Alistair King on winning a Grand Prix for '2-Minute Shower Songs'

There is nothing more satisfying than the industry looking at your work and giving you its nod of respect.

The tougher the job was to pull off, the more rewarding the award recognition is. The long nights, the fights, the high-stress situations all dissolve away when your name is called.

Good work, by its nature, grips the viewer's imagination and sells them on an idea they haven’t necessarily thought of. This campaign had it all: celebs, music, and the anxiety of a massive threat that was starting to engulf the existence of all of us living in Cape Town. Emotions were high and we used those emotions positively.

Capetonians were getting a bit tired of the hostile way in which we were being told to not exceed our shower limit. So, we decided to make a positive contribution by reframing how those two minutes should feel. The team decided to essentially create a musical two-minute egg timer by recreating songs our audience were already very familiar with. Hearing those songs played in a way that they had never heard them was just what our audience needed.

Which Loeries win(s) did you personally feel to be most deserving, and why?

King James does work that wins awards, not work to win awards. There’s a difference. Every piece of work we do is to help solve a client’s need, so when a piece of work is awarded something after the fact, it’s always deeply satisfying. It always makes the job feel more worthwhile, regardless of how hard it was to create, or what circumstances made it challenging to see through.

Comment on the current creative landscape in South Africa and how this compares globally?

What’s next?
Everything is next. Advertising is like a perpetual rolling wave of endless creative opportunity.

Go to 2MinuteShowerSongs.com, Sanlam.co.za, KingJames.co.za and follow @KingJamesGroup on Twitter and Facebook for updates.