The Cell C 'Think before you friend' print campaig
The Cell C 'Think before you friend' print campaign that was awarded silver at the Loerie awards (supplied)
  • The best print adverts in South Africa have been announced at the Loerie awards.
  • They include a National Geographic advert encouraging children to discover nature, an advert against women’s abuse, and a campaign commemorating June 16.
  • The Loerie awards received over 2,500 entries from 15 countries.
  • For more stories, go to BusinessInsider.co.za.

South Africa’s best print advertisements were anounced at the annual Loerie Awards in Durban over the weekend.

The Loerie awards celebrate the best of advertising in Africa and the Middle East over the past year in 14 categories including print media, television, and digital. 

Out of over 132 print finalists, two South African advertisements received gold awards, and four silver. 

The Loeries received 2,500 entries from 646 brands represented by 281 agencies in 15 countries across Africa and the Middle East. 

296 entries received awards, including 5 Grands Prix, 32 Golds, 72 Silvers, 116 Bronzes, 18 Craft Golds and 53 Craft Certificates.

Here are the six print advertisements that were named the best in South Africa at the Loeries.

Don't Search. Discover - Snow, Echo, Moss, Skunk, Puddle - National Geographic

The advertisement by National Geographic targeted younger readers, urging them to discover nature for themselves. It was one of two print advertisements that were awarded gold by the Loeries. 

Created by: FoxP2 Advertising


Never Lets Go - Recipe, Crown, Nuke, Ring - BBL Locks

This print advertisement was aimed at showing how popular figures like Queen Elizabeth, Kim Jong Un and Colonel Sanders guard their prized possessions,  BBL Locks will do the same. It received a gold award from the Loeries. 

Created by: FoxP2 Advertising


Think before you friend - Sugar Daddy, Pervert, Bad Influence - Cell C 

A corporate social responsibility advert by Cell C took aim at warning unsuspecting internet users about the dangers of adding a stranger as “friend” on social media. 

Created by: McCann1886


Never let the two meet - Meat & Vegan, Toothpaste & Orange Juice, Socks & Sandals - Volkswagen South Africa

The advertisement for Volkswagen's Automatic Emergency Braking system tried to contrast two polar opposites heading towards each other, and tried to point out that the system will prevent the two from clashing. 

Created by: Ogilvy Cape Town


Abuse Disguised as Love - Uncle, Father, Husband - People Opposing Women Abuse (POWA)

These POWA advertisements in Sotho address abusive relationships. The wording translates as “show uncle that you’re now a woman” with the tagline ‘abuse is often disguised as love’. 

Created by: Joe Public


Afrikaans - Independent Media

The print campaign took the entire outer page one of South Africa’s largest isiZulu newspaper, Isolezwe, and reprinted it in Afrikaans to commemorate the June 16, 1976, student protests against Afrikaans instruction in public schools. The tagline was “without the youth of 1976 even your news would be different”. 

Created by: FCB Durban

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