Organisers of one of Africa’s most prestigious creative advertising showcase, The Loeries are set to meet with admen in Lagos on the 7th of March 2019.
This information was made available by the organisers to Brand Communicator, its media partner in Nigeria, through Loeries Chief Executive Officer, Andrew Human. Details on the event scheduled for a few weeks’ time will be made available subsequently on brandcom.ng.
Meanwhile, Loeries has also announced that entry for this year’s Loeries is now open and calls for early entries for the 2019 edition. Organisers urge agencies, studios, brands and designers to tell better stories – stories that upend stereotypes, tear down racial divides, and embrace cultural differences. Similarly, it announced that entry submission closes 15 May, 2019. The Loeries Creative Week holds from the 19th to 25th of August, 2019 at Durban, South Africa.
Speaking on the theme for this year’s edition, Andrew has been quoted on the Loeries website to say everyone in the creative and brand communications industry should look at whether they are leading society for the better or reinforcing common negative stereotypes. “We need to question the imagery we use, the way we portray people, and the language we use. To upend negative stereotypes, we need to be visionary and not reactive. There are many better stories just waiting to be told.
“It is our job as an industry to change the stereotypes of Africa and the Middle East. We need to upend the narrative that innovation comes from the west. There are over 2,000 languages across the region. We gave the world irrigation, organised religion, hospital emergency rooms and the understanding that the world revolves on its own axis. That is our story or just the tip of it, and it is our mandate to continue telling it,” he said.
The Loeries has been rewarding creativity for over 40 years. It is the most prestigious brand and communication awards in Africa and the Middle East. The award recognizes, rewards, inspires and fosters creative excellence in the advertising and brand communication industry.