by MarkLives (@marklives) The 2017 Pendoring winners were announced at the annual awards evening held at Vodacom World in Midrand, Johannesburg, on Friday, 27 October 2017. Of the 10 Golds that were awarded to agencies, The Odd Number walked away with four, followed by J. Walter Thompson and 7Films/Y&R South Africa with two each. Joe Public and Abnormal Group were each awarded one Gold.
Umpetha Award
For the second year running, the advertising agency, The Odd Number in Johannesburg, walked away with Pendoring’s sought-after Umpetha Award for the best advertisement in an indigenous language, excluding Afrikaans. The Odd Number’s winning campaign (in Zulu), titled Hell’s Kitchen, was created for BBC Lifestyle. No Prestige prize was awarded.
In terms of silver, Joe Public and Ogilvy & Mather Johannesburg each took four, followed by Abnormal Group, Black Khaki and FCB 1886 with two each, and FCB Cape Town, Just Design, Fort, Newton’s Third, Lucan, 7Films and The Make Beautiful Agency with one silver each.
Besides the single gold trophy in the student category that went to Greenside Design Center College of Design, silver was awarded to: Northwest University (two), Stellenbosch Academy of Design (two) and Red & Yellow School of Logic and Magic (Cape Town) (one).
The judges also awarded a once-off prize for an outstanding Afrikaans Public Service advertisement. 7Films and Y&R South Africa took the laurels for their TVC, Everybody Knows, for the Western Cape Government.
All the winners
Category |
Title |
Award |
Language |
| Television/Cinema Commercials with a production budget exceeding R1m | Silly Spender | Silver | Zulu |
| Television/Cinema Commercials with a production budget exceeding R1m | Vat die Stof my Bra | Silver | Afrikaans |
| Television/Cinema Commercials with a production budget under R1m | Everybody Knows | Gold | Afrikaans |
| Television/Cinema Commercials with a production budget under R1m | Silver | Zulu | |
| Television/Cinema Commercials with a production budget under R1m | Krieket | Silver | Afrikaans |
| Television, Film & Video Communication: Internet Video | Ag Shem | Silver | Zulu |
| Television, Film & Video Crafts – Direction | Everybody Knows | Gold | Afrikaans |
| Original Afrikaans | Vat die Stof my Bra | Silver | Afrikaans |
| Communication Design: Brand Identity & Collateral Design – Posters and Billboards | Campaign: Die toep vir tuinmaak | Silver | Afrikaans |
| Communication Design: Three Dimensional & Environmental Design – Package & Industrial Design | Keldermeester-versameling | Silver | Afrikaans |
| Communication Design: Motion & Digital Graphic Design – Broadcast Design and Graphics | MTV Base Africa Channel Rebrand | Silver | Zulu |
| Integrated campaign | The Ridge | Gold | Afrikaans |
| Outdoor & Out-of-Home: Ambient and Alternative Media | Campaign: Bossies oor Baarde | Silver | Afrikaans |
| Print Communication: Newspaper Advertising | Campaign: Spasie vir die hele gesin | Silver | Afrikaans |
| Print Communication: Magazine Advertising | Campaign: Kopseer | Silver | Afrikaans |
| Print Communication: Indoor Posters | XXXL Chips | Silver | Afrikaans |
| Print Communication: Indoor Posters | Zam-Buk Pocket-sized Heritage | Gold | Zulu |
| Print Communication: Outdoor & Out of Home Crafts – Art Direction | Zam-Buk Pocket-sized Heritage | Gold | Zulu |
| Radio Station Commercials | After Tears | Gold | Zulu |
| Radio Station Commercials | Campaign: Valentines | Silver | Zulu & Sepedi |
| Radio Station Commercials | Campaign: Hy het daarvoor gevra | Silver | Afrikaans |
| Radio Station Commercials | Campaign: Valentine’s Day Inner Peace | Silver | Zulu |
| Radio Station Commercials | Campaign: Amagxaba Angay’zolo | Gold | Zulu |
| Radio Station Commercials | Campaign: Hell’s Kitchen | Gold | Zulu |
| Branded Content – Radio | Zazi Mother’s Day Dedication | Silver | Zulu |
| Radio Communication Crafts – Performance | After Tears | Gold | Zulu |
| Radio Communication Crafts – Performance | Campaign: Hell’s Kitchen | Gold | Zulu |
| Retail Communication | GeCell C | Silver | Afrikaans |
| Retail Communication | Silly Spender | Silver | Zulu |
| Student Integrated Campaign | Suiwerbek Slingersous: Rêk Jou Bêk in Jou Eie Dialêk | Silver | Afrikaans |
| Student Print Communication | Campaign: Kalklig – Geslag en Gevangenis | Silver | Afrikaans |
| Student Communication Design – Collateral Design | Wild op jou voorstoep | Silver | Afrikaans |
| Student Communication Design – Logos and Identity Programmes | “Shibit! Soet en Suur Grafies Ontwerper” | Silver | Afrikaans |
| Student Communication Design – Logos and Identity Programmes | Umoya by DJ Zinhle | Silver | Zulu |
| Student Communication Design – Publication Design | Reviving the “Bantu Symbol Writing” into contemporary visual culture | Gold | Ndebele |
| Overall Student Winner | Taurai Valerie Mtake for her entry Reviving the “Bantu Symbol Writing” into contemporary visual culture in Communication Design | Ndebele | |
| Umpetha Award | The Odd Number for their Campaign Hell’s Kitchen in Radio Station Commercials | Zulu | |
| Public Service Award | 7Films, Y&R South Africa for their entry Everybody Knows in Television commercials with a production budget under R1m | Afrikaans |
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