The Loeries awards, the premier South African awards ceremony of the advertising and communications fraternity are coming to CT for the very first time with the theme “Feed your Ego”. Long Street will be the official “Loeries Village” and rising to the challenge of this year’s theme, Long Street’s Egos will be rising up to take the challenge of showing its competitive colours.
The Cape Town Partnership’s Creative Cape Town programme and The Central City Improvement District will be assisting retail and the hospitality sector in Upper Long Street, from Strand to Buitensingel to exercise their own Egos through an innovative and creative activation of the street.
With the support of a creative agency “Word of Art” together with ECHO Events and Traffic Integrated Marketing, a visually dynamic campaign hits the streets for four days from the 24 September for the Awards long weekend. The campaign uses the creative energy of Cape Town to unleash the various competitive egos on Long Street provides a canvas that gives retail and hospitality a chance to compete for a prize for the best branded venue.
Hand painted and strategically placed Egos that interact with their environments have been created by Word of Art “urban artists” Mak1one and Rasty. A video animation directed and animated by Word of Art filmmakers Rowan Pybus and Marco van der Merwe showing Long Street being taken over by the “Egos “ will play on various screens around Long street linking the concept of the campaign to the final product. An illustrated brochure/ego map created by the illustrators Bison tie the entire campaign together. This includes coupons to entice locals and delegates to discover Long Street and its wonderfully creative offerings.
Local venues will be able to vie for a R10 000 cash prize by creating their own response to the Loerie’s theme with window dressing, Loerie’s menus and haircuts and much more. Judges from Creative Cape Town and The Loeries will choose the most creative participant.