“The biggest risk you can take is to be ignored.” That is the founding belief behind the new agency in town, Bananas. Leading with ‘mischief and meaning over money and metrics’, Bananas is founded by Saf Sindhi (former AMV BBDO creative and Ogilvy Creative Partner) and Justin Gomes (former FoxP2 founder) with multi-award winning, Sean Harrison, completing the creative trio as head of art.

Between them, they’ve built agencies, led iconic brands, and helped define some of South Africa’s most memorable campaigns, and right now there’s a feeling in the industry their timing couldn’t be better. 

“Manifesto’s born out of we recognise your hustle strategies are supposed to stay in PowerPoint presentations, not find their way onto TV. There’s a lot of wrapping out there at the moment with very little present. Let’s get the fun back into our work – and how we come up with it, “ says Gomes. And if you’ve been wondering what happens when the fun gets put back into the process, the proof is right here. With KFC Thailand, Bananas have already created big, unignorable work. “Bananas isn’t being built on LinkedIn with thought pieces and “valuable” industry insights. It’s built on work. It’s built on joy. On a sense of play. A belief that when you nurture the creative process and the people driving it, the results take care of themselves.” says Saf.

That spirit extends to how they work with clients too, because as we know, great work doesn’t just come from big ideas, it comes from the trust that allows those ideas to thrive.

Saf says, “It all starts with your relationship with the client. Of course there are the insights and the ideas. But trust is the foundation. Our KFC client Suhayl Limbada is one of those rare marketers who truly believes in the power of creativity and doesn’t just pay lip service to it. He challenges us in the best way.”

KFC Thailand’s CMO (and fellow Saffa) Suhayl Limbada says, “We’re aligned not just in strategy, but in the spirit of what we want for KFC and that is a mutual commitment to pushing boundaries and having fun along the way. By not taking ourselves too seriously, we’ve built a playground (work culture) where boldness is mandatory, weirdness is celebrated, and the meetings are more banter than bureaucracy.’

From writing a children’s book to building creative think spaces like the Jardim Barn, and even starting an organic sunscreen brand, Justin has spent the last few years living creativity in all its forms. “The last few years gave me a chance to reconnect with what creativity means outside of Adland. And it reminded me that life is too important to be taken seriously. If we have fun and protect the process, the work lands. That’s what Bananas is about.”

It’s that same energy of play, purpose and curiosity that defines how Bananas approaches every brief. Whether it’s a dystopian chicken romance or a fiery PR stunt, the joy comes first and the results follow.

Bananas first caught South Africa’s attention with a dystopian KFC-verse. A chicken masterpiece. Directed by Bruno Bossi and produced by Carbon Films, ‘Let There Be Cake’ is Bananas’ first major campaign for KFC Thailand, and it’s a visual fever dream. A rainbow masterpiece, both ridiculous and ridiculously well-crafted. (Read more about the BTS with Carbon Films here).

Crafted with a South African dream team (sound by Howard Audio, CG by Marco Raposa de Barbosa, grade by Nic Apostoli, edit by Julian Redpath), the spot has already pulled in a Silver Pencil and two Merits at The One Show as well as a First in Film at Creative Circle Best of the Month and an IDIDTHAT Best in Craft. 

The campaign was selected as one of the South African entries most likely to win at Cannes Lions this year, according to IDIDTHAT’s Cannes Predictions judges. Fran Luckin (CCO VML SA) called it “Probably the freshest piece of TV to come out of this country in 2025.” Danni Pinch (ECD Accenture Song: “Am I allowed a favourite? This is my favourite.”  Roland Sweet (Founder LITTLEBIG): “It makes me laugh every time I see it. Brilliant execution of a great spot, clever nuances.” Sbu Sitole (CCO The Odd Number): “What an epic. It’s funny, well shot, crafted beautifully.” Saf, who was also selected as a judge, abstained from judging his own work.

Shane Forbes, Executive Creative Director at TBWA\Hunt Lascaris, awarded ‘Let There Be Cake’ Best in Craft at the IDIDTHAT Craft Awards earlier this year, saying, “I’m sure there will be much talk and discussion this year about an international commercial being done by a South African agency, but hopefully this can be an inspiration to some of our local clients and a reminder to ourselves, that when you let South African creatives play. Magic can happen. Silly magic. But magic.”

Saf recognises starting a South African agency with its founding client based in Thailand isn’t quite the norm. “Hey, call us born different. We pitched against the big networks over there with our South African brains and bravado and we’re hoping it inspires other South African agencies to do the same. If AMV BBDO can come here and create Guinness Africa campaigns, why can’t South African agencies go out there and create Guinness campaigns for European markets.”

Gomes continues, “It’s crazy how many creatives have become jaded and disillusioned by the local industry. When I see their names on Grand Prix’s from agencies outside of South Africa, I’m so happy for them but also sad for our country. We’re hoping to re-energize creatives who have fallen out of love with what we do. Bring us your sick, bring us your old…”

Next for Bananas and KFC Thailand came ‘Buldak Dunked Wingz’, a campaign that blurred the line between influencer meltdown and marketing genius.

Bananas and Publicis Thailand cooked up a stunt with Thai food influencer Bankii, who appeared to freak out mid-shoot over the wings’ extreme heat. His meltdown went viral. He threatened legal action. He begged people online not to eat them.