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King James grabs the Pendorings
It's not always easy to convince advertisers to advertise in Afrikaans, but when you succeed, the reward and the recognition are very sweet: This is the idea and concept that won King James (Johannesburg) the Pendoring campaign for 2006.
Pendoring's working committee agreed unanimously that the message this campaign will bring across next year is not only fresh and original, but is also exactly what Pendoring itself wants to bring home to creators of Afrikaans advertising.
King James' campaign is the brainchild of Deon Wigget (copy writer), Gustav Lammerding (art director) and Eoin Welsh (creative director). Wigget is also a previous Pendoring Prestige winner.
"Pendoring has managed over the years to communicate the Afrikaans-ness of the awards," says Wigget. "The campaign for 2006 will take this brand a step further by also communicating advertising side of the awards. Many organisations can claim that they promote Afrikaans. Only one can claim that it promotes Afrikaans advertising. That is Pendoring - the authority on Afrikaans advertising. We understand Afrikaans advertising."
The campaign will launch in April. Entries for Pendoring 2006 will close on 30 June 2006. Entry form will be available on the website www.pendoring.co.za as from 1 April.
