Machine_ Scores Six Finalist Spots at Pendoring Awards For Xhosa-Fying Halloween

Oct 31, 2022

xhosa-fying halloween UCOOK machine_

We’re thrilled to announce that we have six finalists at the Pendoring Awards for our UCOOK campaign “Xhosa-Fying Halloween”! These awards embrace and celebrate the richness within the South African landscape, promoting and highlighting creativity across all its indigenous languages. 

Our work for UCOOK gave us the opportunity to tap into unique cultural and linguistic nuances for an isiXhosa speaking audience, allowing the brand to be relevant in their world. The work not only resonated but delivered business results as well.

When asked about the brief and challenge, Jabulani Sigege, Machine_ Cape Town’s Executive Creative Director said that: “Reaching people is one thing. Connecting with them is another. South Africans are not a homogenous group. That’s why cultural context is important when engaging with them, as this will differentiate between a brand being loved versus merely accepted or tolerated. It’s why it’s so important for agencies to attract and have the people – not just creatives – with the cultural capital to make brands relatable and relevant to the desired audience.”

Watch the case study video here:

See more of our work here.

This campaign “Xhosa-fying Halloween”, which was launched for Halloween 2021, has already been recognised as award-winning work, winning Gold, Silver and Bronze awards across different categories at the recent New Generation awards (read about here). Our work for UCOOK is also a finalist across four categories in the Assegai Awards (taking place on 10 November). Find out what these are here.

Machine_ Has Six Finalists For Xhosa-Fying Halloween

Design Category:

  1. General Design
  2. Design Craft – Writing for Design
  3. Design Craft – Illustration

Digital Communication Category:

  1. Social Media
  2. Digital Crafts – Writing

Out of Home Category:

  1. Direct Mail

More About Pendoring:

Originally created in 1995 to promote and stimulate the use of Afrikaans in advertising, Pendoring has gone through a number of changes to celebrate all of South Africa’s indigenous languages.
In 2016, Pendoring amended their rules so that all indigenous languages could compete on equal footing and, in 2018, Pendoring went a step further and eliminated prizes that rewarded Afrikaans separately from the remaining nine languages. 
Additionally, Pendoring is also unique in that it is the only advertising competition in South Africa with substantial cash prizes, not only for the overall winners, but also for gold and silver winners in each category.
The 2022 Pendoring Awards takes place on 3 November in Johannesburg. 

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