Copywriter Stefanus Nel and art director Alan Lewus came up with the concept and pay-off line 'Afrikaans is Bevonk'.
"Afrikaans can describe things so well and many people who are not even Afrikaans speaking, use Afrikaans expressions," says Nel. "That makes Afrikaans so much more South-African which is exactly what we're trying to get across with this campaign."
Striking black and white photographs are used to illustrate the expressions and this same black and white photo theme is carried through to the Pendoring 2005 website. Created by Catriona Campbell and Pedro Pereira from Krew Communications, a specialist Internet Company, the site, www.pendoring.co.za will be will be up and running by Friday, 13 May.
Senior sponsor Vodacom also came up with a few surprises for this year's event, which is set to take place at Vodaworld in Midrand on 2 September 2005. The cellular operator will present each winner with a Vodafone live! handset as part of their prize. Vodacom will also sponsor this year's Truly South African category.
