Slave calender wins at Loeries
REMEMBERING SLAVERY A brilliant campaign featuring the descendants of Cape slaves.
There were no doubt plenty of creatives wearing shades and nursing hangovers in the stylish offices of leading ad agencies on Monday morning this week.
That’s after the 39th Annual Loerie Awards, hosted by DStv, were held at the Durban International Convention Centre on the preceding weekend.
Winners were selected from more than 3 000 entries, for 800 brands represented by agencies across Africa and the Middle East.
One of the projects that drew particular attention this year was a slave calendar, created for a campaign for the Iziko Slave Museum of South Africa by Geometry Global and Ogilvy South Africa.
The calendar shines a light on Cape Town’s colonial slave trade.
It uses black-and-white portraits of living descendants of the slave trade who have surnames based on the months of the calendar, such as Junies and Julie.
Many South Africans today are descendants of the 71 000 slaves who were brought to Cape Town. But their history is not always told when the history of the country is discussed.
They were renamed according to the calendar month in which they arrived in the Cape.
The campaign won bronze in the “effective creativity” category.
It was clear at this year’s awards that the future of design for the ad industry is bright, with brilliant work from young artists.
Zinhle Zulu, a student at the Open Window Institute in Centurion, won gold in the student category for her illustrations, Holy Hustle.
Her “city scripture” offers a compelling, authentically South African style and contains a strong message about capitalism.
A prayer on one of the pictures reads: “Our hustle who art in city, hollow be thy name, thy finance come, wealth’s will be done in city as it is in mansions, give us this cash, our daily bread and forgive us our bank balance as we forgive those who are in debt to us but deliver us from brokenness for our money is the freedom, the power and the glory, forever and never ahh ... money.”
The celebrated Vega school of design, marketing and branding also walked away with gold for student campaigns for their Snatched project.
It offers an integrated “don’t get snatched” anti-human trafficking awareness campaign that speaks frankly to young women in schools, colleges and universities, and includes compelling infographics.
According to the SA Red Cross Society, 30 000 South African women fall victim to human trafficking annually, and yet personal safety awareness remains low.