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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

StudentsStudent 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

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