Draftfcb strikes gold and silver Pendoring bonanza

Draftfcb (Johannesburg and Cape Town) not only paid attention to this year’s clarion call for the Pendoring campaign (Don’t neglect the Taal!); this advertising group walked away with handfuls of gold and silver Pendoring trophies at the prestigious fifteenth award ceremony of the Pendoring Advertising Awards for excellent Afrikaans and South African advertising.

With nine gold and two silver Pendorings in the bag, Draftfcb Johannesburg this year walked away with the biggest crop of Pendorings. Draftfcb Cape Town followed with three gold, which brought the agency’s tally to a whopping 12 gold and two silver Pendoring Awards.

This glorious celebration of excellence, which took place at Vodaworld, Midrand, on Friday evening, 18 September to honour the cream of the Afrikaans advertising crop, was once again a gathering like no other! And to crown it all, the most Pendoring trophies ever – 19 gold and 12 silver – were awarded to the agency and student winners at this gala event.

The rugby “heroes” Jan & Elton not only brought victory for the Springboks, but also for Draftfcb Johannesburg and its client, Vodacom. The two TV spots featuring these popular characters walked away with gold in the TV category, and to crown it all Jan also won the sought-after Prestige Award, Pendoring’s highest honour.

In addition Jan and Jan & Elton were also awarded gold in the category Truly South African – TV, with another gold Pendoring for the latter in the category advertising: mixed media campaign (above-the-line). And the cherry on top was when singer/actor Robbie Wessels was honoured as the best performing artist in these two advertisements.

Entries in the TV category Truly South African were of such a high standard that the judges also awarded a gold Pendoring to Ogilvy Johannesburg for its Zulu advertisements Skop for KFC.

Draftfcb Johannesburg’s jolly radio spot for Nando’s titled Name won in no two categories: radio and Original Afrikaans.

More gold awaited this Johannesburg agency in the radio category for the Toyota ad Afrienglish, while another Toyota ad, Tannie Emsie, walked away with a silver Pendoring. In the category best jingle/expression/concept/heading, Draftfcb Johannesburg’s TV ad for Vodacom with the heading Are you free; or are you dom? was awarded a silver.

Draftfcb Cape Town triumphed in the newspaper category with its advertisement Dawid & Goliat, while gold went The Jupiter Drawing Room for its advertisement Bonded by blonde. Draftfcb Cape Town’s coffee cup wraps for Die Burger also walked away with gold in the section experiential marketing for its entry Coffee Wraps in the direct marketing and promotion category. In this category TBWA\Tequila’s entry for Auto Trader titled Oesmatjie won silver.

The entry Matiesous for Klipdrift brought Draftfcb Cape Town its third gold Pendoring, in the outdoor category.

In the magazine category Saatchi & Saatchi Cape Town received a gold Pendoring for its advertisement for the Afrikaans edition of Sports Illustrated, titled Sport Ikone, while Joe Public received a silver for its Ocean Basket ad Maklike Sushi.

Pendoring itself could boast a gold and a silver Pendoring trophy. In the experiential marketing section its 2008 Pendoring advertising online campaign walked away with a gold, while the print campaign in 2008 with Patricia Lewis and Steve Hofmeyr was awarded a silver in the Truly South African category: print advertisements. In this category Black River FC also took silver for its MINI campaign AIRyobaness and Abuti bulu roof.

The poster titled Pinkie (for the Checkers wine route) by NINETY9CENTS Communications in Cape Town took a silver in this category.

The category online and experiential mixed-media category had no winners.

In the student category, advertising above-the-line, the advertising school Red & Yellow of Cape Town walked away with gold for the National Lottery’s ad titled Doen net wat jy wil met jou bokke while the AAA School of Advertising took a silver with its Pendoring campaign.

VEGA The Brand Communications School’s entry for the Nelson Mandela Children’s Hospital, titled A Family Dedicated to Care was awarded gold in the Truly South African category for students, while the AAA School of Advertising took silver for its Cadbury campaign, Milk tart/Malva pudding/Cheesecake choco and North West University’s Potchefstroom Campus for its ATKV campaign Kraanvoël/ Perdeby/Ystervark.

In the category for digital media, North West University’s Potchefstroom Campus not only won gold with its entry Riemtelegram, but it was also crowned the overall student winner. This university also received a silver for its entry Bevonk! in the student category: mixed media campaigns, as well as for its ATKV campaign, Out of the Horse’s Mouth in the Truly South African category.

Click more for all the winners.

