Where are the large advertisers and marketers when it comes to Afrikaans advertising: car manufacturers, banks, cellphone networks, and food, drink and clothing manufacturers, internal decorators, cosmetic houses... which are supported by a strong Afrikaans consumer market and spend millions on advertising and marketing?
With the exception of outdoor and radio, which had a good crop of entries for Pendoring and the Copywriters' Forum's second Advertisement of the Month competition, the entries for the other categories were rather meagre, literally and figuratively, according to the adjudicators. Magazines and TV had no winners.
"Granted it coincided with the Loerie and Pendoring deadlines and everybody had to scurry, but it's a pity that marketers did not make use of this excellent opportunity to create greater awareness for their products and at the same time give recognition to and support a strong target market," says Annette Nel, convener of the panel and new chair of the Copywriters' Forum.
Nel made an impassioned plea to all creators of advertisements, agencies and clients to ensure that meritorious Afrikaans work is in fact entered, so that Afrikaans advertising can gain due recognition for its creative talent.
The adjudicators for this month were Greta Bredell (Eliance Communication), Paul Brummer (blue), Flip Hattingh (Net#work BBDO), Nelia Muller (FCB Johannesburg), Hanneke Schutte (Vega Brand Communications School) and Deon Wiggett (TBWA\Gavin Reddy).
All the winners:
OUTDOOR
1. Agency: Grey Worldwide
Title: Jou ma, Se dinges
Creative head: Alan Irwin
Art director: Shaun McCormach
Copywriter: Stefanus Nel
Advertiser: 1 time
Product/service: Airways
2. Agency: FCB Cape Town
Title: Kultuur, kis
Creative head: Francois de Villiers
Art director: Anthony de Klerk
Copywriter: Hanlie Kriel
Advertiser: Klipdrift
Product/service: Brandy
Production house: FCB Cape Town, Dolphin Outdoor Advertising
3. Agency: Grey Worldwide
Title: Staal
Creative head: Alan Irwin
Art director: Shaun McCormach
Copywriter: Stefanus Nel
Advertiser: Winnie Isabel le Roux
Product/service: Ladies' hockey practice camp
RADIO
1. Agency: Net#work BBDO
Title: Charlize wen alweer
Creative head: Mike Schalit
Copywriter: Annette Nel
Art director: Mariana O'Kelly
Performing artists: Adrian Alpers, Charlize Theron
Advertiser: RSG
Product: Corporate
Production company: Sterling Sound
2. Agency: Berry Bush BBDO
Title: Ek het 'n perd, Kampliedjie
Creative head: Peter Gausis
Copywriter: Jacques Maree
Composer: Murray Anderson
Performing artists: A.J. van der Merwe, other
Advertiser: Sanlam Life
Product: Afrikaans cultural sponsors
Production company: Milestone Studios
3. Agency: FCB Cape Town
Title: Hospitaaltyd
Creative head: Francois de Villiers
Art director: Anthony de Klerk
Copywriter: Hanlie Kriel
Performing artists: Andre Jacobs, Anthea Thompson, Neels van Jaarsveld
Advertiser: Santam
Product: MultiBonus
Production company: B & S Studios
3. Agency: Eliance Communication
Title: Insig
Creative head: Coenie de Villiers/Greta Bredell
Copywriter: Greta Bredell
Performing artists: Lizz Meiring, Frank Opperman, Anrich Herbst
Advertiser: Insig
Product: Publication
Production company: Eliance Communication
NEWSPAPERS
1. Agency: Net#work BBDO
Title: Antenna/Melktert/Alien Swart/Boerehoed/Swempet/Taalmonument
Creative head: Mike Schalit
Copywriter: Annette Nel
Art director: Mariana O'Kelly
Illustrator: Schutte Combrink
Photographer: Gerard Turnley/Mariana O'Kelly/Gerard Hoberman/National Archives of SA
Performing artist: Mariana O'Kelly
Advertiser: RSG
Product: KKNK
Production company: Beith Digital
3. Agency: FCB Cape Town
Title: Mmmm Bekkie!
Creative head: Francois de Villiers
Art director: Anthony de Klerk
Copywriter: Hanlie Kriel
Advertiser: Klipdrift
Product: Brandy
Production house: FCB Cape Town
