When making Afrikaans ads, the SA ad industry often translates the idea and copy directly from the English version.
Ads24′s annual Think Afrikaans campaign is a reminder to the industry to think in Afrikaans when communicating to Afrikaans consumers. Even though it is the youngest official language in the world, it has a â€˜100-something-yearâ€™ spoken heritage and is more widely spoken in South Africa than English. Ads conceptualised in Afrikaans will speak directly to the hearts, minds or sense of humour of this highly lucrative market.
To inspire creatives within ad agencies and colleges to embrace this idea, the Afrikaans newspaper titles that Ads24 represents – Beeld, Die Burger, Rapport, Son op Sondag, Volksblad and Sake24.com – invite professionals and students to enter a Think Afrikaans T-shirt design competition.
The theme for this year’s competition is ‘Celebrate your heritage’ and entrants are asked to celebrate local heritage brands in their T-shirt designs. In their call-for-entry campaign, Ads24 has chosen to honour Ouma and Cerebos as two brands synonymous with Afrikaans heritage. These creative executions have been sent out to advertising agencies and advertising and design schools nationwide as examples of what they’re looking for.
The winner of the competition will be announced at the Pendoring Awards, rewarding exceptional Afrikaans advertising, in Cape Town in September, and will an Apple MacBook Pro,Â new iPad or Apple iPhone 4S.