2012 Pendoring Winners: Digital drought broken, Ogilvy walks away with Prestige Award

Posted: September 21, 2012

After reaching the depths of despondency over the lack of digital entries, Pendoring judges and entrants are equally delighted that the digital drought has finally been broken this year.

The Pendoring Advertising Awards not only received excellent digital entries this year, but to boot, Ogilvy Johannesburg’s ingenious campaign MK is… walked off with the highest Pendoring accolade, the Pendoring Prestige Award. Special mention was made of the excellence in the digital mixed media campaign.

MK is…(for kykNET’s dynamic music channel MK) won gold in no fewer than four categories and a silver in another. In the categories TV/cinema (with a production budget under R500 000), Digital mixed media, Integrated Campaign and Internet/mobile/interactive communication it won gold, and in Live events, activations and direct marketing it took silver.

This year, Pendoring for the first time awarded the Umphetha Award with a cash prize of R20 000 for the overall winner in the Truly South African category (TV, radio, general and integrated campaigns). Organisers decided on the name Umpetha, as it means champion/the best in Zulu. Work in all indigenous languages competes in the Truly South African category.

The overall student winner for this year comes from the University of the Northwest. Natasha Prinsloo won a one-year internship with Draftfcb, as well as a R10 000 study bursary for her entry Blink Stefanus Zef Motorbykomstighede in the category Craft: for design.

This year a total of 21 gold and 22 silver Pendoring trophies were awarded to agencies and students. Judges thought long and hard, and thoroughly debated their decisions. They all agreed that the quality of entries this year in general was extremely high.

When it comes to gold and silver awards, the dynamic Johannesburg-based agency Joe Public came out tops with five gold and three silver Pendorings, with Ogilvy Johannesburg a close second with four gold and three silver.
Draftfcb Johannesburg boasts three gold and one silver Pendorings, House of Brave one gold and two silver, TBWAHuntLascaris Johannesburg and Etiket two gold each, Black River FC and Net#work BBDO one gold and one silver each, and The Jupiter Drawing Room (Cape Town) and ninety9cents (Cape Town) two silver trophies each. MetropolitanRepublic and Dojo115 took one silver Pendoring each.

The winners of Ads24’s T-shirt competition, which was held for the third time this year with the slogan “Vier jou Erfenis” (Celebrate your Heritage) were also announced at the awards evening.

The winner, Dylan Fortune from Ogilvy Johannesburg, took home an Apple MacBook Pro. Vanessa De Castro and Greta van der Merwe from Joe Public Ignite (joint second) each won an Apple Ipad2. Wayne du Rand from Zoom Advertising Cape Town, in the third place, won an Apple Iphone 4S.

2012 PENDORING WINNERS

TV/cinema (with a production budget over R500 000)
Gold
Title: Snor
Agency: Draftfcb Jhb
Advertiser: Lexus
Silver
Title: Vermis
Agency: MetropolitanRepublic
Advertiser: ` FNB

TV/cinema (with a production budget under R500 000)
Silver
Title: Deon
Agency: Ogilvy Johannesburg
Advertiser: Pendoring 2011

Non-broadcast video & film
Gold
Title: MK is…
Agency: Ogilvy Jhb
Advertiser: MK

Radio
Gold
Title: Indian/Skotse Klokkespel (campaign)
Agency: Draftfcb Jhb
Advertiser: Vodacom
Silver
Title: Donsie
Agency: DDB South Africa
Advertiser: McDonalds South Africa
Silver
Title: Gerda se Geheim/Manie en Katrien (campaign)
Agency: Draftfcb Jhb
Advertiser: Toyota Care

Newspapers
Silver
Title: Blougroen/Groen/Rooi (campaign)
Agency: ninety9cents
Advertiser: Checkers

Magazines

Gold

Title: Boetie en sussie/Bose tweeling/Die nuwe kêrel/
Ma se oogappel/Skoonma
Agency: TBWAHuntLascaris Jhb
Advertiser: Tiger Brands

Silver

Title: Coco/Evita/Mumtaz (campaign)
Agency: Joe Public
Advertiser: Lip Ice

Posters

Gold
Title: Die Geliefde President/Die Hervormer/Professor
Houtwerk/Springbok Perderuiter (campaign)
Agency: House of Brave
Advertiser: Blink Stefanus (beer)

Gold
Title: Neef/Niggie/Oom (campaign)
Agency: Joe Public
Advertiser: Lip Ice

Out-of-home
NO AWARD

Internet/mobile/interactive communication
Gold
Title: Die LAPA Hoofkarakter-soektog
Agency: Etiket
Advertiser: LAPA Uitgewers
Gold
Title: MK is…
Agency: Ogilvy Jhb
Advertiser: MK
Silver
Title: Wie’s Bang
Agency: Dojo115
Advertiser: Van Coke Kartel

