Gauteng based ad agency Joe Public scored the most wins at the 2010 Pendoring Awards, winning four gold and three silver trophies on 29 October at Vodaworld Midrand.
The Pendoring Awards recognise excellence in Afrikaans language advertising. In this year’s competition over 300 entries were judged by an esteemed panel of 10 regular and four specialist judges under chairmanship of the overseas judge, Leon Jacobs, executive creative director of Saatchi & Saatchi in Geneva, Switzerland. All the results were also audited by an external auditor.
In the agency categories 10 gold and 15 silver Pendorings were awarded, while the student categories yielded three gold and two silver Pendoring trophies.
Joe Public bagged gold for its newspaper campaign titled Hannelie, Melanie, Bettie for kalahari.net, and no fewer than three gold Pendorings for its sterling work for Pendoring 2009. These include its poster campaign Bennie Boekwurm, Haas Das, Liewe Heksie, a Pendoring advent calender (in the category communication design) and its Afskeep campaign in the category mixed media campaign – below-the-line. In addition, Joe Public also received silver for the Pendoring magazine advertisement Riaan in the 2009 Pendoring campaign.
Moreover, Joe Public also received silver Pendorings for two advertisements in the Truly South African category, namely District Nine (TV) and Spark Hope (print).
Hot on Joe Public’s heels was Ogilvy Johannesburg, which not only walked away with two gold and two silver Pendoring trophies, but also bagged Pendoring’s highest accolade, the Prestige Award, in the category Original Afrikaans for its humurous and expressive campaign for Exclusive Books titled Hiertjou-broodblik, Kanniehorie-Kakofonie-Klapsoekpyp, Papier-Vampier, Roekelose-rampokker-resieskombie, Spytjytgekyk-driehoek-baaibroek.
Besides including an overseas study trip of R25 000 for the overall winner, the Prestige prize this year also entails free advertising space/airtime of a whopping R2,5 million, sponsored by a number of Pendoring partners, for the client of the winning advertisement.
In addition to the Prestige Award, gold and silver for its Exclusive Books campaign, Ogilvy bagged another gold Pendoring in the category Truly South African, TV for the topical and uplifting campaign Selinah (for Topsy Foundation). The agency’s campaign in the ambient category, Stirrers (also for Exclusive Books), netted the agency a second silver Pendoring.
Other gold Pendoring winners this year are Baie-Lingual Blink Stefanus (Man trou met Logo – direct marketing & promotions), Black River F.C. (Will not support England – Truly South African, print) Draftfcb Cape Town 80 for Santam – communication design) and TBWA\Hunt Lascaris (the campaign Funeral/Tatollo for Doom – Truly South African, radio), with one gold each.
Three silver Pendorings were awarded to Draftfcb Johannesburg for Skaap (TV with a production budget exceeding R350 000), Hiluxie (radio) and Jakkals trou met wolf se vrou (posters).
A number of agencies also won one silver Pendoring, including Draftfcb Cape Town for Die storie in die storie (magazines), TBWA\Hunt Lascaris for Slovo Divas (Truly South African, TV), Etiket for My buurvrou (online advertising), tbsp///beyond the line for kykNET KKNK (mixed media campaign – below-the-line), Saatchi & Saatchi for More met Francois (TV with a production budget of less than R350 000), Net#work BBDO for Beggar (Truly South African, TV) and MetropolitanRepublic for Forrest Gump (Truly South African, radio).
In the student categories Vega the Brand Communications School (Durban) was not only awarded two gold Pendorings for Flipside (for Kick Racism) – the Afrikaans version in the category above-the-line advertising and the English version in the category Truly South African – the Afrikaans version of Flipside also received the award as the overall student winner.
Northwest University bagged one gold Pendoring for its through-the-line mixed media campaign Roofies, while the AAA School of Advertising with Bommie, Emmer (above-the-line advertising) and Nelson Mandela Metropolitan University with Kaler Jonker, Groter Pronker (Truly SA) each received a silver Pendoring.
The popular Klipdrift-advertisement Vriendelike Frikkie (for Distell) was awarded the Mense se Doring for being voted the best liked Afrikaans advertisement this past decade by the public.
Besides all the Pendoring trophies that were awarded at the gala event, the winners of a number of other Pendoring competitions and promotions were also announced.
In the Ads24 promotion for creative agencies and design studios to show their mettle with Afrikaans and design in a T-shirt competition, Romano Cardinal of Lowe Bull, Cape Town received the award for best T-shirt design, while Heidi Kasselman of Lowe Bull, Johannesburg triumphed with the best copy on a T-shirt. Craig Murie of TBWA\Hunt Lascaris was the overall winner of the best T-shirt.
Lucky du Plessis and Tarryn Bezuidenhout of Volcano Advertising walked away with the laurels in the Pendoring rap competition for agencies and students, which won them a cruise on luxury liner from Cape Town to Walvis Bay.
For a complete list of winners visit www.pendoring.co.za