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Joe Public leads the way with biggest Pendoring haul

The dynamic independent Gauteng advertising agency, Joe Public, accepted the 2010 Pendoring campaign invitation, created excellent Afrikaans advertising and proved its cool beyond any doubt. This ensured that the agency walked away with the biggest Pendoring trophy haul - four gold and three silver - at the glittering Pendoring awards evening at Vodaworld, Midrand on 29 October.
This year over 300 entries were judged by an esteemed panel of ten regular and four specialist judges under chairmanship of the overseas judge, Leon Jacobs, executive creative director of Saatchi & Saatchi in Geneva, Switzerland. All the results were also audited by an external auditor.

In the agency categories 10 gold and 15 silver Pendorings were awarded, while the student categories yielded 3 gold and 2 silver Pendoring trophies.

Joe Public bagged gold for its newspaper campaign titled Hannelie, Melanie, Bettie for kalahari.net, and no fewer than three gold Pendorings for its sterling work for Pendoring 2009. These include its poster campaign Bennie Boekwurm, Haas Das, Liewe Heksie, a Pendoring advent calender (in the category communication design) and its Afskeep campaign in the category mixed media campaign - below-the-line. In addition, Joe Public also received silver for the Pendoring magazine advertisement Riaan in the 2009 Pendoring campaign.

It's interesting to note that Pendoring campaigns often also excel at other awards events such as the Loeries, where elements of various Pendoring campaigns have been awarded gold, silver and bronze.

Moreover, Joe Public also received silver Pendorings for two advertisements in the Truly South African category, namely District Nine (TV) and Spark Hope (print).

Hot on Joe Public's heels was Ogilvy Johannesburg, which not only walked away with two gold and two silver Pendoring trophies, but also bagged Pendoring's highest accolade, the Prestige Award, in the category Original Afrikaans for its humurous and expressive campaign for Exclusive Books titled Hiertjou-broodblik, Kanniehorie-Kakofonie-Klapsoekpyp, Papier-Vampier, Roekelose-rampokker-resieskombie, Spytjytgekyk-driehoek-baaibroek.

Besides including an overseas study trip of R25 000 for the overall winner, the Prestige prize this year also entails free advertising space/airtime of a whopping R2,5 million, sponsored by a number of Pendoring partners, for the client of the winning advertisement.

In addition to the Prestige Award, gold and silver for its Exclusive Books campaign, Ogilvy bagged another gold Pendoring in the category Truly South African, TV for the topical and uplifting campaign Selinah (for Topsy Foundation). The agency's campaign in the ambient category, Stirrers (also for Exclusive Books), netted the agency a second silver Pendoring.

Other gold Pendoring winners this year are Baie-Lingual Blink Stefanus (Man trou met Logo - direct marketing & promotions), Black River F.C. (Will not support England - Truly South African, print) Draftfcb Cape Town 80 for Santam - communication design) and TBWA\Hunt Lascaris (the campaign Funeral/Tatollo for Doom - Truly South African, radio), with one gold each.

Three silver Pendorings were awarded to Draftfcb Johannesburg for Skaap (TV with a production budget exceeding R350 000), Hiluxie (radio) and Jakkals trou met wolf se vrou (posters).

A number of agencies also won one silver Pendoring, including Draftfcb Cape Town for Die storie in die storie (magazines), TBWA\Hunt Lascaris for Slovo Divas (Truly South African, TV), Etiket for My buurvrou (online advertising), tbsp///beyond the line for kykNET KKNK (mixed media campaign - below-the-line), Saatchi & Saatchi for Môre met Francois (TV with a production budget of less than R350 000), Net#work BBDO for Beggar (Truly South African, TV) and MetropolitanRepublic for Forrest Gump (Truly South African, radio).

In the student categories Vega the Brand Communications School (Durban) was not only awarded two gold Pendorings for Flipside (for Kick Racism) - the Afrikaans version in the category above-the-line advertising and the English version in the category Truly South African - the Afrikaans version of Flipside also received the award as the overall student winner.

Northwest University bagged one gold Pendoring for its through-the-line mixed media campaign Roofies, while the AAA School of Advertising with Bommie, Emmer (above-the-line advertising) and Nelson Mandela Metropolitan University with Kaler Jonker, Groter Pronker (Truly SA) each received a silver Pendoring.

The popular Klipdrift-advertisement Vriendelike Frikkie (for Distell) was awarded the Mense se Doring for being voted the best liked Afrikaans advertisement this past decade by the public.

Besides all the Pendoring trophies that were awarded at the gala event, the winners of a number of other Pendoring competitions and promotions were also announced.

In the Ads24 promotion for creative agencies and design studios to show their mettle with Afrikaans and design in a T-shirt competition, Romano Cardinal of Lowe Bull, Cape Town received the award for best T-shirt design, while Heidi Kasselman of Lowe Bull, Johannesburg triumphed with the best copy on a T-shirt. Craig Murie of TBWA\Hunt Lascaris was the overall winner of the best T-shirt.

Lucky du Plessis and Tarryn Bezuidenhout of Volcano Advertising walked away with the laurels in the Pendoring rap competition for agencies and students, which won them a cruise on luxury liner from Cape Town to Walvis Bay.

