“Objective rather than persuasion seems to be the order of the day,” says Saf Sindhi

What do you think of this year’s Loeries judgment?

I felt like Randall Abrahams.

Tell us more about yourself and why you think you were selected – your experience as a judge, etc.

I think this might be my fourth or fifth year in a row judging now and I still feel honored every time this email from Pale pops up in my inbox. It’s just a little sign that lets me know that I’m still doing something right among all the fried chickens.

When you heard about your selection as a judge, how did you celebrate the news?

With a 6 hour pre-production.

What does this mean for you personally?

It’s just a little sign that lets me know that I’m still doing something right among all the fried chickens.

Which category are you going to judge?

Live, RP and OOH.

What do you hope to experience as a judge?

I’ve never judged PR before and was really excited to do it, especially this year because I thought the job would be remarkable given the current global context and all the issues to be solved. I was not wrong, there was some really interesting and useful work in there.

What specific criteria will you look for to judge?

Eduardo, our president of the jury has been wonderful this year. He embodied everything a seasoned creative with an eye for a good job done, and I think that will be reflected in the results. The juries have been hard on the job this year and that’s important. Originality and cultural relevance are two very, very important factors behind all the pieces that have been awarded.

You have extensive experience in the creative industry. Can you comment on the impact of Covid-19 on the industry?

Okay, so Covid came along and imposed behavioral changes all over the world and in many facets of our daily lives. The way we worked, socialized, dressed, spent and consumed everything changed and very quickly. And then it’s been that way for about 18 months now, but what it did was give us a flurry of new, original ideas to work with. And this is evident in the work that we are starting to see.

Creatives are seizing an opportunity to connect with their audiences in fresher and more innovative ways than ever before.

Share some of your favorite Loeries-related moments over the years – whether it’s personally attending or earning a work-related agency.

Ah, the Loeries are such a great time, there is so much to choose from. I’ll never forget when Xolisa Dyeshana started chanting, “duuumb ways to die, so many stupid ways to die” and all the audience joined in or when we sang Happy Birthday to the ex president of Loeries, Tseliso Rangaka! And then of course there are the victories; the gold medals, the Grand Prix and the Loerie’s Young Creative award are just one of the few memories I will never forget.

Trend predictions likely to stand out at Loeries 2021?

Goal rather than persuasion seems to be the order of the day. And the world needs it. But I’m still a contender for a fun idea that just sells a benefit, so I hope to see work that doesn’t take itself too seriously pay off.

What does #FightTheGoodFight mean to you?

There is a piece of art hanging on the wall in my office that reads, “kick the world”. And that is the ultimate good fight, isn’t it? To make the world a better place.

So no matter what you do, whether you are a lawyer or an accountant, a designer or an anal therapist, if you use your talent, your skills, your passions to help make the world a better place, you’re fighting the good fight.

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