Loeries 2023 theme recognises tough times in brand comms. industry

By our News Team | 2023

The campaign theme for this year’s awards, marking the 45th time it has been held, is ‘Blood, Sweat and Tears’.

The Loeries, which promotes itself as Africa and the Middle East’s premier creative awards, have announced that it is celebrating 45 years of creative excellence and innovation. 

Organisers says the campaign theme for 2023 – ‘Blood, Sweat and Tears’ – embodies the tough conditions that the brand communications industry has weathered over the past few years.

Creative Awards

Photo credit: The Loeries

The 2023 theme was conceptualised and designed by the Cape Town-based agency team for Grid Worldwide and embraces the concept of the time, talent and tenacity it takes to find the best idea and create the best work – while at the same time reinforcing the creative drive and craft needed to find new levels of innovative excellence.

Grid is no stranger to the Loeries, having won many Loerie awards over the years and also being involved in its rebranding in 2018.

Recognise the strength of the industry

“Grid’s idea to recognise the strength of this industry, no matter the challenges, was insightful and we are honoured to have them support the Loeries through the gift of this campaign,” says Loeries CEO, Preetesh Sewraj.

For Adam Byars, joint CEO of Grid Worldwide, the Loeries is the pinnacle of creative excellence in Africa and the Middle East.

“It pushes agencies, clients and creatives to dig deep, put in the hours and craft their work with such skill and passion,” he says. 

Summing up the intention of the theme, Jineil Kandasamy, Creative Director and Partner at Grid Worldwide, notes: “It is important to ensure a high standard for work across the industry and this will require nothing less than blood, sweat and tears.”

Entries for the 2023 Loeries opened in early March.