Draftfcb CT duo Andre de Wet and Riaan van Wyk walked away with Gold in both the Radio and original Afrikaans categories for ‘Die Burger’ at the Pendoring Awards, proving that in 2011 – even print needed a little radio to get results!
RAB: Tell us a bit about the awards. What impact do they have for you, your agency and local radio creative as a whole?
AdW: To win a Gold Pendoring is no easy feat, especially in the radio category. Afrikaans is a very expressive language, and radio is the perfect medium to showcase its diversity and character. We are immensely proud of this achievement.
RAB: What’s the concept behind the‘Kiwi-Kapenaars’ campaign that really made it work?
AdW: As rugby-loving, proudly South African Capetonians, we regularly watch games at Newlands. It puzzled us why so many Cape Town fans are rooting for New Zealand teams, so we wanted to put this topic in the spotlight.
Our client, Die Burger Newspaper, continuously encourages its readers to debate topics and form their own informed opinions – so we knew they were the perfect vehicle to kick off the debate. We started brainstorming and after throwing around some ideas we thought it would be really funny if these Kiwi-Capetonians started singing the New Zealand anthem in their own distinct, colloquial Afrikaans.
RAB: please share some top tips on writing for radio.
AdW: If you’re having fun while writing a radio spot, you know you’re in the money. You won’t write effective radio if you don’t put your heart and soul into the characters and the message. Write, rewrite and rewrite again – a script very seldom flies on the first take.
RAB: Your thoughts on the awards vs. advertising effectiveness debate?
AdW: Both have merit. As a creative team we always welcome an award. We need our egos stroked from time to time, but we also understand that we have a duty to our clients to deliver effective work. At Draftfcb our aim with every job is to create ‘ideas that matter’. Not only when it comes to answering our clients’ briefs, but also when coming up with ideas that are relevant to our audience. There’s nothing more rewarding than making an ad that wins awards and at the same time gets talked about.
Title: Die burger kiwi kaapner cleaner