L to R: Fran Luckin (CCO, VML South Africa), Xolisa Dyeshana (CCO, Joe Public), Kabelo Moshapalo (CCO, Ogilvy), and Khensani Nobanda (Group Executive: Marketing & Corporate Affairs, Nedbank Group).

[PODCAST] Bigger, Better, Awarded: How to build case studies that actually win.

With Fran Luckin, Khensani Nobanda, Kabelo Moshapalo and Xolisa Dyeshana

When four South African respected jury presidents sit down together, you listen. Between them, they’ve presided over Cannes Lions, Loeries, Dubai Lynx, and the IAB Bookmark Awards – shaping what the world calls “award-winning work.” At this year’s IDIDTHAT HOUSE, inside the Nedbank Loft at Loeries Fringe 2025, this powerhouse panel brought together Fran Luckin (CCO, VML South Africa), Khensani Nobanda (Group Executive: Marketing & Corporate Affairs, Nedbank Group), Kabelo Moshapalo (CCO, Ogilvy), and Xolisa Dyeshana (CCO, Joe Public).

Moderated by Fran, “Bigger, Better, Awarded: Creating Case Studies That Win in the Jury Room” was a rare peek behind the curtain – revealing how great case studies are built, judged, and remembered. From the first briefing to the final case film, they unpacked what jurors actually look for, what weakens a submission instantly, and how marketers, agencies, and production teams can collaborate from day one to create work that not only moves audiences but wins globally.

But this session became more than a masterclass in crafting case studies, it became an industry movement: Jury Duty, an initiative from Nedbank and IDIDTHAT designed to prepare and empower South African jurors for global award stages.

“The ‘Bigger, Better, Awarded’ panel was a pivotal moment for us. It not only highlighted the importance of crafting compelling case studies but also sparked the inception of the South African Jury Duty initiative. This partnership between Nedbank and IDIDTHAT is a testament to our commitment to elevating the standards of our industry and making a global impact. The discussions and insights shared during the panel ignited the idea to create a platform that would prepare and empower South African awards judges for the international stage. We’re excited to see how this collaboration will shape the future of our industry and ensure that South African creativity is celebrated and acknowledged worldwide.”
– Khensani Nobanda, Group Executive: Marketing & Corporate Affairs, Nedbank Group

It’s an idea that’s been bubbling for months, with Pete Case (Ogilvy South Africa) and Julie Maunder (IDIDTHAT.co) already in discussion about how to make it a reality. Now, with Khensani’s backing, Jury Duty has real momentum and the potential to become a landmark programme that helps South Africa show up on the global stage.

Listen to the full podcast and watch the case studies play on the screen.

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Photography by Alfonso Stoffels

The Anatomy of a Winning Case

“Your case study is a closing argument,” said Xolisa Dyeshana, kicking things off. “It’s your last chance to make the jury believe.”
From there, the panel laid out what makes an entry stand out:

• A clear, human problem – frame the opportunity sharply (Khensani).
• Emotional storytelling – the entertainment factor keeps juries engaged (Kabelo).
• Craft that equals the campaign – every edit matters (Fran).
• Collaboration from the start – capture your proof while producing the work.

“The best agencies and marketers budget for the case study upfront,” Fran added. “It’s not an afterthought, it’s part of the creative process.”

Proof Over Puff

Between the laughter came a few sharp reminders. No more:

• “And then the government changed its laws.”
• “It blew up.”
• “+400% growth.”

“Those are all red flags,” said Kabelo. “Show visible proof, news coverage, cultural pickup, or real behaviour change.”

Work That Resonates

The discussion turned emotional with Nedbank’s SignWriter, created with Joe Public – a campaign honouring students who lost their lives in the 1976 Soweto Uprising. “For South Africans, you don’t even need context,” said Xolisa. “But internationally, you have to build it in.”

Khensani shared how careful branding choices protected the work’s integrity. “We didn’t want to sell bank accounts on Youth Day. We used YouthX by Nedbank so the message lived in the right space.” The takeaway: make work for people first – the case study comes after.

The Last Word

Winning work isn’t luck. It’s the result of smart thinking, honest storytelling, and people who care deeply about doing great work together. And through conversations like this, and initiatives like Jury Duty, South Africa is building the systems to make sure they’re recognised, loudly and proudly, on the world stage.

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