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:
| Silly Spender Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
Silver Title: Agency: Advertiser: Language:
| 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:
| AlmalWeet 7Films & Y&R South Africa Western Cape Government Afrikaans |
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Silver Title: Agency: Advertiser: Language:
| Pocket 7Films &The Make Beautiful Agency Channel O Zulu |
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Silver Title: Agency: Advertiser: Language:
| Krieket Lucan NetNuus Afrikaans |
Television, Film & Video Communication: Internet Video
Silver
Title: Agency: Advertiser: Language:
| Ag Shem Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
Television, Film & Video Crafts – Cinematography
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CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| 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:
| 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:
| Silly Spender Ogilvy& Mather Johannesburg MultiChoiceDStv Zulu |
Television, Film & Video Crafts –Special Visual Effects
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CRAFT CERTIFICATE Title: Agency: Advertiser: Languages:
| 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:
| Vat die Stof my Bra Black Khaki BUCO Hardware Buildware Afrikaans |
Original Afrikaans
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Silver Title: Agency: Advertiser: Language:
| 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:
| Campaign: Die toepvirtuinmaak Abnormal Group Gardening with Babylonstoren Afrikaans |
Communication Design: 3D& Environmental Design – Package & Industrial Design
Silver
Title: Agency: Advertiser: Language:
| Keldermeester-versameling Just Design Lanzerac Afrikaans |
Communication Design: Motion & Digital Graphic Design – Broadcast Design and Graphics
Silver
Title: Agency: Advertiser: Language:
| MTV Base Africa Channel Rebrand Fort Viacom/MTV Base Africa Zulu | |
Communication Design: Design Crafts – Illustration
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CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| Zam-Buk Pocket-sized Heritage J. Walter Thompson Johannesburg Zam-Buk Zulu |
Integrated campaign
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Gold Title: Agency: Advertiser: Language:
| The Ridge Abnormal Group Craft Homes Afrikaans |
Outdoor & Out-of-Home: Ambient and Alternative Media
Silver
Title: Agency: Advertiser: Language:
| Campaign: Bossies oorBaarde Newton’s Third Headcase Barbers International Afrikaans |
Print Communication: Newspaper Advertising
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Silver Title: Agency: Advertiser: Language:
| Campaign: Spasievir die hele gesin Abnormal Group Craft Homes Afrikaans |
Print Communication: Magazine Advertising
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Silver
Title: Agency: Advertiser: Language:
| Campaign: Kopseer Joe Public Adcock Ingram Afrikaans |
Print Communication: Indoor Posters
Silver Title: Agency: Advertiser: Language:
| 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:
| XXXL Chips FCB 1886 Steers Afrikaans
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Gold Title: Agency: Advertiser: Language:
| Zam-Buk Pocket-sized Heritage J. Walter Thompson Johannesburg Zam-Buk Zulu |
Radio Station Commercials
Gold
Title: Agency: Advertiser: Language:
| After Tears The Odd Number Brand South Africa Zulu
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Silver Title: Agency: Advertiser: Languages:
| Campaign: Valentines Ogilvy & Mather Johannesburg MultiChoiceDStv Sepedi, Zulu |
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Silver Title: Agency: Advertiser: Language:
| Campaign: Hy het daarvoorgevra Joe Public People Opposing Women Abuse Afrikaans |
Silver | |
Title: Agency: Advertiser: Language:
| Campaign: Valentine’s Day Inner Peace Joe Public Chicken Licken Zulu
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Gold | |
Title: Agency: Advertiser: Language:
| Campaign: AmagxabaAngay’zolo Joe Public Jet Zulu
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Gold Title: Agency: Advertiser: Language:
| Campaign: Hell’s Kitchen The Odd Number BBC Lifestyle Zulu |
Branded Content – Radio
Silver Title: Agency: Advertiser: Language:
| 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:
| Klink sooshardewerk BBDO Cape Town Coronation Afrikaans |
Radio Communication Crafts – Performance
Gold
Title: Agency: Advertiser: Language:
| After Tears The Odd Number Brand South Africa Zulu
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Gold Title: Agency: Advertiser: Language:
| Campaign: Hell’s Kitchen The Odd Number BBC Lifestyle Zulu |
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CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| Vat die Stof my Bra Black Khaki BUCO Hardware Buildware Afrikaans |
Radio Communication Crafts – Writing
CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| After Tears The Odd Number Brand South Africa Zulu |
CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| Campaign: Slegte Dag FCB Cape Town Blooms Apteek Afrikaans |
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CRAFT CERTIFICATE Title: Agency: Advertiser: Language:
| Campaign: Hell’s Kitchen The Odd Number BBC Lifestyle Zulu |
Retail Communication
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Silver Title: Agency: Advertiser: Language:
| GeCell C FCB 1886 & FCB Cape Town Cell C Afrikaans |
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Silver Title: Agency: Advertiser: Language:
| Silly Spender Ogilvy & Mather Johannesburg MultiChoiceDStv Zulu |
STUDENTS
Student Integrated Campaign
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Silver Title: Tertiary Institution: Students: Language:
| SuiwerbekSlingersous: RêkJouBêk in JouEieDialêk North West University Suné Potgieter, Grace Serfontein Afrikaans |
Student Print Communication
Silver
Title: Tertiary Institution: Student: Language:
| Campaign: Kalklig – Geslag&Gevangenis Stellenbosch Academy of Design and Photography Katherine Joubert Afrikaans |
Student Communication Design – Collateral Design
Silver Title: Tertiary Institution: Student: Language:
| 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:
| “Shibit! Soet en SuurGrafiesOntwerper” North West University Annemie van Vuuren Afrikaans |
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Silver Title: Tertiary Institution: Students: Language:
| 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:
| 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