Pendoring 2004: winners show originality

A sexy blue poodle, a cheeky frog and a trendy 'Voortrekkerkappie' were among those who walked away with one of this year's sought after Pendoring Awards. Original Afrikaans advertising was without a doubt the belle of the ball at this Afrikaans advertising competition's 10th anniversary awards evening Friday night at Vodaworld, Midrand.

This year's winners were spread across five advertising agencies but, just like last year, FCB (Cape Town and Johannesburg) walked away with the biggest wad of golden Pendorings. Net#work BBDO, Ogilvy SA and Grey Worldwide all received one golden Pendoring, while FCB Cape Town and Net#work BBDO also received a silver Pendoring each.

It was a new kid on the Pendoring block however, the agency 9November Unie from Cape Town, that had everyone talking about their 'Blou Poedel' advertisement for the Gay and Lesbian Film Festival. The advertisement earned 9November Unie three golden Pendorings in the categories TV/Cinema, Best Advertisement Originally Created in Afrikaans, and Best Truly South African Advertisement. In the latter category, Blou Poedel outshone some excellent English entries.

Because the difference in points between the winners and runners-up in the Radio and Best Truly South African Advertisement categories was so minimal, the judges decided again this year to award two silver Pendoring awards. Net#work BBDO was awarded a silver award in the Best Truly South African category while FCB Cape Town received a silver Pendoring in the Radio category.

The sought-after Prestige prize of a very big golden Pendoring Trophy, the kykNET overseas study bursary, as well as a fat cheque of R12 000, went to Marius van Rensburg, previously from FCB Johannesburg and now creative director at FCB Activ in Cape Town. Van Rensburg received the award for his extremely original 'Klik, Hau, Kwaai' radio campaign for First National Bank. This series of corporate advertisements was created to celebrate Heritage Day.

As usual, the student entries this year were very original and creative. Two Gauteng advertising schools - Vega School of Brand Communications and MGI Visual Arts Studio - walked away with the Pendorings in the two student categories. The winners each won a bursary to the tune of R10 000, sponsored by ABSA.

The judges' award went to Adrian de SA Garces from the production company Terraplane for his innovative animation work in Net#work BBDO's campaign for RSG.

There were no winners in the New Media (advertising and website) and Design categories.

The complete list of winners is:

NEWSPAPERS

Title: Geelbladsye
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Liezl-Mari Long, Dylan Kidson
Art Director: Brenton Bubb
Advertiser: Landbouweekblad
Product/service: Magazine
Production: FCB Cape Town

MAGAZINES

Title: Kappietannie
Agency: Net#work BBDO
Creative Director: Mike Schalit
Copy Writer: Annette Nel
Art Director: Mariana O'Kelly
Advertiser: SABC
Product/service: RSG - KKNK
Production: Beith Digital

TV/CINEMA

Title: Blou Poedel
Agency: 9November unie
Creative Director: Peet Pienaar
Copy Writer: Peet Pienaar
Art Director: Peet Pienaar
Advertiser: Out in Afrika - Gay- & Lesbian film fesitval
Product/service: Film festival
Production: Big World Cinema

RADIO

Gold

Title: Padda
Agency: Ogilvy
Creative Director: Howard Smiedt
Copy Writer: Johan Roux
Performing artists: Brian Webber, Pierre Breytenbach
Advertiser: DStv
Product/service: kykNET
Production: Sterling Sound

Silver

Title: Snor City
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy writer: Sasha Sanders
Art Director: Schalk van der Merwe
Performing artists: Deidre Wolhuter, Erica Wessels, Michelle Scott, Louw Venter
Advertiser: polka.co.za
Product/service: Internet service provider
Production: B&S Studuios

OUTDOOR

Title: Jou ma
Agency: Grey Worldwide
Creative Director: Alan Irwin/Grant Jacobsen
Copy Writer: Stephanus Nel
Art Director: Shaun McCormach
Advertiser: 1 time airtime
Product/service: Wholesale

CAMPAIGNS ABOVE/THROUGH THE LINE

Title: Klik, Hau, Kwaai (Radio)
Agency: FCB Johannesburg
Craetive Director: Ulric Charteris, Brett Morris, Ashley Bacon
Copy writer: Marius van Rensburg/Ulric Charteris
Advertiser: First Nasional Bank
Product/service: Corporate message
Production: Audio Arts

CAMPAIGNS UNDER THE LINE/DIRECT MARKETING/PROMOTIONS
(Sponsored by Lithotech)

Title: Klipdrift - Feeservaring
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel
Art Director: Anthony de Klerk
Advertiser: Klipdrift
Product/service: Brandy
Production: FCB Cape Town

BEST PAY-OFF LINE/EXPRESSION/CONCEPT

Title: Regmakelaar
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel
Art Director: Anthony de Klerk
Advertiser: Santam
Product/service: Shortterm insurance
Production: Primedia Outdoor

BEST ADVERTISEMENT CREATED ORIGINALLY IN AFRIKAANS

BEST TRULY SOUTH AFRICAN ADVERTISEMENT
(Sponsored by SABC2)

Gold

Silver

Title: Baie dankie
Agency: Net#work BBDO
Creative director: Mike Schalit
Copy writer: Annette Nel
Performing artist: Sydney Hall
Sound: John Culverwell
Advertiser: Chicken Licken
Product/service: Opening of Menlyn Park
Production: Sonovision

STUDENTS: SINGLE ADVERTISEMENTS
(Sponsored by ABSA)

Title: Bokkie
Advertising School: Vega Brand Communications School
Creative Director: Deirdre Pretorius, Janet Burger
Copy Writer: Marloes Sonke
Art Director: Marloes Sonke
Advertiser: Fast Date
Product/service: Faste Date

STUDENTS: CAMPAIGNS/NEW MEDIA
(Sponsored by ABSA)

Title: Oppikoppi (Website)
Advertising School: MGI Visual Arts Studio
Creative Director: Harry Penberthy,. Monique Bissel, Roela Hattingh
Copy Writer: Shaun Morland
Advertiser: Oppikoppie
Product/service: MGI Visual Arts Studio