2Buffels, FCB top Pendorings

2007 Pendoring Prestige Award winner: 2Buffels Advertising Koloni/NineNovember. Martin Bester, host of the gala event; Charl Nel; Elana Afrika, host; Roniel Seolall; Jacolene Nel; Linette Retief; Lucille van Niekerk, chairman of the Pendoring working committee; and Stefanus Nel.

More than 60 agencies, advertising schools, freelance writers and smaller creative agencies entered a record number of 400 pieces.

2Buffels' advertisements over several media for the Afrikaanse Taal- en Kultuurvereniging (ATKV) received lots of praise. This agency won a golden and silver award in the category television/cinema for Gerhard and Marcelle for the ATKV; a golden Pendoring in the radio category for the campaign Paraffienlampie, Konstabel, Triljoen in collaboration with Koloni/NineNovember for Media24's publication Son; and a golden Pendoring in the category Original Afrikaans, also for Gerhard (Kom uit vir Afrikaans) for the ATKV.

FCB as usual walked away with a bunch of Pendorings, this year taking home four: a golden Pendoring in the category radio/jingles for Eet biljong for SABC2, a silver award in the magazine category for Hondeasem for Brandline; a golden award in the category online advertising for Hand for Toyota; and a a golden Pendoring in the category direct marketing and promotions for Uitsettingsbevel for SC Johnson.

Leo Burnett, Joe Public, Foxp2, Baie-Lingual Concepts, JWT and Ogilvy Johannesburg each took home one award.

High standard

The category radio/jingles specifically made the judges take notice this year, not only because of the record number of entries in this category, but also because of the high standard of the entries. It is therefore not surprising that this year's Prestige Award went to a radio entry. This specific award, which apart from a cash prize also entails a study tour abroad, was won by 2Buffels Advertising Koloni/NineNovember for the radio campaign Paraffienlampie, Konstabel, Triljoen for Media24's publication Son.

According to Xander Smith, copywriter at TBWA\Paris, France and this year's international judge, this campaign stood out head and shoulders above the other entries. “Radio is a very difficult medium in which to create and therefore often comes off second best compared with television. However, these three advertisements managed to reconcile a brilliant concept with excellent language usage – something that was lacking in the other entries. The humour also keeps the listener's ears pricked, while the advertisements are spot-on for the target market.”

“With regard to the entries in general, there were a lot of average work, while some could easily compete with their international peers. This makes one very proud of Afrikaans and South Africa,” Smith said.

Tuisgebak/Homegrown

The category Genuine South African that was combined with the category Tuisgebak/Homegrown this year produced excellent work. According to Festus Masekwameng, creative director at McCann Worldwide, all the entries in this category were of a high quality. “The growth in the number of entries in other languages for the Genuine South African category was heartening. The standard of these entries was also very high.”

In this category Ogilvy Johannesburg's radio entry Tsotsikaans for M-Net's Channel O walked away with a golden Pendoring, while the television advertisement Ubuntu by JWT for Ford was a worthy winner of a silver award.

Overall student winner Kate Butcher of the University of Stellenbosch

As was the case in previous years, the student entries drew a mixed response. The finalists in the category online advertising and mixed-media campaign (through-the-line) were very good, while the entries in the category advertising (above-the-line) were disappointing. The North-West University Potchefstroom Campus' online entry Mossie was awarded a golden Pendoring, while the excellent Vat jou goed en trek! by Kate Butcher of the University of Stellenbosch also won a gold. Vat jou goed en trek! was also selected as the overall student winner, thereby pocketing a study bursary. No award was made in the category advertising (above the line).

Did not deliver

According to Hanlie Kriel, judge and prize-winning copywriter of Saatchi & Saatchi in Cape Town, tertiary institutions are facing a challenge with regard to student entries. “In many instances the core of a good idea was present, but the students could not deliver a well-thought-out final product. The students would be more successful if they were guided to complete their thinking process in their work.”

Other categories that the judges also felt did not deliver the quality of work to justify an award, were posters, outdoor advertising, ambient, mixed-media campaign and promotions/below-the-line campaign. According to Xander Smith, many entries could boast with sharp language usage, while the concept came second. Others again had brilliant concepts, but were not work that could stand on genuine Afrikaans legs. “The days of using just a smart catch-phrase are gone. The advertisements that are able to marry all the ingredients are the successful ones.” Smith said.

Pendoring was characterised by several firsts this year. Not only could agencies for the first time enter electronically thanks to the use of the Loeries online entry system, judging also took place according to the Loeries' internationally acknowledged judging system. Pendoring also made its soap debut in Egoli – place of gold.

