WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
Unpadded posts pose a greater risk at schools for children, especially children with disabilities, where mobility challenges, slower reaction times, and physical vulnerabilities increase the risk even more so.

Challenge:
As a brand that promotes better play for Mzansi’s children, how could SASKO bring care onto the pitch to encourage better play, especially for children with disabilities?

Solution:
“Soft landings” Inspired by the softness of SASKO bread, we created “Soft Landings”, custom rugby post pads designed to look exactly like SASKO’s premium loaf, the softest loaf in the range. Installed on the rugby field at Villagers FC, The Dominican School for Deaf Children were invited to play with SASKO’s “Soft Landings”. This was more than just a safety measure, it was a visual and tangible reminder of SASKO’s care and ongoing commitment to better play and inclusion.

Impact:
With up to 60% of schoolboy players injured each season, and even greater risks for disabled learners, unpadded posts aren’t just unsafe they’re our legal and ethical responsibility. What started as a one-day activation has resulted in long term commitment to better play for the children of The Dominican School for Deaf Children.

Results
– 100% fun was had
– 100 % better play
– 100% softer play

CREDITS
Client/Brand: Pepsico/Sasko
Brand Manager: Joy Cheng
Brand Manager: Thandolwethu Madliki
Marketing Director: Vilosha Soni

Agency: Mullen Lowe South Africa 
CEO: Sarah Dexter
Chief Creative Officer: Kirk Gainsford
Producer: Jackie Collins
Art Director: Tarryn Peirone
Account Manager: Paola Masella
Strategist: Daniel Steyn
Writer: Alastair McLeod, Reabetswe Masilo

Film Director: Marius Van Rensburg
Editor: Carl Mason

Performance: Dominican School for Deaf Children, Villagers

*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.