AWARDED

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Fran Luckin

AWARDED
05 February 2026

JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION 
“This is so deftly handled. The way it plays into the well-worn tropes of the “USA for Africa” / “Band Aid” anthems of the mid-eighties. “Couldn’t this set-up be a little less self-congratulatory?” you think, before suddenly realizing that that is the whole point. It’s all there… the celebs glowing with virtue, air-kissing and hugging while trying to subtly outdo each other at the mike… the “robes on a mountaintop” homage to “I’d Like To Buy The World A Coke”… the well-timed cuts from a warm, saffron-glowing South Africa to the desaturated world of abject-looking Americans (superbly cast), waiting for Chicken Licken from Africa to be their salvation. The movie doubles down with a very subtle (but unmissable) cut to a “food handout” scene and then that bit where the heavens open with blessed rain from above as the villagers rejoice.. oh wait, that’s a fire hose.

There really couldn’t be a better time for this message from us to America and the director has played it out beautifully.

How my dark little heart did cackle.”

JUDGES COMMENT ON (CRAFT MENTION) CINEMATOGRAPHY
“I love how cinematography has been used to tell the story. The warm, rich, saturated world of South Africa in contrast with the cool desaturated frames for America. But within that every frame is equally beautifully composed. There’s also something full and glossy about the faces in the South African scenes, compared to the pinched pale faces of the Americans (yeah, even the fat guy).

(This latter point is probably a thing about lensing, but alas, I am a humble copywriter and don’t know the right words for it and don’t want to sound like a poephol. I’ll see myself out.)”

View I DID THAT Craft Awards January 2026 showcase

CREDITS

Client/Brand: Chicken Licken

Agency: Joe Public
Chief Creative Officer: Xolisa Dyeshana
Creative Director: Martin Schlumpf
Senior Art Director: Lizandri Ollivier
Copywriter: Pakamani Mancotywa
Business Unit Director: Kelly Bardon
Head of TV & Radio: Diane Cole

Film Production: 7 Films
Director/DOP: Lourens van Rensburg
Executive Producer: Paul Burger (USA)
Producer: Kirsten Filler
1st AC/DIT: Justin Wall
Editor: James O’ Sullivan

Post Production: Mushroom Media

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