Nedbank ‘Hard-Working Professionals’

Hardworking Professionals – Francois

Hardworking Professionals – Anna

Hardworking Professionals – Yuto

CANNES LIONS PREDICTIONS
Judges Pick

IDIDTHAT JUDGE
Neo Mashigo

AWARDED
20 May 2026

JUDGES COMMENT
“I’m a sucker for great storytelling and this campaign delivers. It feels more like a brilliant movie trailer than an ad. The twist? It’s for a bank.”

– Neo Mashigo, Chief Creative Officer of The Up&Up Group

View I DID THAT Cannes Predictions 2026 showcase

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Danni Pinch

AWARDED
07 October 2025

JUDGES COMMENT ON (CRAFT MENTION) DIRECTION 
“The misdirect of setting up an appealing character and then revealing the menace behind him was well played.”

– Danni Pinch, Executive Creative Director at Accenture Song

View I DID THAT Craft Awards September 2025 showcase

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Thandeka Gilbert

AWARDED
10 September 2025

JUDGES COMMENT ON (CRAFT MENTION) DIRECTION & EDITING CRAFT
“Gripping and provocative storytelling delivered through a memorable docu-style lens. The carefully composed, non-linear sequencing creates a compelling misdirect within this “day in the life” narrative. In just a short span, the piece vividly captures the inner tension of its lead character. Bold and unafraid, it draws attention to the realities of travel in a way that feels refreshingly human for a bank – no “show and tell,” no talking at consumers, just a confident trust in the audience to connect with an authentic experience.”

– Thandeka Gilbert, Creative Director at McCann Joburg

View IDIDTHAT Craft Awards August 2025 showcase 

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Grant De Sousa

AWARDED
05 August 2025

JUDGES COMMENT ON (CRAFT MENTION) DIRECTION 
“I saw this campaign the other day and it immediately caught my attention. This piece in incompatible hands could have resulted in something very different – but no. Lourens most certainly elevated it and I can feel his influence on the film. He has a very mature, nuanced interpretation and perspective which gave the idea life and integrity. I loved the setup vs the reward aspect of it for the viewer but what it also did, was land a very simple and clear product offering intertwined with a bit of heart.”

– Grant De  Sousa, Director at They

View I DID THAT Craft Awards July 2025 showcase

Travel insurance is a grudge purchase, often overlooked. So we flipped the script. We introduced viewers to three seemingly relatable, hardworking individuals. As they share their struggles to provide for their families, empathy builds, until the twist: they’re not workers, they’re professional pickpockets. They’ve just stolen from the audience. The films reveal how easy it is to be fooled and how vulnerable South Africans are when traveling without proper insurance.

Challenge
Only 1 in 5 South Africans takes out travel insurance. Because it’s seen as a grudge purchase on top of an already pricey trip. 

Insight
South African travellers exist in a state of optimistic denial about the risks they face abroad. Meanwhile, there’s an entire underground economy of individuals who make their living specifically by targeting these happy-go-lucky tourists.

Idea
To create films that feature the reason why you need travel insurance: the criminals themselves.

Writing Craft
The challenge was complex. How could we craft scripts that would mislead viewers before revealing the truth? Each script needed to function on two distinct levels, initially suggesting ordinary hard-working professionals, while containing subtle cues that would retrospectively reveal something more sinister at play.

Craft Execution
Each script was written with a deliberate narrative progression: beginning with lines that suggest legitimate professions, before gradually introducing phrases with dual interpretations. Each script began as a detailed framework that underwent extensive refinement. Working sessions with the director and performers allowed for authenticity checks and ensured each line worked hard. This collaborative approach allowed for flexibility: when a performer found that certain phrases felt more natural, the script was adjusted to accommodate these discoveries, while maintaining the essential dual meaning. We made use of careful word selection, use of pauses and corporate jargon that worked in both a legal and illegal context. We were also careful to make the scripts sound natural and unpolished, as if the character were answering on the spot.

In Conclusion
Because of the documentary-style of the films, writing was at the heart of the entire concept, bringing the characters and the campaign to life in an unexpected way. By crafting scripts that operate on multiple levels, the films could mirror the vulnerability the campaign seeks to address, by allowing the ads to ‘mug’ the viewer.

Brand/Client: Nedbank

Agency: Joe Public
Agency Art Director: Moemise Kekana
Agency Managing Director: Pepe Marais
Agency Producer: Diane Cole
Creative Director: Martin Schlumpf

Film Production Company: 7 Films
Film Director: Lourens van Rensburg
Cinematography: Lourens van Rensburg/Andrew Brooke
1st AC/DIT: Justin Wall

Editing Company: 7 Films
Editor: James O’ Sullivan

Post Production Facility: 7 Films
Producer: Kirsten Filer
Sound Designer: Sergio
VFX Operator/Online and Grade: Justin Wall
Writer: Jeanine Mare
Performance: Eric da Costa

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