A judging panel, under chairmanship of international adjudicator Jan Teulingkx, executive creative director of Saatchi & Saatchi, Brussels, spent three days pouring over entries to make their final choice.
With 10 finalists to its credit, the Gauteng advertising agency Draftfcb Johannesburg boasts the most Pendoring finalists this year. Not far behind is Draftfcb Cape Town with 6 finalists, followed by Ogilvy Johannesburg with 5 finalists.
The agencies Joe Public, Baie-Lingual Blink Stefanus, MetropolitanRepublic and Lowe Bull Cape Town have 4 finalists each, while TBWA\Hunt\Lascaris Johannesburg, The Jupiter Drawing Room Johannesburg and Etiket garnered three finalists each. DDB South Africa and Ninety9cents produced 2 finalists each, with HELLO WORLD, Net#work BBDO Johannesburg, tbsp///beyond the line, Black River FC, opencosa, human.kind advertising, The Jupiter Drawing Room Cape Town, TBWA\Hunt\Lascaris Cape Town and The Suits Communications 1 finalist each.
In terms of individual institutions in the student categories, Vega, the school of Brand Innovation Bordeaux and the Potchefstroom Campus of North West University have three finalists each, followed by the AAA School of Advertising Johannesburg and The Open Window School of Visual Communication who have two finalists each. The AAA School of Advertising Cape Town, Vega, the school of Brand Innovation Cape Town, the University of Johannesburg, the Nelson Mandela Metropolitan University and The Red and Yellow School of Logic and Magic produced one finalist each.
There were no finalists in the Websites and Microsites category.
This year's finalists, alphabetically according to title, are as follows.
| Category | Title | Agency | Client |
| TV/Cinema (with a production budget exceeding R400 000) | Die kunste kom bymekaar | The Jupiter Drawing Room, Johannesburg | ABSA/KKNK |
| Rugby | human.kind advertising | Virseker | |
| Taai verby | Draftfcb Johannesburg | Toyota | |
| TV/Cinema (with a production budget less than R400 000) | "FJ" | Draftfcb, Johannesburg | Toyota |
| Ons pomp, Pappa | The Suits Communications | Pomp | |
| Radio | "FJ" | Draftfcb, Johannesburg | Toyota |
| Jakoppie | Draftfcb, Johannesburg Agency's Producer - Karin Keylock | Toyota | |
| Kiwi-Kapenaars | Draftfcb, Cape Town | Die Burger | |
| Lullaby: Siembamba, Mamma se Aksieheld, Slaap Drama Slaap Soet (campaign) | TBWA\Hunt\Lascaris, Cape Town | Cinema Nouveau | |
| Newspapers | Paleis/Pandok | Draftfcb, Cape Town | Die Burger |
| Toorberg, Triomf, Fiela se kind (campaign) | Ogilvy, Johannesburg | Exclusive Books | |
| Magazines | Bedtyd | Draftfcb, Cape Town | Vital |
| Kleurryke Koussteek, Manlike Man, Ekstra Plesier, Skote Petoors (campaign) | Joe Public | Lovers Plus | |
| Malvalekkermelktert en suurmelk, 'n Bietjie helium vir my opblaaspop asseblief (campaign) | DDB South Africa | Honda | |
| Spielberg & Hitchcock, Armstrong & Gagarin, Henson & Disney, Gates & Jobs (campaign) | Hello World | Lombard Insurance Group | |
| Posters | Actress, Drummer, Chef, Dancer, Chef (campaign) | The Jupiter Drawing Room, Johannesburg | ABSA/KKNK |
| Gifappeltjie | Lowe Bull, Cape Town | iFix | |
| Jack Parow (campaign) | Draftfcb, Johannesburg | Pendoring 2010 | |
| Live Events and Live Activations | Pendoring 2010 Opening Video | Etiket | Pendoring 2010 |
| 100% Pure Fees, 100% Pure Bier | The Jupiter Drawing Room, Cape Town | Brandhouse | |
| Sanlam Woordfees | The Jupiter Drawing Room, Cape Town | Sanlam | |
| Out of Home | Dalene, Ingrid (campaign) | Net#work BBDO, Johannesburg | Exclusive Books |
| Shaik | Draftfcb, Cape Town | Die Burger | |
| Internet and Mobile Advertising | Kont-inent, Poësie, Hoër (campaign) | Baie-Lingual Blink Stefanus | Baie-Lingual Concepts |
| Email and Viral Marketing | Fokofpolisiekar | Ogilvy, Johannesburg | Audi SA |
| Quintin | Baie-Lingual Blink Stefanus | Blink Stefanus | |
| Thomas@rock-ster.net | Etiket | LAPA | |
| Integrated Campaigns | Dis waar jy wil wees | tbsp///beyond the line | KykNET |
