Pendoring Special Section

ALL THE #PENDORING2017 WINNERS!

The 2017 Pendoring winners were announced in front of a packed and appreciative audience at the glittering annual awards evening at Vodacom World in Midrand on Friday, 27 October 2017. The event was a truly South African celebration of creativity, rewarding work with local insights that showcase the richness and versatility of our mother tongues.

#pendoring2017

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Advertising agency, The Odd Number walked away with Pendoring’s sought-after Umpetha Award for the best advertisement in an indigenous language excluding Afrikaans, for the second year running.

4 Golds!!!! #pendorings2017

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Unlike last year though, this year it was the sole Umpetha winner. The Odd Number’s winning campaign in Zulu, titled, “Hell’s Kitchen,” was created for BBC Lifestyle.





The big surprise of the evening was the judges’ decision to award a one-off prize for an outstanding Afrikaans Public Service advertisement. 7Films and Y&R South Africa took the laurels for their TV-advertisement, “Everybody Knows,” for the Western Cape Government.



The judges sang the praises of the off-beat, humorous approach in this campaign against drunk driving in South Africa.

To the contrary, as this year’s Afrikaans entries fell short of the judges’ expectations, there was no Prestige Award winner. Both the Umpetha and Prestige Awards comprise an overseas study trip worth R100,000 each. Gold winners each received R6,000 and a gold Pendoring trophy, while silver winners walked away with R2,500 each and a silver Pendoring trophy. Gold craft winners received R3,000 each as well as a gold Pendoring trophy.


As in the professional categories, the student categories produced only one overall winner, also in a non-Afrikaans language. Taurai Valerie Mtake of the Greenside Design Center College of Design impressed the judges with her Ndebele entry, titled “Reviving the Bantu Symbol Writing into contemporary visual culture.”





This was also the only student entry that took gold.

As the overall student winner, Mtake received R16,000: R10,000 as overall winner and R6,000, as well as a gold Pendoring trophy. Silver student winners received R2,500 each and a silver Pendoring trophy. All the gold and silver category winners will also receive Pendoring certificates, which will be delivered to their agencies in due course.

Broadcast ads impressed


As has happened so often in the past, the quality of the entries in the category, ‘Radio station advertisements’, including radio craft, endlessly impressed the judges, with the result that no fewer than five gold and three silver trophies were awarded. Entries in the ‘TV’ category, including TV craft, also sparkled, according to the judges. Apart from two gold Pendorings, five silver trophies were awarded in this category.

Overall, the craft entries were razor sharp - aside from three gold craft awards (two in the radio and one in the TV category), 11 craft certificates were awarded.

The category ‘Original Afrikaans’ produced a single silver award.

Total trophy tally


Altogether, 11 gold and 24 silver trophies were awarded on the evening: 10 golds to professional agencies and 1 gold Pendoring in the student category, with 19 silvers to professional agencies and 5 silver to students.

Of the 10 gold Pendorings that were awarded to agencies, The Odd Number walked away with 4, followed by J Walter Thompson (JWT) and 7Films/Y&R South Africa with two each. Joe Public and Abnormal Group were also awarded a gold Pendoring each.


In terms of silver Pendorings, Joe Public and Ogilvy & Mather Johannesburg each took home four, followed by Abnormal Group, Black Khaki and FCB 1886 with two each and FCB Cape Town, Just Design, Fort, Newton’s Third, Lucan, 7Films and The Make Beautiful Agency with a single silver each.

Apart from the single gold trophy in the student category that went to Greenside Design Center College of Design, silver was also awarded to: Northwest University (2), Stellenbosch Academy of Design (2) and Red & Yellow School of Logic and Magic Cape Town (1). With the exception of the design categories, the judges unanimously agreed that the other student categories did not produce its usual sterling crop.

