WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
Financial services suffer a very real trust deficit. Financial advisors are dismissed as glorified salespeople – pushing “wisdom” and products that sound good but could be detrimental as long as the sale is made. Momentum set out to change this. To position advice as their differentiator in a market drowning in skepticism. But how do you convince people that your advice is different when they’ve heard it all before? Our answer was to hold those clichés to account. The insight was simple: the world is full of cherished proverbs and universal truths (Ones you could easily imagine your 702 radio finance expert proclaiming) – yet they often contradict each other. “Good things come to those who wait,” but “the early bird catches the worm.” Most people could name a few – but it turns out these are ubiquitous when one starts looking.

We chose to expose the paradox. To let these “truths” line up and devour each other. As each contradiction lands, the viewer experiences a small betrayal of what they thought they knew. Little cracks in the symbolic order of things that build tension until the illusion of coherent wisdom can’t be maintained any longer. And then, release: “The truth is, the value of advice is bound to unique circumstances, personalities, and dreams. Context isn’t just king. It’s the entire kingdom.” An acknowledgement that financial smarts isn’t a universal truth – it’s personal navigation. Rather than offering false simplicity, Momentum embraced the complexity. By doing so, they reframed advice itself – not as a one-size-fits-all solution, but as a practice rooted in empathy, understanding, and context. In a category full of empty (but often catchy) platitudes, we think this was a bit of refreshing honesty. And in a market starved of trust, pulled focus onto what really matters: it’s not about what we know, but about us getting to know you.

CREDITS
Client/Brand: Momentum
CMO or Marketing Director: Nontokozo Madonsela
Marketing Manager: Qhawekazi Mdikane

Agency: The Odd Number
Managing Director: Taryn Coetzee, Sinqobile Mjali
Agency Art Director: Francois Van Tonder
Chief Creative Officer: Sbu Sitole
Executive Creative Director: Terry McKenna
Creative Director: Neema Nouse
Agency Producer: Rephetile Kgwale
Account Management: Masibulele Hlwatika, Sinqobile Mjali
Strategist: Rayhaan Mehtar
Writer: Francois Van Tonder, Jeff Harvey

Film Production Company: Triple Story Content
Film Director: Thina Zibi

Music Composer: Audio Militia

Post Production Facility: Post Modern

Recording Studio: (Not an IDIDTHAT member) 

*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.