Netflorist ‘Sipho’

Netflorist ‘Khumbuzile’

Netflorist ‘Thando’

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes 

AWARDED
10 December 2025

JUDGES COMMENT
“I felt so sorry for ‘Khumbuzile’. The writing here is so great.”

View WISH I DID THAT showcase

In many Black South African cultures, names carry deep meaning and intention. Children are named Sipho (Gift), Thando (Love), Khumbuzile (Reminded) – as a reflection of hope, identity, or even memory. But as life would have it, those names don’t always align with reality. Sipho has never received a single gift. Thando doesn’t get love. And Khumbuzile? No one remembers her.

From this ironic truth, we landed on a creative platform: “Named in Irony” – a campaign that plays on the gap between what people are named and what they experience.

To bring this to life, we created a series of witty, 60-second radio spots that spotlight these names and their tragicomic disconnects. Each story ends with NetFlorist stepping in to correct the irony – with the perfect gift or treat – helping people finally live up to the names they were given.
Because with NetFlorist, it’s never too late to be the gift, feel the love, or be remembered.

Client/Brand: Netflorist

Agency: FCB Africa
Chief Creative Officer: Brett Morris
Executive Creative Director: Jacquie Mullany
Creative Director: Balekane Mokoditoa
Writer: Siyabonga “Stig” Sesanti

*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.