• Entry deadline: 1 June 2025 @ 17h00 South Africa Standard Time (GMT +2). Entries not completed (entry form, payment, and all material received) by this date will be charged a 10% late entry fee.
• Early bird deadline: 25 April 2025
  Entries completed (entry form, payment and all material received) by 10 May 2025 will receive a discounted rate.

1. The Loeries are open to all areas of Brand Communication – including but not limited to advertising, PR, Design, Architecture & interior Design, Live Events & Activations, Sponsorships, Digital Media, Social Media, Music Videos – and any area where a brand interacts with consumers.
2. Anyone involved in the creation, publishing or production of the work may submit an entry (including directly from the brand, agency or production company).

3. The eligible regions include entrants from the following countries

   Sub-Saharan Africa: All Sub-Saharan African states and territories.

   Middle East North Africa (MENA): All Middle Eastern and North African states and territories.

   Türkiye

   Islands off the African coast (e.g. Mauritius, Madagascar and the Seychelles)

4. If multiple companies have worked on a project, they must agree in advance who will submit the entry and they must agree on how the credits will be completed. If an entry is received from more than one company, only the first entry will be accepted. No refunds will be given on duplicate entries.
5. All student work, created and submitted to a registered educational institution from the Eligible Region, may be entered. Unless permission is granted by the Loeries in writing, student work should be submitted by the School/ College/ University, rather than directly by the individual student.

Entries that meet any one of the following 4 options will be accepted:

CREATED FOR THE REGION:

• Work that has been created specifically for, and to run in the eligible region (see Eligible Region), irrespective of where the work was originated or produced. Eligible scenarios include:
  • A New York agency creates a campaign for a USA brand, specifically to flight in Africa Middle East.
  • A Dubai agency creates a campaign to run in Dubai, for a global brand.
• A Global campaign that happens to flight in the region is NOT eligible.

CREATED BY THE REGION:

• Work that has been created to run globally, or in any market in the world, provided the work was conceptualised/originated by companies based in the Eligible Region.  Eligible scenario includes:
  • A Johannesburg agency creates a campaign for a German brand, to run in Germany – even if a German production company does the production.

ALL WORK ELIGIBLE FOR 1 & 2 ABOVE CAN BE ENTERED IN ANY CRAFT CATEGORIES.

• Eligible scenarios include:
  • A Johannesburg agency creates a campaign for a German brand using a Germany production company. This can be entered for any Crafts irrespective of where the Craftsperson or production company is based.

CRAFTS

• Work that is produced by a production company from the region for a global company, to run outside the region, can be entered for the relevant Craft categories, BUT this may not be entered in the main categories.  Eligible scenarios include:
  • A Film Production Company from Dubai produces a commercial for a British agency to flight in Europe. This may be entered for all the relevant film crafts that the production company was responsible for (e.g. Direction, Cinematography, etc.).

PREVIOUS WORK

• Do not enter work that has previously been entered into the Loeries, except for Effective Creativity, which requires previous work to have won a Loerie. 

• All work is judged according to 5 criteria:
  • Innovation
  • Quality of execution
  • Relevance to the brand
  • Relevance to the target audience
  • Relevance to the chosen medium.

• Grand Prix, Gold, Silver and Bronze may be awarded in the Main categories.
• Grand Prix, Craft Gold and Craft Certificates may be awarded for the Craft categories.
• Agency in-house/self-promotional work will be awarded no higher than a Silver Loerie. For clarity, Self Promotion relates to work done by an agency for itself, its subsidiaries, its holding company or agencies within the same group. As an example, a design agency designing its own logo is considered self-promotion.
• A brand, or its wholly owned and operated in-house agency, may enter its own in-house work and this is NOT considered self-promotion. As an example, a car company may enter its own marketing programme.
• The Grand Prix cannot be won by any public service or charity entries, nor can it be won for any self-promotional work.
• Public service, charity or self-promotional work can be entered in all categories but must be marked as such on the entry forms. Political parties are not considered public service organisations.
• No work created to market or promote the Loerie Awards Company (NPC) may be entered.
• No work which has been created for the sole purpose of entering the Loeries, or any other award show, may be entered.
• The Loeries may contact the agency, brand, or anyone associated with the entry, during entry processing or during judging, should any questions arise related to the entry.
• It is the responsibility of the entrant to submit their entry into the correct category and the Loeries will not be held responsible for entries submitted incorrectly.
• All requests to move an entry to an alternate category must be made in writing to the Loeries a minimum of 2 weeks prior to the start of remote judging. Refer to Important Dates
• During judging the Jury are not allowed to move entries between categories.