As from this year, the winner of this category will also receive a sought-after Pendoring trophy and R5 000 cash.
The Pendoring advertising awards campaign, which were established 9 years ago by the major media role players in the country to recognise and reward excellence in Afrikaans advertising, will still focus on Afrikaans advertising but at the same time in the spirit of 'Proudly South African' recognise outstanding work done in any of South Africa's official languages.
This year's campaign is now in full swing, and its theme and pay-off line, Dis skerper in Afrikaans (It's sharper in Afrikaans), clearly shows that certain expressions simply lose their edge in another language.
To prove the point, FCB Cape Town, handling this year campaign, translated a number of typical Afrikaans expressions directly into English with hilarious results.
Harde koejawel translated into English is 'Hard Guava' and clearly fails to get the message of a 'tough guy' across; Kloosterkoekie is the Afrikaans expression for a very conservative girl, but 'Convent Biscuit' only sounds like a new range of cookies!
Creative director Francois de Villiers, copywriter Hanlie Kriel and art director Anthony de Klerk, created a number of colourful posters and banners, thoroughly enjoying themselves with headlines such as Prick the Dragon, Hundred moody, Coffin Buttocks, and Your nut too.
This is also the first time in which English headings advertise a Pendoring campaign calling for Afrikaans entries!
As one of the objects of the Pendoring campaign is to stress the importance of Afrikaans speakers' buying power, the body copy of the ads appearing in consumer publications, will focus on support for Afrikaans advertisers.
Since Pendoring's inception it has grown to one of the most prestigious in the advertising industry and to win a Pendoring has become a sought after honour.
Entries are accepted in 17 categories and, besides the Pendoring trophy, a cash prize of R5 000 is also at stake in each category with the overall winner receiving the kykNET overseas' study trip and an additional R5 000 cash.
The prize for the new truly South African category is sponsored by SABC2, while students competing in the two student categories, will each be rewarded with a SABC Airtime Sales study bursary to the value of R10 000.
The closing date for entries is 1 July 2003 and all the details of the competition and entry forms can be found on the Internet at www.pendoring.mweb.co.za.
The founder members of Pendoring are : the ATKV, Caxton, De Kat, Copywriters' Forum, kykNET. Media24 (Newspapers and Magazines) RSG and Rapport.
Major sponsors of this year's Pendoring Advertising Awards are: Lufthansa, M-Web, Oracle Airtime Sales, SABC2, SABC Airtime Sales and Vodacom with more sponsorships from Ads24, British Airways/Comair, Clover, Klipdrift, KWV/Laborie, NewsClip, SA Brandy Foundation, Sanlam and Santam.
Enquiries: Wilma de Bruin (011) 476-7280 or Emmie Gous (011)678-6266
