2015 Pendoring Winners: King James Group walks away with Prestige Award

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A captivating, topical and highly effective campaign by King James Group for the Sanlam Music Festival (Sanlam Musiekfees) garnered Pendoring’s highest honour – the Prestige Award – at the 20th Pendoring Advertising Award ceremony.

The overall winner in the student category was Casper Schutte from the Stellenbosch Academy of Design and Photography who took the laurels with his entry ‘Ja Oom, Nee Oom’ in the category Communications Design.

The 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, 30 October). At the same time, Pendoring’s 20th birthday was celebrated in style. With sizzling entertainment by performers like Bongi, Riana Nel, LeAnne Dlamini and the Mzanzi Youth Choir, the event once again proved to be a multicultural bash second to none!

A total of 50 gold and silver Pendoring trophies were awarded: 39 in the professional agency categories, while 11 went to students.

Of the 9 gold Pendorings awarded in the agency categories, 2 each went to TBWA\Hunt\Lascaris, Johannesburg, Baie-Lingual Concepts and Promise Brand Specialists, while King James Group, Etiket and FCB, Cape Town bagged 1 each.

The 3 gold Pendorings in the student category went to Stellenbosch Academy for Design and Photography (2) and AAA School of Advertising, Johannesburg (1)

In terms of silver, Joe Public came out on top with 7 silver trophies, followed by FCB, Cape Town with 5, Native VML and Promise Brand Specialists (3 each), TBWA\Hunt\Lascaris, Johannesburg, Ireland/Davenport, Chasing Migada Productions and Etiket (2 each) and Ninety9Cents Communications, Birthmark, DDB South Africa and FCB 1886 1 each.

The 8 silver winners in the student categories are North-West University (5), University of Pretoria (1), AAA School of Advertising, Johannesburg (1) and Vega School of Brand Leadership, Pretoria (1).

Overall winner

Besides being awarded the Prestige Award (an overseas study tour worth a whopping R100 000), the winning team also won a gold Pendoring and bagged R6 000 for coming out on top in the category Live Events & Activations & Direct Communications.

The judging panel sung the campaign’s praises. “It was most pleasing to see an Afrikaans campaign conceptualised and executed in a modern and topical way. It felt thoroughly authentic, was difficult to ignore and not remotely sales-directed. Instead, it evoked a strong inclination to participate,” says Leon Jacobs, jury chairman and Executive Creative Director of Havas Boondoggle, Cape Town.

To raise optimal awareness of the Sanlam Music Festival and boost attendance, King James wanted to do something that would turn heads and lure people to the festival. With a series of typographical installations throughout Stellenbosch, inspired by the lyrics of the artists performing at the festival, they clearly succeeded – ticket sales soared by 77%!

The judges were equally impressed with the winning student entry, noting that the work did not only excel in the student category, but could easily hold its own in the professional agency section. Schutte walks away with R22 000 (R10 000 as overall student winner plus R12 000 for two golds) as well as an internship for 2016 at Etiket.

Truly South African

On the other hand, and sadly, this year the volume of work competing for the Umpetha Award in the Truly South African section (excluding English) did not meet the judges’ expectations, hence no award was made.

“Perhaps there was some initial confusion among agencies as to the future of this category of the awards, nonetheless the capable panel searched hard for gems and in the end felt that there was nothing worthy of the prestigious Umpetha award,” explains Truly South African jury chairman Festus Masekwameng, Managing Partner at MKT Media and Executive Creative Director at Motherrussia Communications.

Xolisa Dyeshana, Executive Creative Director at Joe Public concurs and adds: “The number of entries in the Truly South African section was disappointing; however, as it was the first year that English wasn’t included, it’s understandable. With our indigenous languages under threat, it is really important to have an awards show like Pendoring that not only celebrates all of the languages, but also goes all out to promote mother tongue advertising.”

PENDORING 2015 WINNERS (in alphabetical order according to the title of the entry)

TELEVISION/CINEMA (with a production budget exceeding R600 000) (Sponsored by kykNET)

Silver
Title: Klein Riaan
Agency: Native VML
Advertiser: Netwerk24

TELEVISION/CINEMA (with a production budget less than R600 000) (Sponsored by kykNET)

Silver
Title: Campaign: Afrikaans in Argentinië
Agency: Promise Brand Specialists
Advertiser: CNA

NON-BROADCAST VIDEO & FILM

No Award

RADIO

Gold
Title: Campaign: Noodsaaklikhede
Agency: FCB, Cape Town
Advertiser: Engen QuickShop

Gold
Title: Wildtuin
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser Tiger Brands

Silver
Title: Campaign: 5 Minute
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands

Silver
Title: ’n Leeftyd in ’n Minuut
Agency: Joe Public
Advertiser: Dialdirect

Silver
Title: Campaign: Poespas Radio
Agency: Ireland/Davenport
Advertiser: CliffCentral

Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank

NEWSPAPERS

No Award

MAGAZINES (Sponsored by Huisgenoot)

Silver
Title: Campaign: Klankbane
Agency: FCB, Cape Town
Advertiser: BMW Motorrad

POSTERS

No Award

OUT- OF- HOME

No Award

DIGITAL – Websites, Microsites, Mobile Applications & Sites (Sponsored by Media24)

Silver
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies

DIGITAL – Online & Mobile Advertising, Social Media & Email Marketing

Gold
Title: Campaign: Stemposboodskappe
Agency: Baie-Lingual Concepts
Advertiser: The-O/Produce/Sound Patch Collaboration

