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Pendoring finalists very creative, says international judge

The list of finalists in this year's Pendoring competition for excellence in Afrikaans advertising is overshadowed by FCB Cape Town and Johannesburg, which have 19 finalists, while Net#work BBDO has three finalists and The Jupiter Drawing Room has two. The Johannesburg agencies Hunt Lascaris have four, and Ogilvy, Joe Public and Lobedu Leo Burnett three, two and two finalists respectively.
A record amount of agencies entered this year's competition. Forty two agencies, advertising schools, freelance copy writers and smaller creative companies reacted with more than 300 entries in the 17 categories.

This year's international judge, Henk Nieuwenhuis, copy director of Ogilvy in Amsterdam, is satisfied with what he saw.

"I find the language sympathetic and inspiring, very creative - even more creative than Dutch, especially in the way the language is used. Afrikaans has a tradition of creating new words for new concepts, while Dutch has become a bit 'lazy'. Afrikaans offers a quite charming way to integrate new elements in a truly authentic culture," he says.

"I find it sad that more trade marks don't advertise in Afrikaans," he continues. "It is general knowledge that communication in the mother tongue speaks to the buyer's emotions, dreams, heart. And then advertising is more effective."

Nieuwenhuis is exceptionally impressed the standard of the Tuisgebak/Homegrown and Truly South Africa categories, as well as with that of the categories posters, radio and news papers. He is perplexed at the fact that new media such as web sites still has not reached its full potential. There is yet again no finalist in this category.

Pepe Marais, creative director of Joe Public in Johannesburg and also one of this year judges, says frankly, "The good work was very good. And the bad, very bad. But as always the best work won, and with good reason.

"It is a pity that we received so little entries in the news paper and magazines categories, as the best work was seen in these categories. Thinking of how strong Afrikaans print media is, one should imagine that this is the exact place where one should advertise in Afrikaans."

Another judge, Thebe Ikalefeng, managing director of Brand Leadership, thinks the entries are good, but that he has seen similar work a couple of years ago.

"I think that in some categories the standard is still the same - we have not grown as much as I had hoped. However, having said that, we also saw fantastic, truly South African work. It shows once again that one cannot sacrifice one's identity, even if you deliver exceptional, international work."

As in last year, the student entries evoked mixed reaction. The finalists in the category student campaigns as well as new media: web sites, were extremely good, while the remainder of the entries in the student categories were disappointing.

"The professional entries of web sites can do themselves a favour and look at the student entries," is the opinion of Schalk van der Merwe, art director and copywriter at FCB Cape Town.

The full panel of judges consisted of Pepe Marais, creative director at Joe Public; Roela Hattingh of the Vega School of Advertising; Leon Jacobs of Saatchi & Saatchi; Thebe Ikalafeng of Brand Leadership; Anne Grobler, marketing director of OUTsurance; Linette Retief, copywriter; Heindrich Wyngaard, Rapport journalist; Konstant van Huyssteen of Ogilvy Johannesburg; Riana Scheepers, award winning author and language fundi, and Schalk van der Merwe of FCB in Cape Town.

The judging took place between 21 and 23 July 2006 at the ATKV building in Randburg, Gauteng.

The finalists (in alphabetical order of the title), are

CAMPAIGNS BELOW THE LINE/PROMOTIONS


Title: Klipdrift KKNK (rooi plakkie, wolf, boereworsgordyn, wonder bar...ens)
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Anthony de Klerk, Declan Sharp, Paul Carstens, Louise Pretorius
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town

Title: 'n Kas is vir klere/'n kas is vir skoene/vakuum-verpakte kultuur
Agency: Joe Public
Creative director: Liezl-Mari Long, Pepe Marais
Copy writer: Francois Delport, Mpho Mahura
Art director: Brendan Hoffmann, Chris Lesser
Advertiser: e-Bucks
Product/service: E-Bucks space travel promotion
Production: Joe Public in-house production

Title: My pen is in my hand
Agency: Ogilvy South Africa (Cape Town)
Creative director: Gordon Ray
Copy writer: Gordon Ray
Art director: Carl Willoughby
Advertiser: Trudie Oosthuizen
Product/service: Korporatiewe Identiteit
Production: Ogilvy Repro

NEWS PAPERS


Title: Deere John
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Declan Sharp
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town

Title: Langjan
Agency: Joe Public
Creative director: Pepe Marais
Copy writer: Francois Delport
Art director: Chris Lesser
Advertiser: Clover
Product/service: Milk
Production: -

Title: Riot
Agency: The Jupiter Drawing Room South Africa
Creative director: Livio Tronchin
Copy writer: Peri van Paapendorp/Jakkie Brink
Art director: Kim McDonald
Advertiser: Associated Motor Holdings
Product/service: Hyundai
Production: -

MAGAZINES


Title: Deere John
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Declan Sharp
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town

