Thulo spoke to media update's Adam Wakefield during Loeries® Creative Week in Durban about why there is zero difference between a Non-English Gold Loerie and any other Gold.

The Non-English panel judged near 100 pieces in Johannesburg prior to Loeries® Creative Week, with the majority of entries falling within traditional advertising. What impressed Thulo the most was the craft that had gone into the entries for 2017.

“Previously, it has been seen as 'that' category, if you know what I mean, and I think it has come a long way in terms of where the standard of work is. Significantly where people are writing in that language and where it is translated work,” Thulo says.

More room for progress

While Thulo was impressed by the craft on display, he still believes that, compared to other markets, Non-English work still has “a long way to go”.

“It all boils down to the investment. Human investment in terms of time, and also financial investment, to get that going. The clear sign is that trend is going towards innovative media,” he says.

“Things have been blurred. You no longer have to work in silos. There is a synergy between all mediums because you think about an idea and a campaign instead of different silos. From that point of view, it was quite apparent that everything is moving in that direction.”

According to Thulo, Non-English work had been held back previously by being away from the spotlight, but now the spotlight was firmly on the category, and it was about time.

“The Non-English section, like everything, had teething problems and, over time, when you take something seriously, creatives will take it seriously and develop it. We’ve always been serious about other languages but back then, and I’m referring to way back then, it never got the spotlight. Now it has,” he said.

“You don’t get it as ‘that other category’. It is a category. Good work will be rewarded, so it is realising that a Gold in that category is no different to a Gold in any other category.”

The future of Non-English at the Loeries®

Thulo believes the category will expand, but what is critical is that expansion takes place within the Loeries® itself.

“There is already a show that tackles non-English, and the category should remain within the Loeries®. It came from the Loeries® and should remain a Loeries® property because you don’t want to move it beyond the Loeries® and then say [about the awarded work], 'It’s not the same',” he says.

“I think the dream for all of us is to see South African work performing and winning internationally, to the point where even if it is translated, people still view it as great work. If it's part of the Loeries®, the Loeries® endorses our languages. We don’t separate ourselves. One festival, the same creativity, and you can do great things within other languages. The Loeries® grows and our languages grow with it.”

Entries beyond South Africa

Another change taking place within the Loeries® landscape that Thulo is supportive of is the increasing number of entries coming from beyond South Africa. While not yet at the 50% mark, it gives South African creatives the opportunity to see different work, broadens the field, and ensures South African peers are not just competing with one another.

"I’m always a big fan of including other countries because it improves what we do. The other interesting thing to see was how they tackled problems differently and also how similar we are. That was humbling," Thulo says.

"They have the same youth and the same political issues at the table, but what is interesting is how that comes through in the advertising. The human insight, we can all relate to, especially the great ones."

For more information, visit www.loeries.com.

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If brands want to engage with consumers and grow, they need creativity. Read more in our article, Loeries® 2017: Gareth Leck on why brands need creativity more than ever.