It was intended to be the mother of all celebrations. Instead, uncompromising judging ensured that over 92% of entries for this year's Loeries creative advertising awards left empty-handed.
Some might say (and have) that some of the 8% were themselves not deserving but that's the nature of creative awards. They are subjective. As Draftfcb group creative director Brett Morris, himself a former Loeries jury chairman observes: "All awards systems are flawed. A different jury on a different day would give a different award."
In their 31st year, the Loeries finally made their way to Cape Town. After two nights of self-congratulation, four agencies had most reason to break out the champagne.
As has become customary, Net#work BBDO Johannesburg collected a grand prix, this time for its radio campaign on behalf of Virgin Atlantic's Upper Class suites. In the mixed media category, the ultimate prize went to Ogilvy Johannesburg for the Young, Gifted & Black music campaign on behalf of DStv's Channel O.
FoxP2, the young advertising hot-shop, also walked away with a grand prix for architecture and interior design, for the agency's new Cape Town HQ.
And there was satisfaction for TBWA\Hunt\Lascaris, which - after years sitting on the sidelines watching others collect the accolades it used to consider its right - was awarded an outdoor GP for its Cheaper Than Money campaign for The Zimbabwean newspaper.
From 3 077 entries, there were 989 finalists and only 225 awards. Of these, four were grands prix, 19 gold, 50 silver, 113 bronze, nine craft gold and 30 craft certificates.
Special mention should be made of the University of Pretoria, whose students outshone other talent breeding-grounds with a gold, two silver, two bronze and one craft certificate.
