The Lories, Africa and the Middle East’s premier award that recognises and fosters creative excellence in advertising and brand communication, has added a number of innovative sub-categories to deepen celebration at the 2023 festival.
The Launch of the Social Impact Campaign category is one such innovation. This category replaces the Shared Value category. Social Impact Campaign recognises innovative ideas that utilise creative ideas to deliver both business and societal value. This category is not for CSI or Non-Profit campaigns.
The design segment also has four new and exciting sub-categories as follows- Digital Branding (DE1C), Browser Based Graphics & Apps (DE2E), Data & Information Visualisation (DE2F), Digital Experiences (DE4C), Extended Reality (XR) Design (DE4D) Industrial & Product Design (DE5E).
There are eight new sub-categories in the Digital segment to enhance greater focus on Digital innovation. The new Digital categories are Web browser–based experiences (IN1C), Digital Applications & Interactive Tools (IN1F), Co-Creation & User (IN3B), Use of Influencers (IN3C), Use of AI (IN3D), Use of Metaverse AR and VR (IN3E), and Games & Gamification (IN3F).
After a long time, Physical media will be allowed in 2023and entries are open to all areas of Brand Communication – including but not limited to Advertising, PR, Design, Architecture & Interior Design, Live Events & Activations, Sponsorships, Digital Media, Social Media, Music Videos – and any area where a brand interacts with consumers.
It is also mandatory for all submissions to have a brand association, and If multiple companies have worked on a project, they must agree in advance who will submit the entry and they must agree on how the credits will be completed.
The deadline for entries is 31st May 2023 while the Loeries Creative Week will take place between the 4th – 6th of October 2023.
As usual, all works will be judged according to these five criteria: innovation, quality of execution, relevance to the brand, relevance to the target audience, and relevance to the chosen medium.
The Loeries were first held in 1978, as a mechanism to support and grow television advertising. Since then, it has grown to become the most prestigious award across Africa and the Middle East and has expanded to reward & inspire both innovation and relevance across all spheres of brand communication.
The festival’s list of programmes usually includes exciting events such as awards, ceremonies, masterclasses, networking events, and entertainment. Attendance at the event is open to the public and tickets will go on sale at least 2 months before the event.