| Thomas@rock-ster.net | Etiket | LAPA | |
| Toyota KKNK | Draftfcb, Johannesburg | Toyota | |
| Communication Design | Clover Calendar | Joe Public | Clover |
| Klink 'n glasie | Draftfcb, Cape Town | Distell | |
| Direct Marketing | Boerewors | Ninety9cents | Checkers |
| Hoofrol | Ninety9cents | Checkers | |
| Best Retail Advertisement | Blink Stefanus T-hemp en Baadjie (campaign) | Baie-Lingual Blink Stefanus | Blink Stefanus |
| Brekvis | Lowe Bull, Cape Town | Cape Town Fish Market | |
| Craft Award | Clover Calendar (design) | Joe Public | Clover |
| Malvalekkermelktert en suurmelk, 'n Bietjie helium vir my opblaaspop asseblief (campaign) (copy writing) | DDB South Africa | Honda | |
| Triomf, Toorberg, Fiela se kind (campaign) (art directing) | Ogilvy, Johannesburg | Exclusive Books | |
| Original Afrikaans | Kiwi-Kapenaars | Draftfcb, Cape Town | Die Burger |
| Kont-inent, Poësie & Hoër (campaign) | Baie-Lingual Blink Stefanus | Baie-Lingual Concepts | |
| Moedersdag | Draftfcb, Johannesburg | NetFlorist | |
| Triomf, Toorberg, Fiela se kind (campaign) | Ogilvy, Johannesburg | Exclusive Books | |
| Truly South African - Television | Anthem | MetropolitanRepublic | FNB |
| Join, Free Style, USSD, Bottom Right, Mr. Mabella (campaign) | MetropolitanRepublic/The Jupiter Drawing Room, Johannesburg | MTN | |
| Pirates | Draftfcb, Johannesburg | Vodacom | |
| Team of Millions | The Jupiter Drawing Room, Johannesburg | ABSA | |
| The End | MetropolitanRepublic | Vuzu | |
| Truly South African - Radio | Afrikaans Cookbook | MetropolitanRepublic/The Jupiter Drawing Room, Johannesburg | MTN |
| Kobe Beef, Queens Cake, Ghee (campaign) | Draftfcb, Johannesburg | Lotto | |
| Phela | Ogilvy Johannesburg | Topsy Foundation | |
| Sponkie | TBWA\Hunt\Lascaris, Johannesburg | Tiger Brands | |
| Setswana, Xhosa, Zulu (campaign) | TBWA\Hunt\Lascaris, Johannesburg | Tiger Brands | |
| Truly South African - General | Ancestors demand Kota Bun from Umlungu | Black River F.C. | Nando's |
| Clifford | Lowe Bull, Cape Town | Independent Newspapers | |
| Skinny head | opencosa | Campaigning for Cancer | |
| Swartbordborselbank | Joe Public | One School At A Time | |
| Wattled Crane, Blue Swallow, Wild Dog, Riverine Rabbit (campaign) | TBWA\Hunt\Lascaris, Johannesburg | Endangered Wildlife Trust | |
| Your Hair and Nails can Save the Rhino | Lowe Bull, Cape Town | Stop Rhino Poaching |
| Category | Title | Institution | Client |
| Communication Design | Lugboef | North West University (Potchefstroom Campus) | MK Bruce Lee |
| Mlungu korporatiewe-identiteit | North West University (Potchefstroom Campus) | Mlungu | |
| Traditional Media | Die versameling: Koninklikes, Klippe, Insekte (campaign) | Vega, the school of Brand Innovation, Cape Town | Musica |
| Onthou jy | The Red and Yellow School of Logic and Magic | RSG | |
| Patricia Lewis, Karen Zoid, Robbie Wessels, Jack Parow (campaign) | AAA School of Advertising, Johannesburg | Musica | |
| Wees gewaarsku | AAA School of Advertising, Johannesburg | Tabasco | |
| Digital Media | "Beer, 'n storie van ..." | Vega, the school of Brand Innovation, Bordeaux | Crescent Clinic |
| Die Fantastiese Heuwels | North West University (Potchefstroom Campus) | Die Heuwels Fantasties | |
| Kaal | The Open Window School of Visual Communication | The Open Window | |
| Pan se verlore skaduwee | University of Johannesburg | Pan se verlore Skaduwee - Grafiese Roman | |
| President Swart | The Open Window School of Visual Communication | The Open Window | |
| Integrated Campaigns | Alkantig Kief | AAA School of Advertising, Cape Town | kykNET |
| Truly South African | A life designed | Vega, the school of Brand Innovation, Bordeaux | 70 Juta |
| Eyam, Inkomo Zobuhlobo, Kultured, Pipe Dreams, Ugubani Wena? (campaign) | Nelson Mandela Metropolitan University | Kultured | |
| Young, gifted and 14% | Vega, the school of Brand Innovation, Bordeaux | Oppikoppi |
For more:
For More list added at 11.11am on 14 September 2011.
