Best in Craft awarded to team for Chicken Licken ‘Dave ‘Legs of Thunder’ Mgijimi’

This month’s IDIDTHAT.co Craft Awards were judged by our forever reigning queens Juliet Honey, Creative Director at TBWA Hunt Lascaris and Justine Puren-Calverley, Director at FirstPencil. We bow in awe because wow, this was a particularly tough month with some really strong work! Chicken Licken takes it! Congratulations to the team behind the spot Dave ‘Legs of Thunder’ Mgijimi.

‘What are the IDIDTHAT.co Craft Awards?’ Every month we team up with ad industry leaders to award the finest in South African film and production craft across these different categories: Direction, Editing, Cinematography, Animation and VFX, Online, Original Sound, Sound Design and Final Mix. It’s just another way that we make it ridiculously easy to stay up-to-date with who’s doing the best work in the country.

‘I was sucked into the story right from the start, meeting our hero and then being rewarded along the way with some excellently dumb jokes (‘finishing the treadmill’ being my personal favourite). The larger-than-life story and proud narration held the commercial together and the messaging was clear. When you don’t stand a chance, give them Chicken Licken. All in all, a feel-good piece, beautifully crafted and I can feel how much fun was had on set and in the edit suite. Editing, grade and music all elevated the craft to make Mr Mgijimi so memorable. Well done to everyone involved.’

– IDIDTHAT Guest Judge: Juliet Honey, Creative Director at TBWA Hunt Lascaris

‘April was a killer month for commercials. The sheer scope of tones, genres, and styles was overwhelming, and the level of craft was incredibly inspiring.  So many of these pieces felt like the “grand old ads of yore”. They are a joy to watch.
Ultimately, however, it all came down to the Barbenheimer of the South African industry – KFC vs Chicken Licken.
The scale of the works is SO big and the craft that went into both pieces is so remarkable that it’s a pretty impossible choice.
But here goes: ‘

Direction: Peter Pohorsky
‘I have always loved Peter’s work; his approach to comedy shines through in this hilariously absurd piece. You can feel the amount of brainstorming that went into these scenes. Every shot and every detail is geared towards strengthening the joke.’

Editing: Xander Vander
‘Xander builds a comedy sequence that just keeps on increasing in absurdity and hilarity. Two minutes fly by.’

Original Music: Pressure Cooker
‘The old-school feel of this track works a treat and has so much comedy already built into it. So unexpected. So funny.’

– IDIDTHAT Guest Judge: Justine Puren-Calverley, Director at FirstPencil