This year’s Loeries campaign has been produced by award-winning agency, TBWA\Hunt\Lascaris Johannesburg and their digital counterpart,Tequila\ Johannesburg. The quirky payoff line, “Be the Most Famous You,” encourages individuals in the creative communications industry to be their own top search result by doing great work – work that stands out above the rest. A message that ties in neatly with the Loeries Call for Entry, which closes on 31 May.
All of us have done it – out of vanity or just plain intrigue – to know who is topping us on Google. The truth being that we all want that number one spot, to be immortalized in this public space for all to see and giving us the chance to be known for our revolutionary ideas and achievements.
Justin Wright, Creative Director at TBWA\Hunt\Lascaris says, “The top Google search result of my name is a deceased story board artist from the United States. Like John Davenport, we’re both being topped by dead guys!” TBWA\’s Executive Creative Director, Matthew Brink, was left speechless on discovering that the number one search of his name is in fact a dentist. His partner in crime however, Adam Livesey, is the most famous Adam Livesey.
This digitally-led campaign uses intelligent e-marketing, supported by Rocketseed email specialists, to pull 200 preselected top industry names into their individual email banners and link them to a Google search result. Such names include Nando’s marketing guru, Robbie Brozin; award-winning architect Mokena Makeka; TBWA\’s legendary John Hunt; Ogilvy’s Neo Mashigo; HelloComputer’s Mark Tomlinson; PR genius Ingrid Lotz, as well as iconic media representatives, Louise Marsland, Andy Rice, Brendan Seery, Jeremy Maggs and Ashraf Garda, to name a few.
They will each find a ‘Be the Most Famous You’ ad as the top the search result – courtesy of The Rebellion, who specialise in pay-per-click advertising. The ads contain humorous messages that aim to inspire not just these individuals but the industry as a whole. Go on, Google these industry icons and see the results. Or join the fun by Googling your own name via the online banner that is integrated into the Loeries home page and see where you feature in the search results – are you the most famous you?
Other campaign executions include a direct mailer, posters and print ads, with online videos and street-pole ads to follow shortly. Specialist print executions have been produced by Ultra Litho and Antalis South Africa.
Wright adds, “”The 2013 Loeries campaign is a great example of how Art, Copy and Code can collaborate to deliver a compelling story, based on a human insight that makes us feel as if we are being spoken to individually. It is not digital. It is not traditional. It just is. This campaign gives us the opportunity to express how the world of creativity is evolving.”
Entries for the 2013 Loeries are open. Enter before 15 April and receive a 10% discount – all packages must arrive at the Loeries office to qualify. Deadline for entries is 31 May. Winners will be announced at the awards during Loeries Creative Week Cape Town 16 – 22 September. Go to loeries.com for further information.