Chicken Licken ‘Piki Piki Mabelane’
AWARDED – THE ONE SHOW AWARDS
THE ONE SHOW AWARDS
Finalist
AWARD YEAR
2026
AWARDED
16 April 2026
ENTRANT COMPANY: Joe Public + Giant Films
CATEGORY: Film & Video | Use of Humor
AWARDED – IDIDTHAT CRAFT AWARDS
I DID THAT CRAFT AWARDS
Judge’s Pick
IDIDTHAT JUDGE
Tessa Ford
AWARDED
09 December 2024
JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION
“Karien’s natural talent for storytelling comes alive in this performance. With her unique blend of experience, skill, and insight, she delivers a seamless and captivating narrative that feels incredibly relatable. The character she’s crafted is rich with layers and depth, making us feel every emotion—because who hasn’t been there? This is a fresh twist on the classic Chicken Licken humour, and I love it!.”
– Tessa Ford, Owner & Editor at Tessa Ford Post
View I DID THAT Craft Awards November 2024 showcase
ABOUT THE WORK
The delicious variety offered by the Chicken Licken Soul Square Meal appeals not only to those torn between their two favourites, chicken pieces and Hotwings, but also to those who find it difficult making decisions in their everyday lives.
Our ad focuses on one such individual, who finds himself paralysed by the decision-making process in a variety of slice-of-life scenarios. Our empathy towards him builds as his trusted go-to method of making decisions fails him on many an occasion.
He is at breaking point when he finds himself at a Chicken Licken store having to choose between chicken pieces and Hotwings, but fortunately he is told about the Chicken Licken Soul Square Meal that allows him to have both.
We then witness a cathartic moment that almost makes up for a lifetime of struggle, as our hero allows himself to be immersed in the relief offered by such a revelation. While this moment is humorous in itself, it is the next question from the teller that brings him rudely down to earth, taking the humour into new territory.
The strength of this ad’s humour lies in the fact that it is intrinsically based, increasing the memorability of the offering, while also grounding it in the value that is on offer. The impact is borne out by the resulting sales that accompanied the release of the ad.
CREDITS
Client/Brand: Chicken Licken
Agency: Joe Public
Integrated Chief Creative Officer: Xolisa Dyeshana
Integrated Executive Creative Director: Martin Schlumpf
Art Director: Claudia Sharbel-Fahry
Snr Copywriter: Vuyani Plata
Integrated Group Account Director: Kelly Bardon
Integrated Account Director: Sonwabile Mkize
Snr TV Producer: Yash Raidu
Production Company: Giant Films
Director: Karien Cherry
Executive Producer: Cindy Gabriel + Emma Lundy
Producer: Jon Ronbeck
Production Manager: Talita Smit
Director of Photography: Paul Gilpin
Production Art Director: Julie Bonnet
Stylist / Costume Design: Bridgett Baker
MUA: Merle Titus
AD: Nicholas Lorentz
Post Production Online & VFX: Strangelove
Post Production Artist Online & VFX: Charmaine Greyling
Editing Company: Strangelove Post
Editor: Xander Vander
Edit Producer: Bevil Swartz
Colourist: Nic Apostoli
Sound Company: Sterling Sound
Sound Engineer: Lorens Persson
Music Rights: Marc Algranti
Music Track: Marion Black “Who Knows”
Cast: Lead Man: Phila Mazibuko
Wife: Sisekho Velelo
Daughter: Minnie Mashangu
*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.
