WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Ag man, to capture character so authentically gave me all the feels. What a great initiative to showcase. And done so beautifully. Nice one guys.”

View WISH I DID THAT showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Naledi Manama

AWARDED
10 December 2025

JUDGES COMMENT
“I love how Shoprite’s R5 Shampoo campaign is about more than just selling a product; it’s deeply human. By offering a 2‑in‑1 shampoo/concentrate for just R5 (which works out to R0.25 c per wash if my math is mathing correctly), the brand is making basic hygiene accessible to millions who previously had to choose between cleanliness and cost. It’s not just generosity, it’s restoring dignity, backed by real science, innovation, and social purpose. We need more initiatives like this.”

View WISH I DID THAT showcase

In a country where 1 in 3 households must choose between food and basic hygiene, essentials like soap and shampoo are a luxury many can’t afford. Shoprite’s new personal hygiene range offers a simple yet powerful solution… for only R5.
It’s a small coin, but a big step toward restoring dignity.

Client/Brand: Shoprite

Agency: 99c Communications Agency
Creative Director: Justin Soodyall
Group Head Art: Ashley Geldenhuys
Group Head Copy: Kgabo Chuene
Client Service Director: Carmen Timm
Head of Production: Silke Gehring
Producer: Suria Jini

Film Production Company: Human Studio
Director: Juan Visser

*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.