ALL THE 2010 PENDORING WINNERS


ADVERTISING ABOVE-THE-LINE

TV/CINEMA (with a production budget exceeding R350 000)


Silver

Title:Skaap
Agency:Draftfcb Johannesburg
Advertiser:Toyota
TV/CINEMA(with a production budget of less than R350 000)
Silver
Title:Môre met Francois
Agency:Saatchi & Saatchi
Advertiser:Essentiale
RADIO/JINGLES
Silver
Title:Hiluxie
Agency:Draftfcb Johannesburg
Advertiser:Toyota
NEWSPAPERS
Gold
Title:Hannelie, Bettie, Melanie (campaign)
Agency:Joe Public
Advertiser:kalahari.net
MAGAZINES
Silver
Title:Die storie in die storie
Agency:Draftfcb Cape Town
Advertiser:Die Burger
Silver
Title:Riaan
Agency:Joe Public
Advertiser:Pendoring 2009
POSTERS
Gold
Title:Bennie Boekwurm, Haas Das, Liewe Heksie (campaign)
Agency:Joe Public
Advertiser:Pendoring 2009
Silver
Title: Jakkals trou met wolf se vrou
Agency:Draftfcb Johannesburg
Advertiser:Lexus
Silver
Title:Hiertjou-broodblik, Kanniehorie-Kakofonie-Klapsoekpyp, Papier-Vampier, Roekelose-rampokker-resieskombie, Spytjytgekyk-driehoek-baaibroek (campaign)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
OUTDOOR ADVERTISING
No award
AMBIENT
Silver
Title:Stirrers
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
ONLINE ADVERTISING
Silver
Title:My buurvrou
Agency:Etiket
Advertiser:Sondag
MIXED MEDIA CAMPAIGN (ABOVE-THE-LINE)
No award
COMMUNICATION DESIGN
Gold
Title:Pendoring - Adventkalender
Agency:Joe Public
Advertiser:Pendoring 2009
Gold
Title:"80"
Agency:Draftfcb Cape Town
Advertiser:Santam
EXPERIENTIAL MARKETING
DIRECT MARKETING AND PROMOTIONS
Gold
Title:Man trou met Logo
Agency:Baie-lingual Blink Stefanus
Advertiser:Blink Stefanus
DIGITAL MEDIA
No award
MIXED MEDIA CAMPAIGN (BELOW-THE-LINE)
Gold
Title:Afskeepveldtog
Agency:Joe Public
Advertiser:Pendoring 2009
Silver
Title:kykNET KKNK
Agency:tbsp///beyond the line
Advertiser:kykNET
GENERAL
BEST PAY-OFF LINE/EXPRESSION/IDEA/HEADING
No award
ORIGINAL AFRIKAANS
Gold
Title:Hiertjou-broodblik, Kanniehorie-Kakofonie-Klapsoekpyp, Papier-Vampier, Roekelose-rampokker-resieskombie, Spytjytgekyk-driehoek-baaibroek (campaign)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
TRULY SOUTH AFRICAN
TRULY SOUTH AFRICAN - TV
Gold
Title:Selinah
Agency:Ogilvy Johannesburg
Advertiser:Topsy Foundation
Silver
Title:Beggar
Agency:Net#work BBDO Johannesburg
Advertiser:Chicken Licken
Silver
Title:District 9
Agency:Joe Public
Advertiser:Ocean Basket
Silver
Title:Slovo Divas
Agency:TBWA\Hunt Lascaris
Advertiser:Apartheid Museum
TRULY SOUTH AFRICAN - RADIO
Gold
Title:Funeral, Tatollo (campaign)
Agency:TBWA\ Hunt Lascaris
Advertiser:DOOM
Silver
Title:Forrest Gump
Agency:MetropolitanRepublic
Advertiser:Maponya Mall
TRULY SOUTH AFRICAN - PRINT
Gold
Title:Will Not Support England
Agency:Black River F.C.
Advertiser:Mini
Silver
Title:Spark Hope
Agency:Joe Public
Advertiser:Rock4AIDS
STUDENTS
ADVERTISING (ABOVE-THE-LINE)
Gold
Title:Flipside (Afr)
Tertiary institution:Vega the Brand Communications School Durban
Product/service:Kick Racism
Student:Sharleen Hollick
Silver
Title:Bommie, Emmer
Tertiary institution:AAA School of Advertising
Product/service:Nola
Student:Willie Struwig, Sean Viljoen
DIGITAL
No award
MIXED MEDIA CAMPAIGN (THROUGH-THE-LINE)
Gold
Title:Roofies
Tertiary institution:Northwest University
Product/service:MK
Student:Theresa le Grange
TRULY SOUTH AFRICAN - ALL MEDIA
Gold
Title:Flipside (English)
Tertiary institution:Vega The Brand Communications School Durban
Product/service:Kick Racism
Student:Brendon Loughrey
Silver
Title:Kaler Jonker, Groter Pronker
Tertiary institution:Nelson Mandela Metropolitan University
Product/service:Pronk
Student:Reiner Swanepoel
SPECIAL AWARDS
PRESTIGE AWARD
CATEGORYORIGINAL AFRIKAANS
Title:Hiertjou-broodblik, Kanniehorie-Kakofonie-Klapsoekpyp, Papier-Vampier, Roekelose-rampokker-resieskombie, Spytjytgekyk-driehoek-baaibroek (poster campaign)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
OVERALL STUDENT WINNER
CATEGORYADVERTISING (ABOVE-THE-LINE)
Title:Flipside (Afr)
Tertiary institution:Vega the Brand Communications School Durban
Product/service:Kick Racism
Student:Sharleen Hollick
MENSE SE DORING
For the best liked Afrikaans advertisement the last decade (2000-2010) as voted by the public
Title:Vriendelike Frikkie
Agency:Draftfcb Cape Town
Advertiser:Distell (Klipdrift)
2 Nov 2010 14:52

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