The local Pendoring Awards celebrate excellence in
Afrikaans advertising. Although Afrikaans-speaking people only
represent 15% of the South African population,
they account for 28% of the country's total household expenditure. Yet, in the local ad industry, Afrikaans is often neglected - even by Afrikaans-speaking creatives.
Based on this insight, the concept and slogan for this year's Pendoring call for entries campaign became
'Moenie Die Taal afskeep nie' (Don't neglect the language).
A direct mailer was sent to the Creative Heads of
South Africa's top 25 agencies. In the format of an advent calendar, the mailer prompted recipients to do something Afrikaans every day for a month, whilst serving as a reminder to enter the Pendoring Awards. The calendars were 100% hand-made out of material by a group of Afrikaans 'tannies' in Stellenbosch, giving them an authentic Afrikaans look and feel. Posters showing some of our best-loved Afrikaans television characters as washed up has-beens, were sent out to various ad agencies across the country, urging them to stop neglecting Afrikaans and enter the Pendorings. Characters included Liewe Heksie, news-reading bunny Haas Das and Bennie Boekwurm from the classic show, Wielie Walie.
A tongue-in-cheek newspaper ad was created as part of the campaign to generate awareness around the Pendoring Awards. The ad shows where everyone's favourite Afrikaans newsreader, Riaan Cruywagen, would end up if Afrikaans was neglected.