This year's international judge, Edward Bardoul, senior copywriter with the agency Euro RSCG BLRS in Amsterdam, was very surprised with the quality of Afrikaans advertising.
Because Afrikaans "is such a niche language with a limited target market," Bardoul did not expect such an established "tradition" of advertising. "Afrikaans advertising is very witty and makes use of smart ironic humour and self irony. Afrikaans advertising is also very verbal and there is a clever and funny play on words."
He was also very impressed with the standard of graphic design and believes Afrikaans advertising can compete with the best in the world.
Hanlie Kriel, copy writer with FCB Cape Town and also one of this year's judges, believes Radio, TV and Design stood out as very strong categories. "The work in these categories was fresh and very original. The competition was especially tough in the radio category."
The website entries in the New Media category were simply not up to standard, Kriel believes. "Cute copy is not enough. There must also be a concept which forms the basis of the whole site," she says. For this reason the judges decided not to nominate any finalists in both the New Media Advertising and Website categories.
Although the entries in the category for Student Campaigns were very good, Kriel felt that the entries in the other student categories were disappointing. "This is the one time in your career when there are no rules and restrictions and I don't think the students made full use of this freedom."
It was also decided not to nominate any finalists in both the Student Website and Single Entry categories, but only in the Student Campaign category.
Apart from the entries for Pendoring's usual categories, there was a lot of interest this year in the new Homegrown category for all South African indigenous languages. This category produced some interesting entries and Kriel believes that if this year's entries are anything to go by, then this new category for indigenous languages will grow from strength to strength.
The complete panel of judges, apart from Bardoul and Kriel, include Peet Pienaar (Creative Director: Daddy buy me a Pony), Flip Hattingh (Art Director: Net#work BBDO), Eben Keun (Art Director: Breinstorm Brand Architects), Kagiso Musi (Head of Client Services: Publicist), Hanneke Schutte (Vega Brand Communications School), Madelet du Plessis (Freelance copy writer), Wilma de Bruin (Freelance media and advertising journalist) and Jabulile Koapa (Copy Writer: Joe Public Johannesburg).
The specialist judges were John Culverwell - Radio (Director: Sonovision), Roelof van Wyk - New Media (Director: Trigger) and Willem Kempen - Print Media (Assistant Editor: Production: Beeld).
The judging of this year's Pendoring entries took place from 22 to 24 July at the offices of the ATKV in Randburg.
The finalists in alphabetical order (according to the name of the advertisement):
• Title: Die Revolusionêre skaap generasie
Agency: Net#workBBDO
Creative Director: Mike Schalit
Copy Writer: Mariana O'Kelly, Annette Nel
Art Director: Mariana O'Kelly, Carl Addy
Advertiser: RSG
Product/service: KKNK 2005
Production: Beith Digital
• Title: Klipdrift KKNK
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel, André de Wet
Art Director: Anthony de Klerk, Declan Sharp, Paul Carstens
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Page3 Sindroom
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: Peet Pienaar
Art Director: Peet Pienaar, Heidi Chisholm
Advertiser: Die Son
Product/service: Tabloid
Production: -
• Title: Coke
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Moerig
Agency: Net#workBBDO
Creative Director: Mike Schalit, Julian Watt
Copy Writer: James Cloete
Art Director: Angie Batis
Advertiser: Kenza Health
Product/service: Femolene Ultra
Production: -
• Title: Nuuskierig
Agency: Joe Public Cape Town
Creative Director: Liezl-Mari Long
Copy Writer: Liezl-Mari Long, Francois Delport
Art Director: Chris Lesser, Lucas van Vuuren
Advertiser: Rapport
Product/service: Newspaper
Production: Joe Public Cape Town
• Title: Mê
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Dylan Kidson, André de Wet, Hanlie Kriel
Art Director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town
• Title: Mêrrie
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Dylan Kidson, André de Wet, Hanlie Kriel
Art Director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town
• Title: Trekker
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Dylan Kidson, André de Wet, Hanlie Kriel
Art Director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town
• Title: Amanda
Agency: Net#workBBDO
Creative Director: Mike Schalit
Copy Writer: Annette Nel
Art Director: -
Advertiser: RSG
Product/service: KKNK 2005
Production: Sterling Sound
• Title: Rooibank/Althea/Stephanie
Agency: Lobedu Leo Burnett
Creative Director: Vanessa Pearson
Copy Writer: Stefanus Nel
Art Director: -
Advertiser: Coca Cola Twist
Product/service: Twist Lemon, Twist Granadilla
Production: Freq'ncy
• Title: Urina
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar
Copy Writer: Peet Pienaar
Art Director: -
Advertiser: KKNK
Product/service: Arts Festival
Production: B&S Studios
• Title: Izzit
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Sasha Sanders, Schalk van der Merwe
Art Director: Schalk van der Merwe, Sasha Sanders
Advertiser: polka.co.za
Product/service: polka.co.za
Production: Plank
• Title: My Sister
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: Peet Pienaar
Art Director: Peet Pienaar
Advertiser: KKNK
Product/service: Arts Festival
Production: Bigworld Cinema
• Title: Vriendelike Frikkie
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
• Title: Geagte meneer Breytenbach
Agency: Vega The Brand Communications School
Creative Director: Roela Hattingh, Hanneke Schutte
Copy Writer: Eckhard Cloete
Art Director: Eckhard Cloete
Advertiser: Litnet
Product/service: Litnet
Production: -
• Title: London is FKAK, né?
