Durban was abuzz on Saturday night as celebrities and big names in the advertising industry walked the red carpet for the Loeries Awards at the International Convention Centre (ICC).
Thousands attended what is known to be the biggest, most prestigious and internationally recognised standard of creative excellence in the brand communication (advertising) industry in Africa and the Middle East.
It was held in the city for the first time.
After a week of “creative judging”, some of the best in advertising work including architecture, design, media, direct marketing, live events, and video and digital media, the first leg of the awards ceremony was held and some of the industry’s bigwigs came out to play.
Spotted were local celebs Thapelo Mokoena (actor and TV presenter), Nomzamo Mbatha (screen siren) and Kay Sibiya (TV presenter). Rappers AKA and De L.E.S, were also in attendance.
“Durban has been wonderful. There’s a whole different vibe and everyone’s having a crazy time in this city. The Loeries has been amazing, it’s an opportunity for everyone in their industry to have a good time and be recognised for their work at the same time. The Loeries is to advertising what the Oscars is to Hollywood,” said Mokoena.
To culminate the week of festivities, this weekend saw visitors let their hair down and party in style on the beachfront, with stellar events to keep them occupied.
The Unilever Brunch saw many industry leaders enjoy a quick meal while taking in the sights Durban had to offer.
The Eggs Film Party, dubbed as the “hippest party on the beach”, kept guests going before they swopped their beachwear for suits and dresses, where they dazzled at the awards ceremony.
Both day events were invite only.
Those who were not invited headed to the DStv Rova, an exciting gaming event that Durbanites challenge themselves on with the quizzes, puzzles and virtual games on offer.
On Tuesday, the judges had their work cut out for them as they reviewed the different sectors.
The Loeries will conclude its week long activities at several events on Sunday.
The I Heart Loeries Market takes place from 9am-2pm and ends with the second instalment of the awards, at the Durban ICC. Among the category for tonight include effective creativity, radio communication, media innovation and television, film and video crafts.
New award categories include music videos and service design.
For all the Loeries winners, visit www.loeries.com
Sunday Tribune