- Pendoring
Pendoring 2017 winners: South Africa’s indigenous languages tops!
Updated: Apr 18, 2019
VIVA South Africa’s vernacular languages! For the second year running, the advertising agency, The Odd Number in Johannesburg, walked away with Pendoring’s sought-after Umpetha Award for the best advertisement in an indigenous language, excluding Afrikaans. And unlike last year, when The Odd Number had to share the Umpetha award, this year it was the sole Umpetha winner.
The Odd Number’s winning campaign (in Zulu), titled Hell’s Kitchen, was created for BBC Lifestyle.
The big surprise of the evening was the judges’ decision to award a once-off prize for an outstanding Afrikaans Public Service advertisement. 7Films and Y&R South Africa took the laurels for their TV-advertisement, Everybody Knows, for the Western Cape Government. The judges sang the praises of the off-beat, humorous approach in this campaign against drunk driving in South Africa.
To the contrary, this year’s Afrikaans entries fell short of the judges’ expectations, hence there was no Prestige Award winner. Both the Umpetha and the Prestige Awards comprise an overseas study trip worth R100 000 each. Gold winners each received R6 000 and a gold Pendoring trophy, while silver winners walked away with R2 500 each and a silver Pendoring trophy. Gold craft winners received R3 000 each as well as a gold Pendoring trophy.
Like in the professional categories, the student categories produced only one overall winner, also in a non-Afrikaans language. Taurai Valerie Mtake of the Greenside Design Center College of Design impressed the judges with her Ndebele entry titled Reviving the Bantu Symbol Writing into contemporary visual culture. This was also the only student entry that took gold.
As the overall student winner, Mtake received R16 000: R10 000 as overall winner and R6 000, as well as a gold Pendoring trophy. Silver student winners each received R2 500 and a silver Pendoring trophy.
All the gold and silver category winners will also receive Pendoring certificates which will be delivered at their agencies in due course.
The 2017 Pendoring winners were announced in front of a packed and appreciative audience at the glittering annual awards evening at Vodacom World in Midrand last night (Friday, 27 October 2017). The event was a truly South African celebration of creativity, rewarding work with unique local insights and showcasing the richness and versatility of our mother tongues.
The evening’s entertainment by some of the country’s top performers and groups, including the comedian Pietman die Skot, SA’s Got Talent winner DJ Arch Jr, the rap/hip-hop group Bittereinder along with the SAMA-nominated rapper Zubz, the guitar-and-violin duo DECA and The Voice star, Sofaya, also had the audience on their feet.
Like so often in the past, the quality of the entries in the category radio station advertisements, including radio craft, endlessly impressed the judges, with the result that no fewer than 5 gold and 3 silver trophies were awarded.
Likewise, entries in the TV category, including TV craft, also sparkled, according to the judges. Besides 2 gold Pendorings, 5 silver trophies were awarded. Overall the craft entries were razor sharp and besides 3 gold craft awards (2 in the radio and 1 in the TV category), 11 craft certificates were awarded.
The category Original Afrikaans produced 1 silver award.
Altogether, 11 gold and 24 silver trophies were awarded on the evening: 10 golds to professional agencies and 1 gold Pendoring in the student category, with 19 silvers to professional agencies and 5 silver to students.
Of the 10 gold Pendorings that were awarded to agencies, The Odd Number walked away with 4, followed by J. Walter Thompson and 7Films/Y&R South Africa with 2 each. Joe Public and Abnormal Group were each awarded 1 gold Pendoring.
In terms of silver, Joe Public and Ogilvy & Mather Johannesburg each took 4, followed by Abnormal Group, Black Khaki and FCB 1886 with 2 each and FCB Cape Town, Just Design, Fort, Newton’s Third, Lucan, 7Films & The Make Beautiful Agency with 1 silver each.
Besides the single gold trophy in the student category that went to Greenside Design Center College of Design, silver was awarded to: Northwest University (2), Stellenbosch Academy of Design (2) and Red & Yellow School of Logic and Magic (Cape Town) (1).
With the exception of the design categories, the other student categories did not produce its usual sterling crop, the judges unanimously agreed.