Title: Gatbom
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Dylan Kidson/André de Wet
Art director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town

Title: Weet jy hy weet jy weet?
Agency: Ogilvy Johannesburg
Creative director: James Daniels
Copy writer: Konstant van Huyssteen/Annette Nel
Art director: Mike Groenewald
Advertiser: kykNET
Product/service: Tweestryd
Production: -

RADIO


Title: Johannes
Agency: FCB Johannesburg
Creative director: Adam Wittert, Brett Morris
Copy writer: Lauren Schewitz, Vidette Kay
Art director: -
Advertiser: Sonovision
Product/service: Voicebank
Production: Sonovision

Title: Voorbarig
Agency: FCB Johannesburg
Creative director: Adam Wittert
Copy writer: Lauren Shewitz
Art director: Vidette Kay
Advertiser: SABC
Product/service: Air sales
Production: Sonovision

Title: Waar was jy?
Agency: TBWA Hunt Lascaris
Creative director: Paul Werner/Damon Stapleton
Copy writer: Stefanus Nel, Debbie Gynell
Art director: -
Advertiser: Nissan
Product/service: Hardbody
Production: Sonovision

TV/CINEMA


Title: Juanita
Agency: The Jupiter Drawing Room South Africa
Creative director: Livio Tronchin
Copy writer: Jakkie Brink
Art director: Jamie Mentz
Advertiser: Musica
Product/service: Juanita du Plessis CD
Production: -

Title: Tannie
Agency: TBWA Hunt Lascaris
Creative director: Paul Warner
Copy writer: Michelle Elisio
Art director: Zac Modirapula/Darren Borrino
Advertiser: IEC
Product/service: Municipal Elections
Production: Plank Films

STUDENT CAMPAIGNS


Title: Blou Kersfees
Agency: Vega The Brand Communications School
Creative director: Roela Hattingh, Hanneke Schutte
Copy writer: Nicolet Pienaar, Darren Meltz
Art director: Oliver Whyte
Advertiser: HTH
Product/service: HTH
Production: -

Title: Kleur van die Kaap
Agency: Vega The Brand Communications School
Creative director: Klasi Coetzee
Copy writer: Lara Moses
Art director: Marwaan Sasman
Advertiser: Kaapse Klopse
Product/service: Kulturele Vermaak
Production: -

Title: Oppikoppi 12 Swart Skapies
Agency: University of Pretoria
Creative director: Kelda van Heerden
Copy writer: Kelda van Heerden
Art director: Kelda van Heerden
Advertiser: Oppikoppi Productions
Product/service: Oppikoppi 12 festival
Production: -

STUDENTS NEW MEDIA


Title: Pimp my wa
Agency: Vega The Brand Communications School
Creative director: Bernard de Clerk/Andre van der Sandt
Copy writer: Bernard de Clerk/Andre van der Sandt
Art director: Bernard de Clerk/Andre van der Sandt
Advertiser: Voortrekker Monument
Product/service: Voortrekker Monument
Genomineerdes: Bernard de Clerk/Andre van der Sandt/Wessie vd Westhuizen
Production: -

Title: Mulletsurprise.com
Agency: North West University
Creative director: Ian Marley
Copy writer: Irene Smit
Art director: Willem Venter/Susan van Jaarsveld
Advertiser: -
Product/service: -
Production: -

Title: Skoffel,Sskaapbraai & Skuinslê
Agency: North West University
Creative director: Ian Marley
Copy writer: Christo Kruger
Art director: Renier Marley/Catherine van Jaarsveld
Advertiser: -
Product/service: -
Production: -

STUDENTS SINGLE


Title: Daar is regtig so iets
Agency: Vega The Brand Communications School
Creative director: Roela Hattingh/Dorette Hoffmann
Copy writer: Dorette Hoffmann
Art director: Dorette Hoffmann
Advertiser: -
Product/service: -
Production: -

Title: Horende Doof
Agency: AAA School of Advertising
Creative director: -
Copy writer: Suria Erasmus
Art director: Suria Erasmus
Advertiser: -
Product/service: -
Production: -

Title: Rou
Agency: Vega The Brand Communications School
Creative director: Niik Botchway/Janet Berger
Copy writer: Petronella Pienaar
Art director: Petronella Pienaar
Advertiser: -
Product/service: -
Production: -

CAMPAIGNS ABOVE-/THROUGH THE LINE


Title: Anatomie
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Schalk van der Merwe, Hanlie Kriel
Art director: Schalk van der Merwe
Advertiser: MNET
Product/service: Binnelanders
Production: FCB Cape Town

Title: Lost in translation/Snoek
Agency: Lobedu Leo Burnett
Creative director: Vanessa Pearson
Copy writer: Stefanus Nel
Art director: Alan Lewus/ Sanche Frolich
Advertiser: Pendoring
Product/service: Pendoring 2005
Production: Freshwater Films

