The prize of a R50,000 overseas study trip is the main focus of this year’s Pendoring campaign which launches nationally today.
According to the Pendoring Advertising Awards GM Franette Klerck the 2011 campaign highlights the uniqueness of Pendoring insofar as it’s the only advertising competition in the country with significant cash prizes, an overseas study trip for the overall winner and a bursary for the overall student winner.
“What makes Pendoring even more exciting and attractive this year, is the fact that the prize money for the overall winner has been increased from R25 000 to R50 000. The campaign also demonstrates most aptly how Pendoring enables the Prestige winner not only to study in far-flung countries across the world, but also to thoroughly enjoy the experience.’
To drive this point home last year’s Prestige winners and part of the creative team of this year’s campaign, Renier Zandberg (creative director) and Nico Botha (copy writer) of Ogilvy Johannesburg, plan to show and tell the whole world through a blog/Facebook/Twitter/YouTube, how they’re “jolling’ and “rolling’ in New York when they leave for the Golden Apple at the beginning of July to hone their advertising skills as part of their prize in 2010.
“Hopefully this first-hand interactive exercise will inspire the entire advertising industry to follow our comings and goings, obviously resulting in a huge pile of Pendoring entries this year,’ says Zandberg.
In a series of three posters aimed at luring entries from the industry, the overall Pendoring winner shows how he revels like a born rock star in New York, Paris and Amsterdam, asking his chum in the process to take a quick snap shot on a roof in New York, a couch in Paris and among the tulips in Amsterdam.
A fourth execution aimed at clients and advertisers, shows a proud baker whose dreams were realised, thanks to the more than R2 million free advertising space/air time for the client of the overall winning advertisement. This year, once again, R2.2 million free advertising space/air time is up for grabs for the client/company of the overall winning advertisement.
“The message we would like to drive home through the 2011 campaign, is that anyone – from old to young – who’s creative and imaginative, can win these big prizes, hence the use of ordinary people instead of models in the four executions,’ Zandberg explains.
According to him the biggest challenge was to portray the different urban settings as authentically and naturally as possible. “We purposely avoided a glossy advertising look and feel, and with the multi-awarded photographer David Prior on board, the end result was exactly what we were looking for.’
Besides the poster series and a number of radio spots, the campaign theme is also extended to the redesigned website at www.pendoring.co.za. In addition, the integrated Pendoring campaign includes T-shirts as well as a viral and TV advertisement, filmed by director by Lourens van Rensburg.
“To have had the opportunity of working on the 2011 Pendoring campaign, was just great. And to work with people who allow you so much creative freedom, was really cool. We certainly didn’t experience the campaign as work, only as fun and games – at the shoots we laughed from morning to night. Afrikaans is our taal and we could just let go,’ stress Botha and Zandberg.
The Ogilvy Johannesburg creative team are: Mariana O’Kelly (creative director), Renier Zandberg (art director), Nico Botha (copy writer), Alettie Marx (designer), Katinka Slabbert (client service), Maree Hofmeyr and Esme de Mirande (producers), David Prior (photographer) and Lourens van Rensburg (director).
The closing date for entries is 15 August. Judging takes place in September and the awards evening at Vodaworld, Midrand is on 21 October 2011.
