Afrikaans, Zulu, Sephedi and Ndebele all featured in the winning entries of this year’s Pendoring Awards, a celebration of vernacular creativity.
The big winner this year was advertising agency The Odd Number in Johannesburg, who for the second year in a row, walked away with the Umpetha Award for the best advertisement in an indigenous language, excluding Afrikaans (though last year it was shared, they were the sole winner this year).
The agency won for their Zulu campaign, Hell’s Kitchen, which was created for BBC Lifestyle.
A surprise award
The judges’ decision to award a once-off prize for an outstanding Afrikaans Public Service advertisement was a surprise on the night. This was given to 7Films and Y&R South Africa for their TV-advertisement, Everybody Knows, for the Western Cape Government.
Negatives of the awards this year were that, firstly, no Prestige Award winner was named and the judges felt a lot of work needed to be done with students in this field. One judge labelled the student entries as “lacking quality and depth”, something that should be a definite concern for the industry!
Here are all the winners of this year’s Pendoring Awards:
Television/Cinema Commercials (with a production budget exceeding R1million)
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| Silver
Title: Agency: Advertiser: Language:
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Silly Spender
Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
| Silver
Title: Agency: Advertiser: Language:
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Vat die Stof my Bra
Black Khaki BUCO Hardware Buildware Afrikaans |
Television/Cinema Commercials (with a production budget under R1million)
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| Gold
Title: Agency: Advertiser: Language:
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AlmalWeet
7Films & Y&R South Africa Western Cape Government Afrikaans |
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| Silver
Title: Agency: Advertiser: Language:
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Pocket
7Films &The Make Beautiful Agency Channel O Zulu |
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| Silver
Title: Agency: Advertiser: Language:
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Krieket
Lucan NetNuus Afrikaans |
Television, Film & Video Communication: Internet Video
| Silver
Title: Agency: Advertiser: Language:
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Ag Shem Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
Television, Film & Video Crafts – Cinematography
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Vat die Stof my Bra Black Khaki BUCO Hardware Buildware Afrikaans |
Television, Film & Video Crafts – Direction
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| Gold
Title: Agency: Advertiser: Language:
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Everybody Knows
7Films & Y&R South Africa Western Cape Government Afrikaans |
Television, Film & Video Crafts – Performance
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Silly Spender Ogilvy& Mather Johannesburg MultiChoiceDStv Zulu |
Television, Film & Video Crafts –Special Visual Effects
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Languages:
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Campaign: iWyze takes control when you can’t Joe Public iWyze Afrikaans, Zulu |
Television, Film & Video Crafts – Writing
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Vat die Stof my Bra
Black Khaki BUCO Hardware Buildware Afrikaans |
Original Afrikaans
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| Silver
Title: Agency: Advertiser: Language:
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Vat die Stof my Bra
Black Khaki BUCO Hardware Buildware Afrikaans |
Communication Design: Brand Identity & Collateral Design – Posters and Billboards
| Silver
Title: Agency: Advertiser: Language:
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Campaign: Die toepvirtuinmaak Abnormal Group Gardening with Babylonstoren Afrikaans |
Communication Design: 3D& Environmental Design – Package & Industrial Design
| Silver
Title: Agency: Advertiser: Language:
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Keldermeester-versameling Just Design Lanzerac Afrikaans |
Communication Design: Motion & Digital Graphic Design – Broadcast Design and Graphics
| Silver
Title: Agency: Advertiser: Language:
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MTV Base Africa Channel Rebrand Fort Viacom/MTV Base Africa Zulu |
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Communication Design: Design Crafts – Illustration
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Zam-Buk Pocket-sized Heritage J. Walter Thompson Johannesburg Zam-Buk Zulu |
Integrated campaign
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| Gold
Title: Agency: Advertiser: Language:
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The Ridge
Abnormal Group Craft Homes Afrikaans |
Outdoor & Out-of-Home: Ambient and Alternative Media
| Silver
Title: Agency: Advertiser: Language:
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Campaign: Bossies oorBaarde Newton’s Third Headcase Barbers International Afrikaans |
Print Communication: Newspaper Advertising
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| Silver
Title: Agency: Advertiser: Language:
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Campaign: Spasievir die hele gesin
Abnormal Group Craft Homes Afrikaans |
Print Communication: Magazine Advertising
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| Silver
Title: Agency: Advertiser: Language:
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Campaign: Kopseer Joe Public Adcock Ingram Afrikaans |
Print Communication: Indoor Posters
| Silver
Title: Agency: Advertiser: Language:
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XXXL Chips FCB 1886 Steers Afrikaans
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| Gold
Title: Agency: Advertiser: Language:
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Zam-Buk Pocket-sized Heritage J. Walter Thompson Johannesburg Zam-Buk Zulu |
