For the second year running, advertising agency The Odd Number (Johannesburg), took home the Pendoring Umpetha Award for the best advertisement in an indigenous language, excluding Afrikaans. This year, The Odd Number was the sole Umpetha winner.
The Odd Number’s winning campaign (in Zulu), titled 'Hell’s Kitchen', was created for BBC Lifestyle. The judges’ also awarded a once-off prize for an Afrikaans Public Service advertisement. 7Films and Y&R South Africa took the laurels for their TV commercial, Everybody Knows, for the Western Cape Government.
There was no Prestige Award winner. Both the Umpetha and the Prestige Awards comprise an overseas study trip worth R100 000 each. Gold winners each received R6 000 and a Gold Pendoring trophy, while Silver winners walked away with R2 500 each and a Silver Pendoring trophy. Gold craft winners received R3 000 each as well as a Gold Pendoring trophy.
The student categories produced only one overall winner, also in a non-Afrikaans language. Taurai Valerie Mtake of the Greenside Design Center College of Design won with her Ndebele entry titled Reviving the Bantu Symbol Writing into contemporary visual culture. This was also the only student entry that took Gold.
As the overall student winner, Mtake received R16 000, R10 000 as an overall winner, and R6 000 as well as a Gold Pendoring trophy. Silver student winners each received R2 500 and a Silver Pendoring trophy. All the Gold and Silver category winners will also receive Pendoring certificates, which will be delivered at their agencies in due course.
The evening’s entertainment included the comedian Pietman die Skot, SA’s Got Talent winner DJ Arch Jr, the hip-hop group Bittereinder, the SAMA-nominated rapper Zubz, the guitar and violin duo DECA, and The Voice star, Sofaya.
The entries in the category Radio Station Advertisements, including Radio Craft, had no fewer than five Gold and three Silver trophies awarded. Entries in the TV category, including TV Craft, had two Gold Pendorings and five Silver trophies awarded. The Craft entries saw three Gold Craft awards (two in the radio and one in the TV category) as well as 11 Craft Certificates awarded.
The category Original Afrikaans produced one Silver award. Altogether, 11 Gold and 24 Silver trophies were awarded on the evening – 10 Golds to professional agencies and one Gold Pendoring in the student category, with 19 Silvers to professional agencies, and five Silvers to students.
Of the 10 Gold Pendorings that were awarded to agencies, The Odd Number was awarded 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 Pendoring.
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. FCB Cape Town, Just Design, Fort, Newton’s Third, Lucan, 7Films, and The Make Beautiful Agency each won 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).
You can view the full list of winners here.
For more information, visit www.pendoring.co.za. Alternatively, connect with them on Facebook.