Since the inception of Pendoring in 1995, Draftfcb has consistently performed excellently, more often than not leading the pack in terms of gold and silver Pendoring trophies, as well as the Prestige Award.
'Pressing social issues and topics embraced, highlighted'
Commented Jan Teulingkx, international Pendoring judge from Saatchi & Saatchi in Brussels and chairman of the judging panel, "It appears that South Africans are generally trying hard to work towards a better future and this resonates in the advertising industry. It was quite noticeable how pressing social issues and topics are embraced and highlighted in advertising, as though to challenge the nation to think about what will happen in and to the country going forward.
"Overall, South African advertising is very sharp, manifesting excellent insight and clever thoughts. The top of the Pendoring crop, the Prestige winner, is intelligent and quite brilliant."
Draftfcb Cape Town took Gold in both the Radio and Original Afrikaans categories for the ad "Kiwi-Kapenaars", for "Paleis/Pandok" in Newspaper and Silver for "Shaik" in Out of Home. This achievement earned it the Prestige Award.
In addition, Draftfcb Cape Town received Silver in the category Communication Design for "Klink 'n glasie" (Distell), while Draftfcb Johannesburg received Gold in Truly South African for the TV ad "Pirates" (Vodacom) and for the radio campaign "Kobe Beef", "Queen's Cake" and "Ghee" (for Lotto).
Draftfcb Joburg, for client Toyota, also bagged two Silvers in the TV categories for "Taai Verby" and "FJ", while its poster campaign titled "Jack Parow" for Pendoring 2010 garnered Silver as well.
Legend Award
Advertising stalwart and veteran Hennie Klerck (80), founding partner of Adverkor - later known as Klerck, Marais & Potgieter (KMP) and Saatchi & Saatchi Klerck & Barrett - was honoured with the Legend Award for his pioneering role in promoting Afrikaans advertising over three decades, making him only the third recipient of this award.
Following in the wake, Joe Public was awarded two Golds (for its "Clover-kalendar" in Communication Design and the newly introduced Craft category), while Ogilvy Johannesburg garnered one Gold (in Email and Viral Marketing) for "Fokofpolisiekar" (Audi) and three Silvers, two for the campaign "Triomf", "Toorberg", "Fiela se kind" (Exclusive Books) in Newspaper and Original Afrikaans and for "Phela" (Topsy Foundation) in Truly South African: Radio.
Etiket, MetropolitanRepublic, Lowe Bull Cape Town, DDB South Africa and TBWA\Hunt\Lascaris Johannesburg each bagged one Gold and one Silver.
In the Student category, two Golds and five Silvers were awarded. Vega, the School of Brand Innovation Bordeaux, garnered two Silvers, while North-West University (Potchefstroom campus), AAA School of Advertising Johannesburg and the Red and Yellow School of Logic and Magic each received one Silver.
Professionals
| Award | Category | Title | Agency | Advertiser |
|---|---|---|---|---|
| Silver | TV/Cinema (production budget exceeding R400 000 | Taai verby | Draftfcb Johannesburg | Toyota |
| Silver | TV/Cinema (production budget less than R400 000 | "FJ" | Draftfcb Johannesburg | Toyota |
| Gold | Radio | Kiwi-Kapenaars | Draftfcb Cape Town | Die Burger |
| Silver | Radio | Lullaby: Siembamba, Mamma se Aksieheld, Slaap Drama Slaap Soet (campaign) | TBWA\Hunt\Lascaris Cape Town | Cinema Nouveau |
| Gold | Newspapers | Paleis/Pandok | Draftfcb Cape Town | Die Burger |
| Silver | Newspapers | Toorberg, Triomf, Fiela se kind (campaign) | Ogilvy Johannesburg | Exclusive Books |
| Silver | Magazines | Malvalekkertert en suurmelk, 'n Bietjie helium vir my opblaaspop asseblief (campaign) | DDB South Africa | Honda |
| Silver | Posters | Jack Parow (campaign) | Draftfcb Johannesburg | Pendoring 2010 |
| Gold | Live events & activations | Pendoring 2010 Openingsvideo | Etiket | Pendoring 2010 |
| Gold | Out of home | Dalene, Ingrid (campaign) | Net#work BBDO Johannesburg | Exclusive Books |
| Silver | Shaik | Draftfcb Cape Town | Die Burger | |
| No Award | Websites and Microsites | |||
| No Award | Internet and Mobile Advertising | |||
| Gold | Email and Viral Marketing | Fokofpolisiekar | Ogilvy Johannesburg | Audi SA |
| Silver | Email and Viral Marketing | Quintin | Baie-Lingual Blink Stefanus | Blink Stefanus |
| Silver | Integrated Campaigns | Thomas@rock-ster.net | Etiket | LAPA |
| Gold | Communication Design | Clover-kalender | Joe Public | Clover |
