The Afrikaans advertising industry’s Pendoring awards set a new record in 2012 with the biggest crop of entries of the past 15 years. The bumper crop of nearly 500 entries, according to Pendoring GM Franette Klerk, represents a jump of nearly 40% over last year.
The category Craft boasts the biggest increase in entries, a whopping 253%, followed by TV (+233%), which for the past few years was the stepchild among the categories in terms of entries, and Mixed Media Campaigns (+148%). Entries in both print and student categories increased by 55%.
“We are absolutely elated about this positive trend, given the tough economic environment. Interestingly enough, it was not the introduction this year of a R20,000 cash prize for the overall winner in the category Truly South African that actually drove the increase, but the Afrikaans entries themselves. This just shows that, as an advertising language, Afrikaans is as sharp as ever,’ says Klerck.
Because of the increase in the number of entries, judging under the chairmanship of overseas judge Antoine Houtsma, executive creative head of Joe Public in Amsterdam, had to be extended. It is due to take place at Mediapark in Aucklandpark later this week.
The other members of the esteemed judging panel are: Ryan Barkhuizen (art director, FoxP2), Anthony de Klerk (head of art direction, Draftfcb, Cape Town), Coenie de Villiers (director, Brandwealth), Este du Plessis (creative group head, Net#work BBDO), Hanlie Kriel (creative director, Trigger/Isobar), Marcelle Labuschagne (freelance – art direction and design), Pepe Marais (executive creative director, Joe Public), Festus Masekwameng (creative director, 76-MotherRussia), Morne Strydom (creative director, Etiket), Mandie van der Merwe (senior art director, Black River FC), Deon Wiggett (freelance copy writer) and Renier Zandberg (group creative director, TBWA\Hunt Lascaris).
The specialist judges are Romano Cardinal (Bester Burke Slingers – Students), Marcus Mashapalo (art director, DDB –Truly South African), Neo Mashigo (executive creative director, Draftfcb Cape Town –Truly South African) and Khaya Dlanga (senior communications manager, content excellence, Coca-Cola SA – Truly South African).
In the meantime no stone will be left unturned to ensure that Pendoring’s very first glittering awards ceremony in Cape Town since its inception18 years ago is a resounding success that will rock the Mother City to its core, says Klerck. Booking is progressing well and only a few tickets are still available.
Not only will the cream of the advertising crop be awarded in style at the event and guests treated to a five-star meal and goodie bags filled with gifts from sponsors and partners, entertainment by some of South Africa’s most popular artists and groups such as Afrikaaps, Bittereinder, Gugulethu Tenors, Jack Parow and Sterling EQ will give true meaning to Pendoring’s slogan “Vat Oor’.
Like last year, guests can have their photos taken at the Jacaranda 94.2 photo booth, capturing the fun-filled ambience of the event, and have it developed right away.
As usual, the fun and games will continue in top gear after the official proceedings at the ever popular MK Pendoring afterparty at The Assembly, where young and old will be able to party the night away with Jack Parow and Bittereinder.
Tickets to the Pendoring awards evening on 21 September at the CTICC are available from Corrie le Roux (corrie@vibrantmedia.co.za or 011 880 5202).
For more information, visit www.pendoring.co.za.