Digital mixed media campaign
Gold

Title: Die LAPA Hoofkarakter-soektog
Agency: Etiket
Advertiser: LAPA
Gold
Title: MK is…
Agency: Ogilvy Jhb
Advertiser: MK

Integrated campaign
Gold
Title: MK is…
Agency: Ogilvy Jhb
Advertiser: MK

General – Original Afrikaans
NO AWARD

General – Retail
Silver
Title: Blougroen/Groen/Rooi (campaign)
Agency: ninety9cents
Advertiser: Checkers

Silver
Title: Spekkie
Agency: House of Brave
Advertiser: Blink Stefanus (beer)

General – Craft
Silver
Title: Die Geliefde President/Die Hervormer/Professor
Houtwerk/Springbok Perderuiter (campaign – art direction)
Agency: House of Brave
Advertiser: Blink Stefanus (beer)
Silver
Title: Huweliksherdenking/Kersfees/Verjaarsdag (campaign – copy writing)
Agency: Joe Public
Advertiser: Lip Ice

Communication design
NO AWARD

Live events, activations, direct marketing
Silver

Title: Boobs en balle
Agency: Ogilvy Jhb
Advertiser: kykNET
Silver
Title: MK is…a pop-up bar
Agency: Ogilvy Jhb
Advertiser: MK

Truly South African

Truly South African – TV
Gold
Title: Balance/iPhone/Whiskey (campaign)
Agency: Net#work BBDO
Advertiser: Ndalo Media
Gold
Title: The Last Dictator Standing
Agency: Black River FC
Advertiser: Nando’s South Africa
Silver
Title: Diversity
Agency: Black River FC
Advertiser: Nando’s South Africa
Silver
Title: Omo Slap
Agency: The Jupiter Drawing Room Cape Town
Advertiser: Unilever

Truly South African – Radio
Gold
Title: Banana/Gobachev/Makalmaan/PeteMaThousand (campaign)
Agency: TBWAHuntLascaris Jhb
Advertiser: Steers
Gold
Title: Beggar Broadcast
Agency: Joe Public
Advertiser: One School at a Time
Silver
Title: Parking Assistant
Agency: The Jupiter Drawing Room Cape Town
Advertiser: Hyundai

Truly South African – General

Gold
Title: SABC News Deaf Awareness
Agency: Draftfcb JHB
Advertiser: SABC
Gold
Title: Twitter Army
Agency: Joe Public
Advertiser: JHHESA
Silver
Title: Ballet Box
Agency: Joe Public
Advertiser: The South African Ballet Theatre
Silver
Title: Censorship
Agency: Net#work BBDO
Advertiser: Webber Wentzel

Truly South African – Integrated campaign
Gold

Title: Run Jozi
Agency: Joe Public, Trigger
Advertiser: Nike

STUDENTS

Students – Traditional Media

Silver
Title: Agter vensters
Advertising school/
Tertiary institution: Northwest University
Product/Service: South African Mental Health Association
Silver

Title: Jannie-verjaar-glase/Familieportrette/Voorkamer (campaign)
Advertising school/
Tertiary institution: Red and Yellow School of Advertising
Product/Service: Visi Magazine

Students – Digital media
NO AWARD

Students – Craft

Gold
Title: Afro Jozi (design)
Advertising school/
Tertiary institution : The Open Window School of Visual Communicaton
Product/Service: Whiteboy Shebeen
Gold
Title: Blink Stefanus Zef Motorbykomstighede (design)
Advertising school/
Tertiary institution: Northwest University
Product/Service: Blink Stefanus

Students – Integrated Campaign

Gold
Title: Selfliefde
Advertising school/
Tertiary institution: Northwest University
Product/Service: Vrede Foundation

Students – Truly South African
Silver
Title: Bum-kissergum/Politissues/Chucky Larm Dolls
Advertising school/
Tertiary institution: Vega The Brand Communication School Cape Town
Product/Service: Big Blue
Silver
Title: Dr Siza Skhova
Advertising school/
Tertiary institution: Vega The Brand Communication School
Product/Service: Owl Rescue 911

PRESTIGE AWARD:
MK is…by Ogilvy Jhb for MK
Category: Digital mixed media campaign

UMPHETHA AWARD:
Run Jozi by Joe Public & Trigger for Nike
Category: Truly South African – Integrated campaign

OVERALL STUDENT WINNER:
Blink Stefanus Zef Motorbykomstighede
Advertising school/Tertiaty institution: Northwest University
(Category: Craft – for design)