The awards placed VMLY&R South Africa in the top six South African agencies for the number of awards won at Loeries 2019.

"The winning work is all a great example of what we call 'Work That Lives In People's Lives'," says Ryan McManus, CCO of VMLY&R South Africa. According to the recently rebranded agency, consumers care less and less every day about advertising that is irrelevant, which is why the company aims to create campaigns that engage with the customer in a culturally relevant manner.

The 'Don't tell me what to do' campaign that was created for Edgars achieved a 533% increase in positive brand sentiment, and contributed to the brand shifting back to profitability after a decade of decline.

The marketing agency also created billboards that merged tech and social commentary for Nando's entertained motorists. The billboards had live, up-to-the-minute information while promoting the brand's newly released online ordering app.

The Mandala Project for Cancer Dojo strives to support and help cancer patients to play a positive role in their treatment. Merging the ancient Buddhist practice of sand mandalas and the science of Psychoneuroimmunology, a series of interactive posters were designed to enable patients to interact positively with parts of their body affected by cancer.

"We are very proud to be able to make this work and even more thrilled to have it recognised on the Loeries stage," says McManus. "A huge thank you to our clients for believing in these projects and being brave enough to realise them. And, of course, to all the amazing partners that worked tirelessly with us to bring them to life."

VMLY&R South Africa's awarded work includes:

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