Haas Das & Bennie Boekwurm star in latest Pendoring poster campaign

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For the latest campaign that promotes Pendoring, South Africa’s Afrikaans language advertising award, agency Joe Public uses well known Afrikaans characters to illustrate what could happen if the language continues to be neglected. The pay-off line reads: ‘Moenie die taal afskeep nie’ (Don’t neglect the language) and the call to action reads: ‘Skep in Afrikaans en keer dat ons mooiste taal sy glans verloor’ (Create in Afrikaans and prevent our most beautiful language from losing its lustre).”

“Although most previous campaigns highlighted the fact that Pendoring rewards winners in cash – 2008 campaign slogan being: Praat die taal, dit betaal (It pays to speak Afrikaans), Joe Public felt that there is a far bigger issue at play,” says Joe Public’s Pepe Marais.

“The majority of commercials are conceived in English and often translated into Afrikaans,” Marais continues. “In short, Afrikaans is being neglected. There are quite a few Afrikaans creatives in our industry and the majority of them are conditioned to think and create in English to such a degree that Afrikaans has become a second language. This campaign aims to remind them what would happen to this indigenous language if neglected.”

Executive Creative Director, Pepe Marais
Creative Director, Maciek Michalski
Designer, Simone Rossum
Copywriter, Antoinette Fourie
Client Service, Samantha van Tonder

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Published by Herman Manson

MarkLives.com is edited by Herman Manson. Follow us on Twitter - http://twitter.com/marklives

3 replies on “Haas Das & Bennie Boekwurm star in latest Pendoring poster campaign”

  1. Great ads these! We spotted the Rian Cruywagen one a while ago but had no idea who produced them. Nice to see the other ones as well :)

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