What do a cashless fashion boutique, a soccer team and disposable coffee cups have in common? They’re the campaigns that saw digital advertising agency NATIVE win a silver, a campaign silver, a bronze and a campaign bronze award at this weekend’s prestigious Loeries Awards.
The Exchange, the world’s first cashless fashion boutique, launched by NATIVE in association with the Organ Donor Foundation, won a silver and a campaign silver in the alternative media and field marketing and the integrated campaign categories respectively. The pop-up boutique, where consumers could literally purchase an item by registering as an organ donor, gave the Organ Donor Foundation a new and innovative platform to reach new audiences.
The Nedbank Ke Yona team search won a campaign bronze Loerie in the Integrated Campaign category. The campaign consisted of a 12-part TV series and weekly radio inserts across all nine African language stations, as well as print, online, social and real-world activations. Specific content from the TV show was made available on the Nedbank Cup website, which was launched along with the TV series, mobisite and all social channels. Messages across all platforms were sure to consistently convey the human element of the story.
The Seeds of Truth project , which saw the creation of disposable coffee cups that could be transformed into herb containers, won a bronze Loerie in the Brand Identity and Collateral Design category. For this project, NATIVE teamed up with artisan coffee roaster TRUTH to reinvent the humble takeaway cup, implanting herb seeds in the protector ring of the cup, and designed to raise awareness of each individual’s carbon footprint.
“I am delighted with NATIVE’s performance at the Loeries this year. In addition to these four Loeries, we also racked up 18 finalists,” says Jason Xenopoulos, CEO and Chief Creative Officer at NATIVE. “I have always viewed Integrated as the most prestigious category in any show. While I have great admiration for work that displays excellence in any particular category, I believe that the best work exists across categories. We live in a multi-media world where consumers no longer experience brands through a single channel. To create a truly engaging brand experience, we must tell our stories across multiple channels simultaneously. This is the new canvas. It demands a new kind of storytelling.”
While the juries this year rewarded great work in various categories, it was particularly gratifying for NATIVE to be one of the few agencies recognised for outstanding work that extended across multiple channels. When NATIVE launched three years ago, it positioned itself as a full-service digital agency whose ideas were born digital but often extended beyond the digital canvas.
“Our performance at the Loeries this year bears testament to that positioning. I am extremely grateful to everyone at NATIVE, to our partners, and to our clients, for having made this work possible,” he concludes.