WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Jake Bester

AWARDED
10 December 2025

JUDGES COMMENT
“I really enjoyed the fresh take on ‘A.I.nthing For The Taste’ across all the KFC pieces and the ‘Forever Golf’ work really made me miss my VW. However, the judging brief was to choose a piece I wish I had done and that piece is ‘SAB 130’ by Boundless. We’ve all had the celebratory or birthday brief land on our desks more times than we can count and I just loved the scale and simplicity of how they brought this SAB milestone to life.”

View WISH I DID THAT showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Wish I could have been in the helicopter…and in that massive truck.”

View WISH I DID THAT showcase

A moving tribute. In every sense. When AB InBev acquired SAB, the brand lost a little of its local shine. Once a cultural icon, SAB had become quieter, more recessive, less visible in the national story it had helped shape. Now, on its 130th anniversary, SAB wanted to change that. To retake its place in the South African sun. To remind the country just how deeply it’s woven into its fabric. We saw an opportunity to reignite pride, not just with nostalgia, but also with motion. By using SAB’s own iconic fleet of trucks, the lifeblood of its business and its national presence, as a powerful metaphor for forward momentum. 130 commitments, one for every year. An epic moving timeline, carrying the history and heart of the brand across the landscape it’s helped build. This was more than a film. It was a logistical and creative feat. Directing trucks in motion, in sync, in formation, we knew the scale had to match their ambition. At its centre it’s a love letter to South Africa. As the story builds, so does the emotion, culminating in a breath-taking aerial shot that reveals the full fleet spelling out 130 years of commitment. This was SAB reasserting itself with pride. Not as a multinational, but as a truly South African brand. Back on the road. Back in the heart of the nation. And moving forward, together. Campaign Results: R7.2 BN Total Reach An increase across every reputation metric (SAB Quarterly reputation study wave 3) SAB as an innovative company up 5% (Highest ever score) Public Trust increased 16% (Highest ever score) Brand favourability up 7% in just 3 months Putting SAB 10% ahead of its nearest competitor.

Client/Brand: SAB Corporate (AB-InBev)
Assistant Brand Manager: Marco Vandeput
Brand Manager: Thato Mahuma
CMO or Marketing Director: Marsha Kumire, Zoleka Lisa
Marketing Manager: Kanyisa Ndyondya

Agency: Boundless. The Unlimited Agency.
Agency Managing Director: Paul Jackson
Chief Creative Officer: Roanna Williams
Executive Creative Director: Felix Kessel
Agency Art Director: Roanna Williams, Marais Janse van Rensburg
Account Management: Tsholofelo Bodibe
Art Director/Stylist: Arnold Oldknow
Agency Producer: Ashleigh Jarrat
Strategist: Stuart Walsh
Writer: Felix Kessel, Frank Kunene

Film Production Company: Lovers and Fighters
Film Director: Erik Van Wyk
Cinematography: Allard De Smidt, Willie Nel, Frans Marais
Producer: Tess Tambourlas

Editing Company: Deliverance
Editor: Kobus Loots

Post Production Facility: Deliverance
VFX Operator: Marco de Barbosa

Recording Studio: Sterling Sound
Sound Designer: Lorens Person

*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.