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All the 2024 Pendoring winners: Promise’s Vluit Project wins Pendoring Umpetha

   November 25, 2024
All the 2024 Pendoring winners: Promise’s Vluit Project wins Pendoring Umpetha


Promise won the coveted Prestigious Umpetha trophy for The Vluit Project campaign, developed for AfriSam (Image supplied)

The winning project, Vluit, is an initiative that developed a means for workers on labour sites to communicate across language barriers.

Using the cultural phenomenon of how the “vluit”, or the human whistle, is used within local communities as an informal way to communicate, to create a new linguistic system for labour sites using unique whistles for specific actions.

“The annual Pendoring Awards not only celebrates the creative sector’s outstanding work produced in indigenous languages; it also highlights the transformative power of communication in these languages,” says Eben Keun, general manager of the Pendoring Awards.

“This year’s theme, #SayItInYourLanguage, perfectly captures how language connects us to our roots and allows us to express our true selves.”

Yash Egami, the One Show chief operating officer announced the Pendoring Umpetha winner on the evening from New York.

“In 2024, we’ve expanded our relationship with Pendoring meaningfully. Pendoring’s Prestigious Umpetha Award now serves as a gateway to global recognition,” says Egami.

The top publisher for this year was New Africa Books, which won a Gold Pendoring for the publication design of Ngabe udlala eziphi ezemidlalo uMpumi? written by Lebohang Masango.

Masango is an established children’s book writer, whose books in the Mpumi series have been translated into all of South Africa’s indigenous languages.

The points were awarded on the strength of finalists (2 points), Pendoring craft certificate (4 points), Gold Craft (7 points), Silver Pendoring (8 points), Gold Pendoring (10 points), Campaign Gold (15 points), Campaign Silver (12 points), Campaign Craft Certificate (6 points), Campaign Gold Craft (10.5 points), Prestigious Umpetha Award (20 points), Overall Student Award (20 points).

The 2024 Pendoring campaign. “#SayItInYourLanguage,” was conceptualised by Joe Public, the 2023 Prestigious Umpetha Award winner.

“We are proud that the Pendoring Awards broke records again this year, receiving even more entries than in previous years. Through feedback from adjudicators and participants alike, it is clear that the Pendoring Awards plays an important role in impacting the careers and ambitions of many young creatives,” says Keun.

“We are proud to contribute to the UN Decade of Indigenous Languages (2022 – 2032) through Pendoring, and feel inspired by the exceptional quality of work produced in indigenous languages each year.”

