As part of the 2011 Pendoring campaign, the 2010 winners of the sought-after Pendoring Prestige Award, Nico Botha (copywriter) and 
(art director) at Ogilvy Johannesburg will show and tell everything on their blog dishoeonsrol.co.za about their experiences in New York, which form part of their overseas study trip of R50 000.
The two are leaving for the USA this week where they will spend a month. During the first three weeks they will learn more about the American way of advertising at the advertising hot shop Johannes Leonardo in New York, and in the last week they will explore the city.
“The agency, which was established by the former South African advertising creative, Jan Jacobs, is well known for its exceptional work. We want to use the first three weeks to learn as much as possible at the agency, particularly about new ways to engage and enthrall consumers,” says Botha.
“In the evenings and over weekends we want to explore the city to the full. There are so many things to see and to experience – things that we see only on TV and in the movies. As we won’t be working during the last week, we want to use the opportunity to tour more and experience the city during the day. We plan to visit all the well-known tourist attractions and experience cool and exciting things.”
The comprehensive coverage of their trip excites them.
“Our entire trip will be thoroughly documented on the Internet. Via the blog dishoeonsrol.co.za, Facebook, Twitter and YouTube, we will show the public everything we do and will hopefully attract the attention of advertising creatives in particular. The idea is to show them first hand what awaits them should they win Pendoring’s Prestige Award.
“People will see how we attend rock concerts and sporting events like baseball and ice hockey games – all the things that people here only dream about – the full Big Apple experience,” Botha enthuses.
Besides the comprehensive coverage of their comings and goings via the Internet, Lourens van Rensburg of 7Films is sending one of his budding directors to accompany Botha and Zandberg on their trip to capture their experiences for later use.
“During our last week we will also try and visit some other well-known advertising agencies. This could be another great experience, especially so soon after the Cannes Advertising Festival where American agencies normally win big time.
“As the target market of the whole online campaign from New York is basically the advertising community, obviously much of the content will be focused on the industry. But to maintain the necessary balance, we plan to do many other interesting things – and show them. Hopefully this will motivate everybody to put in some extra effort with their Pendoring entries this year,” stresses Botha.
According to Elena Meyer, senior manager: sponsorships and promotions at Sanlam, a bronze Pendoring sponsor, the blog of the Prestige winners detailing their New York visit is an exciting prospect.
“As a proudly South African company, Sanlam acknowledges the role of Afrikaans and the need to develop the language in aid of all Afrikaans speakers, also in advertising.
“It is important that we nourish the language so that it survives and continues to stand tall for future generations, who, in turn, can then also enjoy and celebrate its rich history. So Sanlam is proud of its association with and support for Pendoring and the platform it creates for creative people working in Afrikaans to realise their dreams.
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