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
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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
