IDIDTHAT JUDGE
ALEX GOLDBERG

Ranked #1 Creative Director in Africa and the Middle East at the 2024 One Show Awards, and Chair of the Marketing Craft Panel at 2024 Bookmarks Awards, Alex is an internationally-awarded Creative Partner for Ogilvy Cape Town where he oversees the Creative output for Volkswagen, Audi, and Coronation. Through his obsession with creativity and an allergy to the ordinary, he has won metal and wooden things both locally and abroad, including the likes of Loeries Grand Prix, Cannes, D&AD, One Show, Effies, Bookmarks, Clios and more. From London to Lagos, his love for Creativity has taken him all over the globe where he’s had the privilege of working on some of the most iconic brands like Volkswagen, Unilever, Guinness, KFC, AB InBev and Disney. When he isn’t wrestling with that next big idea, he’s a Black Belt in Brazilian Jiu jitsu and Professor at Renzo Gracie where he teaches kids, and a published Co-Author of the “The Book every marketer should most definitely read”.

I DID THAT CRAFT AWARDS
Judge’s Pick – Alex Goldberg

JUDGES COMMENT ON DIRECTION
“This piece has got that Greg Gray touch to it. Production value, casting, dramatic performances, camera language (love the dog paws) and charming touches with the classic cartoon, all come together nicely to tell this story. It’s a well-rounded, considered piece that tickles the funny bone. There’s a lot of love that goes into the work from the lovely people at Romance. Very on brand for Mr Gray and his team.”

AWARDED
10 March 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Alex Goldberg

JUDGES COMMENT ON DIRECTION
“Craft Mention goes to Kyle Lewis in the Direction category for Dorito’s “Speak Up”. I love the casting in this. Kyle has amassed a great collection of archetypes and wrapped them up nicely in a variety of knitted items to give this piece flavour. Every time I watch it, I find myself looking at a different family member. The Art Direction has a charming quirk to it with a nice nod to the Dorito’s shape, and I like that the product plays a role throughout the story.”

AWARDED
10 March 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Alex Goldberg

JUDGES COMMENT ON SOUND – ORIGINAL MUSIC (SONIC BRANDING) CRAFT
“Howard Audio gets a mention by going back to Cell C’s roots to create their new sonic branding. We’ve seen the technique before, but I just love how he foraged through every corner of the company to find the authentic sounds of the business through the original hardware. As companies rebrand, they run the risk of losing connection to their heritage. This bit of craft keeps the brand’s soul, while progressing.”

AWARDED
10 March 2025