Pendoring 2013: All the winners

Walking away with the highest accolade in Afrikaans language advertising, the Pendoring Prestige Award was handed to Draftfcb, Johannesburg for their Taai Oumas, Taai Tieners, Taai Meisies campaign in the Radio category.

The Umpetha Award, meaning 'champion' or 'the best' in Zulu, is awarded to the agency who created the best overall entry in the Truly South African categories. The award went to Black River F.C. for their Athletes, Anthem, Izikhothane (Campaign) for Nando's.

With one Pendoring gold and five silvers under its belt, the much-awarded Joe Public advertising agency maintained its 2012 position as Pendoring leader by once again clinching the largest number of awards. This year the agency also accounted for largest number of Pendoring finalists (14).

In terms of gold Pendorings, Draftfcb Johannesburg and Black River F.C. reigned supreme with two gold trophies each. In addition, Draftfcb Johannesburg also walked away with the Prestige Award for its humorous Toyota radio campaign titled Taai Oumas, Taai Tieners, Taai Meisies, while Black River F.C. received the Umpetha award for its spicy Nando's TV-campaign, titled Athletes, Anthem, Izikhothane. Black River F. C. was also awarded a silver Pendoring.

The winners were announced in front of a packed and appreciative audience at the glittering annual awards evening in the Cape Town International Convention Centre last night. And with sizzling entertainment by performers like Emo Adams, Joseph Clark, Lloyd Cele and Three Tons of Fun, this prestigious event was once again a multicultural jollification par excellence!

The fact that only eight gold and 26 silver Pendoring trophies were awarded to advertising agencies in the professional section, is testimony that the judging was very strict. At the same time, only seven silvers were awarded in the student section, with no overall winner to boot.

Ogilvy Johannesburg, TBWA\Hunt\Lascaris Johannesburg and Draftfcb Cape Town each won one gold, while Draftfcb Cape Town bagged tree silvers and Ogilvy Johannesburg two.

Silver Pendoring awards also went to Baie-Lingual Concepts, tbsp///beyond the line and The Jupiter Drawing Room Johannesburg (2 each), while FoxP2Cape Town, Studio Zoo, M&C Saatchi Abel Cape Town, MetropolitanRepublic, The Jupiter Drawing Room Cape Town, Etiket and Haas Advertising each walked away with a silver Pendoring.

The advertising schools that received silvers are AAA School of Advertising Cape Town (3), Northwest-University (2), the AAA School of Advertising Johannesburg and The Red and Yellow School of Logic and Magic, (1 each).

While the judges were once again highly impressed with the work in the section Truly South African, as well as with the categories Original Afrikaans and Radio, the student entries, on average, were most disappointing. The general consensus was that besides the fact the many ideas were not fresh and original, they were also not thoroughly explored and utilised.

Also see: The Pendorings today.

The winners are:

Students