The overall winner in the student category was Casper Schutte from the Stellenbosch Academy of Design and Photography who took the laurels with his entry, 'Ja Oom, Nee Oom', in the category Communications Design.
The winners were announced in front of a packed and appreciative audience at the glittering annual awards evening at Vodacom World in Midrand last night (Friday, 30 October). At the same time, Pendoring's 20th birthday was celebrated in style. With sizzling entertainment by performers like Bongi, Riana Nel, LeAnne Dlamini and the Mzanzi Youth Choir, the event once again proved to be a multicultural bash second to none!
A total of 50 gold and silver Pendoring trophies were awarded: 39 in the professional agency categories, while 11 went to students.
Of the nine gold Pendorings awarded in the agency categories, two each went to TBWA\Hunt\Lascaris, Johannesburg, Baie-Lingual Concepts and Promise Brand Specialists, while King James Group, Etiket and FCB, Cape Town bagged one each.
The three gold Pendorings in the student category went to Stellenbosch Academy for Design and Photography (two) and AAA School of Advertising, Johannesburg (one).
In terms of silver, Joe Public came out on top with seven silver trophies, followed by FCB, Cape Town with five, NATIVE VML and Promise Brand Specialists (three each), TBWA\Hunt\Lascaris, Johannesburg, Ireland/Davenport, Chasing Migada Productions and Etiket (two each) and Ninety9Cents Communications, Birthmark, DDB South Africa and FCB 1886 one each.
The eight silver winners in the student categories are North-West University (five), University of Pretoria (one), AAA School of Advertising, Johannesburg (one) and Vega School of Brand Leadership, Pretoria (one).
Overall winner
Besides being awarded the Prestige Award (an overseas study tour worth a whopping R100,000), the winning team also won a gold Pendoring and bagged R6,000 for coming out on top in the category Live Events & Activations & Direct Communications.
The judging panel sung the campaign's praises. "It was most pleasing to see an Afrikaans campaign conceptualised and executed in a modern and topical way. It felt thoroughly authentic, was difficult to ignore and not remotely sales-directed. Instead, it evoked a strong inclination to participate," says Leon Jacobs, jury chairman and Executive Creative Director of Havas Boondoggle, Cape Town.
To raise optimal awareness of the Sanlam Music Festival and boost attendance, King James wanted to do something that would turn heads and lure people to the festival. With a series of typographical installations throughout Stellenbosch, inspired by the lyrics of the artists performing at the festival, they clearly succeeded - ticket sales soared by 77%!
The judges were equally impressed with the winning student entry, noting that the work did not only excel in the student category, but could easily hold its own in the professional agency section. Schutte walks away with R22,000 (R10,000 as overall student winner plus R12,000 for two golds) as well as an internship for 2016 at Etiket.
Truly South African
On the other hand, and sadly, this year the volume of work competing for the Umpetha Award in the Truly South African section (excluding English) did not meet the judges' expectations, hence no award was made.
"Perhaps there was some initial confusion among agencies as to the future of this category of the awards, nonetheless the capable panel searched hard for gems and in the end felt that there was nothing worthy of the prestigious Umpetha award," explains Truly South African jury chairman Festus Masekwameng, Managing Partner at MKT Media and Executive Creative Director at Motherrussia Communications.
Xolisa Dyeshana, Executive Creative Director at Joe Public, concurs and adds: "The number of entries in the Truly South African section was disappointing; however, as it was the first year that English wasn't included, it's understandable. With our indigenous languages under threat, it is really important to have an awards show like Pendoring that not only celebrates all of the languages, but also goes all out to promote mother tongue advertising."
PENDORING 2015 WINNERS (In alphabetical order according to the title of the entry.)
TELEVISION/CINEMA (with a production budget exceeding R600,000) (Sponsored by kykNET)
Silver
Title: Klein Riaan
Agency: NATIVE VML
Advertiser: Netwerk24
TELEVISION/CINEMA (with a production budget less than R600,000) (Sponsored by kykNET)
Silver
Title: Campaign: Afrikaans in Argentinië
Agency: Promise Brand Specialists
Advertiser: CNA
NON-BROADCAST VIDEO & FILM
No Award
RADIO
Gold
Title: Campaign: Noodsaaklikhede
Agency: FCB, Cape Town
Advertiser: Engen QuickShop
Gold
Title: Wildtuin
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands
Silver
Title: Campaign: 5 Minute
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands
Silver
Title: 'n Leeftyd in 'n Minuut
Agency: Joe Public
Advertiser: Dialdirect
Silver
Title: Campaign: Poespas Radio
Agency: Ireland/Davenport
Advertiser: CliffCentral
Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank
NEWSPAPERS
No Award
MAGAZINES (Sponsored by Huisgenoot)
Silver
Title: Campaign: Klankbane
Agency: FCB, Cape Town
Advertiser: BMW Motorrad
POSTERS
No Award
OUT-OF-HOME
No Award
DIGITAL - Websites, Microsites, Mobile Applications & Sites (Sponsored by Media24)
Silver
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies
DIGITAL - Online & Mobile Advertising, Social Media & Email Marketing
Gold
Title: Campaign: Stemposboodskappe
Agency: Baie-Lingual Concepts
Advertiser: The-O/Produce/Sound Patch Collaboration
ORIGINAL AFRIKAANS (Sponsored by Die Dagbreek Trust)
Gold
Title: Kinderboeke
Agency: Promise Brand Specialists
Advertiser: CNA
Gold
Title: Wildtuin
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands
Silver
Title: Campaign: Klankbane
Agency: FCB, Cape Town
Advertiser: BMW Motorrad
Silver
Title: Klein Riaan
Agency: NATIVE VML
Advertiser: Netwerk24
Silver
Title: Campaign: 5 Minute
Agency: TBWA\Hunt\Lascaris, Johannesburg
Advertiser: Tiger Brands
Silver
Title: Campaign: Poespas Radio
Agency: Ireland/Davenport
Advertiser: CliffCentral
Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank
Silver
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies
RETAIL
Silver
Title: Campaign: Afrikaans in Argentinië
Agency: Promise Brand Specialists
Advertiser: CNA
Silver
Title: Campaign: Noodsaaklikhede
Agency: FCB, Cape Town
Advertiser: Engen QuickShop
Silver
Title: Suzaniël
Agency: Ninety9Cents Communications
Advertiser: Checkers
Silver
Title: Campaign: Tjie
Agency: FCB, Cape Town
Advertiser: Corner Bakery
CRAFT
Gold
Title: Want dis lekker!
