① Pendorings Shortlist
② Copywriting, Art Direction, and Poster Design
③ VEGA, Cape Town
④ 2024
For a Pendoring submission, we had to choose a native South African language and create a campaign that links back to a brand - we decided on Afrikaans and Veldskoene. What is more embarrassing than those two things combined?
However, this campaign played on the insight that even though many people say they think Afrikaans is a ‘cringey’ language, they still can’t help but to love it. Whether it’s swearing in Afrikaans, enjoying a moerkoffie and beskuit in the winter sun, or even gravitating towards a Vellie shoe. This campaign encourages people to embrace their ‘guilty’ pleasures.