Two new awards this year were the Legend Award and the People's Choice Award. For the latter the public could vote for their favourite Afrikaans advertisement. The three most popular advertisements according to the public's vote were Boer by FCB for Toyota, Boesmans by FCB for Vodacom and Vriendelike Frikkie by FCB for Klipdrift (Distell). The striking advertisement Boesmans of Vodacom was eventually the public's biggest winner for 2007.

The Legend Award is awarded to the person who makes or has made a significant impact on Afrikaans advertising, as well as a lasting contribution to the advertising profession. This year the award went posthumously to Johan Roux. Roux, as copywriter and creative director of brilliant advertisement material for television, radio and the printed media, not only won several local awards, but also made his mark internationally.

More than 750 guests attended the gala event at Vodaworld in Midrand, which was hosted by Elana Afrika and Martin Bester, with Karen Ferreira, Brandon October and Eden providing the entertainment.

The complete list of winners for 2007 is:

ADVERTISING ABOVE THE LINE

Television/cinema

GOLD
Title: Gerhard
Agency: 2Buffels Advertising
Advertiser: ATKV
Creative director: Stefanus Nel, Linette Retief, Annette Nel
Copywriter: Stefanus Nel, Linette Retief, Annette Nel
Art director: Marcelle Labuschagne, Sarita Immelman
Director: Oscar Strauss
Content and strategy: Charl Nel
Production company: Picture Tree
Music & sound: Theo Potgieter
Editing: Orchestra Blue

SILVER
Title: Marcelle
Agency: 2Buffels Advertising
Advertiser: ATKV
Creative director: Stefanus Nel, Linette Retief, Annette Nel
Copywriter: Stefanus Nel, Linette Retief, Annette Nel
Art director: Marcelle Labuschagne, Sarita Immelman
Director: Oscar Strauss
Strategy: Charl Nel, Hernus Vermeulen
Production company: Picture Tree
Music & sound: Theo Potgieter
Editing: Orchestra Blue

Radio/jingles

GOLD
Title: Eet biltong
Agency: FCB
Advertiser: SABC2
Product/service: Kom ‘n bietjie binne
Copywriter: Vidette Kay, Mimi Cooper
Executive creative director: Brett Morris, Adam Wittert
Agency director: Karin Keylock
Music & sound: Sonovision

GOLD
Title: Paraffienlampie, Konstabel,
Triljoen (veldtog)
Agency: 2Buffels Koloni / NineNovember
Advertiser: Media24
Product/service: Son
Creative director: Stefanus Nel
Copywriter: Stefanus Nel
Executive creative director: Linette Retief
Strategy: Charl Nel
Production company: Sonovision
Editing: Denise Masters

Newspapers

GOLD
Title: AWB
Agency: Leo Burnett
Advertiser: Salvation Army
Product/service: Winter appeal
Art director: Yvonne Hall
Copywriter: Angel Collins
Executive creative director: Vanessa Pearson
Agency director: Janine Wilson
Photographer: Clive Stewart
Strategy: Rob van Rooyen

SILVER
Title: Hondeasem
Agency: FCB
Advertiser: Brandline
Product/service: Yip Yap Breath mints for dogs
Art director: Vidette Kay
Creative director: Ashley Bacon
Copywriter: Brent Liebenberg
Photographer: Clive Stewart
Production company: Finset

Magazines

SILVER
Title: Seekat; Muishond; Kameelperd (campaign
Agency: Foxp2
Advertiser: 8 Ink Media
Product/service: National Geographic Kids Magazine
Art director: Ryan Barkhuizen
Creative director: Andrew Whitehouse, Justin Gomes, Noel Cottrell
Copywriter: Mike Pearson

Posters

No awards

Outdoor advertising

No awards

Ambient

No award

Online advertising

GOLD
Title: Hand
Agency: FCB
Advertiser: Toyota
Product/service: Quantum
Art director: Seelan Pillay
Multimedia: Hosana Mthembi
Copywriter: Jacques du Toit
Executive creative director: Marthinus Duckitt, Rob McLennan

Advertising: mixed-media campaign (above the line)

No award

COMMUNICATION DESIGN

SILVER
Title: Baie-Lingual
Agency: Baie-Lingual Concepts
Advertiser: Baie-Lingual
Product/service: Baie-Lingual
Art director: Marcelle Labuschagne, Sarita Immelman
Creative director: Marcelle Labuschagne, Sarita Immelman
Copywriter: Annette Nel
Executive creative director: Marcelle Labuschagne, Sarita Immelman
Illustrations & design: Marcelle Labuschagne, Sarita Immelman
Multimedia: Marcelle Labuschagne, Sarita Immelman