ORIGINAL AFRIKAANS (Sponsored by Die Dagbreek Trust)

Gold
Title: Kinderboeke
Agency: Promise Brand Specialists
Advertiser: CNA

Gold
Title: Wildtuin
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands

Silver
Title: Campaign: Klankbane
Agency: FCB, Cape Town
Advertiser: BMW Motorrad

Silver
Title: Klein Riaan
Agency: Native VML
Advertiser: Netwerk24

Silver
Title: Campaign: 5 Minute
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands

Silver
Title: Campaign: Poespas Radio
Agency: Ireland/Davenport
Advertiser: CliffCentral

Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank

Silver
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies

RETAIL

Silver
Title: Campaign: Afrikaans in Argentinië
Agency: Promise Brand Specialists
Advertiser: CNA

Silver
Title: Campaign: Noodsaaklikhede
Agency: FCB, Cape Town
Advertiser: Engen QuickShop

Silver
Title: Suzaniël
Agency: Ninety9Cents Communications
Advertiser: Checkers

Silver
Title: Campaign:Tjie
Agency: FCB, Cape Town
Advertiser: Corner Bakery

CRAFT

Gold
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies
Craft: Writing

Gold
Title: Campaign: Stemposboodskappe
Agency: Baie-Lingual Concepts
Advertiser: The-O/Produce/Sound Patch Collaboration
Craft: Original Music and Sound Design

Silver
Title: Campaign: Kies jou kompetisie reg
Agency: DDB South Africa
Advertiser: SABC
Craft: Writing

Silver
Title: Klein Riaan
Agency: Native VML
Advertiser: Netwerk24
Craft: Special Visual Effects

Silver
Title: KykNET Beleef jou Wêreld
Agency: Birthmark
Advertiser: KykNET
Craft: Special Visual Effects

Silver
Title: ’n Leeftyd in ’n Minuut
Agency: Joe Public
Advertiser: Dialdirect
Craft: Writing

Silver
Title: Toe Vind Ek Jou
Agency: Chasing Migada Productions
Advertiser: Francois van Coke and Karen Zoid
Craft: Cinematography & Direction

Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank
Craft: Original Music and Sound Design

COMMUNICATION DESIGN

Silver
Title: Campaign: Smaak Verskil
Agency: Joe Public
Advertiser: Clover

Silver
Title: Vernuftig Vermeng
Agency: FCB, Cape Town
Advertiser: Equatorial Coffee

LIVE EVENTS & ACTIVATIONS & DIRECT COMMUNICATION

Gold
Title: Sanlam Musiekfees
Agency: King James Group
Advertiser: Sanlam

Silver
Title: Boks vol Inspirasie
Agency: Promise Brand Specialists
Advertiser: CNA

Silver
Title: Omkeerbare Tronkbaadjie
Agency: Joe Public
Advertiser: One School at a Time

INTEGRATED CAMPAIGN (Sponsored by the ATKV)

Gold
Title: Boks vol inspirasie
Agency: Promise Brand Specialists
Advertiser: CNA

TRULY SOUTH AFRICAN – TELEVISION

No Award

TRULY SOUTH AFICAN – RADIO

Silver
Title: Campaign: Igugu
Agency: FCB 1886
Advertiser: Cell C

TRULY SOUTH AFRICAN – General

No Award

TRULY SOUTH AFRICAN – Craft

No Award

STUDENTS

STUDENTS – Television; Cinema; Video Communication; Internet Commercials

Silver
Title: Toorberg
Tertiary Institution: University of Pretoria
Students: Marilize Gouws, Monique Cowdrey

STUDENTS – Radio

No Award

STUDENTS – Print Communication

Silver
Title: Campaign: Etikette
Tertiary Institution: Vega School of Brand Leadership, Pretoria
Student: Layla Loots

STUDENTS – Communication Design

Gold
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography
Student: Casper Schutte

STUDENTS – Craft

Gold
Craft: Photography and Graphic Design
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography
Student: Casper Schutte

Silver
Craft: Illustration
Title: Dorp
Tertiary Institution: North-West University
Student: Amanda van der Walt

Silver
Craft: Illustration
Title: Maaifoedie
Tertiary Institution: North-West University
Student: Lise-Marié Clarke

STUDENTS – Integrated Campaign

Silver
Title: MK Gons
Tertiary Institution: North-West University
Students: Reandi Engelbrecht, Adrien Viljoen, Ronel Swanepoel,
Luanri Venter

Silver
Title: MK Kuier
Tertiary Institution: North-West University
Student: Amanda van der Walt

Silver
Title: MK Tjoen-It
Tertiary Institution: North-West University
Students: Berné van Zyl, Suzél van Heerden, Junika van Schalkwyk

STUDENTS – Truly South African Communication

Gold
Title: Campaign: Anyone’s Game
Tertiary Institution: AAA School of Advertising, Johannesburg
Students: Lizandri van de Merwe, Yenani Madikwa

Silver
Title: President
Tertiary Institution: AAA School of Advertising, Johannesburg
Student: Mahlatse Moetlo

Prestige Award 2015

Agency: King James Group
Category: Live Events & Activations & Direct Communication
Title: Sanlam Musiekfees
Advertiser: Sanlam

Overall student winner 2015

Student: Casper Schutte
Category: Communication Design
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography

Umpetha Award 2015

No award