“The synergy between a law firm specialising in the protection of creativity and the Loeries is a natural one. Adams & Adams supports the Loerie Awards Company and is responsible for all its legal matters. The firm is committed to and supports the local advertising industry – particularly our country’s extraordinary young creatives” says Mariette du Plessis, Partner at Adams & Adams.

“I am bowled over by the work of this year’s ‘Young Creative’ category winners. I am particularly enthralled by their sources of inspiration. The work of this year’s winners Sophia Strydom, a graphic designer at Joe Public and Kenneth van Reenen, formerly a copywriter at DDB (now at Metropolitan) South Africa is nothing short of awe-inspiring.”

At the age of 24 both Sophia and Kenneth have collectively have 54 local and global awards between them.

Sophia’s win is as a result of her design and execution into printing and promotional works for Clover, the HIV Brothers for Life Campaign, the Rock4Aids 2010 campaign and OFM radio station, whilst Kenneth received his award for his execution of film for the likes of Canon, McDonald’s and Energizer.

The two have distinctively different ways of approaching the creative process.

“I really enjoyed making the McDonald’s Parties Campaign. It comes from a human truth that we can all relate to – and that of course is having a really good party!

“The foundation of our creative was essentially beer, consumed copiously a place called JB’s on Main, and a really awesome brief from the client,” says van Reenen.

According to van Reenen, his inspiration and creative is usually informed by the world – rather than Ad land - “I believe my best work is shaped outside of the office. And, I may be wrong but I don’t believe that the majority of great ads are conceived behind a computer. At least the conceptualising part anyway.

“I’m really grateful that Adams & Adams have taken South Africa’s young creative under their wing, and has our backs. Basically it’s really cool that the long arm of the law even reaches the copy-rats.”

For Sophia Strydom it’s really important to know what’s happening with global and local design trends are before embarking on creative. Along with immersing herself in a book, browsing the internet or simply observing the world around her. “I make sure I’m open to new experiences and imaginings.”

From the group of work entered into this year’s Loeries, Strydom says her favourite is the Clover Calendar. The objective was to design a functional, interactive calendar that was also a recipe book.

“Each month of the calendar has a different recipe, which is accompanied by paper elements which may be torn out and used in the actual cooking process. Everything from piping bags to ice-cream cone wrappers. This simultaneously engaged Clover’s target audience in a creative way, while creating brand awareness of the Clover product range.

“I loved working on this because it was girly and fun. As an avid cook and baker, it was a dream to be able to design a piece that’s used in the kitchen.

“I really love that there is an awards category that supports young creative minds. It gives us something to aspire to. What’s more it’s great to know that Adams & Adams want to protect the creative industry’s creative talent – not enough of us understand just how important copyrighting is,” says Strydom.

Contact:
Adams & Adams
Mariette du Plessis, Partner, Adams & Adams
012 432 6000