Design Award Category Agency/Publisher Brand Title Silver Identity Programmes Lobengula Advertising Lobengula Advertising Zulu Corporate Identity Silver Identity Programmes Sentient Creative kykNET Silwerskermfees Silver Package Design Babylonstoren Babylonstoren Vonkeltee Gold Publication Design – Whole Publication New Africa Books New Africa Books Ngabe udlala eziphi ezemidlalo uMpumi? Silver Broadcast Design Fairchild Creative BET AFRICA / PARAMOUNT Nkalakatha Title Sequence Campaign Craft Design Crafts – Illustration Harwood Kirsten Leigh McCoy PNA Potlood
Boek
Hoed Digital Communication Award Category Agency Brand Title Silver Display Advertising Boom Wimpy The Most Welcoming Digital Banners Gold Website, Microsite or Mobile Media Promise AfriSam The Vluit Project Craft Digital Crafts – User Experience Design McCann Worldgroup South Africa SA Heart Check My Beat – Heart Health Tracks Craft Gold Digital Crafts – Use of Technology McCann Worldgroup South Africa SA Heart Check My Beat – Heart Health Tracks Craft Digital Crafts – Use of Technology Boom Wimpy The Most Welcoming Digital Banners Print Communications Award Category Agency Brand Title Campaign Silver Newspaper & Magazine Advertising Halo Exclusive Books Moenie Kliek Nie. Blaai. Speurverhaal
Moenie Kliek Nie. Blaai. Klassieke Literatuur
Moenie Kliek Nie. Blaai. #BoekTok
Moenie Kliek Nie. Blaai. #Jeugliteratuur Silver Tactical Use of Print Me and Norman South African Library for the Blind Kriiip, kriiiip, kriiiiiiip Campaign Craft Print & OOH Crafts – Writing The Odd Number Game Stores Keeping secrets
Ink Isn’t dry
Cycle of life Integrated Campaign Award Category Agency Brand Title Silver Integrated Multimedia – Campaign Machine_ Spotify Africa Say it with Lyrics Out of Home Award Category Agency Brand Title Gold Ambient Promise Afrisam The Vluit Project Live Communications Award Category Agency Brand Title Gold Live Events Promise AfriSam The Vluit Project Silver Sponsorship Retroviral SAB (AB-Inbev) / Castle Lager The Granboks Craft Live Crafts – Original Music & Sound Design McCann Worldgroup South Africa SA Heart Check My Beat – Heart Health Tracks Craft Gold Live Crafts – Use of Technology McCann Worldgroup South Africa SA Heart Check My Beat – Heart Health Tracks Film Award Category Agency Brand Title Gold Television & Cinema Commercials with a production budget exceeding R1m Joe Public United Chicken Licken Make Your Family Proud Silver Television & Cinema Commercials with production budget under R1m Fairchild Creative NETFLIX NINE! NINE! Silver Television & Cinema Commercials with production budget under R1m LekkeSlaap.co.za LekkeSlaap Bespreek plaaslik, spog plaaslik Silver Online Film & Commercials Machine_ Spotify Africa Skathi sokubuya Silver Online Film & Commercials Joe Public United Chicken Licken Mgijimi’s Origins Story Silver Online Film & Commercials Sentient Creative KKNK Kuur vir elke kwaal Craft Gold Film Crafts – Direction 7FIlms Sony Burano STILTE Craft Gold Film Crafts – Cinematography 7FIlms Sony Burano STILTE Craft Gold Film Crafts – Writing 7FIlms Sony Burano STILTE Craft Gold Film Crafts – Writing Joe Public United Chicken Licken Make Your Family Proud Craft Film Crafts – Writing Joe Public United Chicken Licken Mgijimi’s Origins Story Craft Film Crafts – Writing Lobengula Advertising Lobengula Advertising Lobengula CI Film Craft Film Crafts – Writing Accenture Song Mesh Die Mos Craft Gold Film Crafts – Best Use of Licensed Music Machine_ Spotify Africa Skathi sokubuya Craft Film Crafts – Performance Accenture Song Mesh Die Mos Craft Film Crafts – Production Design TwoTone Global SABC 1 Skeem Saam Promo Radio & Audio Award Category Agency Brand Title Campain Gold Radio Station Commercials Ogilvy South Africa Tiger Brands E RE DOOM EO THUSE – THULA MABOTA
THUSO LE THUSO – ZAMA
THUSO LE THUSO – TSIETSI Campaign Silver Radio Station Commercials The Odd Number Game Stores Keeping secrets
Ink isn’t dry
Cycle of life Campaign Silver Radio Station Commercials MC Saatchi Abel Trinco UNG’SHAYA NGAPHAKATEA
TEA-PARTEA
AMATHIKITEA Silver Internet & Mobile Audio Commercials Promise AfriSam The Vluit Project Craft Gold Radio & Audio Crafts – Direction Ogilvy South Africa Tiger Brands THUSO LE THUSO – TSIETSI Craft Gold Radio & Audio Crafts – Direction Ogilvy South Africa KFC UZOKHALA – Stokvel Campaign Craft Gold Radio & Audio Crafts – Direction The Odd Number Game Stores Keeping secrets
