Liberty South Africa 'Games Night'

Liberty ‘Games Night’

AWARDED

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Galaletsang Kgoathe

AWARDED
10 July 2026

JUDGES COMMENT ON (CRAFT MENTION) DIRECTION
“The magic of this film lies in the subtle choices that play a significant role in elevating it. The timely cuts between the different characters add to their performances and give the audience time to immerse themselves in those moments, while the straight delivery of the dialogue gives it a humorous undertone. This piece is well-directed, well-considered, and well-executed.”

– Galaletsang Kgoathe, Creative Partner at Ogilvy South Africa

View I DID THAT Craft Awards June 2026 showcase

ABOUT THE WORK

In an industry that rewards perfection, Liberty’s Humans Welcome 2.0 challenges the status quo with radical acceptance. Rather than judging people against unrealistic health standards, the campaign positions Liberty as the brand that welcomes humans as they are – competitive, awkward, flawed and all. This shift from wellness aspiration to authentic acceptance offers a refreshing alternative to the moralising tone that dominates the insurance category.

The brand film, Games Night, brings this positioning to life through slice-of-life storytelling. Instead of relying on category clichés or spectacle, it finds truth in the small, everyday moments that reveal who we really are. Natural performances and understated cinematography create a sense of authenticity, with every frame carefully considered. Nothing is manufactured, and nothing feels performative. The result is a film that resonates emotionally because it feels unmistakably human.

Film is the ideal medium for this story. It allows Liberty to demonstrate acceptance through authentic characters, diverse casting and recognisable behaviour, showing rather than telling what the brand stands for. As the next chapter of Humans Welcome, the campaign reinforces Liberty’s commitment to challenging industry conventions and celebrating human imperfection. In a category defined by judgement, that is a genuinely distinctive and innovative position.

CREDITS

Brand/Client: Liberty South Africa
Head: Brand & Integrated Marketing: Sibongile Sibanda
Head: Brand Strategy: Marees Bostander
Senior Brand Specialist: Sewela Langeni
Brand Specialist: Memory Ngoma

Agency: TBWA Hunt Lascaris
Chief Creative Officer: Carl Willoughby
Executive Creative Director: George Low
Creative Director/Art Director: Juliet Honey
Creative Director/Copywriter: Lauren Meyer
Head of TV Production: Sandra Gomes
Account Management
Business Unit Director: Cretienne Uys
Group Account Director: Alet Van Jaarsveld
Account Manager: Iman Sydow

Film Production & Crew
Film Production: Darling Films
Director: Thea Small
Executive Producer: Melina McDonald/Lorraine Smit
Producer: Saskia Finlayson
DOP: Julian Robinet
1st AD: Cameron Clarke
Production Manager: Vasi Ackermann
Production Art Director: Gerhard Van Zyl
Wardrobe Stylist: Carla Uys Höll, Lebo Lubisi
Casting: The Casting Director
Grips: Tyler Geldenhuys
Gaffer/Lighting: Dave Howe (Orbital Lighting)
Hair & Make Up: Monray Louw
Unit Manager: Douglas Machango, Lincorn Mkhablela
Sound: Tshepo Mabotha