PnP ‘Come Home to Pick n Pay’

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Martin Schlumpf

AWARDED
12 May 2026

JUDGES COMMENT ON (CRAFT MENTION) DIRECTION 
“Kim has done an outstanding job on this piece.
His direction demonstrates a clear and unwavering point of view. Every creative decision, from casting to blocking to pacing, feels guided by a singular emotional truth – that coming home is one of the most profound human experiences we all share. What makes this particularly clever is the dual layer of that idea. Not only do the characters want to go home with the shoppers, but the viewer themselves is coming home, to the brands they know, trust and love.

Performances feel entirely authentic. The restraint shown in allowing silence and stillness to carry weight speaks to a director who trusts his audience implicitly.

I couldn’t help but feel nostalgic. To guide a cast, both human and animated, toward something that feels this warm and familiar requires a director who understands people as much as he understands picture.

Kim didn’t just direct a commercial. He created a moment of homecoming.”

JUDGES COMMENT ON (CRAFT MENTION) VO/AUDIO CRAFT
“The sound design is understated in the best possible way. Ambient sound is layered with genuine care and quiet moments are allowed to remain quiet. That restraint is what gives the emotional beats room to breathe, and ultimately, room to land.

The score grows organically alongside the narrative, never forcing emotion but walking you quietly toward it. Rooted in something distinctly local, it carries a warmth that feels inherited rather than composed. The final musical resolution arrives with a genuine sense of homecoming, mirroring the thematic heart of the film in a way that is both moving and completely earned.

The audio alone, takes you home.”

– Martin Schlumpf, Executive Creative Director at Joe Public

View I DID THAT Craft Awards April 2026 showcase

Had a great experience working with the entire team on this new PnP launch ad at the end of last year. From agency to cast to crew, everyone pulled the sword, so grateful. Thanks especially to the cast Richard and Thendo who brought a restrained reality to this touching story and of course to Chocolate Tribe for delivering their magic as usual.

Client/Brand: Pick n Pay
Marketing Digital & Brand Executive: Katherine Madley
Marketing Creative Consultant: Alistair King
HOD eCommerce and CX (asap!): Ianthe Sandnes
Head of Product Marketing: L’Andre Venter
Marketing Manager Brand: Lameez Lawrence
Head of Marketing Operations: Tanya Peche

Agency: (Not an IDIDTHAT member)

Film Production & Crew
Film Production Company: 0307 Films
Director: Kim Geldenhuys
Exec Producer: Jacqui Beek
Prod Manager: Jo Walker
Prod Coordinator: Lesley Moerdyk
Prod Coordinator: Shaye Delport
Director’s Assistant: Paula Zapata
Accountant: Mishkah Stemmet

HOD’s:
DOP: Rick Joaquim
1ST AD Travis Nel
Gaffer: Olie Wilter
Grip: WD DuPlessis
Art Dept: Will Ferreira
Wardrobe: Bridget Baker
H@M: Merle Titus
Unit: Mark Joyner

Cast
Lead dad: Richard Lukunku
Lead daughter: Thendo Nesani
Granny: Sarah Jonas
Grandson: Christian Mazibuko
Rusk mum: Shamyra Moodley
Rusk daughter: Gabriella Roberts
Milk lady: Kristen Raath
Spice lady: Simona Geyer
Pilchard man: Wian Taljaard
Husky man: Ben Albertyn
Cashier: Neo Ngoma

Sound Design
Lorens Persson – Sterling Sound
Music Composition – Field Audio
Music Supervisor – Marc Algranti

*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.