Ink Isn’t dry
Cycle of Life Craft Gold Radio & Audio Crafts – Writing Ogilvy South Africa Tiger Brands THUSO LE THUSO – THULA MABOTA Campaign Craft Gold Radio & Audio Crafts – Writing The Odd Number Game Stores Keeping secrets
Ink Isn’t dry
Cycle of Life Craft Radio & Audio Crafts – Writing Ogilvy South Africa KFC UZOKHALA – Workers Day Craft Gold Radio & Audio Crafts – Performance Ogilvy South Africa Tiger Brands THUSO LE THUSO – TSIETSI Campaign Craft Gold Radio & Audio Crafts – Performance The Odd Number Game Stores Keeping secrets
Ink Isn’t dry
Cycle of Life Craft Radio & Audio Crafts – Performance Ogilvy South Africa KFC UZOKHALA – Looking Good Student Award Category School/University Brand Title Silver Radio Commercials & Branded Content IIE-Vega Toyota Grand Highlander Trip to Gogo Silver Logos FEDISA Fashion School SZNOFTHEWVTCH SKYNHEILIG GEMMERBIER Silver Identity Programmes IIE Vega Portia M Celebrate Your Identity Gold General Design IIE-Vega Impala Vleis Die Vrylopende Afrikaner Gold Publication Design – Single element Red & Yellow Creative School of Business Onwikkeling in aksie Onwikkeling in aksie Silver Publication Design – Single element Red & Yellow Creative School of Business Warmharte Warmharte Gold Publication Design – Whole publication University of Johannesburg University of Johannesburg Access, Designed Silver Publication Design – Whole publication University of Johannesburg University of Johannesburg Die Wonderwerk van Koratari Gold Package Design Red & Yellow Creative School of Business Toughees Toughees Silver Package Design IIE-Vega Impala Vleis Die Vrylopende Afrikaner Silver Outdoor Media AAA School of Advertising Discovery Insure The Last Text Silver Ambient Red & Yellow Creative School of Business Woman on Farms Lappop 67 Silver Ambient University of Johannesburg Jozi My Jozi Gezi District Wayfinding Craft Gold Student Print, Design & OOH Crafts – Art Direction Stellenbosch Academy of Design & Photography Jack Parow Doen Druggs Campaign Craft Gold Student Print, Design & OOH Crafts – Art Direction IIE-Vega Impala Vleis Oitjie Potjie Rol – Khaki My Nou
Moooerse Weivreter – Kaalvoet Klonkie
Bleeerie Doos – Vellies En Vleis
Kamkop Kekkelbek – Brandewyn Se Brieke Craft Student Print, Design & OOH Crafts – Art Direction IIE Vega Dis Ons Durban Noord x Woolworths Dis Ons Durban Noord Craft Student Print, Design & OOH Crafts – Art Direction AAA School of Advertising Discovery Insure The Last Text. Campaign Craft Student Print, Design & OOH Crafts – Writing IIE-Vega Impala Vleis Kamkop Kekkelbek – Brandewyn Se Brieke
Oitjie Potjie Rol – Khaki My Nou
Moooerse Weivreter – Kaalvoet Klonkie
Bleeerie Doos – Vellies En Vleis Craft Student Print, Design & OOH Crafts – Illustration IIE-Vega Blitz Yaadt Braai Craft Gold Student Print, Design & OOH Crafts – Illustration University of Johannesburg University of Johannesburg Die Wonderwerk van Koratari Craft Gold Student Print, Design & OOH Crafts – Illustration Red & Yellow Creative School of Business Onwikkeling in aksie Onwikkeling in aksie Craft Gold Student Print, Design & OOH Crafts – Illustration IIE Vega Portia M Celebrate Your Identity Craft Student Print, Design & OOH Crafts – Illustration University of Johannesburg University of Johannesburg Inyoni Yegolide Craft Student Print, Design & OOH Crafts – Illustration Red & Yellow Creative School of Business Warmharte Warmharte Craft Student Print, Design & OOH Crafts – Illustration IIE-Vega Wild Coast (Place Branding) Rugged Routes Craft Student Print, Design & OOH Crafts – Illustration University of Johannesburg Dr Clarissa van der Loo Rea the Mircrobiologist Craft Gold Student Print, Design & OOH Crafts – Typography Red & Yellow Creative School of Business Blue Ribbon Bread Op jou Brood Craft Student Print, Design & OOH Crafts – Typography Red & Yellow Creative School of Business Saltriver, Cape Town StRCTr Craft Student Print, Design & OOH Crafts – Typography Red & Yellow Creative School of Business Salt River Dakrant Ritme Craft Student Print, Design & OOH Crafts – Typography Red & Yellow Creative School of Business Salt River Mengelmoes Craft Student Print, Design & OOH Crafts – Typography Red & Yellow Creative School of Business Salt River Spruit



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