiene
Bronze Ubuntu Award RSA Peninsula School Fedding Association Social Feed Hellocomputer Social Feed
Bronze Ubuntu Award RSA The Safety Lab Digital giving platform Y&R SA GIVA

 


Category: Advertising