'This is Tough So Are You,' the 2024 campaign was conceptualised and designed by The ODD Number, say the awards.
The campaign acknowledges the numerous tough moments faced by everyone involved in creating great work, while celebrating the immense passion that drives them to overcome challenges — from finding the right idea to managing spiralling costs and executing within tight deadlines — in pursuit of delivering work worthy of a Loerie Award, all rooted in the insight of the dedication present at every level of the creative process.
In 2025, the Loeries says that it is looking to drive a stronger, more impactful creative spirit across the region with a campaign that is designed to act as a rallying call for creative excellence.
According to the awards, agencies that would like to submit their campaigns and inspire the brand communications industry across Africa and The Middle East should note the following:
- key deliverable: campaign guidelines and theme for the Loeries 2025
- the campaign concept, design and guidelines would be developed on a pro bono basis, and
- the Loeries agency will manage the application of the creative once the CI kit is handed over to the Loeries.
The Loeries concludes that all brief requests should be sent to nkuli@loeries.com by Monday, 4 November. The deadline for the final submission of the campaign direction is Tuesday, 12 December.
For more information, visit www.loeries.com. You can also follow the Loeries on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor