Pendoring Special Section

2021 Pendoring e tjhunwa ke Hollard Awards winners and rankings announced

The Pendoring e tjhunwa ke Hollard Awards announced their 2021 winners on Thursday in a virtual ceremony live streamed from Hollard's Villa Arcadia, hosted by comedian and satirist, Coconut Kelz; visual artist, Lady Skollie; musicians uKhoiKhoi and 1Revolution Brass Band and dancers Mbali Nkosi and Charlston Van Rooyen.
Coconut Kelz
Coconut Kelz

Employing over-the-top antics and farce, the cast pushed the limits of South African humour while celebrating what Pendoring stands for: promote, unify and celebrate the richness of South Africa’s creative content in all its indigenous languages.

2021 was a bumper year that saw a 24% increase in entries, 42% more finalists in the Digital Communications category, 22% more finalists in the student awards and 35% more finalists in the Radio & Audio category.

Pendoring GM Eben Keun is understandably thrilled, “Thank you to all the agencies, publishing houses and schools that entered the Pendoring Awards this year. We saw pronounced growth not just in total entries, but in specific languages: isiZulu entries increased by 138.89%; Sepedi entries doubled; Setswana entries are up by 222%; Xitsonga entries increased by 142.85%; and we received our first entry in N|uu this year. This indicates true change beginning to take shape within our industry, and brands continuing to tell authentic stories in indigenous languages.

“We are also proud to announce our top-ranked agencies for 2021. Congratulations and thank you for pursuing excellence with SA’s indigenous language creative content.”

Prestigious Umpetha Award


This year’s Prestigious Umpetha Award is shared by TBWA \ Hunt Lascaris and Toasted Samish, who worked together on the integrated campaign: Shwii by Nissan. The campaign, which also won in Digital and Radio & Audio categories, hacked and disrupted the popular navigation app Waze, to create their own set of isiZulu commands that are suited to local drivers.



Boniswa Pezisa, the Pendoring jury president for 2021 commented, “Most distinctive of all the entries is this year’s Prestigious Umpetha Award winner, which stands heads and shoulders above the rest of its competitors, as it pushed the boundaries by digging deeper into the depths of the rich melodic sounds and gestures of the language. Leveraging nuance and culture of everyday speak, blending it into a rich poetic tapestry of sound. The sound that can only emerge from Mzansi. Halala Umpetha!!!”

Overall student winner


The 2021 Overall Student Winner goes to Red & Yellow Creative School of Business, Cape Town, for Ichebetyu Goes A Long Way, an integrated campaign that plays off the insight that South Africans can make that last bit of Sunlight Laundry Soap last a very long time.



2021 Pendoring e tjhunwa ke Hollard Awards winners and rankings announced
click to enlarge

Heidi Brauer, chief marketing officer for headline sponsors Hollard, said “As we enter this special decade, we just know that the world-class entries delivered by all our finalists will inspire more South Africans to produce work in our beautiful and diverse mother tongues. In this sense, the Pendorings really do act as a catalyst for positive and enduring change in Mzansi, which aligns so nicely with Hollard’s organisational purpose.”

Rankings


Pendoring has also announced the rankings for 2021. The top agency this year, Joe Public United, won several Gold Pendorings for their Castle Milk Stout ClanBeat campaign and for their Chicken Licken Humble Achaar radio campaign.

Pendoring 2021 top 12 Agencies
  1. Joe Public United
  2. TBWA \ Hunt Lascaris
  3. FCB
  4. Toasted Samish
  5. Boomtown
  6. Abnormal
  7. Dit&Dat Ontwerp
  8. King James Group
  9. Sauce Advertising
  10. Ogilvy South Africa
  11. 8909
  12. Afropulse Media

Pendoring 2021 top 5 Content Publishers
  1. Pan MacMillan
  2. New Africa Books
  3. Naledi
  4. Klyntji.com
  5. ATKV

Pendoring 2021 Top 8 Schools/Universities
  1. Red & Yellow Creative School of Business
  2. IIE-Vega
  3. AAA School of Advertising
  4. North-West University
  5. The Open Window
  6. Stellenbosch Academy of Design and Photography
  7. The Creative Academy, Cape Town
  8. Boston Media House

Says Pezisa: “Come back, inspire and push the frontiers further in 2022 and usher in the Unesco Decade of Indigenous Languages with your dignified quirky presence.”

All the winners


PRESTIGIOUS UMPETHA AWARD
PRIZEAGENCYENTRY TYPEBRANDTITLE
Prestigious Umpetha AwardTBWA \ Hunt Lascaris AND Toasted SamishIntegrated Multimedia – CampaignNissan South AfricaShwii by Nissan
STUDENT OVERALL WINNER
Overall Student WinnerRed & Yellow Creative School of BusinessStudent Integrated Multimedia - campaignSunlightIchebetyu Goes A Long Way
DIGITAL COMMUNICATION
GoldTBWA \ Hunt LascarisSocial MediaNissan South AfricaShwii by Nissan
SilverJoe Public UnitedSocial MediaFlying Fish - AbinBevLocal Gifs
SilverSauce AdvertisingDigital Applications, Games & Interactive ToolsWimpyWe love it when you #TalkLocal
Craft CertificateDit&Dat OntwerpDigital Crafts – WritingKOER - Afrikaans Dating AppKoes die Ongemak / Dodge the Awkwardness
Craft Certificate8909Digital Crafts – WritingGSK / Med-LemonBra Shakes
Craft GoldTBWA \ Hunt LascarisDigital Crafts – Use of TechnologyNissan South AfricaShwii by Nissan
DESIGN
SilverJoe Public UnitedLogosCastle Milk Stout - ABinBevClanBeat - Logo
GoldJoe Public UnitedGeneral DesignCastle Milk Stout - ABinBevClanBeat Vinyl
SilverAfrica Open InstitutePublication Design – Single elementNalediDie Wrede Relaas van Vuilgat en Stilte
GoldPan MacmillanPublication Design – Whole PublicationPan Macmillan South AfricaSIMUNYE (Zulu picturebook)
GoldPan MacmillanPublication Design – Whole PublicationPan Macmillan South AfricaThe Girl with 21 Questions (Setswana picturebook)
SilverNew Africa BooksPublication Design – Whole PublicationNew Africa BooksMpumi and Jabu's Magical Day (11 languages)
SilverPan MacmillanPublication Design – Whole PublicationPan Macmillan South AfricaKrok en Dil (graphic novel for young readers)
SilverNew Africa BooksPublication Design – Whole PublicationNew Africa BooksRainBeast
SilverATKVPublication Design – Whole PublicationATKVTaalgenoot
SilverDit&Dat OntwerpDesign for DigitalKOER - Afrikaans Dating AppKoes die Ongemak / Dodge the Awkwardness
Craft GoldJoe Public UnitedDesign Crafts – IllustrationCastle Milk Stout - ABinBevClanBeat Vinyl
FILM
SilverKing James GroupTelevision & Cinema Commercials with production budget under R1mTymeBankSave What Matters
GoldJoe Public UnitedOnline Film & CommercialsCastle Milk Stout - ABinBevClanBeat - Culture Will Never Die
Craft GoldJoe Public UnitedFilm Crafts – DirectionCastle Milk Stout - ABinBevClanBeat - Culture Will Never Die
Craft GoldJoe Public UnitedFilm Crafts – CinematographyCastle Milk Stout - ABinBevClanBeat - Culture Will Never Die
Craft CertificateJoe Public UnitedFilm Crafts – WritingChicken LickenKhumbul’ekhaya
Craft GoldJoe Public UnitedFilm Crafts – Special Visual EffectsCastle Milk Stout - ABinBevClanBeat - Culture Will Never Die
Craft CertificateKlyntjiFilm Crafts – EditingKlyntjiDie herrie is los op Klyntji.com
Craft GoldJoe Public UnitedFilm Crafts – Original Music & Sound DesignCastle Milk Stout - ABinBevClanBeat - Culture Will Never Die
Campaign Craft GoldHelloFCB+Film Crafts – PerformanceCity of Cape TownBoys Do What Men Teach Them - Touch
Campaign Craft GoldHelloFCB+Film Crafts – PerformanceCity of Cape TownBoys Do What Men Teach Them - Catcall
INTEGRATED COMMUNICATION
GoldJoe Public UnitedIntegrated Multimedia – CampaignCastle Milk Stout - ABinBevClanBeat - Campaign
GoldTBWA \ Hunt LascarisIntegrated Multimedia – CampaignNissan South AfricaShwii by Nissan
SilverSauce AdvertisingIntegrated Multimedia – CampaignWimpyWe love it when you #TalkLocal
LIVE
SilverJoe Public UnitedLive EventsCastle Milk Stout - ABinBevAncestors Day
SilverBoomtownLive ActivationsNational GlassThe Last Child
Craft CertificateBoomtownLive Crafts – Art Direction/StylistNational GlassThe Last Child
OUT OF HOME
SilverBoomtownOutdoor MediaNational GlassThe Last Child
GoldJoe Public UnitedDirect MailCastle Milk Stout - ABinBevClanBeat Vinyl
SilverJoe Public UnitedDirect MailChicken LickenSoulFuel Lamp
SilverBoomtownAmbientNational GlassThe Last Child
PRINT COMMUNICATION
Campaign SilverJoe Public UnitedNewspaper & Magazine AdvertisingChicken LickenHungrier Stories - Pusha
Campaign SilverJoe Public UnitedNewspaper & Magazine AdvertisingChicken LickenHungrier Stories - Vaya
Campaign SilverJoe Public UnitedNewspaper & Magazine AdvertisingChicken LickenHungrier Stories - Jaiva
SilverKing James GroupNewspaper & Magazine AdvertisingTYMEBANKSAVE WHAT MATTERS
Campaign Craft CertificateJoe Public UnitedPrint & OOH Crafts – Art DirectionChicken LickenS'Dumo Burger - Mzansi Jackson
Campaign Craft CertificateJoe Public UnitedPrint & OOH Crafts – Art DirectionChicken LickenS'Dumo Burger - Mzansi Lopez
Campaign Craft CertificateJoe Public UnitedPrint & OOH Crafts – Art DirectionChicken LickenS'Dumo Burger - Mzansi Houston
Craft CertificateJoe Public UnitedPrint & OOH Crafts – Art DirectionAssupolAmaduduzo - u-Matrasi
Craft CertificateJoe Public UnitedPrint & OOH Crafts – WritingVitalWhenthere'snotimeforbreaks
Craft CertificateJoe Public UnitedPrint & OOH Crafts – PhotographyAssupolAmaduduzo - u-Matrasi
Campaign Craft CertificateAbnormalPrint & OOH Crafts – IllustrationCraft HomesBraai vs. Slaai
Campaign Craft CertificateAbnormalPrint & OOH Crafts – IllustrationCraft HomesKlassiek vs. kontemporêr
Campaign Craft CertificateAbnormalPrint & OOH Crafts – IllustrationCraft HomesSkerms vs. skuil
RADIO & AUDIO
Campaign SilverJoe Public UnitedRadio Station CommercialsChicken LickenHumble Achaar - Fork 'n Knife
Campaign SilverJoe Public UnitedRadio Station CommercialsChicken LickenHumble Achaar - Instagram
Campaign SilverJoe Public UnitedRadio Station CommercialsChicken LickenHumble Achaar - Gordon Ramsay
Campaign GoldTBWA \ Hunt LascarisInternet & Mobile Audio CommercialsNissan South AfricaNqola yamalahle
Campaign GoldTBWA \ Hunt LascarisInternet & Mobile Audio CommercialsNissan South AfricaSthuthuthu
Campaign GoldTBWA \ Hunt LascarisInternet & Mobile Audio CommercialsNissan South AfricaGanda Ganda
GoldToasted SamishInternet & Mobile Audio CommercialsNissan SAAsithi Shwii
SilverJoe Public UnitedInternet & Mobile Audio CommercialsCastle Milk Stout - ABinBevClanBeat - KoMama
Campaign Craft CertificateJoe Public UnitedRadio & Audio Crafts – DirectionChicken LickenHumble Achaar - Fork 'n Knife
Campaign Craft CertificateJoe Public UnitedRadio & Audio Crafts – DirectionChicken LickenHumble Achaar - Instagram
Campaign Craft CertificateJoe Public UnitedRadio & Audio Crafts – DirectionChicken LickenHumble Achaar - Gordon Ramsay
Craft CertificateJoe Public UnitedRadio & Audio Crafts – DirectionCastle Milk Stout - ABinBevGreat S.African Fal'Story - Bhambatha Rebellion
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – WritingNissan South AfricaNqola yamalahle
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – WritingNissan South AfricaSthuthuthu
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – WritingNissan South AfricaGanda Ganda
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – WritingChicken LickenHumble Achaar - Fork 'n Knife
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – WritingChicken LickenHumble Achaar - Instagram
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – WritingChicken LickenHumble Achaar - Gordon Ramsay
Craft CertificateJoe Public UnitedRadio & Audio Crafts – WritingNedbankA lot can happen in 12 months - Hip Hop
Craft CertificateJoe Public UnitedRadio & Audio Crafts – WritingCastle Milk Stout - ABinBevGreat S.African Fal'Story - Bhambatha Rebellion
Craft GoldJoe Public UnitedRadio & Audio Crafts – Original Music & Sound DesignCastle Milk Stout - ABinBevClanBeat - KoMama
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – PerformanceNissan South AfricaGanda Ganda
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – PerformanceNissan South AfricaNqola yamalahle
Campaign Craft GoldTBWA \ Hunt LascarisRadio & Audio Crafts – PerformanceNissan South AfricaSthuthuthu
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – PerformanceChicken LickenHumble Achaar - Fork 'n Knife
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – PerformanceChicken LickenHumble Achaar - Instagram
Campaign Craft GoldJoe Public UnitedRadio & Audio Crafts – PerformanceChicken LickenHumble Achaar - Gordon Ramsay
Craft CertificateJoe Public UnitedRadio & Audio Crafts – PerformanceCastle Free - ABinBevDorp/Dop - Sokkie
STUDENT AWARDS
GoldIIE-VegaSocial MediaZamBukZamBuk Commission
SilverAAA School of AdvertisingSocial MediaAware.orgIsibonelo Esihle
SilverRed & Yellow Creative School of BusinessDigital Applications, Games & Interactive ToolsATKVBrak en Jan
SilverNorth-West UniversityGeneral DesignRobertson’s SpicesThe King and Queen of the Spice Route
SilverNorth-West UniversityPublication Design - Single elementTaalgenootZaan kultuur
SilverNorth-West UniversityPackage DesignRobertson’s SpicesThe King and Queen of the Spice Route
SilverRed & Yellow Creative School of BusinessOutdoor MediaSunlightIchebetyu Billboard
SilverRed & Yellow Creative School of BusinessOutdoor MediaBlackandBrownSkin.ukUngavumeli umhlaza wolusu ukuchwechwele
Craft CertificateNorth-West UniversityStudent Print, Design & OOH Crafts – IllustrationTaalgenootZaan kultuur
Craft CertificateNorth-West UniversityStudent Print, Design & OOH Crafts – TypographyTaalgenootZaan kultuur
GoldRed & Yellow Creative School of BusinessStudent Integrated Multimedia - campaignSunlightIchebetyu Goes A Long Way
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