The two winners will each receive a trip to the Cannes Lions International Festival of Creativity, courtesy of leading South African law firm, Adams & Adams, which specialises in protecting the ideas and intellectual capital of innovators. The law firm is also the exclusive attorneys to the Loeries.

Rewarding originality

Mariette du Plessis, senior partner at Adams & Adams says, "In a changing world, the role of creativity is becoming ever more pronounced. Companies are finding that, as the markets become more saturated and competition gets stronger, it is necessary to find original and pioneering approaches to meet marketing demands.

The award rewards upcoming young creatives for consistently meeting new challenges in the advertising and communication industries.

"The firm assists in protecting creativity in all its forms in particular, protecting innovators' work and ultimately their financial potential. We are proud to be associated with the Loeries and the Young Creatives Award. I have no doubt this year's entries will deliver the spectacular work we have become accustomed to."

For more information, go to www.loeries.com.