The Loeries is inviting agencies to create the Loeries campaign for 2025.

Every year The Loeries partners with an agency to create the campaign that will define the Loeries voice across Africa & The Middle East and it is time once again for a new agency to craft this campaign.

“This is Tough So Are You”, the 2024 campaign that was conceptualised and designed by The ODD Number, acknowledges the numerous tough moments faced by everyone involved in creating great work, while celebrating the immense passion that drives them to overcome challenges—from finding the right idea to managing spiralling costs and executing within tight deadlines—in pursuit of delivering work worthy of a Loerie Award, all rooted in the insight of the dedication present at every level of the creative process.

In 2025, The Loeries is looking to drive a stronger, more impactful creative spirit across the region with a campaign that is designed to act as a rallying call for creative excellence.

Agencies that would like to submit their campaign and inspire the brand communications industry across Africa and The Middle East should note the following:

• Key deliverable: Campaign guidelines and theme for The Loeries 2025
• The campaign concept, design and guidelines would be developed on a pro bono basis
• The Loeries agency will manage application of the creative once the CI kit is handed over to The Loeries.
• Send all brief requests to nkuli@loeries.com by Monday, 4 November
• Deadline for final submission of the campaign direction is 12 December 2024.