For the first time viewers were given the opportunity to choose their favourite TV commercials from the short listed Loerie finalists. Net#work's executive creative director Julian Watt says this is particularly gratifying for the agency. "We have strived so hard to change Nedbank's image from elitist to one that appeals to everyone and it looks like we are beginning to succeed."
Interestingly, all four finalists in the people's choice awards won a Loerie, indicating that there is a convergence between popular taste and creative awards. "This is very encouraging for the industry," comments Watt. "It shows that great ads connect with people and the better the idea, the greater the viewing enjoyment."
Speaking on the creative work generally, Watt says he didn't think any single campaign stood out this year. "The judging standard was very tough, with lots of Bronzes and not many Gold awards."
"We believe the direction of advertising is changing. It is becoming more unconventional. For quite a while now we have been using non traditional mediums to get our client's messages across. The Lonely Finger campaign got people talking and is a lesson in mixed media."
The winning campaign encompassed television, a website, which elicited over 60 000 first time hits, viral marketing, posters, stickers flyers and banners.
Watt concludes by saying that at the end of the day, it is all about effectiveness for their clients. "Without that, awards are nothing. Great creative work is the only way to achieve effective advertising."
