2012 Pendoring winners: Digital drought broken
The Pendoring Advertising Awards not only received excellent digital entries this year, but to boot, Ogilvy Johannesburg's ingenious campaign MK is... walked off with the highest Pendoring accolade, the Pendoring Prestige Award. Special mention was made of the excellence in the digital mixed media campaign.
MK is... (for kykNET's dynamic music channel MK) won gold in no fewer than four categories and a silver in another. In the categories TV/cinema (with a production budget under R500 000), Digital mixed media, Integrated campaign and Internet/mobile/interactive communication it won gold, and in Live events, activations and direct marketing it took silver.
This year, Pendoring for the first time awarded the Umphetha Award with a cash prize of R20 000 for the overall winner in the Truly South African category (TV, radio, general and integrated campaigns). Organisers decided on the name Umphetha, as it means champion/the best in Zulu. Work in all indigenous languages competes in the Truly South African category.
The overall student winner for this year comes from the University of the Northwest. Natasha Prinsloo won a one-year internship with Draftfcb, as well as a R10 000 study bursary for her entry Blink Stefanus Zef Motorbykomstighede in the category Craft: for design.
This year a total of 21 gold and 22 silver Pendoring trophies were awarded to agencies and students. Judges thought long and hard, and thoroughly debated their decisions. They all agreed that the quality of entries this year in general was extremely high.
Gold and Silver
When it comes to gold and silver awards, the dynamic Johannesburg-based agency Joe Public came out tops with five gold and three silver Pendorings, with Ogilvy Johannesburg a close second with four gold and three silver.
Draftfcb Johannesburg boasts three gold and one silver Pendorings, House of Brave one gold and two silver, TBWA\Hunt\Lascaris Johannesburg and Etiket two gold each, Black River FC and Net#work BBDO one gold and one silver each, and The Jupiter Drawing Room (Cape Town) and ninety9cents (Cape Town) two silver trophies each.
MetropolitanRepublic and Dojo115 took one silver Pendoring each.
The winners of Ads24's T-shirt competition, which was held for the third time, this year under the banner of "Vier jou Erfenis" (Celebrate your Heritage), were also announced at the awards evening.
The winner, Dylan Fortune from Ogilvy Johannesburg, took home an Apple MacBook Pro. Vanessa De Castro and Greta van der Merwe from Joe Public Ignite (joint second) each won an Apple iPad2. Wayne du Rand from Zoom Advertising Cape Town, in the third place, won an Apple iPhone 4S.
2012 winners
| Category | Award | Title | Agency | Advertiser |
|---|---|---|---|---|
| TV/cinema (with a production budget over R500 000) | Gold | Snor | Draftfcb Jhb | Lexus |
| Silver | Vermis | MetropolitanRepublic | FNB | |
| TV/cinema (with a production budget under R500 000) | Silver | Deon | Ogilvy Johannesburg | Pendoring 2011 |
| Non-broadcast video & film | Gold | MK is... | Ogilvy Jhb | MK |
| Radio | Gold | Indian/Skotse Klokkespel (campaign) | Draftfcb Jhb | Vodacom |
| Silver | Donsie | DDB South Africa | McDonalds South Africa | |
| Silver | Gerda se Geheim/Manie en Katrien (campaign) | Draftfcb Jhb | Toyota Care | |
| Newspapers | Silver | Blougroen/Groen/Rooi (campaign) | ninety9cents | Checkers |
| Magazines | Gold | Boetie en sussie/Bose tweeling/Die nuwe kêrel/Ma se oogappel/Skoonma | TBWA\Hunt\Lascaris Jhb | Tiger Brands |
| Silver | Coco/Evita/Mumtaz (campaign) | Joe Public | Lip Ice | |
| Posters | Gold | Die Geliefde President/Die Hervormer/Professor Houtwerk/Springbok Perderuiter (campaign) | House of Brave | Blink Stefanus (beer) |
| Gold | Neef/Niggie/Oom (campaign) | Joe Public | Lip Ice | |
