Afrikaans copywriting team fly off to Cannes

Creators of the winning Afrikaans ad from agency Cherrybomb Advertising, Willem Viljoen (art director) and Liesl Pohorsky (copywriter) will spend a week, courtesy of SARIE, enjoying the international festival including direct marketing and media seminars, screening of all film categories, shortlist and winners' exhibitions and the Media Lions Award Ceremony.

Sarie, South Africa's no. 1 women's magazine introduced the Kwê-voël Awards in 2003 to encourage and promote inspirational and original Afrikaans advertising. The winning ad for Simonsvlei and the new 'effe droog' Simonsblanc was a clear success due to the simple creative concept and colourful use of the Afrikaans language. The advertisement described Simonsvlei's Simonsblanc, a lightly sparkling white wine, as 'groen blaar' and the established, more mature Simonsrood as 'ou bok'. This turn of phrase immediately placed both wines in context.

Each Afrikaans advertisement that appeared in the magazine between August 2003 and April 2004, was judged by Sarie editor, Michélle van Breda, Media24 managing director Salie de Swardt, Media24 magazines CEO Patricia Scholtemeyer and Jenny Groenewald, former executive creative director of Tequila, Johannesburg. The monthly winners were profiled in Sarie over the last nine months. The Simonsvlei Simonsblanc advertisement was recently announced as the overall winner.

In future, the Kwê-voël Awards will become part of the Pendorings.