This is 2004's theme for Pendoring's comprehensive and fun advertising campaign, which will sharpen the wits of creatives in a light-hearted way and was created by a team from TBWA\Gavin\Reddy which will conduct this year's Pendoring advertising campaign.
"Pendoring is celebrating its 10th anniversary this year and has developed a prestigious advertising competition to commemorate this. The gauntlet has been thrown down for advertising creatives to create their sharpest copy yet. That is why we decided to create imaginary products to test the wits of all participants to the full in the same way as direct marketing products do, so that they will conjure up a true Pendoring winner, says Döhne Bolsens, a member of the creative team and a Pendoring student winner in 2000.
For the printed media, special contemporary photo stories have been created in colour for various applications in which the "cool" characters praise the miraculous products and strongly promote them for creative inspiration and a Pendoring winner.
"For all the media performances (printed media, TV and radio) we have taken popular Afrikaans genres such as photo stories, radio serials and sitcoms, jazzed them up and adapted them for Pendoring – with side-splitting results," says Bolsens. Even email messages that have been created especially for the campaign and targeted at creative advertising people at agencies and marketers have been based on the typical direct marketing model.
The campaign kicks off with a striking direct marketing piece in the form of a girly calendar that shows how advertising creatives panic close to the closing date, and it aims to keep them on their toes. "As everyone in the industry knows, this month is characterised by frenetic activity as creatives try to wring fresh ideas from tired minds and try to get their work published or broadcast, and which will hopefully lead to a prize."
The A3 poster, in which a former Penthouse Pet drapes herself over the bonnet of a specially hired Ferrari and sexily clutches a Flink Spark Plug in her hand, will be sent to members of creative teams at advertising agencies countrywide together will complete entry details – and it should prove to be a winner in its own right.
Pendoring's Web site and banners (with flash elements) have also been based on well-known photo stories and 'miracle' products and take visitors in a user-friendly and fun way through all the Pendoring information – from the inception and development of the Pendoring project and details of this year's gala dinner to the categories, rules and sponsors. The website, www.pendoring.mweb.co.za, will come online later this week.
Even the gala dinner at Vodaworld on 3 September will reflect the theme in a surprising and unusual way, says Bolsens.
With the help of large doses of "Breinmeel" it was truly a pleasure for the whole creative team to tackle this year's Pendoring campaign," Bolsens says jokingly. "The opportunity to let your creative instincts take free flight does not often present itself."
The full creative team is: Minky and Damon Stapleton (creative heads), Bernadette da Silva, Sanche Frolich, Alex Hammerl, Grant Seller and Nicky van der Walt, (artistic heads), Döhne Bolsens, Yolande Botha and Deon Wiggett (copywriters), Charlotte Coppin (account executive) and Annerie Jansen van Rensburg (website).