EXPERIENTIAL MARKETING

Direct marketing and promotions

GOLD
Title: Uitsettingsbevel
Agency: FCB
Advertiser: SC Johnson
Product/service: Raid-insekdoder
Art director: Vidette Kay
Creative director: Catherine Thomson, Gerard Myburgh
Copywriter: Lauren Shewitz
Executive creative director: Brett Morris
Illustrations: Karien van Niekerk

Promotions/below the line campaign

No awards

STUDENT ENTRIES

Advertising (above the line)

No awards

Online advertising

GOLD
Title: Mossie
Tertiary institution North-West University,
Potchefstroom Campus
Product/service: Skop, skiet en donner
Animation: Leana de Beer, Carla Erasmus,
Gert Schoeman
Architect: Leana de Beer, Carla Erasmus,
Gert Schoeman
Art director: Wessie van der Westhuizen
Creative director: Wessie van der Westhuizen
Design & multimedia: Leana de Beer, Carla Erasmus,
Gert Schoeman

Mixed-media campaign (through the line)

GOLD
Title: Vat jou goed en TREK!
Tertiary institution: University of Stellenbosch
Product/service: Trek magazine
Art director: Kate Butcher
Design: Kate Butcher
Copywriter: Kate Butcher
Photographer: Kate Butcher
Illustrations: Kate Butcher

GENERAL

Best catch-phrase/expression/concept/heading

SILVER
Title: Clover Stout Milk
Agency: Joe Public
Advertiser: Clover South Africa
Product/service: Clover Christmas party
Art director: Lucas van Vuuren
Creative director: Liezl-Mari Long
Copywriter: Steve Anderson, Liezl-Mari Long
Executive creative director: Pepe Marais

Original Afrikaans

GOLD
Title: Gerhard
Agency: 2Buffels Advertising
Advertiser: ATKV
Creative director: Stefanus Nel, Linette Retief, Annette Nel
Copywriter: Stefanus Nel, Linette Retief, Annette Nel
Art director: Marcelle Labuschagne, Sarita Immelman
Director: Oscar Strauss
Content Strategy: Charl Nel
Production company: Picture Tree
Music & sound: Theo Potgieter
Editing: Orchestra Blue

Genuine South African (combined with Homegrown)

GOLD
Title: Tsotsikaans
Agency: Ogilvy Johannesburg
Advertiser: M-Net
Product/service: Channel O
Creative director: Fran Luckin
Copywriter: Sanele Ngubane, Peter Little
Executive creative director: Gerry Human
Agency director: Thoko Zingithwa, Tracey Holme
Production company: Sonovision
Music & sound: Tolerance Bologo

SILVER
Title: Ubuntu
Agency: JWT
Advertiser: Ford
Product/service: Ford Bantam
Art director: Laura May Vale
Copywriter: Paul Strappini
Creative director: Paul Strappini
Executive creative director: Rob McLennan
Director: Dean Blumberg
Production company: Freshwater
Editing: Tessa Ford

This year's Pendoring panel of judges consisted of Hanneke Schutte, lecturer: Vega School of Advertising; Liezl-Mari Long, creative director: Joe Public; Xander Smith, copywriter: TBWA\Paris, France; Vidette Kay, art director: Leo Burnett; Festus Masekwameng, creative director: McCann Worldwide; Stefanus Nel, creative director: 2Buffels Advertising; Hanlie Kriel, copywriter: Saatchi & Saatchi, Cape Town, and Pieter Klerck, senior manager: advertising and marketing communication: Toyota South Africa. The specialist judges were Sarel du Plessis, general manager and publisher: RCP Media; Uwe Gutschow, director: Saatchi & Saatchi AtPlay; and Amanda Olivier, public relations officer: RSG.

Main Pendoring sponsors were ATKV, First National Bank, Media24, Rapport, Sanlam, Toyota and Vodacom. Other partners were: 24.com, Beeld, Caxton (Community Newspapers), Caxton (Magazines), Die Burger, Dagbreek Trust, Interactive Market Systems, Intiem, Jacaranda, Klipdrift, kulula.com, kykNET, Newsclip, RSG and Swartland Wine Cellar. Pendoring's founder members are the ATKV, Caxton, the Copywriters' Forum, De Kat, kykNET, Media24, RSG and Rapport.