Agency: Etiket
Advertiser: Kief Koekies
Craft: Writing
Gold
Title: Campaign: Stemposboodskappe
Agency: Baie-Lingual Concepts
Advertiser: The-O/Produce/Sound Patch Collaboration
Craft: Original Music and Sound Design
Silver
Title: Campaign: Kies jou kompetisie reg
Agency: DDB South Africa
Advertiser: SABC
Craft: Writing
Silver
Title: Klein Riaan
Agency: NATIVE VML
Advertiser: Netwerk24
Craft: Special Visual Effects
Silver
Title: KykNET Beleef jou Wêreld
Agency: Birthmark
Advertiser: KykNET
Craft: Special Visual Effects
Silver
Title: 'n Leeftyd in 'n Minuut
Agency: Joe Public
Advertiser: Dialdirect
Craft: Writing
Silver
Title: Toe Vind Ek Jou
Agency: Chasing Migada Productions
Advertiser: Francois van Coke and Karen Zoid
Craft: Cinematography & Direction
Silver
Title: Campaign: Treffers
Agency: Joe Public
Advertiser: Nedbank
Craft: Original Music and Sound Design
COMMUNICATION DESIGN
Silver
Title: Campaign: Smaak Verskil
Agency: Joe Public
Advertiser: Clover
Silver
Title: Vernuftig Vermeng
Agency: FCB, Cape Town
Advertiser: Equatorial Coffee
LIVE EVENTS & ACTIVATIONS & DIRECT COMMUNICATION
Gold
Title: Sanlam Musiekfees
Agency: King James Group
Advertiser: Sanlam
Silver
Title: Boks vol Inspirasie
Agency: Promise Brand Specialists
Advertiser: CNA
Silver
Title: Omkeerbare Tronkbaadjie
Agency: Joe Public
Advertiser: One School at a Time
INTEGRATED CAMPAIGN (Sponsored by the ATKV)
Gold
Title: Boks vol inspirasie
Agency: Promise Brand Specialists
Advertiser: CNA
TRULY SOUTH AFRICAN - TELEVISION
No Award
TRULY SOUTH AFICAN - RADIO
Silver
Title: Campaign: Igugu
Agency: FCB 1886
Advertiser: Cell C
TRULY SOUTH AFRICAN - General
No Award
TRULY SOUTH AFRICAN - Craft
No Award
STUDENTS
Students - Television; Cinema; Video Communication; Internet Commercials
Silver
Title: Toorberg
Tertiary Institution: University of Pretoria
Students: Marilize Gouws, Monique Cowdrey
STUDENTS - Radio
No Award
STUDENTS - Print Communication
Silver
Title: Campaign: Etikette
Tertiary Institution: Vega School of Brand Leadership, Pretoria
Student: Layla Loots
STUDENTS - Communication Design
Gold
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography
Student: Casper Schutte
STUDENTS - Craft
Gold
Craft: Photography and Graphic Design
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography
Student: Casper Schutte
Silver
Craft: Illustration
Title: Dorp
Tertiary Institution: North-West University
Student: Amanda van der Walt
Silver
Craft: Illustration
Title: Maaifoedie
Tertiary Institution: North-West University
Student: Lise-Marié Clarke
STUDENTS - Integrated Campaign
Silver
Title: MK Gons
Tertiary Institution: North-West University
Students: Reandi Engelbrecht, Adrien Viljoen, Ronel Swanepoel,
Luanri Venter
Silver
Title: MK Kuier
Tertiary Institution: North-West University
Student: Amanda van der Walt
Silver
Title: MK Tjoen-It
Tertiary Institution: North-West University
Students: Berné van Zyl, Suzél van Heerden, Junika van Schalkwyk
STUDENTS - Truly South African Communication
Gold
Title: Campaign: Anyone's Game
Tertiary Institution: AAA School of Advertising, Johannesburg
Students: Lizandri van de Merwe, Yenani Madikwa
Silver
Title: President
Tertiary Institution: AAA School of Advertising, Johannesburg
Student: Mahlatse Moetlo
Prestige Award 2015
Agency: King James Group
Category: Live Events & Activations & Direct Communication
Title: Sanlam Musiekfees
Advertiser: Sanlam
Overall student winner 2015
Student: Casper Schutte
Category: Communication Design
Title: Ja Oom, Nee Oom
Tertiary Institution: Stellenbosch Academy of Design and Photography
Umpetha Award 2015
No award
Click here to view the gallery of the Pendoring 2015 winners.
