There was more than gold at the end of the rainbow for Coca-Cola South Africa and its marketing communication agency, FCB Joburg, at the 2014 Loerie Awards this weekend. The team was one of the best performing of the show, winning no less than six Loeries, including one of just four Grand Prix awards made over the weekend for its inspirational #RainbowNation activation during Freedom Month.
Using sunlight, water, some fancy science and a little bit of magic, the rainbows were conjured up in the Johannesburg CBD by FCB Joburg and a technical team led by a globe-trotting rainbow-maker from the United States. The moments of happiness created by the Coca-Cola rainbows were captured on film, and shared over the social media networks, including here:
http://www.fcb.com/our-work/20-years-of-democracy.
The Loerie Awards Show is South Africa's premier advertising and marketing communication event. Internationally recognised, it is the only award endorsed by the Association for Communication and Advertising (ACA), the Brand Council South Africa (BCSA), the Creative Circle (CC), and other professional bodies making up the marketing community. Winning a Loerie - Bronze, Silver or Gold - is regarded as the highlight of any agency's year; winning one of the scarce Grand Prix often as the highlight of a creative team's career.
Commenting on the achievement, Coca-Cola South Africa's Sharon Keith said it was the proverbial pot of gold and the end of a very rewarding year for the Coca-Cola/FCB Joburg team.
Our vision with #RainbowNation was to go further than reminding South Africans of our heritage during Freedom Month, she said. We wanted to create a symbol of our diversity and celebrate the fact that as a nation we have come so far. Coca-Cola aims to inspire moments of optimism and happiness, and rainbows can do both.
During the year, we have achieved this and more - winning five Lions at the iconic Cannes International Advertising Festival (a Gold, two Silvers and two Bronzes), being named for the second year in a row as South Africa's Favourite Brand in the Sunday Times Top Brands Survey 2014, and now being recognised locally. The moments of happiness for us have truly gone on and on in 2014.
Our cityscape is littered with outdoor communication. Our ambition was to be able to break through the clutter and give a meaningful experience to commuters and passers by. Global trends in out of home media have seen some interesting utilisation of technology but the power of this idea lay in its absolute simplicity. We created a real rainbow to celebrate the rainbow nation's achievement, and it evoked delight in all who saw it, added FCB Joburg's executive creative director, Jonathan Deeb.
Working with Coca-Cola South Africa has been an exciting and enriching experience - not only because of the riches in terms of accolades we have reaped. It's been a meeting of professional minds and a melding of creativity. I'm incredibly of proud of what Coca-Cola and FCB Joburg have achieved together. Thank you to all in the teams at Coca-Cola and FCB who helped make the moments of #RainbowNation happen, he said.
Coca-Cola South Africa and FCB Joburg's wins were:
Grand Prix
Outdoor & Collateral Media
A Rainbow for a Rainbow Nation
Gold
Media Innovation: Single Medium
A Rainbow for a Rainbow Nation
Gold
Events & PR: PR Campaign
A Rainbow for a Rainbow Nation
Bronze
Integrated Campaign
A Rainbow for a Rainbow Nation
Craft Gold
TV, Film & Video Communication: Best Use of Licenced Music
Bobby (Share a Coke With)
Bronze
TV, Film & Video Communication: TV & Cinema Ads Up to 90seconds
Bobby (Share a Coke With)
FCB Joburg also won three Loeries for its radio work for Toyota South Africa and Lexus, FCB Cape Town won a Bronze Loerie for its radio work for Savanna Dry and a Bronze Loerie was awarded to FCB South Africa/Hellocomputer for the Labello Electric Kiss' activation entered in the digital & interactive - applications activations and interactive tools category.
00:00
--
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
There was more than gold at the end of the rainbow for Coca-Cola South Africa and its marketing communication agency, FCB Joburg, at the 2014 Loerie Awards this weekend. The team was one of the best performing of the show, winning no less than six Loeries, including one of just four Grand Prix awards made over the weekend for its inspirational #RainbowNation activation during Freedom Month.
