Salvation Army ‘Papa, Mama, Koko’

Salvation Army ‘Papa’

Salvation Army ‘Mama’

Salvation Army ‘Koko’

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Fran Luckin

AWARDED
29 May 2025

JUDGES COMMENT 
“Superb writing. Every detail sweated. Funny, memorable, bold and (again, crucially) infinitely re-listenable-to (yes that’s a word now. I made it one).”

– Fran Luckin, Chief Creative Officer at VML South Africa

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Roland Sweet

AWARDED
29 May 2025

JUDGES COMMENT 
“Clever use of radio to highlight what a great organisation does to help the less fortunate. It is a well-written campaign and may continue to win awards in the Riviera and beyond.”

– Roland Sweet, Founder & CEO of LITTLEBIG Group

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Saf Sindhi

AWARDED
29 May 2025

JUDGES COMMENT 
“Fresh out of D&AD with SA’s only Pencil, here’s hoping this one keeps the streak alive and has us waving the SA Radio flag high again this year. A smart, original piece that proves great writing will always cut through.”

– Saf Sindhi, Founder & CCO of Bananas

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It is common custom for extended family members to thrift through your loved one’s wardrobe shortly after their dignified burial. The problems begin when the behaviour of these said family members destroy the reputation and high moral standing that your loved ones (Koko, Papa, Mama) took a lifetime to build.

Through the Salvation Army, the dignity of your loved ones can do lot more good long after they are gone. This winter; “don’t let your family ruin the memory of your family” – donate your loved ones’ garments and clothing items to the Salvation Army.

Brand/Client: Salvation Army
CMO or Marketing Director: Major Thataetsile Semeno
Marketing Manager: Major Thataetsile Semeno

Agency: The Odd Number
Account Management: Lerato Sitole, Tatiana Drakoulas
Agency Art Director: Lindo Msibi
Agency Managing Director: Xola Nouse, Taryn Coetzee
Agency Producer: Rephethile Kgwale
Chief Creative Officer: Sbu Sitole
Creative Director: Thabang “Tipi” Manyelo
Executive Creative Director: Terry Mckenna
Strategist: Rayhaan Mehtar
Sound Designer: Tlotleho Mohlahlane
Writer: Thabang “Tipi” Manyelo

Performance: Candice Modiselle, Thabang Manyelo, Maxhoba Maponya

*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.