Loeries Creative Week Durban

2012 Pendoring winners: Digital drought broken

After reaching the depths of despondency over the lack of digital entries, Pendoring judges and entrants are equally delighted that the digital drought has finally been broken this year.
The Pendoring Advertising Awards not only received excellent digital entries this year, but to boot, Ogilvy Johannesburg's ingenious campaign MK is... walked off with the highest Pendoring accolade, the Pendoring Prestige Award. Special mention was made of the excellence in the digital mixed media campaign.

MK is... (for kykNET's dynamic music channel MK) won gold in no fewer than four categories and a silver in another. In the categories TV/cinema (with a production budget under R500 000), Digital mixed media, Integrated campaign and Internet/mobile/interactive communication it won gold, and in Live events, activations and direct marketing it took silver.

This year, Pendoring for the first time awarded the Umphetha Award with a cash prize of R20 000 for the overall winner in the Truly South African category (TV, radio, general and integrated campaigns). Organisers decided on the name Umphetha, as it means champion/the best in Zulu. Work in all indigenous languages competes in the Truly South African category.

MK is... (for kykNET’s dynamic music channel MK) won gold in no fewer than four categories and a silver in another.
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The overall student winner for this year comes from the University of the Northwest. Natasha Prinsloo won a one-year internship with Draftfcb, as well as a R10 000 study bursary for her entry Blink Stefanus Zef Motorbykomstighede in the category Craft: for design.

This year a total of 21 gold and 22 silver Pendoring trophies were awarded to agencies and students. Judges thought long and hard, and thoroughly debated their decisions. They all agreed that the quality of entries this year in general was extremely high.

Gold and Silver

Natasha Prinsloo won a one-year internship with Draftfcb, as well as a R10 000 study bursary for her entry Blink Stefanus Zef Motorbykomstighede in the category Craft: for design.
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When it comes to gold and silver awards, the dynamic Johannesburg-based agency Joe Public came out tops with five gold and three silver Pendorings, with Ogilvy Johannesburg a close second with four gold and three silver.

Draftfcb Johannesburg boasts three gold and one silver Pendorings, House of Brave one gold and two silver, TBWA\Hunt\Lascaris Johannesburg and Etiket two gold each, Black River FC and Net#work BBDO one gold and one silver each, and The Jupiter Drawing Room (Cape Town) and ninety9cents (Cape Town) two silver trophies each.
MetropolitanRepublic and Dojo115 took one silver Pendoring each.

The winners of Ads24's T-shirt competition, which was held for the third time, this year under the banner of "Vier jou Erfenis" (Celebrate your Heritage), were also announced at the awards evening.

Run Jozi for Nike...winner of the inaugural Umphetha Award.
The winner, Dylan Fortune from Ogilvy Johannesburg, took home an Apple MacBook Pro. Vanessa De Castro and Greta van der Merwe from Joe Public Ignite (joint second) each won an Apple iPad2. Wayne du Rand from Zoom Advertising Cape Town, in the third place, won an Apple iPhone 4S.

