A campaign for Jameson’s Month of Comedy entitled ‘Beatha’, created by South African agency RAPT Creative, has been announced as one of the finalists in the prestigious global advertising awards, the Gerety Awards.
Named for Frances Gerety, the copywriter who coined the slogan “A diamond is forever”, the Gerety Awards judging panels comprise only female advertising professionals, and are the industry’s only creative prize to reward advertising campaigns that resonate most with a female audience.
This year only 314 entries were shortlisted from 37 different countries. RAPT Creative’s shortlisted campaign is for an April Fool’s prank it played on South Africa’s public to launch Jameson’s Month of Comedy platform in 2021.
According to the agency’s Group Executive Creative Director, Sanché Jansen van Rensburg, the Gerety Awards redefine the standard to which advertising is held because they select the best in advertising – all advertising, not just advertising made for women – through the female lens.
“We’re delighted with our finalist status, because it affirms RAPT Creative’s understanding of what it takes to communicate and resonate with key markets,” Jansen van Vuuren said.
“Women make up to 80% of all purchasing decisions globally so having all female judging panels mean that the Awards set a benchmark that is relevant to market reality. Given today’s challenging business environments, clients need agencies who truly ‘get the market’, and this is where RAPT excels.
“Being recognised for this by a global powerhouse of judges is proof of our deep insight into the hearts and minds of consumers, as well as our ability to deliver relevant creative,” she said.
“Making this all the more precious to us is that we are the only independent local agency to make the finalist list. Congratulations to the two other South African agencies to make ‘the cut’ – Ogilvy and VMLY&R.”