by Herman Manson (@marklives) Ogilvy Johannesburg walked away with the highest accolade in Afrikaans language advertising, the Pendoring Prestige Award, for its digital driven campaign MK is… for Afrikaans music channel MK. The campaign also won four golds (TV/cinema under R500k), Digital mixed media, Integrated Campaign and Internet/mobile/interactive communication) and a silver (in Live events, activations and direct marketing).
A total of 21 gold and 22 silver Pendoring trophies were awarded on Friday evening. Joe Public took five gold and three silver Pendorings while Ogilvy Johannesburg took four gold and three silver, and the Prestige Award.
Draftfcb Johannesburg took three gold and one silver Pendoring, House of Brave one gold and two silver, TBWA\Hunt\Lascaris 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 each took silver. The overall student winner was Natasha Prinsloo from the University of the Northwest.
This year saw over 500 entries – a jump of 40% on 2011. Entries from ad schools increased from 62 to 94 this year while entries from agencies jumped from 283 to 384.
Ogilvy Johannesburg had twelve finalists going into the Awards evening, followed by Joe Public with ten, Draftfcb Johannesburg with eight, House of Brave with seven and The Jupiter Drawing Room (Johannesburg and Cape Town) with five. TBWA\Hunt\Lascaris Johannesburg and Black River F.C. had four each, and Net#work BBDO and Dojo115 three each.
Etiket, human.kind advertising, MetropolitanRepublic, ninety9cents and The Suits Communications each had two finalists, while BesterBurke, DDB South Africa, Gloo, EURO RSCG, Marchand, 60 layers of cake, Studio Zoo and Trigger had one finalist each.
Draftfcb Cape Town, winner of the Prestige Award last year, delivered no finalists this year.
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: TBWA\Hunt\Lascaris 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: TBWA\Hunt\Lascaris 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)
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