Boomtown does it again and this time brings home two Pendoring awards including a Silver award for our work created with our partner Nestlé for Healthier Kids. This year we entered the Pendoring awards with our work for the Nestlé for Healthier Kids campaign, which proudly supports and encourages healthier eating amongst South African children.
The Pendoring Awards celebrates the creative evolution of indigenous languages in advertising. Therefore, only work created in the following languages was eligible for entry: Afrikaans, isiNdebele, isiXhosa, isiZulu, Setswana, Sepedi, Sesotho, siSwati, Tshivenda, Xitsonga.
Nestlé and Boomtown were awarded a Silver Pendoring for branded content and a Craft Pendoring for illustration, both in the Print Communication category, for the isiZulu version of the Sam Dreams recipe storybook.
The vibrantly illustrated children’s recipe storybook was created in response to Nestlé’s brief for a Healthier Kids campaign that would support parents and caregivers in raising healthier children and advocating togetherness as the best way to help them develop healthy eating habits.
Today in South Africa, there are over 40 million children under the age of 5 who are obese. Sam Dreams appeals to young children’s active imaginations while cultivating an interest in healthy food and preparing meals with their families. Written in isiZulu and English, to speak to the largest language group in South Africa, it was made available as a free, printable download on the official Nestlé South Africa website.
Our CEO, Glen Meier, commented, “This was an incredible project to work on and we are so grateful Nestlé entrusted us with it. The response the recipe storybook received from parents and their children was overwhelming, it has been a huge feel-good reward for the team which worked hard to make the campaign relatable to the South African market.”
“However, receiving recognition from our peers in the advertising industry is just the vote of confidence we needed coming out of 2020 and going into 2021. It has inspired and fired us up for the challenges ahead”.
The creative team behind the work included:
- Art Directors: Marion Marais, Tamarin Fraenkel
- Creative Director: Wessel Stoltz
- Strategist: Stuart Innell
- Copywriters: Liesl Silverman, Blessing Mdluli
- Illustrator: Tamarin Fraenkel
- Account Manager: Delia Genis
- Producer: Tanya Phillipson
Download the book here.