Graphics are published with permission: https://www.pendoring.co.za/
Eben Keun, Pendoring general manager, talks to Naomi Meyer about this year’s iPendoring Awards.
Hi there! It is nearly time for this year's iPendoring Awards. What are the iPendoring Awards?
The iPendoring Awards were founded in 1995, more than 30 years ago, with a simple but powerful belief: South Africa's indigenous languages deserve to be celebrated, not merely accommodated. What began as a platform recognising advertising in local languages has evolved into a comprehensive creative awards programme that honours excellence across all 11 of South Africa's official indigenous languages, treating them as equals on the creative stage.
Thirty-two years into democracy, much of what South Africans see, hear and consume is still communicated primarily in English. iPendoring exists to help shift that reality by rewarding creative work that speaks to people in the languages that are most authentically theirs. The awards celebrate creativity, culture and language, while encouraging brands and agencies to engage audiences in more meaningful and culturally relevant ways.
Eben Keuns (photo credit: Pendoring/© 2026 AletPretorius)
Marketing can sometimes interrupt viewing or streaming, but that said, everyone can tell you about an advertisement they find funny or one they still remember. What are your criteria for a winning advertisement?
A winning advertisement starts with a strong, distinctive insight. The work should be rooted in a genuine understanding of people, rather than a surface-level observation. We also look for an interesting point of view. The best work feels fresh, sounds different and offers a new way of looking at a problem, behaviour or cultural truth.
Authentic cultural grounding is equally important. Successful work comes from a real understanding of language and culture, rather than simply translating an existing idea into another language. The advertisement should resonate with its intended audience and reflect something meaningful and recognisable in their experience. Even when the work is culturally specific, it should establish enough context for others to understand and appreciate it.
Finally, execution matters. The choice of medium and format should grow naturally from the idea, while strong craft, whether in writing, design, typography, sound or visual storytelling, should elevate the work and demonstrate excellence in execution.
Graphics are published with permission: https://www.pendoring.co.za/
Who can enter the iPendoring Awards? How can they enter, what are you looking for and what are the prizes?
The awards are open to South African agencies, publishers, filmmakers, designers, digital creators, game developers and students. Entries are submitted through the official iPendoring entry portal.
When judging entries, we are looking for authentic, original ideas that stand out, surprise audiences and accurately reflect South African cultures and experiences. The work must have flighted, having been published or aired in another public way between August 2025 and August 2026. To qualify, at least 70% of the work must be presented in one or more of South Africa's indigenous languages, including the option of South African Sign Language.
The awards offer recognition across a wide range of categories. The Prestigious Umpetha Award includes the Prestigious Umpetha trophy, a certificate and a single entry into the global One Show Awards. The Overall Student Winner receives R10 000 in cash, together with a trophy and certificate. Gold and Silver iPendoring winners, in both professional and student categories, receive trophies and certificates, while Craft Gold winners and other top performers receive certificates. In addition, certain special challenges and competitions may include specific cash prizes – keep an eye out for these during the course of the year.
The iPendoring Awards are open to all South African languages. The challenge is that not all South Africans understand one another's languages. What can be done to overcome this obstacle when making an advertisement?
The solution starts with a strong idea. If an idea is built on a simple human truth that people recognise and understand, language becomes far less of a barrier. A strong concept creates an emotional connection first, and language simply carries it.
When the insight is universal and authentic, audiences can connect with the work, whether it is expressed in Xhosa, Afrikaans, Ndebele, Xitsonga or any other South African language. The heart of the idea remains intact.
Our advice to creatives is to focus on finding a powerful truth first. Once that foundation is in place, language becomes a way to deepen authenticity and cultural relevance, rather than being an obstacle. More broadly, there is value in encouraging South Africans to learn more of one another's languages from an early age. Greater exposure at school level can build understanding, empathy and cultural connection across communities, strengthening how we communicate and tell stories.
Would you name a few advertisements or campaigns from recent years that you found particularly outstanding?
A few standout examples from recent years include:
- Afrikaraoke by Joe Public, which demonstrated exceptional cultural relevance and creative execution;
- Melktert, a Red and Yellow student project for Babylonstoren, which showcased a clever and culturally resonant approach to sustainable packaging design; and
- The Vluit Project, which stood out for its originality and its meaningful engagement with language and culture.
These campaigns exemplify the kind of work that iPendoring seeks to celebrate: ideas that are creatively strong, culturally grounded and deeply connected to South African audiences. A selection of these and other standout campaigns can be explored on our Polokelo: https://polokelo.pendoring.co.za/.
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