"This year we are looking at what it takes to accomplish the goals that ensure success," says James Yeats Smith, group creative director of Now&Partners and director of the award's marketing campaign. "This year, the awards will again honour work that attests to heart, soul and perseverance.

"With this campaign we want to focus on the stature and merit of the awards by taking away the emphasis that has been placed on Afrikaans as a language and include the language in the awards. Success takes a lot of hard work and doesn't happen by itself. It demands perseverance and very strong willpower.

"We want to honour the creative individuals and teams who have walked this difficult road in their quest for success - people who follow their hearts and gut their souls in search of it. We target those who deliver contemporary work - not with any hidden agenda, nor with the goal of competing against anyone but themselves. In the end every individual is his or her own adjudicator - that is the definition of respect and, in turn, it asks to be respected."

Three role models

To illustrate these stories of success the creative team at Ogilvy Johannesburg have produced three short films about South Africans who have become players on the international stage while not losing their integrity along the way: the painter Zander Blom, the musician and composer Markus Smit (better known as Markus Wormstorm) and the photographers Hasan and Husain Essop.

"They have found ways of expressing their true philosophy and style within the confines of the communities they live in and have still reached some level of success - on their own terms."

Creative team on board, judges still to be announced

The creative team behind this year's Pendoring campaign are Mariana O'Kelly (creative director at Ogilvy Johannesburg), James Yeats Smith (copywriter and director), Daniel Siegler (executive producer), Jamie Taylor (editor), Kelda van Heerden (designer) and Kent Andreasen (DOP). Biblo.tv & Markus Wormstorm provides music and the production company is Now&Partners.

The full judging panel will be announced on 5 June 2013. Judging will take place on 15, 16 and 17 August 2013. The finalists for this year's Pendoring Awards will be announced on 27 August 2013, with the awards ceremony at the Cape Town Convention Centre on 20 September 2013.