IDIDTHAT JUDGE
TONI HUGHES
ECD
INDEPENDANT
SOUTH AFRICA
JUDGE’S BIO
An art-geek student turned part-nerd coder turned 3D animator turned creative leader, Toni “Poni” Hughes brings over 20 years of experience to the craft of communication.
With over 14 years in the beauty category, she’s developed an eye for detail and an obsession with nuance. A multi-award-winning Executive Creative Director, she has judged both local and international award shows and is recognised for her ability to spot work that moves both hearts and culture.
A fierce advocate for female creative talent, Toni continues to champion work that’s as emotionally intelligent as it is beautifully executed, as she believes that great advertising should make you feel something before it makes you buy something.
Outside of advertising, she’s the partner of a tall fisherman, mom to one amazing little girl unicorn, and a yoga teacher (@toniponitheyogi).
Fun facts:
• She has a twin brother.
• “Toni Poni from Benoni” is factually incorrect. She grew up in the East Rand town of Boksburg.
• Her superpower: She ran a full marathon (42.1 km) with zero training.
JUDGE’S PICKS
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Ag man, to capture character so authentically gave me all the feels. What a great initiative to showcase. And done so beautifully. Nice one guys.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Wish I could have been in the helicopter…and in that massive truck.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Wish I had been in that studio with the voice over artist for cop. Great performance.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”I felt so sorry for ‘Khumbuzile’. The writing here is so great.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Culturally relevant, emotionally bonding. Yebo.”
AWARDED
10 December 2025
ENTRANT: LePub Johannesburg
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Cool art direction. Simple. Easy. Yay”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”& up this goes in my books. Love the typography.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”So lekker. My VW is ‘Günter Holger Delux’ by the way. It’s a boy.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Short. Sweet. Sterling.”
AWARDED
10 December 2025
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Fun like a mosquito bite. Brief, irritating, but oddly memorable.”
AWARDED
10 December 2025
ENTRANT: The Odd Number
WISH I DID THAT
Judge’s Pick – Toni Hughes
JUDGES COMMENT
”Real bravery. It’s rare to see work that feels both unapologetic and beautifully human. Love is love.”
AWARDED
10 December 2025