2012 winners

TV/cinema (with a production budget over R500 000)GoldSnorDraftfcb JhbLexus
TV/cinema (with a production budget under R500 000)SilverDeonOgilvy JohannesburgPendoring 2011
Non-broadcast video & filmGoldMK is...Ogilvy JhbMK
RadioGoldIndian/Skotse Klokkespel (campaign)Draftfcb JhbVodacom
SilverDonsieDDB South AfricaMcDonalds South Africa
SilverGerda se Geheim/Manie en Katrien (campaign)Draftfcb JhbToyota Care
NewspapersSilverBlougroen/Groen/Rooi (campaign)ninety9centsCheckers
MagazinesGoldBoetie en sussie/Bose tweeling/Die nuwe kêrel/Ma se oogappel/SkoonmaTBWA\Hunt\Lascaris JhbTiger Brands
SilverCoco/Evita/Mumtaz (campaign)Joe PublicLip Ice
PostersGoldDie Geliefde President/Die Hervormer/Professor Houtwerk/Springbok Perderuiter (campaign)House of BraveBlink Stefanus (beer)
GoldNeef/Niggie/Oom (campaign)Joe PublicLip Ice
Out-of-homeNo award
Internet/mobile/interactive communicationGoldDie LAPA Hoofkarakter-soektogEtiketLAPA Uitgewers
GoldMK is...Ogilvy JhbMK
SilverWie's BangDojo115Van Coke Kartel
Digital mixed media campaignGoldDie LAPA Hoofkarakter-soektogEtiketLAPA
GoldMK is...Ogilvy JhbMK
Integrated campaignGoldMK is...Ogilvy JhbMK
General - Original AfrikaansNo award
General - RetailSilverBlougroen/Groen/Rooi (campaign)ninety9centsCheckers
SilverSpekkieHouse of BraveBlink Stefanus (beer)
General - CraftSilverDie Geliefde President/Die Hervormer/Professor Houtwerk/Springbok Perderuiter (campaign - art direction)House of BraveBlink Stefanus (beer)
Kersfees/Verjaarsdag (campaign - copy writing)
Joe PublicLip Ice
Communication designNo award
Live events, activations, direct marketingSilverBoobs en balleOgilvy Jhb
SilverMK is...a pop-up barOgilvy JhbMK
Truly South African - TVGoldBalance/iPhone/Whiskey (campaign)Net#work BBDONdalo Media
GoldThe Last Dictator StandingBlack River FCNando's South Africa
SilverOmo SlapThe Jupiter Drawing Room Cape TownUnilever
Truly South African - RadioGoldBanana/Gobachev/Makalmaan/
TBWA\Hunt\Lascaris JhbSteers
GoldBeggar BroadcastJoe PublicOne School at a Time
SilverParking AssistantThe Jupiter Drawing Room Cape TownHyundai
Truly South African - GeneralGoldSABC News Deaf AwarenessDraftfcb JHBSABC
GoldTwitter ArmyJoe PublicJHHESA
SilverBallet BoxJoe PublicThe South African Ballet Theatre
SilverCensorshipNet#work BBDOWebber Wentzel
Truly South African - Integrated campaignGoldRun JoziJoe Public, TriggerNike


CategoryAwardTitleAdvertising school/Tertiary institutionProduct/Service
Students - Traditional MediaSilverAgter venstersNorthwest UniversitySouth African Mental Health Association
SilverJannie-verjaar-glase/Familieportrette/Voorkamer (campaign)Red and Yellow School of AdvertisingVisi Magazine
Students - Digital mediaNo award
Students - CraftGoldAfro Jozi (design)The Open Window School of Visual CommunicatonWhiteboy Shebeen
GoldBlink Stefanus Zef Motorbykomstighede (design)Northwest UniversityBlink Stefanus
Students - Integrated CampaignGoldSelfliefdeNorthwest UniversityVrede Foundation
Students - Truly South AfricanSilverBum-kissergum/Politissues/Chucky Larm DollsVega The Brand Communication School Cape TownBig Blue
SilverDr Siza SkhovaVega The Brand Communication SchoolOwl Rescue 911

CategoryAwardTitleAgency/Tertiary institutionAdvertiser/Product
Digital mixed media campaignPrestige AwardMK is...Ogilvy JhbMK
Truly South African - Integrated campaignUmphetha AwardRun Jozi Joe Public & Trigger Nike
Craft - for designOverall Student WinnerBlink StefanusNorthwest UniversityZef Motorbykomstighede


  • Gold: Ads24, ATKV, Beeld, Die Burger, kykNET, Media24, Rapport, Toyota.
  • Silver: MK
  • Bronze: Caxton Community Newspapers, eNuus, Huisgenoot, Jacaranda 94.2, Klipdrift, OFM, Sanlam
Partners: Bizcommunity.com (online partner), Adlip, Bok Radio, Creative Week Cape Town, DEKAT, Draftfcb Cape Town, KFM, kulula.com, Leopard's Leap Wines, MarkLives.com, mfm 92.6, Newsclip, RSG, Scan.

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