ALL THE WINNERS

  • ADVERTISING (ABOVE THE LINE)

    Television/Cinema

    Gold

    Title: Jan
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Rugby

    Gold

    Title: Jan & Elton
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Rugby

    Radio/ Jingles

    Gold

    Title: Afrienglish
    Company: Draftfcb Johannesburg
    Client: Toyota
    Product/service: Prius

    Gold

    Title: Name
    Company: Draftfcb Johannesburg
    Client: Nando’s
    Product/service: Combo

    Silver

    Title: Tannie Emsie
    Company: Draftfcb Johannesburg
    Client: Toyota
    Product/service: Hilux

    Newspapers

    Gold

    Title: Dawid en Goliat
    Company: Draftfcb Kaapstad
    Client: Die Burger
    Product/service: Die Burger Newspaper

    Silver

    Title: Bonded by Blonde
    Company: The Jupiter Drawing Room Johannesburg
    Client: Sasol
    Product/service: Springbok Rugby Sponsorship

    Magazines

    Gold

    Title: Sport Ikone
    Company: Saatchi & Saatchi Kaapstad
    Client: Sports Illustrated
    Product/service: Sports Illustrated Afrikaanse edition

    Silver

    Title: Maklike Sushi
    Company: Joe Public
    Client: Ocean Basket
    Product/service: Sushi

    Posters

    Silver

    Title: Pinkie
    Company: NINETEY9 CENTS
    Client: Checkers
    Product/service: Checkers Wine Route

    Outdoor

    Gold

    Title: Matiesous
    Company: Draftfcb Kaapstad
    Client: Klipdrift
    Product/service: Klipdrift Export Brandy

    Advertising: Mixed- media Campaign (above the line)

    Gold

    Title: Jan & Elton
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Rugby
  • COMMUNICATION DESIGN

    Gold

    Title: MK Bruce Lee
    Company: The President
    Client: MK Bruce Lee issues 2 & 3
  • EXPERIENTIAL MARKETING

    Direct Marketing and Promotions

    Gold

    Title: Die Burger Koffie ‘wraps’
    Company: Draftfcb Kaapstad
    Client: Die Burger
    Product/service: Die Burger Newspaper

    Silver

    Title: Oesmatjie
    Company: TBWA\Tequila Johannesburg
    Client: Auto Trader
    Product/service: Commercial Trader

    Digital Media

    Gold

    Title: Pendoring 2008
    Company: Saatchi & Saatchi Kaapstad
    Client: Pendoring-reklametoekennings
    Product/service: Entry campaign
  • GENERAL

    Best pay- off line/ expression/concept/heading

    Silver

    Title: Are you free, or are you dom?
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Night Owl

    Original Afrikaans

    Gold

    Title: Name
    Company: Draftfcb Johannesburg
    Client: Nando’s
    Product/service: Combo

    Truly South African – Television

    Gold

    Title: Jan
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Rugby

    Gold

    Title: Jan & Elton
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Rugby

    Gold

    Title: Skop
    Company: Ogilvy Johannesburg
    Client: KFC
    Product/service: Streetwise 2 Brand

    Truly South African Radio

    Gold

    Title: Bua FM2
    Company: Draftfcb Johannesburg
    Client: Vodacom
    Product/service: Vodacom Music Station

    Truly South African – Print

    Silver

    Title: Abunti bulu roof, AlRyobaness (campaign)
    Company: Black River F.C.
    Client: MINI
    Product/service: Convertible

    Silver

    Title: Patricia Lewis, Steve Hofmeyr (campaign)
    Company: Saatchi & Saatchi Kaapstad
    Client: Pendoring Advertising Awards
    Product/service: 2008 Pendoring campaign
  • STUDENT ENTRIES

    Advertising (above the line)

    Gold

    Title: Doen net wat jy wil met jou bokke (troon)
    Tertiary Institution: The Red & Yellow School of Advertising
    Client: National Lottery
    Product/Service: National Lottery

    Silver

    Title: Kraanvoël, Perdeby, Ystervark (campaign)
    Tertiary Institution: AAA School of Advertising
    Client: Pendoring Advertising Awards
    Product/service: Pendoring Advertising Awards

    Digital Media

    Gold

    Title: Riemtelegram
    Tertiary Institution: Noordwes-Universiteit
    Client: DISTRIK
    Product/service: Riemtelegram

    Mixed Media Campaigns (Through the line)

    Silver

    Title: Bevonk!
    Tertiary Institution: Noordwes-Universiteit
    Client: Noordwes-Universiteit
    Product/service: CI-LAB GRAFIESE ONTWERP SKOUSPEL

    Truly South African

    Gold

    Title: Family dedicated to care
    Tertiary Institution: VEGA the Brand Communications School
    Client: Nelson Mandela Children’s Hospital
    Product/Service: Nelson Mandela Children’s Hospital

    Silver

    Title: Out of the horse’s mouth
    Tertiary Institution: Noordwes-Universiteit
    Client: ATKV
    Product/Service: ATKV Promoting Afrikaans Saying

    Silver

    Title: Nou het ouma meer tyd
    Tertiary Institution: AAA School of Advertising
    Client: Milk tart, Malva pudding, Cheese cake choco
  • SPESIALE TOEKENNINGS

    Prestige Award

    Jan – Draftfcb Johannesburg

    Overall Student Winner

    Riemtelegram – North West University, Potchefstroom Campus

    Best Performing Artist

    Robbie Wessels in Jan; Jan & Elton

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