Conceptualised and designed by Grid Worldwide’s agency in Cape Town, the theme embraces the time, talent and tenacity it takes to find the best idea and create the best work while reinforcing the creative drive and craft needed to find new levels of innovative excellence.

The agency says that it is no stranger to the Loeries — having won many Loeries over the years and having rebranded the Loeries a few years ago.

“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.

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

The campaign manifesto reflects this, as it says, “How do we elevate our creativity? We break beneath the surface. We collaborate. We interrogate. We push harder. We push back. We push through. We put in the hours no matter the hour. Setbacks become our greatest comebacks.”

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

The manifesto concludes, “We cut out mediocracy. We bring in precision. We craft, and craft. Then craft some more. We do it with passion. With perseverance. And most of all, with purpose. And when we’re finally done, we start all over again. Because creating better than the best takes blood, sweat and tears.”

For more information, visit www.loeries.com. You can also follow the Loeries Awards on Facebook, Twitter or on Instagram.