Because we understand Afrikaans ads...

Click to view the Print Campaign (835KB) Click to view the Poster Campaign (821KB)

The Pendoring is renowned for its fresh advertising campaigns to market itself - hence various Loerie Awards for its 2005 print campaign - as well as the Creative Circle's Ad of the month, the first time ever for an Afrikaans ad.

"It's not easy to commit advertisers to advertise in Afrikaans; however, should you be successful, the rewards are ample," is the opinion of copy writer Deon Wiggett, artistic director Gustav Lammerding and creative director Eoin Welsh of King James. Wigget himself is a previous Pendoring Prestige recipient.

The campaign - which illustrates what happens in an agency when they do have to create an Afrikaans ad - is playful and risky, lightly taking the mickey out of creatives, traffic controllers, clients and then some...

"Pendoring has, through the years, successfully established its Afrikaans brand," says Wigget. "2006's campaign now takes it one step ahead - to also focus on the advertising part of the awards. Various organisations promote Afrikaans; however, there is only one that promotes Afrikaans advertising... And that is Pendoring - the last word on Afrikaans advertising. We understand Afrikaans advertising..."

Call to entries

This year's competition has already opened, with a deadline of 30 June 2006. Agencies and students are invited to enter. Winners will be announced at a gala function on 1 September at Vodaworld in Midrand, Gauteng.

Categories include: radio/jingles, TV/cinema, newspapers, outdoor (billboards), posters, above-/through-the-line campaigns, corporate identity, new media, campaigns, etc. Tuisgebak is an additional category for the best truly South African ad executed in any of South Africa's official languages and should reflect the unique nature of South Africa.

For more information, regulations and categories, visit www.pendoring.co.za.

Founding members of the Pendoring are Media24, Caxton, De Kat, kykNET, the ATKV, die Kopieskrywersforum, Radiosondergrense and Rapport.