Pendoring 2017 winners: South Africa’s indigenous languages tops!

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 culture
Tertiary Institution: Greenside Design Center College of Design
Language: Ndebele
 

Umpetha Award

Agency: The Odd Number
Category: Radio Station Advertisements
Title: Campaign: Hell’s Kitchen
Advertiser: BBC Lifestyle
Language: Zulu
 

Public Service Award

Agency: 7Films, Y&R South Africa
Category: Television advertisement (with a production budget under R1 million)
Title: Everybody Knows
Advertiser: Western Cape Government
Language: 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