The 33rd Annual Loerie Awards has launched its campaign for 2011. There are some big changes to the awards this year, with a complete overhaul of the way that the categories are organised Call for entries for the awards opened in March and close 13 May. The categories have been arranged according to media type, plus some new categories and credits have also been introduced.
New categories include:
- Tactical Print – special use of print media outside of normal advertising space, e.g. complete, feature or single page, use of margins, page numbers, content within a publication, inserts, catalogues, wraps, bands, etc.
- PR Communication – for the strategic and innovative use of PR to drive coverage of a brand
- Street Pole Advertising (sponsored by AdReach with an award trip to Cannes)
- Live Activations – for tactical brand activation using live actors and with an audience that has not been invited, e.g. shopping mall activations, roadside, and guerrilla activations
- Sponsorship – for the innovative sponsorship of consumer focused events
- Broadcast Design and Graphics (new to the Communication Design category)
- Performance Craft has been added for the Television, Radio and Live Events categories – finally, the performers will be recognised for their contribution to a successful production
- Architecture has been separated from Interior Design, forming two categories
- Animation and Special Visual Effects are now two separate crafts
There are also a number of special awards this year:
- ADreach Streetpole Award: a new category this year, the winner will automatically be entered into the outdoor advertising category at the Cannes Lions and the winner receives an all-expenses-paid trip for two to the event
- Young Creatives Award: recognising outstanding achievements by creative’s aged 27 and younger, in any area of brand communication
- Vodacom Mobile Award: Vodacom Mobile Media is sponsoring this award for the most creative use of mobile media
- New Voice Radio Award: a non-English radio category, and the only proactive award in which entries do not have to have flighted to be eligible
- Sappi Creative Use of Paper Award: all paper-based entries are eligible for this award
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