The Pendoring Awards for Afrikaans advertising took place last Friday night at Vodaworld in Midrand. Over 700 guests from the advertising industry gathered at a gala dinner to hear the names of the winners announced and accolades made to the best of the best in Afrikaans advertising.
Unlike many other industry awards, the Pendoring Awards cater for a very specific niche market in the advertising world and focus heavily on the future of Afrikaans advertising.
There are five main categories in the Awards: Advertising (above the line); Communication design; Experiential marketing; Students; and General.
Each category winner received R6 000, a framed certificate and a Pendoring trophy. The Pendorings is also about education and development; in aid of this, the winner of the student category received a R10 000 study bursary for use at an advertising or marketing institution, where they can further their studies in the media world.
The Awards also included a People’s Choice Award, where the public could vote for their favourite Afrikaans advert.
2Buffels Advertising and FCB Johannesburg were the big heroes this year at the gala event of the thirteenth annual Pendoring advertising competition that was held on 7 September at Vodaworld in Midrand.
2Buffels' advertisements over several mediums for the Afrikaanse Taal- en Kultuurvereniging (ATKV) received lots of praise. This agency won a golden and silver award in the category television/cinema for Gerhard and Marcelle for the ATKV; a golden Pendoring in the radio category for the campaign Paraffienlampie, Konstabel, Triljoen in collaboration with Koloni/NineNovember for Media24's publication Son; as well as a golden Pendoring in the category Original Afrikaans, also for Gerhard (Kom uit vir Afrikaans) for the ATKV.
FCB, which usually walks away with a bunch of Pendorings each year, did it again this year by taking home four awards. FCB Johannesburg was awarded a golden Pendoring in the category radio/jingles for Eet biltong for SABC2. The agency also received a silver award in the magazine category for Hondeasem for Brandline; a golden award in the category online advertising for Hand for Toyota; as well as a golden Pendoring in the category direct marketing and promotions for Uitsettingsbevel for SC Johnson.
Leo Burnett, Joe Public, Foxp2, Baie-Lingual Concepts, JWT and Ogilvy Johannesburg each took home one award.
The full list of winners is available on our website; visit www.totallymad.co.za
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About the awards
The Pendoring advertising competition and project, established in 1994 by the most important role players in the South African media world, focus on the promotion of outstanding Afrikaans advertising.
Pendoring has over the last decade developed into a continuous campaign with the aim of creating a greater awareness among the public of the importance of Afrikaans advertising and marketing, although the Pendoring advertising competition remains the highlight of the year.
ATKV, First National Bank, Media24 (newspapers and magazines), Rapport, Sanlam, Toyota and Vodacom.
ATKV, Caxton, Copy-writers' Forum, De Kat, kykNET, Media24, RSG, and Rapport.
24.com, Beeld, Caxton Community Newspapers, Caxton Magazines, De Kat, Die Burger, Dagbreek Trust, Interactive Market Systems, Intiem, Jacaranda, Klipdrift, kulula.com, kykNET, Newsclip, RSG, Sonovision and Swartland Wine Cellar.