AWARDED
I DID THAT CRAFT AWARDS
Judge’s Pick
IDIDTHAT JUDGE
Sibs Zihle & Bruno Bossi
AWARDED
08 April 2026
JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION
“It all comes together beautifully in this ad that depicts the African energy and passion for football. Every frame feels intentional from performance, camera movement, pacing and a warm tone, all orchestrated toward delivering what it feels like to be an EPL supporter in Africa. The director shows restraint and confidence, allowing moments to breathe while guiding the viewer with precise visual composition and rhythm, creating a cohesive world that feels both cinematic and conceptually lekker.”
– Sibs Zihle, Creative Director at Ogilvy South Africa
JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION
“A chicken standing on a football. That’s all it takes to make a memorable moment. This genre is always difficult to get right, and few manage it with this level of assurance. The right amount of reality mixed with scripted moments, the right VO, the right music, all directed and shot beautifully. It’s what makes this piece stand out from the rest. What elevates this beyond a well-crafted brand film is its genuine cultural empathy. These aren’t fans being observed from the outside, they’re being celebrated from within. That understanding comes through in every frame. Shooting on a blend of 16mm analogue and digital is a bold choice and gives the film a warmth that feels earned rather than applied. The direction never tips into the overwrought. The result is emotionally true and visually assured. Matchday, wherever you are, deserves a Lovely Day. This film makes you feel exactly that.”
– Bruno Bossi, Director at Carbon Films
View I DID THAT Craft Awards March 2026 showcase
ABOUT THE WORK
Guinness today unveils a new campaign for Guinness Foreign Extra Stout (FES) as part of its Premier League sponsorship. Guinness Extra is a campaign designed to put real Premier League fans at the heart of the story and deepen recognition of Guinness as the Official Beer of the Premier League across key markets, including Africa and Asia.
Inspired by the extraordinary passion of fans who follow the Premier League from afar, the campaign celebrates supporters who live the league intensely across distance, proving that fandom isn’t limited by geography – it’s built in communities, shared rituals, and the belief that matchday is bigger than the 90 minutes. Through ‘Guinness Extra’, Guinness is elevating and extending the extraordinary feeling of belonging that makes matchdays Lovely Days for fans.
The creative idea is rooted in a brand truth: Guinness Foreign Extra Stout is called extra because it was originally brewed with extra hops and a higher gravity than Guinness Draught to help preserve the beer during long sea voyages. In the same spirit, the films spotlight fans whose devotion travels through extra support, extra fandom and extra belief, even thousands of miles from their clubs.
CREDITS
Brand/Client: DIAGEO
Global Marketing Manager, Guinness: Olawale Adetula
Agency: VML South Africa
Chief Creative Officer: Ryan McManus
Executive Creative Director: Marco Bezerra
Executive Creative Director: Cesar Garcia
Associate Creative Director: Josh Richardson
Business Director: Matthew Puddephat
Global Chief Client Officer: Charlie Wade
Executive Producer: Jamie Gazard
Senior Producer: Jack Connell
Producer: Ferris Bradley
Senior Project Manager: Stephanie Liu
Film Production & Crew
Film Production Company: Eyeforce
Director: Arthur Neumeier
DOP: Jean-Pierre Whitfield
Ginger Ink Films (Production Partner – Kenya)
Producer: Guy Wilson
Line Producer: Irene Magu
Production Manager: Tina Kabuthu
Spin Productions (Production Partner – Indonesia)
Local Fixer: George Arif
Post Production
Editor: Greg Butler
Colourist: Nic Apostoli
Sound Mix: Luis Trujillo (Form Post)
Music Composition: Lucas Vidal
Music Track (Jakarta): DJ Slowz / Saigon Supersound
*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.
