“When advertising in a festival environment, it's important to keep the jovial atmosphere in mind. Our creative was very light-hearted in tone and made clever use of Afrikaans language and culture to add a little fun,” says Marius van Rensburg, creative director at NINETY9Cents.
“An old friend and mentor once said, ‘When it comes to festivals, if they aren't wearing your t-shirts and stealing your posters, you're wasting your time.' I knew we had got it right when by day three we couldn't find any posters in the whole of Robertson.
“It's a great moment when you know a campaign has worked. It's another great moment when the work gets recognised by the industry. To be acknowledged alongside the calibre of agencies that shared the stage on Friday night was incredible. A very proud moment for all of us,” concludes van Rensburg.
Download the full 2009 Pendoring Awards results. For more, go to www.pendoring.co.za.
