Flood of entries as door opens for indigenous languages

ADVERTISING creatives have put in a bumper 444 entries for the 2016 Pendoring Awards – and it is only the third time in the competition’s 21 years that the number of entries is well over 400.

Most pleasing is the number of entries in indigenous languages, with isiZulu leading the way, followed by isiXhosa and Sesotho.

Stimulating and rewarding advertising in indigenous languages – English is excluded – was precisely what motivated the Pendoring board to open its doors to these languages competing on an equal footing this year. It’s been a record year for Afrikaans entries. The large number of student entries, nearly double that of last year, has also come as a pleasant surprise.

The categories Craft and Radio Communication drew the most entries from the agencies, while most of the student entries are in the Print Communication and Communication Design categories.

Franette Klerck, general manager of Pendoring, is elated by the rise in the number of entries. “I believe Pendoring’s initiative to open its doors to all indigenous languages to compete on an equal footing definitely played a role. The industry reacted positively because it understands the importance of mother-tongue advertising in reaching a specific target group.

“The enormous consumer market which uses languages other than English will hopefully inspire marketers to focus on these languages in their marketing communication.”

Molefi Thulo, Ogilvy Johannesburg’s creative director, who will be heading the judging panel this year, says: “Being asked to be head of jury has been an incredible honour, not only because Pendoring has been tenacious in pushing creativity that’s truly South African, but because this year sees an astounding number of entries.

“The message is clear – there’s a love and a bright future for our indigenous languages.

“When it comes to judging and awarding the entries, I’ll personally be looking for work that is innovative, inspiring, genuinely representing the language it’s in, and crafted to the highest standard.”

Richardt Strydom, content director at Breinstorm Brand Architects and formerly a lecturer in graphic design at North West University, is specialist judge in the student section.

“It is gladdening to see students so eagerly jump at the opportunity and challenge of multilingualism. I believe the future of South African advertising lies in its diversity and unique specialist audiences.

“It is particularly pleasing to know our young creatives can express our truly South African stories and brand experiences in a rich multilingualism and with unique visual material.” – Staff Reporter