Entries are now open for the Loeries Brand South Africa Young Creatives Award, which includes a U.S. $5000 prize as well as an all-expenses-paid trip to Loeries Creative Week in August. Anyone 27 or younger from Africa and the Middle East can enter the Young Creatives Award. The entry deadline for Loeries 2019 is 15 May.
The Young Creatives Award is important to Brand South Africa because its mandate is to manage and nurture the reputation of our incredible country. ‘We believe that there is no one better to represent what we stand for than the incredible emerging talent we discover through the Loeries Young Creatives Award. A couple of years ago we changed Brand South Africa’s proposition from Alive with possibilities to Inspiring new ways. As a country, we have moved forward from unlocking possibility and potential to crafting a new path for the world. Our make-it-happen attitude and culture have enabled us to share our incredible talent, rainbow-nation spirit and unique way of thinking with the world. Who better to tell this new story than the talented and innovative women and men we uncover through this initiative?’ said Sithembile Ntombela, GM of Marketing at Brand South Africa.
Ultimate goal for the Loeries and Brand South Africa (SA) partnership
Brand SA’s goals are long-term. They aim to identify, nurture and develop global platforms for young South Africans. Together they will build a legacy for the country through the men and women who are shaping it each and every day in unique and inspiring ways.
Ntombela said, ‘Our job is to actively work with creatives across different industries to share stories of these talented individuals with the rest of world. A great example is our Making It Uniquely South African series, where we profile incredible people in the creative space on the BBC in the UK. We’ve shared the stories of ceramist Andile Dyalvane, interior designer Mpho Vackier, sculptor, professor, poet, writer and academic Pitika Ntuli and interior and product designer Thabiso Mjo, among others. We’re inspired everyday to share this exciting and remarkable creative talent to the world and through our partnership with the Loeries.’
The importance of brands in telling a country’s story
‘The country of origin concept is such an integral part of enhancing a country’s brand reputation. Just as quality chocolate and watches make us think of Switzerland, our unique local wines and rooibos also strengthen our country’s reputation,’ Ntombela stated.
‘And already there are many brands tapping on the South Africanism through their adverts — owning, celebrating and exporting our uniquely South African story. Brands like Nando’s are exporting incredible local food, art, design and humour; Santam and Outsurance are celebrating national pride and patriotism and Black Label is owning and dealing with core societal issues through its #NoExcuses campaign.’
The uniqueness of the South African story
‘South Africans inspire the world in new and different ways. As the children of Mandela, we have the power to promote democracy, diversity and the spirit of Ubuntu around the world. It’s an incredible opportunity. South Africans know how to be resourceful, how to use the rich and layered cultural heritage in an interesting, contemporary and relevant way. We’re constantly telling the world a new story — and from our experience — it is a story the world is hungry to hear. At its core is creativity and resilience,’ Ntombela added.
‘We confront the uncomfortable. Even in our saddest moments, our spirit unites us and we get things done. That’s why we are the only African country in the G20 or in BRICS. We own our history. We are brave enough to fight prejudice and stereotypes. The civil society has redefined the political landscape, showing the vibrancy of the country’s constitution. Have you seen how united we become in supporting injustices against our very own winner Caster Semenya and everything she stands for? That is South Africa’s better story. It’s not just limited to mining or agriculture. It is anchored on our people: one of our greatest assets.’
