Egg Films and its sister company Arcade were among the big winners at the Loerie Awards, with their directors picking up two Golds, three Silvers, five Craft Certificates and two Bronzes across the TV & Cinema and Branded Content categories alone. Across all categories, Egg and Arcade's directors won four Golds, six Silvers, five Craft Certificates, and three Bronzes.
Egg Films' director Terence Neale, the most awarded director in 2014, again had a standout night, taking home a Craft Gold, two TV & Cinema Silvers, and five Craft Certificates.
The Great Dlamini, Terence's Houdini-in-Africa themed Chicken Licken ad for Net#work BBDO, won a craft certificate for direction and a Silver in the TV & Cinema category, as well as a Gold Craft for William Boyes' production design and craft certificates for best use of licensed music, Saki Bergh's edit, and Anele Matoti's performance.
Without 5, Terence's 5FM ad for King James II about life without a soundtrack, picked up a TV & Cinema Silver, as well as two craft certificates for Best Use of Licensed Music and Original Music and Sound Design.
Arcade's Rob Smith dominated the Branded Content category, taking home two Golds, four Silvers, and two Bronzes overall.
Rob directed Sanlam One Rand Man, a social experiment about a South African living beyond his means, who has his salary paid in one rand coins. Rob won a Campaign Gold and a Single Execution Silver for One Rand Man in the branded content category, while the King James campaign also took home Gold for Integrated Campaign, Silvers for Digital Integrated Campaign, Social Media, and PR.
In the branded content category, Rob also won a Campaign Bronze for Sanlam Idols and a Campaign Bronze for Johnnie Walker The Gentleman's Wager, both through King James.
Egg Films' Dani Hynes directed the online video component of Lowe and Partner's Get Me To 21 campaign, which won Gold for PR and Bronze for social media.
"This was Arcade's debut Loeries," says Colin Howard, managing director of both Egg and Arcade. "So we're off to a dream start. With Rob's wins and Arcades other two directors - Lebogang Rasethaba and Kyle Lewis - with four finalists between them across the internet and music video categories."
"But the real congratulations should go to King James, who have taken branded content in South Africa to another level with One Rand Man, and to Net#work BBDO and King James II, who showed again that creative advertising is effective advertising, on Chicken Licken and 5FM respectively."
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