Agency: Vega The Brand Communications School
Creative Director: Roela Hattingh, Hanneke Schutte
Copy Writer: Kylie Keevil, Natalie le Clézio
Art Director: Warren Howson
Advertiser: The Homecoming Revolution
Product/service: The Homecoming Revolution
Production: -
• Title: Wangedrag
Agency: University of Pretoria
Creative Director: Lourina Botha, Marcelle du Plessis
Copy Writer: Lourina Botha, Marcelle du Plessis
Art Director: Lourina Botha, Marcelle du Plessis
Advertiser: Student project
Product/service: Self promotion
Production: Harold and Derek
• Title: Kênste Kênstefees
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: -
Art Director: Peet Pienaar, Heidi Chisholm
Advertiser: KKNK
Product/service: Arts Festival
Production: B&S Studios, Big World Cinema
• Title: Naamverandering
Agency: Lobedu Leo Burnett
Creative Director: Vanessa Pearson
Copy Writer: Stefanus Nel
Art Director: -
Advertiser: Coca Cola Twist
Product/service: Twist Lemon, Twist Granadilla
Production: Freq'ncy
• Title: Page3 Sindroom
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: Peet Pienaar
Art Director: Peet Pienaar, Heidi Chisholm
Advertiser: Die Son
Product/service: Tabloid
Production: Dady buy me a pony / 9 November
• Title: Klaar-hout
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: André de Wet
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Mê
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Dylan Kidson, André de Wet, Hanlie Kriel
Art Director: Brenton Bubb
Advertiser: Media24
Product/service: Landbouweekblad
Production: FCB Cape Town
• Title: Pieter Drink Ys
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: André de Wet
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Afrika Storie
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer:
Art Director: Peet Pienaar
Advertiser: Afro Magazine
Product/service: Magazine
Production: -
• Title: Bespaar Water
Agency: FCB Cape Town
Creative Director: Paul Carstens
Copy Writer: André de Wet
Art Director: Paul Carstens
Advertiser: Distell
Product/service: Klipdrift
Production: 2nd Glance Signage
• Title: Son elke dag bekendstelling uitnodiging
Agency: Daddy buy me a Pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: -
Art Director: -
Advertiser: Die Son
Product/service: Tabloid
Production: -
• Title: Clever City
Agency: Net#workBBDO
Creative Director: Julian Watt
Copy Writer: Gary du Toit
Art Director: Mariana O'Kelly
Advertiser: Cell C
Product/service: MMS
Production: Frieze Films
• Title: Rooibank / Althea / Buttercup / Pieter
Agency: Lobedu Leo Burnett
Creative Director: Vanessa Pearson
Copy Writer: Stefanus Nel
Art Director: -
Advertiser: Coca Cola Twist
Product/service: Twist lemon, Twist Granadilla
Production: Freq'ncy
• Title: Salute- 1976
Agency: Net#workBBDO
Creative Director: Graeme Jenner, Mike Schalit
Copy Writer: Xolisa Radebe
Art Director: Nicholas van Renen
Advertiser: SABC
Product/service: Metro FM
Production: Eject Media / Beith
• Title: Onder die tafel
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: -
Art Director: Peet Pienaar
Advertiser: KKNK
Product/service: Arts festival
Production: -
• Title: Riviersonderend
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Page3 Sindroom: Karavaan
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heid Chisholm
Copy Writer: Peet Pienaar
Art Director: Peet Pienaar, Heid Chisholm
Advertiser: Die Son
Product/service: Tabloid
Production:
• Title: Kênste Kénstefees
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar
Copy Writer: Peet Pienaar
Art Director: -
Advertiser: KKNK
Product/service: Arts festival
Production: -
• Title: Pieter Drink Ys
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: André de Wet
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrift
Production: FCB Cape Town
• Title: Pukke Wyn
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Hanlie Kriel
Art Director: Anthony de Klerk
Advertiser: Distell
Product/service: Klipdrif
Production: FCB Cape Town
• Title: Afrika Storie
Agency: Daddy buy me a pony / 9 November
Creative Director: Peet Pienaar, Heidi Chisholm
Copy Writer: -
Art Director: Peet Pienaar
Advertiser: Afri Magazine
Product/service: Magazine
Production: -
• Title: Ingubo
Agency: Lobedu Leo Burnett
Creative Director: Vanessa Pearson
Copy Writer: Tina Sibiya, Stefanus Nel
Art Director: Debbie Gyngell
Advertiser: The Salvation Army
Product/service: Winter Appeal
Production: -
• Title: Vegemlitis
Agency: Net#workBBDO
Creative Director: Mike Schalit, Julian Watt
Copy Writer: Neo Mashigo
Art Director: -
Advertiser: Chicken Licken
Product/service: Brand
Production: Sonovision
• Title: Die Afrikaanse Taal
Agency: Net#workBBDO
Creative Director: Mike Schalit, Mariana O'Kelly, Julian Watt
Copy Writer: Annette Nel
Art Director: -
Advertiser: RSG
Product/service: Corporate
Production: Sterling Sound
• Title: Izzit
Agency: FCB Cape Town
Creative Director: Francois de Villiers
Copy Writer: Sasha Sanders, Schalk van der Merwe
Art Director: Schalk van der Merwe, Sasha Sanders
Advertiser: polka.co.za
Product/service: polka.co.za
Production: Plank
• Title: Vriendelike Frikkie
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