| Silver | Communication Design | Klink 'n glasie | Draftfcb Cape Town | Distell |
| No Award | Direct Marketing | |||
| No Award | Retail | |||
| Gold | Craft - Design | Clover-kalender | Joe Public | Clover |
| Gold | Craft - Copywriting | Malvalekkertert en suurmelk, 'n Bietjie helium vir my opblaaspop asseblief (campaign) | DDB South Africa | Honda |
| Gold | Original Afrikaans | Kiwi-Kapenaars | Draftfcb Cape Town | Die Burger |
| Silver | Original Afrikaans | Triomf, Toorberg, Fiela se kind (campaign) | Ogilvy Johannesburg | Exclusive Books |
| Silver | Original Afrikaans | Kont-inent, Poësie, Hoër (campaign) | Baie-Lingual Blink Stefanus | Baie-Lingual Concepts |
| Gold | Truly South African - TV | Anthem | MetropolitanRepublic | FNB |
| Gold | Truly South African - TV | Pirates | Draftfcb Johannesburg | Vodacom |
| Silver | Truly South African - TV | The End | MetropolitanRepublic | Vuzu |
| Gold | Truly South African - Radio | Kobe Beef, Queen's Cake, Ghee (campaign) | Draftfcb Johannesburg | Lotto |
| Silver | Truly South African - Radio | Phela | Ogilvy Johannesburg | Topsy Foundation |
| Silver | Truly South African - Radio | Setswana, Xhosa, Zulu (campaign) | TBWA\Hunt\Lascaris Johannesburg | Tiger Brands |
| Gold | Truly South African - General | Wattled Crane, Blue Swallow, Wild Dog, Riverine Rabbit (campaign) | TBWA\Hunt\Lascaris Johannesburg | Endangered Wildlife Trust |
| Gold | Truly South African - General | Your Hair and Nails can Save the Rhino | Lowe Bull Cape Town | Stop Rhino Poaching |
| Silver | Truly South African - General | Clifford | Lowe Bull Cape Town | Independent Newspapers |
Students
| Award | Category | Title | Tertiary Institution | Product/Service | Students |
|---|---|---|---|---|---|
| No Award | Communication Design | ||||
| Silver | Traditional Media | Onthou jy | The Red and Yellow School of Logic and Magic | RSG | Anja van der Spuy, Jana Loubser |
| Silver | Traditional Media | Wees gewaarsku | AAA School of Advertising, Johannesburg | Tobasco | Greta van der Merwe, Ruan Human |
| Gold | Digital Media | Pan se Verlore Skaduwee | University of Johannesburg | Pan se verlore skaduwee - Grafiese Roman | Emma Robinson-Harbour (graphic design), Georgia Walsh (multimedia), Leighton Coertze (graphic design) |
| Silver | Digital Media | Die Fantastiese Heuwels | North-West University (Potchefstroom Campus) | Die Heuwels Fantasties | Jaques du Toit, Anneke Jacobs |
| Silver | Digital Media | "Beer, 'n storie van ..." | Vega, the school of Brand Innovation Bordeaux | Crescent Clinic | Alison McAlinden |
| No Award | Integrated Campaigns | ||||
| Gold | Truly South African | Eyam, Inkomo Zobuhlobo, Kultured, Pipe Dreams, Ugubani Wena? (campaign) | Nelson Mandela Metropolitan University | Kultured | Lubabalo Mtati |
| Silver | Truly South African | Young, gifted and 14% | Vega, the school of Brand Innovation Bordeaux | Oppikoppi | Thabang Manyelo, Kirsten Morgan |
Special awards: Prestige award winner
| Title | Category | Agency | Advertiser |
|---|---|---|---|
| Kiwi-Kapenaars | Radio, Original Afrikaans | Draftfcb Cape Town | Die Burger |
| Paleis/Pandok | Newspapers | Draftfcb Cape Town | Die Burger |
| Shaik | Out of Home | Draftfcb Cape Town | Die Burger |
Special Awards: overall student winner
| Title | Category | Tertiary Institution | Product/Service | Students/Service |
|---|---|---|---|---|
| Pan se verlore skaduwee | Digital Media | University of Johannesburg | Pan se verlore skaduwee - Grafiese Roman | Emma Robinson-Harbour (graphic design), Georgia Walsh (multimedia), Leighton Coertze (graphic design) |
Besides witnessing the crowning of some of the sharpest advertising minds in the business, guests were treated to a nostalgic trip down memory lane showcasing favourite Afrikaans advertisements over the years, pulsating entertainment by the hottest Afrikaans performers, food fit for a king and an entertaining cameo of the 2010 Prestige winners jolling and rolling in New York.
Gold Pendoring sponsors are Ads24, ATKV, Beeld, Die Burger, kykNET, Media24, Rapport and Toyota; silver sponsors are Jacaranda 94.2, Radmark and MK; and bronze sponsors are Caxton Community Newspapers, Het Jan Marais Nationale Fonds, Klipdrift, OFM, RSG, SABC, Sanlam and Visi. Other partners are Adlip, DEKAT, kulula.com, Kfm, Leopard's Leap Wines, Newsclip and Scan Display. Bizcommunity.com is an online partner.
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