Afrikaans advertising takes over. With more cash prizes for the winners, more free airtime/advertising space for winning advertisers, bigger sponsorships, exciting new categories and a striking new advertising campaign, Pendoring 2012 kicks off on May 16, ready to add even more to the stature of Afrikaans.
“The many positive developments around Pendoring lately not only prove that [it] is fast gaining in popularity in the marketing and creative industries, but they also predict a healthy future for Afrikaans as well as truly South African advertising.
“The invitation to be part of the Creative Week Cape Town, followed by the prestigious Pendoring awards evening on September 21 in the Cape Town International Convention Centre, is further proof of the high regard in which Pendoring is held among creatives. All those who love the language and who want to join the jol, are more than welcome. We want as many people as possible to join in the Pendoring fun,” says Pendoring GM, Franette Klerck.
In addition to the Prestige award of an overseas study tour worth R50 000, the overall winner of the Truly South African-categories wil walk away with R20 000 in cash. According to Klerck this is very fitting, as the Truly South African-category yields some of the best and most impressive work annually.
This year, the Truly South African category not only includes the usual television, radio and general categories, but has been opened up to include integrated campaigns. Work in any of South Africa’s 11 official languages can be entered in this category and will qualify for the R20 000 prize.
The gold winners in the category for professional agencies (and student winners) will each take home R6 000, and silver winners in all categories will win R2 500 each. The overall student winner will also win an internship for 2013 with Draftfcb, and a R10 000 study bursary.
Other new categories for 2013 include craft (in the student category) and Digital Mixed Media Campaigns.
Due to Pendoring’s unique and attractive cash prizes for the most striking Afrikaans and Truly South African work, this year’s Pendoring advertising campaign by Draftfcb has a twofold focus. First, it wants to attract a record number of entries, and second, it aims to improve the image of both Pendoring and Afrikaans advertising among the country’s sharpest creative minds.
The Prestige prize inspired this year’s campaign, says André de Wet, Draftfcb’s award-winning copywriter who, together with creative director Riaan van Wyk, is responsible for the 2012 Pendoring campaign. The duo won last year’s Prestige prize for their work on Die Burger's 'Praat Saam' campaign. They leave for New York shortly for their study tour.
“It is a big honour to win a Pendoring. This award is really special because of the wonderful cash prizes that are up for grabs. And, of course, the cherry on top, the Prestige prize with its overseas study bursary that gives one the chance to strut your stuff on the local as well as the international stage. That’s also what inspired the campaign theme ‘Vat oor’, which translates as taking over,” De Wet explains. “Like this year's Pendoring slogan says: ‘With R50 000 in your pocket, the world is your playground’.”
The integrated Pendoring campaign, which, among others, includes posters, print and radio adverts, and an online game that can be played on the Pendoring website, was inspired by the posters of iconic sci-fi movies from the 40s, 50s and 60s. Think of Godzilla invading Tokyo, the 50-ft woman destroying London or the enormous sea monster wrecking Sydney.
“We wanted to show, in a fun way, how cool South African advertising can be, and replaced these iconic monsters with typically South African creative characters. It’s not just agencies who benefit from a campaign such as Pendoring," De Wet says.
“Marketers can ‘take over’ the heart of the Afrikaans market by advertising in their mother tongue. It is definitely one of the most profitable markets to do business in, and the advertiser of the Prestige Prize advertisement gets more than R2 million in free advertising to boot.”
Want to become part of the golden circle of Pendoring? Visit the website www.pendoring.co.za to join the Pendoring Facebook page and to follow Pendoring on Twitter.
• The creative team behind 2012’s Pendoring-campaign, is André de Wet (copywriter), Riaan van Wyk (art director), Aaron Harris and Doug Larter (creative directors), Mike Barnwell (executive creative director) and Francois de Villiers (former executive creative director at Draftfcb). Kronk and Clement de Bruin are responsible for the illustrations, and the digital agency is BNRY.
• Entries open May 16, and close July 25. Judging takes place on August 16, 17 and 18.
Download the promotional posters below:
Pendoring Awards poster 1
Pendoring Awards poster 2
Pendoring Awards poster 3
CAPTION: ‘With R50 000 in your pocket, the world is your playground.' This is the theme for the 2012 Pendoring Advertising Awards, through which the best Afrikaans and truly South African advertising will once again be rewarded. Wonderful cash prizes and an overseas study tour worth R50 000 can be won. Entries open May 16, and close on July 25.