IDIDTHAT JUDGE
SBU SITOLE

Sibusiso ‘Sbu’ Sitole is the Co-Founder and Chief Creative Officer of The Odd Number, a 100% Black-owned South African advertising agency founded in 2015. Under his leadership, the agency has won numerous accolades, including Independent Agency of the Year at the 2024 Loeries.

Sbu began his career after receiving a bursary from Ogilvy & Mather to study at the Red & Yellow School. He later joined FCB and rose through the ranks from art director to creative leader. At The Odd Number, he has led award-winning campaigns for major clients like Nedbank, BBC Entertainment, and Brand South Africa, earning recognition at the Loeries, Pendorings, and The One Show.

Sbu has served as chairperson of the Loeries Board (2022–2024) and was named runner-up for Agency Leader of the Year by MarkLives in 2023 for his dynamic leadership and mentorship of emerging talent. In 2025, Sbu celebrated a D&AD Pencil win for the agency, further cementing his impact on South Africa’s creative landscape. His work champions powerful storytelling and a more inclusive industry.

I DID THAT CRAFT AWARDS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT ON DIRECTION
“Beautifully crafted commercial. Love the textures, love the performance, the cinematography.”

AWARDED
05 June 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT ON DIRECTION
“‘It’s about time there was a tribute to the legendary Golf. This feels real, with grit and honest accounts of how loved this car is in the country. Love the textures and styling.”

AWARDED
05 June 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT ON DIRECTION
“This is fresh! It’s simple! It’s a treat in how it’s been put together. Enjoyed watching it.”

AWARDED
05 June 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT ON DIRECTION
“I think it’s a beautiful ad, great concept. The visuals were beautifully shot, and a VO well written.”

AWARDED
05 June 2025

2025 SA CANNES PREDICTIONS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT
“What an epic. It’s a simple idea, a celebration of chicken. It’s funny, well shot, crafted beautifully. The performances were amazing. It’s one of those ads you don’t mind watching again and again. I love the craziness. It’s the kind of work we should be making as an industry. We need to be surprising, we need to have fun, and we need to invest in beautifully crafted pieces – this goes a long way in doing that.”

AWARDED
29 May 2025

2025 SA CANNES PREDICTIONS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT
“I just love the writing here. I laughed. I listened over and over again. It was hugely entertaining. Simple radio. Beautifully written, beautifully put together. It’s one of those radio campaigns I wish I did. This really stood out. I’m really hoping this does well.”

AWARDED
29 May 2025

2025 SA CANNES PREDICTIONS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT
“Beautifully executed. This is world-class craft. A moving and emotional tribute to a day that’s hugely important in South Africa. A day that doesn’t seem to be as commemorated as it used to be. I come from a time when most brands would jump at the opportunity to honour this date with their advertising. This was a refreshing take on it, particularly coming from a bank. It really stands out from a craft point of view.”

AWARDED
29 May 2025

2025 SA CANNES PREDICTIONS
Judge’s Pick – Sbu Sitole 

JUDGES COMMENT
“I love how simple the idea is. I love how important the idea is. VW playing a part in a societal problem without it being heavy, laboured, or sad. I think they’re playing a role only they could do. It pulled on my heartstrings without being too melancholic.”

AWARDED
29 May 2025