| Out-of-home | No award | |||
| Internet/mobile/interactive communication | Gold | Die LAPA Hoofkarakter-soektog | Etiket | LAPA Uitgewers |
| Gold | MK is... | Ogilvy Jhb | MK | |
| Silver | Wie's Bang | Dojo115 | Van Coke Kartel | |
| Digital mixed media campaign | Gold | Die LAPA Hoofkarakter-soektog | Etiket | LAPA |
| Gold | MK is... | Ogilvy Jhb | MK | |
| Integrated campaign | Gold | MK is... | Ogilvy Jhb | MK |
| General - Original Afrikaans | No award | |||
| General - Retail | Silver | Blougroen/Groen/Rooi (campaign) | ninety9cents | Checkers |
| Silver | Spekkie | House of Brave | Blink Stefanus (beer) | |
| General - Craft | Silver | Die Geliefde President/Die Hervormer/Professor Houtwerk/Springbok Perderuiter (campaign - art direction) | House of Brave | Blink Stefanus (beer) |
| Silver | Huweliksherdenking/ Kersfees/Verjaarsdag (campaign - copy writing) | Joe Public | Lip Ice | |
| Communication design | No award | |||
| Live events, activations, direct marketing | Silver | Boobs en balle | Ogilvy Jhb | |
| Silver | MK is...a pop-up bar | Ogilvy Jhb | MK | |
| Truly South African - TV | Gold | Balance/iPhone/Whiskey (campaign) | Net#work BBDO | Ndalo Media |
| Gold | The Last Dictator Standing | Black River FC | Nando's South Africa | |
| Silver | Omo Slap | The Jupiter Drawing Room Cape Town | Unilever | |
| Truly South African - Radio | Gold | Banana/Gobachev/Makalmaan/ PeteMaThousand | TBWA\Hunt\Lascaris Jhb | Steers |
| Gold | Beggar Broadcast | Joe Public | One School at a Time | |
| Silver | Parking Assistant | The Jupiter Drawing Room Cape Town | Hyundai | |
| Truly South African - General | Gold | SABC News Deaf Awareness | Draftfcb JHB | SABC |
| Gold | Twitter Army | Joe Public | JHHESA | |
| Silver | Ballet Box | Joe Public | The South African Ballet Theatre | |
| Silver | Censorship | Net#work BBDO | Webber Wentzel | |
| Truly South African - Integrated campaign | Gold | Run Jozi | Joe Public, Trigger | Nike |
Students
| Category | Award | Title | Advertising school/Tertiary institution | Product/Service |
|---|---|---|---|---|
| Students - Traditional Media | Silver | Agter vensters | Northwest University | South African Mental Health Association |
| Silver | Jannie-verjaar-glase/Familieportrette/Voorkamer (campaign) | Red and Yellow School of Advertising | Visi Magazine | |
| Students - Digital media | No award | |||
| Students - Craft | Gold | Afro Jozi (design) | The Open Window School of Visual Communicaton | Whiteboy Shebeen |
| Gold | Blink Stefanus Zef Motorbykomstighede (design) | Northwest University | Blink Stefanus | |
| Students - Integrated Campaign | Gold | Selfliefde | Northwest University | Vrede Foundation |
| Students - Truly South African | Silver | Bum-kissergum/Politissues/Chucky Larm Dolls | Vega The Brand Communication School Cape Town | Big Blue |
| Silver | Dr Siza Skhova | Vega The Brand Communication School | Owl Rescue 911 |
| Category | Award | Title | Agency/Tertiary institution | Advertiser/Product |
|---|---|---|---|---|
| Digital mixed media campaign | Prestige Award | MK is... | Ogilvy Jhb | MK |
| Truly South African - Integrated campaign | Umphetha Award | Run Jozi | Joe Public & Trigger | Nike |
| Craft - for design | Overall Student Winner | Blink Stefanus | Northwest University | Zef Motorbykomstighede |
Sponsors
- Gold: Ads24, ATKV, Beeld, Die Burger, kykNET, Media24, Rapport, Toyota.
- Silver: MK
- Bronze: Caxton Community Newspapers, eNuus, Huisgenoot, Jacaranda 94.2, Klipdrift, OFM, Sanlam
Partners: Bizcommunity.com (online partner), Adlip, Bok Radio, Creative Week Cape Town, DEKAT, Draftfcb Cape Town, KFM, kulula.com, Leopard's Leap Wines, MarkLives.com, mfm 92.6, Newsclip, RSG, Scan.
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