All in all, it was an epicfierce weekend. I was 6 rows from the awesomeness that is Riaan Cruywagen, as he MC’d Saturday night’s Loeries shindig, I got to klap gym, boet with Slicktiger himself – as a result I am typing this with T-rex arms – and best of all, I got to hang with Usher.
This is the first time we entered the Loeries. The kind advertising folk decided that it was time to allow PR – the ginger step child of the communications’ world – into the cool kids club. The problem with advertisers – they don’t understand PR. And vice versa. PR thinks advertising is all about blow and hookers. Advertising thinks PR is sending pretty Christmas cards to journalists.
After taking Gold in the social media category at the Prisms – the dedicated PR awards – earlier in the year for the Nando’s Cell C ripoff campaign we worked on, it was a no-brainer for us to enter the new Loeries ‘internet PR’ category.
When the shortlist was announced a couple months back, I jizzed in my pants when I received the news that Mel Attree and I were up against FNB’s Cannes short-listed work from the World Cup and Stimorol’s Heart Gingers campaign – we all know how difficult it is making people love gingers so that seemed like a natural winner in my opinion.
Flights, accommodation, car hire and the rest of our schedule was arranged with Saturday night in mind. With the success of the campaign at the Prisms, we expected greatness, or at least a certificate to recognise the campaign that had attracted 100,000 YouTube views in less than 5 days. Check it out HERE
I got all cleaned up, even put a tie on, felt like I was going to vomit all day I was so nervous, but when the student awards came and went, the male voice-over nonchalantly described that there were NO winners in our category. No Loerie. No silver. No bronze. Not even a measly certificate. Sweet F-A!
Before you start throwing out the ‘have some cheese with your whine you bitter loser’ chirps, we were part of the silver award winning team with Black River FC for the Nando’s work entered into the ‘Integrated Campaign’ award the following night, thank you very much 😉
I do have some thoughts for the Loeries. You knew that there were no winners in our category, but you still happily took our R4500 to attend your awards, you allowed me to spend cold hard cash on my hotel accommodation, R551.83 for my weekend car hire, this after we spent about R4000 entering one award (entry fee and the costs of having a designer produce a pretty picture of how our campaign unrolled, as per your award guidelines), along with 3000 other people. It’s a good thing I didn’t have to pay for my flights – the kind folks at the WTFMedia Conference covered that one since I’m talking there on Friday – because that could have easily been another couple of grand to add to the equation.
The likes of Fleishman, however sent its team down, purely for the awards.
New agencies such as mine need to enter and win awards to play the bigger cock competition. To prove to clients that don’t know who we are that we are a good horse to back. And that we are shit-hot at what we do. Well, we are shit-hot at what we do. The business results that our online communications’ strategies have yielded are indicative of people who care about their clients’ sales and not campaigns that cost hundreds of thousands of Rands to garner only a few eyeballs.
We will, however, continue to produce epicfierce work, and enter your awards, just so I can walk on stage to accept that gold bird, while simultaneously flipping your photographer the bird 😉
I’d love to hear what the rest of you think. Am I just being a self-opinionated douche or do you feel the same?
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