iPendoring 2025
Taal Never Die. We Multiply.
For 30 years, the Pendoring Awards has been the definitive platform celebrating creative communication in South Africa's indigenous languages. In 2025, BBA managed the full-cycle 30th anniversary campaign, from strategic concept development through to the Indigenous Language Imbizo and Awards ceremony – culminating in a week of events that positioned iPendoring as the creative heartbeat of Mzansi's linguistic diversity.
The brief
Surface ask
Deliver an integrated campaign and event for Pendoring's milestone 30th anniversary that would drive entries, celebrate indigenous language creativity, and position the awards as the essential platform for multilingual advertising excellence.
Deeper challenge
The real challenge was threefold. First, the Awards needed a fresh identity that honoured three decades of history while signalling bold relevance for the future. Second, the campaign needed to reach beyond the traditional advertising industry audience to engage students, publishers, content creators, and the general public. Third, the production scope expanded significantly with the addition of a new partnership with Brand South Africa, a Student Radio Ad Challenge, and an enhanced Indigenous Language Imbizo programme.
"This year is about celebrating 30 years while positioning iPendoring for the next chapter. We needed a campaign that speaks to our roots but feels fresh, relevant, and inclusive of everyone creating in indigenous languages."
— Eben Keun, iPendoring General Manager
Campaign creative: 'Taal Never Die. We Multiply.'
Working with award-winning freelance creatives Sanele Ngubane and Vumile Mavumengwana (both multi-time Pendoring winners and former jury members), BBA developed a campaign concept that captured the dynamic, evolving nature of South African languages. The 'Taal Never Die. We Multiply' concept acknowledged that indigenous languages aren't just surviving – they're shapeshifting, remixing, and multiplying across platforms and generations. From street corners to digital screens, from Kaaps to kasi slang, the campaign positioned Pendoring as the awards that celebrate this linguistic evolution.
The visual identity featured bold, colourful artwork that celebrated the richness and diversity of South Africa’s creative content. BBA’s design team brought the campaign to life across social media, the website, event materials, and PR communications.
Brand evolution: From Pendoring to iPendoring
The formal adoption of 'iPendoring' as the official name for 2025 was more than cosmetic. It recognised how South Africans naturally speak about the awards – adding the 'i' prefix common in languages like isiZulu and isiXhosa. This evolution demonstrated the awards' own commitment to indigenous language patterns and created a meaningful storytelling opportunity for the 30th anniversary campaign.
New partnerships and programmes
BBA secured Brand South Africa as a significant new sponsor, developing a strategic partnership that included the 'Mzansi Sounds Better in Your Language' Student Radio Ad Challenge. This initiative invited students across South Africa to craft 30-second radio advertisements in any indigenous language celebrating what makes them proud to be South African. The Indigenous Language Imbizo continued with a half-day programme at UJ Arts Centre exploring AI and indigenous languages, digital innovation, mother tongue literacy, and language as cultural resistance.
A memorable 30th Awards ceremony
The 30th anniversary celebration featured Sello Maake kaNcube reprising his iconic Archie Moroka persona, direction by Jefferson Tshabalala, and musical performances by Muneyi and Kekelingo. An exclusive Babylonstoren food experience and afterparty created a memorable evening. The event demonstrated iPendoring's continued relevance as the essential platform for celebrating and encouraging creative communication in all of South Africa's indigenous languages.