ALL THE 2017 PENDORING WINNERS
Television/Cinema Commercials (with a production budget exceeding R1 million)
SILVER
Title: Silly Spender
Agency: Ogilvy & Mather Johannesburg
Advertiser: MultiChoice DStv
Language: Zulu
SILVER
Title: Vat die Stof my Bra
Agency: Black Khaki
Advertiser: BUCO Hardware Buildware
Language: Afrikaans
Television/Cinema Commercials (with a production budget under R1 million)
GOLD
Title: Everybody Knows
Agency: 7Films, Y&R South Africa
Advertiser: Western Cape Government
Language: Afrikaans
SILVER
Title: Pocket
Agency: 7Films & The Make Beautiful Agency
Advertiser: Channel O
Language: Zulu
SILVER
Title: Krieket
Agency: Lucan
Advertiser: NetNuus
Language: Afrikaans
Television, Film & Video Communication: Internet Video
SILVER
Title: Ag Shem
Agency: Ogilvy & Mather Johannesburg
Advertiser: MultiChoice DStv
Language: Zulu
Television, Film & Video Crafts – Cinematography
CRAFT CERTIFICATE
Title:Vat die Stof my Bra
Agency:Black Khaki
Advertiser:BUCO Hardware Buildware
Language:Afrikaans
Television, Film & Video Crafts – Direction
GOLD
Title:Everybody Knows
Agency:7Films, Y&R South Africa
Advertiser:Western Cape Government
Language:Afrikaans
Television, Film & Video Crafts – Performance
CRAFT CERTIFICATE
Title:Silly Spender
Agency:Ogilvy & Mather Johannesburg
Advertiser:MultiChoice DStv
Language:Zulu
Television, Film & Video Crafts - Special Visual Effects
CRAFT CERTIFICATE
Title:Campaign: iWyze takes control when you can’t
Agency:Joe Public
Advertiser:iWyze
Languages:Afrikaans, Zulu
Television, Film & Video Crafts – Writing
CRAFT CERTIFICATE
Title:Vat die Stof my Bra
Agency:Black Khaki
Advertiser:BUCO Hardware Buildware
Language:Afrikaans
Original Afrikaans
SILVER
Title:Vat die Stof my Bra
Agency:Black Khaki
Advertiser:BUCO Hardware Buildware
Language:Afrikaans
Communication Design: Brand Identity & Collateral Design - Posters and Billboards
SILVER
Title:Campaign: Die toep vir tuinmaak
Agency:Abnormal Group
Advertiser:Gardening with Babylonstoren
Language:Afrikaans
Communication Design: 3D & Environmental Design - Package & Industrial Design
SILVER
Title:Keldermeester-versameling
Agency:Just Design
Advertiser:Lanzerac
Language:Afrikaans
Communication Design: Motion & Digital Graphic Design - Broadcast Design and Graphics
SILVER
Title:MTV Base Africa Channel Rebrand
Agency:Fort
Advertiser:Viacom/MTV Base Africa
Language:Zulu
Communication Design: Design Crafts – Illustration
CRAFT CERTIFICATE
Title:Zam-Buk Pocket-sized Heritage
Agency:J. Walter Thompson Johannesburg
Advertiser:Zam-Buk
Language:Zulu
Integrated campaign
GOLD
Title:The Ridge
Agency:Abnormal Group
Advertiser:Craft Homes
Language:Afrikaans
Outdoor & Out-of-Home: Ambient and Alternative Media
SILVER
Title:Campaign: Bossies oor Baarde
Agency:Newton's Third
Advertiser:Headcase Barbers International
Language:Afrikaans
Print Communication: Newspaper Advertising
SILVER
Title:Campaign: Spasie vir die hele gesin
Agency:Abnormal Group
Advertiser:Craft Homes
Language:Afrikaans
Print Communication: Magazine Advertising
SILVER
Title:Campaign: Kopseer
Agency:Joe Public
Advertiser:Adcock Ingram
Language:Afrikaans
Print Communication: Indoor Posters
SILVER
Title:XXXL Chips
Agency:FCB 1886
Advertiser:Steers
Language:Afrikaans
GOLD
Title:Zam-Buk Pocket-sized Heritage
Agency:J. Walter Thompson Johannesburg
Advertiser:Zam-Buk
Language:Zulu
Print Communication: Outdoor & Out of Home Crafts - Art Direction
CRAFT CERTIFICATE
Title:XXXL Chips
Agency:FCB 1886
Advertiser:Steers
Language:Afrikaans
GOLD
Title:Zam-Buk Pocket-sized Heritage
Agency:J. Walter Thompson Johannesburg
Advertiser:Zam-Buk
Language:Zulu
Radio Station Commercials
GOLD
Title:After Tears
Agency:The Odd Number
Advertiser:Brand South Africa
Language:Zulu
SILVER
Title:Campaign: Valentines
Agency:Ogilvy & Mather Johannesburg
Advertiser:MultiChoice DStv
Language:Sepedi, Zulu