Title: Raak Weg
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Declan Sharp
Advertiser: Media24
Product/service: Weg
Production: FCB Cape Town

PLAKKATE


Title: Kak idee
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Marius van Rensburg
Art director: Anthony de Klerk, Brenton Bubb
Advertiser: SANCA
Product/service: SANCA
Production: FCB Cape Town

Title: Tik-Tik Bom
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Marius van Rensburg
Art director: Anthony de Klerk, Brenton Bubb
Advertiser: SANCA
Product/service: SANCA
Production: FCB Cape Town

Title: Zuma slang
Agency: Daddy buy me a pony/9 November
Creative director: Peet Pienaar, Donald Swanepoel
Copy writer: Donald Swanepoel
Art director: Peet Pienaar
Advertiser: Media24
Product/service: Die Son at KKNK
Production: Cow-Africa PR

DESIGN


Title: Ear tag
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Dylan Kidson
Art director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town

Title: Lost in translation/Tattoo
Agency: Lobedu Leo Burnett
Creative director: Vanessa Pearson
Copy writer: Stefanus Nel
Art director: Sanche Frolich
Advertiser: Pendoring
Product/service: Corporate Identity
Production: -

Title: Roomdrop
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Anthony de Klerk, Declan Sharp, Paul Carstens, Lousie Pretorius
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town

TRULY SOUTH AFRICAN


Title: Waar was jy?
Agency: TBWA Hunt Lascaris
Creative director: Paul Werner/Damon Stapleton
Copy writer: Stefanus Nel, Debbie Gynell
Art director: -
Advertiser: Nissan
Product/service: Hardbody
Production: Sonovision

Title: Shopping
Agency: Net#workBBDO
Creative director: Julian Watt
Copy writer: Gary du Toit/Mariana O' Kelly
Art director: Gary du Toit/Mariana O' Kelly
Advertiser: Nedbank
Product/service: The Children's Affinity Account
Production: Frieze Films

Title: Special Assignment
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Hanlie Kriel
Art director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: Passing Trains

OUTDOOR


Title: Gemeenskapsteater
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Anthony de Klerk, Declan Sharp
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town

Title: Pot vol Kwak
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Schalk van der Merwe, Hanlie Kriel
Art director: Schalk van der Merwe,
Advertiser: MNET
Product/service: Buitelanders
Production: FCB Cape Town

PAYOFF LINE


Title: Gemeenskapsteater
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Anthony de Klerk, Declan Sharp
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town

Title: Kamp Eerder
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Declan Sharp
Advertiser: Media24
Product/service: Weg
Production: FCB Cape Town

Title: Weet jy hy weet jy weet?
Agency: Ogilvy Johannesburg
Creative director: James Daniels
Copy writer: Konstant van Huyssteen/Annette Nel
Art director: Mike Groenewald
Advertiser: kykNET
Product/service: Tweestryd
Production: -

HOMEGROWN/TUISGEBAK


Title: Big Daddy
Agency: Net#workBBDO
Creative director: Mike Schalit, Graeme Jenner
Copy writer: Reggie Makheto/Tefo
Art director:
Advertiser: Metro FM
Product/service: Aids Awareness
Production: Peter Gird Productions

Title: Frisbee
Agency: Net#workBBDO
Creative director: Julian Watt
Copy writer: Reggie Makheto/Tefo
Art director: Julian Santana
Advertiser: Cell C
Product/service: Cell C
Production: Frieze Films

Title: Soweto All Stars
Agency: TBWA Hunt Lascaris
Creative director: Theo Ferreira
Copy writer: Festus Masekwameng/Felix Kessel
Art director: Bruce Anderson
Advertiser: Sasol
Product/service: Football Sponsorship
Production: Bomb

BEST ADVERTISEMENT ORIGINALLY IN AFRIKAANS


Title: Eugene
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Marius van Rensburg
Art director: Anthony de Klerk
Advertiser: Ellimans
Product/service: Horse Embrocation
Production: FCB Cape Town
Title: Gatbom
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: Dylan Kidson/André de Wet
Art director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town

Title: Gemeenskapsteater
Agency: FCB Cape Town
Creative director: Francois de Villiers
Copy writer: André de Wet
Art director: Anthony de Klerk, Declan Sharp
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town

During the gala ceremony on 1 September at VodaWorld in Midrand, a prestige prize and a prize for the best performing artist will also be announced.

Pendoring is sponsored once again this year by its founder members - ATKV, Caxton, De Kat, Kopieskrywersforum, kykNET, Media24 (papers and magazines), RSG and Rapport. The main sponsors are Absa, Oracle, SABC and Vodacom, with additional sponsorship by Ads24, Kulula.com, Klipdrift, Ontbytsake, Newsclip, Sanlam and Swartland Wineries.

Watch www.pendoring.co.za for additional Pendoring news.

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