All the 2017 Pendoring winners


Television/Cinema Commercials (with a production budget exceeding R1 million)
AwardTitleAgencyAdvertiserLanguage
SilverSilly SpenderOgilvy & Mather JohannesburgMultiChoice DStvZuluView
SilverVat die Stof my BraBlack KhakiBUCO Hardware BuildwareAfrikaansView
Television/Cinema Commercials (with a production budget under R1 million)
GoldAlmal Weet7Films & Y&R South AfricaWestern Cape GovernmentAfrikaansView
SilverPocket7Films & The Make Beautiful AgencyChannel OZuluView
SilverKrieketLucanNetNuusAfrikaansView
Television, Film & Video Communication: Internet Video
SilverAg ShemOgilvy & Mather JohannesburgMultiChoice DStvZuluView
Television, Film & Video Crafts – Cinematography
Craft certificateVat die Stof my BraBlack KhakiBUCO Hardware BuildwareAfrikaans
Television, Film & Video Crafts – Direction
GoldEverybody Knows7Films & Y&R South AfricaWestern Cape GovernmentAfrikaansView
Television, Film & Video Crafts – Performance
Craft certificateSilly SpenderOgilvy & Mather JohannesburgMultiChoice DStvZulu
Television, Film & Video Crafts – Special Visual Effects
Craft certificateCampaign: iWyze takes control when you can’tJoe PubliciWyzeAfrikaans, Zulu
Television, Film & Video Crafts – Writing
Craft certificateVat die Stof my BraBlack KhakiBUCO Hardware BuildwareAfrikaans
Original Afrikaans
SilverVat die Stof my BraBlack KhakiBUCO Hardware BuildwareAfrikaansView
Communication Design: Brand Identity & Collateral Design – Posters and Billboards
SilverCampaign: Die toep vir tuinmaakAbnormal GroupGardening with BabylonstorenAfrikaansView, View, View
Communication Design: 3D & Environmental Design – Package & Industrial Design
SilverKeldermeester-versamelingJust DesignLanzeracAfrikaansView, View, View
Communication Design: Motion & Digital Graphic Design – Broadcast Design and Graphics
SilverMTV Base Africa Channel RebrandFortViacom/MTV Base AfricaZuluView
Communication Design: Design Crafts – Illustration
Craft certificateZam-Buk Pocket-sized HeritageJ. Walter Thompson JohannesburgZam-BukZulu
Integrated campaign
GoldThe RidgeAbnormal GroupCraft HomesAfrikaansView, View
Outdoor & Out-of-Home: Ambient and Alternative Media
SilverCampaign: Bossies oor BaardeNewton's ThirdHeadcase Barbers InternationalAfrikaansView, View, View
Print Communication: Newspaper Advertising
SilverCampaign: Spasie vir die hele gesinAbnormal GroupCraft HomesAfrikaansView, View, View
Print Communication: Magazine Advertising
SilverCampaign: KopseerJoe PublicAdcock IngramAfrikaansView, View, View
Print Communication: Indoor Posters
SilverXXXL ChipsFCB 1886SteersAfrikaansView
GoldZam-Buk Pocket-sized HeritageJ. Walter Thompson JohannesburgZam-BukZuluView
Print Communication: Outdoor & Out of Home Crafts – Art Direction
Craft certificateXXXL ChipsFCB 1886SteersAfrikaans
GoldZam-Buk Pocket-sized HeritageJ. Walter Thompson JohannesburgZam-BukZuluView
Radio Station Commercials
GoldAfter TearsThe Odd NumberBrand South AfricaZuluView
SilverCampaign: ValentinesOgilvy & Mather JohannesburgMultiChoice DStvSepedi, ZuluView, View
SilverCampaign: Hy het daarvoor gevraJoe PublicPeople Opposing Women AbuseAfrikaansView, View, View
SilverCampaign: Valentine’s Day Inner PeaceJoe PublicChicken LickenZuluView, View
GoldCampaign: Amagxaba Angay’zoloJoe PublicJetZuluView, View, View
GoldCampaign: Hell’s KitchenThe Odd NumberBBC LifestyleZuluView, View
Branded Content – Radio
SilverZazi Mother's Day DedicationJoe PublicCentre for Communication ImpactZuluView
Radio Communication Crafts – Original Music and Sound Design
Craft certificateKlink soos harde werkBBDO Cape TownCoronationAfrikaans
Radio Communication Crafts – Performance
GoldAfter TearsThe Odd NumberBrand South AfricaZuluView
GoldCampaign: Hell’s KitchenThe Odd NumberBBC LifestyleZuluView, View
Craft certificateVat die Stof my BraBlack KhakiBUCO Hardware BuildwareAfrikaans
Radio Communication Crafts – Writing
Craft certificateAfter TearsThe Odd NumberBrand South AfricaZulu
Craft certificateCampaign: Slegte DagFCB Cape TownBlooms ApteekAfrikaans
Craft certificateCampaign: Hell’s KitchenThe Odd NumberBBC LifestyleZulu
Retail Communication
SilverGeCell CFCB 1886 & FCB Cape TownCell CAfrikaansView
SilverSilly SpenderOgilvy & Mather JohannesburgMultiChoice DStvZuluView

Students


Student Integrated Campaign
AwardTitleTertiary InstitutionStudentsLanguage
SilverSuiwerbek Slingersous: Rêk Jou Bêk in Jou Eie DialêkNorth West UniversitySuné Potgieter, Grace SerfonteinAfrikaansview, view, view, view, view, view
Student Print Communication
SilverCampaign: Kalklig – Geslag & GevangenisStellenbosch Academy of Design and PhotographyKatherine JoubertAfrikaansview, view, view, view
Student Communication Design – Collateral Design
SilverWild op jou voorstoepStellenbosch Academy of Design and PhotographySusan DuvenageAfrikaansview, view
Student Communication Design – Logos and Identity Programmes
Silver“Shibit! Soet en Suur Grafies Ontwerper”North West UniversityAnnemie van VuurenAfrikaansview, view, view, view
SilverUmoya by DJ ZinhleRed & Yellow School of Logic and MagicNick Pollet, Olehile LosabaZuluview, view, view, view
Student Communication Design – Publication Design
GoldReviving the “Bantu Symbol Writing” into contemporary visual cultureGreenside Design Center College of DesignTaurai Valerie MtakeNdebeleview, view, view, view

Special Awards


Overall Student Award
StudentCategoryTitleInstitutionLanguage
Taurai Valerie MtakeStudent Communication Design – Publication DesignReviving the “Bantu Symbol Writing” into contemporary visual cultureGreenside Design Center College of DesignNdebeleview, view, view
Umpetha Award
AgencyCategoryTitleAdvertiserLanguage
The Odd NumberRadio Station AdvertisementsCampaign: Hell’s KitchenBBC LifestyleZuluview
Public Service Award
AgencyCategoryTitleAdvertiserLanguageLink
7Films, Y&R South AfricaTelevision advertisement (with a production budget under R1 million)Almal weetWestern Cape GovernmentAfrikaansview


Click here for a reminder of all the finalists and follow #Pendoring2017 on Twitter and Instagram for the latest updates!

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