SILVER
Title:Campaign: Hy het daarvoor gevra
Agency:Joe Public
Advertiser:People Opposing Women Abuse (POWA)
Language:Afrikaans
SILVER
Title:Campaign: Valentine’s Day Inner Peace
Agency:Joe Public
Advertiser:Chicken Licken
Language:Zulu
GOLD
Title:Campaign: Amagxaba Angay’zolo
Agency:Joe Public
Advertiser:Jet
Language:Zulu
GOLD
Title:Campaign: Hell’s Kitchen
Agency:The Odd Number
Advertiser:BBC Lifestyle
Language:Zulu
Branded Content – Radio
SILVER
Title:Zazi Mother's Day Dedication
Agency:Joe Public
Advertiser:Centre for Communication Impact
Language:Zulu
Radio Communication Crafts - Original Music and Sound Design
CRAFT CERTIFICATE
Title:Klink soos harde werk
Agency:BBDO Cape Town
Advertiser:Coronation
Language:Afrikaans
Radio Communication Crafts – Performance
GOLD
Title:After Tears
Agency:The Odd Number
Advertiser:Brand South Africa
Language:Zulu
GOLD
Title:Campaign: Hell’s Kitchen
Agency:The Odd Number
Advertiser:BBC Lifestyle
Language:Zulu
CRAFT CERTIFICATE
Title:Vat die Stof my Bra
Agency:Black Khaki
Advertiser:BUCO Hardware Buildware
Language:Afrikaans
Radio Communication Crafts – Writing
CRAFT CERTIFICATE
Title:After Tears
Agency:The Odd Number
Advertiser:Brand South Africa
Language:Zulu
CRAFT CERTIFICATE
Title:Campaign: Slegte Dag
Agency:FCB Cape Town
Advertiser:Blooms Apteek
Language:Afrikaans
CRAFT CERTIFICATE
Title:Campaign: Hell’s Kitchen
Agency:The Odd Number
Advertiser:BBC Lifestyle
Language:Zulu
Retail Communication
SILVER
Title:GeCell C
Agency:FCB 1886 & FCB Cape Town
Advertiser:Cell C
Language:Afrikaans
SILVER
Title:Silly Spender
Agency:Ogilvy & Mather Johannesburg
Advertiser:MultiChoice DStv
Language:Zulu
Students
Student Integrated Campaign
SILVER
Title:Suiwerbek Slingersous: Rêk Jou Bêk in Jou Eie Dialêk
Tertiary Institution:North West University
Students:Suné Potgieter, Grace Serfontein
Language:Afrikaans
Student Print Communication
SILVER
Title:Campaign: Kalklig – Geslag & Gevangenis
Tertiary Institution:Stellenbosch Academy of Design and Photography
Student:Katherine Joubert
Language:Afrikaans
Student Communication Design – Collateral Design
SILVER
Title:Wild op jou voorstoep
Tertiary Institution:Stellenbosch Academy of Design and Photography
Student:Susan Duvenage
Language:Afrikaans
Student Communication Design – Logos and Identity Programmes
SILVER
Title:“Shibit! Soet en Suur Grafies Ontwerper”
Tertiary Institution:North West University
Student:Annemie van Vuuren
Language:Afrikaans
SILVER
Title:Umoya by DJ Zinhle
Tertiary Institution:Red & Yellow School of Logic and Magic
Students:Nick Pollet, Olehile Losaba
Language:Zulu
Student Communication Design – Publication Design
GOLD
Title:Reviving the “Bantu Symbol Writing” into contemporary visual culture
Tertiary Institution:Greenside Design Center College of Design
Student:Taurai Valerie Mtake
Language:Ndebele
Special Awards Overall Student Winner
Student:Taurai Valerie Mtake
Category:Student Communication Design – Publication Design
Title:Reviving the “Bantu Symbol Writing” into contemporary visual cultureTertiary
Institution:Greenside Design Center College of Design
Language:Ndebele
Umpetha Award
Agency:The Odd Number
Category:Radio Station AdvertisementsTitle:
Campaign: Hell’s KitchenAdvertiser:BBC LifestyleLanguage:Zulu
Public Service Award
Agency:7Films, Y&R South AfricaCategory:Television advertisement (with a production budget under R1 million)Title:Everybody KnowsAdvertiser:Western Cape GovernmentLanguage:Afrikaans
No Prestige Award
Pendoring would like to thank the following sponsors and partners:
Platinum: ATKV, kykNET, Netwerk24, Toyota
Gold: Virseker
Silver: Caxton Community Newspapers, Huisgenoot, Mzansi Magic, Rapport, VIA TV
Bronze: Ads24, Kuier, OFM
Partners: e-Vati Mineral Water, Leopard’s Leap Wines, Marklives.com, Maroela Media, Newsclip, Richelieu
Online-partner: Bizcommunity.com