Johannesburg, May 2021 - The commemoration of Africa Day presents a unique opportunity for the affirmation and celebration of the history and ideals that spawned and sustained the movement towards economic integration, political unity, and liberation of the African continent.

Africa Day celebrations should be inspired by more than just inquisitiveness about the past and about politics. Though history and politics are still the basis of the celebrations, the celebration should also help us affirm our ingenuity, entrepreneurial spirit, innovation and excellence as progenies of the African soil. It is indeed true that much has been achieved on the political and economic front. In a similar vein, there is a lot that still needs to be done. We should pause, take stock, and embrace what has been achieved – with the sole understanding that this can lead us to achieve even more.

The African Union theme for 2021 is ‘“Building the Africa We Want.”  Local beverage manufacturer Twizza, with several international awards under its belt, its support of women and youth sport initiatives, its commitment to economic growth and responsible manufacturing processes, has cemented its position as a proudly South African and proudly African company.

Innovation is not always a big leap forward in evolution, sometimes it is a combination of finding the right elements’ and combining them to bring about change. This forms the cornerstone of the Twizza business model and a strategy that sets them head and shoulders above the bigger international production companies.

Twizza has put responsible manufacturing and sustainability at the top of its priorities ensuring they contribute to “Building an Africa They Want”.  They utilise solar power for their Queenstown plant where they have 2,700 panels covering 5,500 square meters generating 1.5 million KWH annually.

Lisle Clark, CEO of Twizza says “We have an eye for the latest technologies and efficiencies, and a demand for the best quality. Not only committed to provide affordable and accessible refreshment, we are also committed to sustainability, where we aim to have all of our factories using solar as an alternative form of energy by 2025.”Being a voluntary member of PET Recycling Company is another way in which Twizza is giving back by paying a voluntary levy to PETCO for every ton of PET that is converted since its inception in the early 2000s. Twizza’s investment into their manufacturing capabilities sees them able to produce their own products as well as retain the capacity needed to serve the local beverage market as a contract manufacturer producing beverages for a number of local players.

Another display of their commitment to South Africa and Africa is their support of the #BuyLocal Campaign as well as ensuring that the jobs of their employees were well protected, fully putting their weight behind rekindling the economy post- Covid-19 Lockdown and fulfilling their promise to “create a place where people want to and love to work”.

Despite competition from international soft drink brands, Twizza’s vision to become the “local refreshment of choice” and its dedication to innovation has seen the company grow to become one of South Africa’s most popular soft drink brands and are well set for growth across the continent and African Diaspora.

“In addition to this, when it comes to our customers and our consumers, we endeavour to not just deliver, but to go the extra mile,” adds Clark, “we want to obtain a deeper understanding of our consumer’s needs where our objective is to become a household South African name in the communities that we serve. Not only this, but we aim to win by becoming the supplier of choice, delivering on the explicit needs of our customers and outdoing our competitors. Africa is a unique continent, with an unmatched diversity and at Twizza we want to be equally as unique and diverse.”

With ingenuity and forward thinking like this, Twizza embodies African excellence  and contributing to “Building an Africa We Want.” 

Africa has creative talent to burn. We spoke to African creative leaders about how pan-African showcases like the Loeries, help promote African talent to the world – and why awards like these, inspire brands to be bolder, and do more creative and effective work.

There is a very human voice to African brand communication, as well as a sense of fun. Lesibane Mohale, Group Creative Director of Ogilvy Africa Group, in Ghana, admires the way “humour is weaved into communication messages”. In Africa, “telecommunications brands thrive on humour and simplicity to connect with consumers,” he says.

Many African creatives are driven by a belief that we can tell better stories by taking inspiration from each other, particularly from the unique and diverse creative resources across the continent. Angolan graphic designer Hilma Sassa feels that Africans don't yet fully value their creative industry and its importance in society, making it harder to get noticed, “As a creative, you may have more luck getting noticed beyond your country, and outside the continent, if you share your work on the international stage.”

That sentiment informs the work of the Loeries, the most prestigious creative awards across Africa and the Middle East. “Our mandate is to showcase the best creative work from the continent, of course. But, it’s equally about helping brands find the right creative team to help them realise their business goals,” says Andrew Human, CEO of the Loeries. “Countries such as Brazil and India are great examples of markets that have entered work into international award shows and won by leveraging locally relevant ideas backed by solid local consumer insights,” says Mohale.

“As a continent, we should champion work that feels unapologetically African so that we can showcase to the world what the continent is truly about.”

As Sassa puts it: “I am stimulated by the diversity of work created in Africa, which is deeply inspired by our culture and tradition. That signature makes it unique and different from the things we see out there.” A similar impulse drives Human, who urges more creatives from around the African continent to enter the Loeries. “The Loeries is the only award in Africa that is recognised by the global WARC Report, which makes the Loeries a unique platform for African excellence on the global stage.” Human says the international standing of the Loeries is the result of a commitment to high standards and an independent and objective judging process. “Every year, we host some of the world's top creative leaders to act as jury presidents, coupled with panels of leading experts from throughout the region. Their objectivity and expert insight is part of what makes the Loeries the benchmark.”

“Entrants know that their work is being held to the highest global standards, and it’s a unique opportunity for African creatives to show the world just how good they are.” About  Loeries Africa Middle East:    The Loeries, a non-profit company, is Africa and the Middle East’s premiere initiative that recognises, rewards, inspires and fosters creative excellence in the brand communication industry.

As the highest accolade for creativity and innovation across our region, the Loeries promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of ideas and fresh  thinking.  Culminating in the biggest creative gathering in Africa and the Middle East, Loeries Creative Week Durban brings together the best innovative minds from our industry for a festival of networking, inspiring minds and recognising great work. Our region's creative economy is world-class and has great potential to grow and to offer employment to our talented youth. The growth occurring throughout Africa and the Middle East is very exciting, and a major focus of the Loeries is to increase the standard of brand communication in the region.

DEADLINE FOR 2019 ENTRIES EXTENDED TO 31 MAY
Major Partners: DStv Media Sales, Gearhouse
Category Partners: AB InBev, Barron, Brand South Africa, Facebook, Gagasi FM, Google, JCDecaux, Nando’s, Tsogo Sun, Vodacom, Woolworths

Additional Partners and Official Suppliers:    AAA School of Advertising, Antalis South Africa, Aon South Africa, Backsberg, BEE Online, First     Source, Fresh RSVP Guest Logistics, Funk Productions, Gallo Images, Grid Worldwide, Hetzner,     Mama Creative, Newsclip, Paygate, Rocketseed, Shared Value Initiative, Shift Social Development,  Vega School, VQI Communications Nigeria

Endorsed by:    Association of Communication and Design, Brand Council South Africa, Commercial Producers     Association, Creative Circle, EXCA, IAB, South African Institute of Architects, IID

Official Media Partners    Between 10and5, Bizcommunity.com, Book of Swag, Brand Communicator Nigeria, Business Insider by Pulse, Campaign Middle East, Film & Event Media, Modern Marketing, The Redzone.

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Twitter: @loeries    Instagram: Loerieawards    Facebook: The Loeries

Distributed on behalf of the  Loeries  by:    Riana Greenblo Communications Date: May 16, 2019

For more information, interview requests or high-res images, please contact: Riana Greenblo on 011 3256006; 0825675159 or This email address is being protected from spambots. You need JavaScript enabled to view it.