Print Communication: Outdoor & Out of Home Crafts – Art Direction
| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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XXXL Chips FCB 1886 Steers Afrikaans
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| Gold
Title: Agency: Advertiser: Language:
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Zam-Buk Pocket-sized Heritage
J. Walter Thompson Johannesburg Zam-Buk Zulu |
Radio Station Commercials
| Gold
Title: Agency: Advertiser: Language:
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After Tears The Odd Number Brand South Africa Zulu
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| Silver
Title: Agency: Advertiser: Languages:
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Campaign: Valentines
Ogilvy & Mather Johannesburg MultiChoiceDStv Sepedi, Zulu |
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| Silver
Title: Agency: Advertiser: Language:
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Campaign: Hy het daarvoorgevra
Joe Public People Opposing Women Abuse Afrikaans |
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Silver |
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| Title:
Agency: Advertiser: Language:
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Campaign: Valentine’s Day Inner Peace
Joe Public Chicken Licken Zulu
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Gold |
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Agency: Advertiser: Language:
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Campaign: AmagxabaAngay’zolo
Joe Public Jet Zulu
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| Gold
Title: Agency: Advertiser: Language:
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Campaign: Hell’s Kitchen
The Odd Number BBC Lifestyle Zulu |
Branded Content – Radio
| Silver
Title: Agency: Advertiser: Language:
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Zazi Mother’s Day Dedication
Joe Public Centre for Communication Impact Zulu |
Radio Communication Crafts – Original Music and Sound Design
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Klink sooshardewerk
BBDO Cape Town Coronation Afrikaans |
Radio Communication Crafts – Performance
| Gold
Title: Agency: Advertiser: Language:
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After Tears
The Odd Number Brand South Africa Zulu
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| Gold
Title: Agency: Advertiser: Language:
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Campaign: Hell’s Kitchen
The Odd Number BBC Lifestyle Zulu |
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Vat die Stof my Bra Black Khaki BUCO Hardware Buildware Afrikaans |
Radio Communication Crafts – Writing
| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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After Tears The Odd Number Brand South Africa Zulu |
| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Campaign: Slegte Dag
FCB Cape Town Blooms Apteek Afrikaans |
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| CRAFT CERTIFICATE
Title: Agency: Advertiser: Language:
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Campaign: Hell’s Kitchen
The Odd Number BBC Lifestyle Zulu |
Retail Communication
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| Silver
Title: Agency: Advertiser: Language:
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GeCell C
FCB 1886 & FCB Cape Town Cell C Afrikaans |
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| Silver
Title: Agency: Advertiser: Language:
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Silly Spender
Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
STUDENTS
Student Integrated Campaign
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| Silver
Title: Tertiary Institution: Students: Language:
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SuiwerbekSlingersous: RêkJouBêk in JouEieDialêk
North West University Suné Potgieter, Grace Serfontein Afrikaans |
Student Print Communication
| Silver
Title: Tertiary Institution: Student: Language:
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Campaign: Kalklig – Geslag&Gevangenis Stellenbosch Academy of Design and Photography Katherine Joubert Afrikaans |
Student Communication Design – Collateral Design
| Silver
Title: Tertiary Institution: Student: Language:
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Wild op jouvoorstoep
Stellenbosch Academy of Design and Photography Susan Duvenage Afrikaans |
Student Communication Design – Logos and Identity Programmes
| Silver
Title: Tertiary Institution: Student: Language:
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“Shibit! Soet en SuurGrafiesOntwerper” North West University Annemie van Vuuren Afrikaans |
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| Silver
Title: Tertiary Institution: Students: Language:
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Umoya by DJ Zinhle
Red & Yellow School of Logic and Magic Nick Pollet, OlehileLosaba Zulu |
Student Communication Design – Publication Design
| Gold
Title: Tertiary Institution: Student: Language:
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Reviving the “Bantu Symbol Writing” into contemporary visualculture Greenside Design CenterCollege of Design Taurai Valerie Mtake Ndebele
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SPECIAL AWARDS
OVERALL STUDENT WINNER
Student: Taurai Valerie Mtake
Category: Student Communication Design– Publication Design
Title: Reviving the “Bantu Symbol Writing” into contemporary visual culture
TertiaryInstitution: Greenside DesignCenterCollege of Design
Language: Ndebele
UMPETHA AWARD
Agency: The OddNumber
Category: Radio StationAdvertisements
Title: Campaign: Hell’sKitchen
Advertiser: BBC Lifestyle
Language: Zulu
PUBLIC SERVICE AWARD
Agency: 7Films, Y&R South Africa
Category: Televisionadvertisement (withaproductionbudgetunder R1 million)
Title: Almal weet
Advertiser: Western CapeGovernment
Language: Afrikaans
To see the live tweets that were posted during the Awards, follow Michael Bratt on Twitter @MichaelBratt8
