‘Healing Era’
‘The Hustle’
‘Delulu is the Solulu’
AWARDED – THE ONE SHOW AWARDS
THE ONE SHOW AWARDS
Finalist
AWARD YEAR
2026
AWARDED
16 April 2026
ENTRANT COMPANY: Joe Public
CATEGORY
Radio & Audio-First | Craft – Use of Humor
ABOUT THE WORK
Summary
Whilst every other beer brand is trying to win over the 18-30-year-olds, Hansa Pilsener has differentiated themselves as the beer that speaks to the older generation. The brand has become known for poking fun at Gen Z through their “Not for persons under the age of 30” platform.
This radio tapped into a cultural insight: younger people and the older generation have very different ideas about what hard work looks like.
We created radio ads in the classic “You Deserve a Beer” style, celebrating gen-z’s “hard work” as something worthy of a beer… just not a Hansa Pilsener. Because Hansa Pilsener is brewed for the man who’s learnt to handle a little more in life.
Delivered by South African comedian Mojak, they were written in an epic locker-room speech style, with emotive music and all the hallmarks of a glorious affirmation, only to set up a satisfying twist.
Why this work is relevant for Audio & Radio
Radio is an integral part of Hansa Pilsener’s “Not For Sale To Persons Under 30” platform. As a beer that speaks to the older generation, radio was the perfect medium in South Africa, as this segment of the market still listens to the radio frequently.
Our campaign used insightful examples of how the definition of hard work is very different between Gen Z and the older generation. Radio was the perfect medium for this because it allowed listeners to visualise examples of this in their own lives, as opposed to a visual dictating it to them.
CREDITS
Client/Brand: Hansa Pilsner
Vice President of Marketing (SAB): Vaughan Croeser
Agency: Joe Public
Regional Agency Group: Joe Public United
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Executive Creative Director: Brendan Hoffmann
Creative Director: Daniel Fisher
Writer: Daniel Fisher
Strategist: Leigh Taylor
Account Manager: Nina Fredericksz
Producer: Evelyn Bonase
Media Agency: (Not an IDIDTHAT member)
Recording Studio: StudiJoe
Sound Designer: Sergio Da Cruz
Radio Director: Sergio Da Cruz
Performance: Mojak Lehoko
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
