WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK

The Insight:
Abuse often develops from seemingly harmless excuses, but if left unchecked, it often evolves into life-threatening violence.

The Idea:
THE NO EXCUSE NEWSPAPER
We demonstrated that what started as small, seemingly harmless excuses ended up in gender-based violence if left unchecked.

EXECUTION
A newspaper takeover in the Citizen Newspaper, during August’s National Women’s Month 2025, where every page number represents a single excuse for abuse, starting at a perceivably harmless excuse and progressively building towards horrific excuses; ultimately revealing our print ad that reminds South Africans that there is no excuse for gender-based violence.

CREDITS
Client/Brand: AB InBev – Carling Black Label
CMO/Marketing Director:  Vaughan Croeser
Marketing Manager: Kerryn Greenleaf, Khwezi Vika
Brand Manager:  Nonjabulo Ndwandwe, Danyal Azhar Ismail
Assistant Brand Manager: Refilwe Tsie

Agency: Ogilvy Cape Town
Chief Creative Officer: Pete Case
Executive Creative Director: Dale Mullany, Mike Barnwell
Creative Director: Neo Makongoza
Producer: Tina Southgate
Art Director: Zenhlanhla Myeni, Gareth Owen
Account Management: Ntibile, Zonke, Richard Brodrick
Writer: Neo Makongoza

Media Agency: Dentsu Creative

*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.