WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
Ethiopia is a country of ancient customs and traditions. And one these ancient traditions is gursha. Gursha is the act of feeding another person the best part of your plate by hand, at the beginning of mealtimes – a gesture that symbolises love, respect, and community.

Gursha is usually done with meat wrapped in injera (a spongy, fermented flatbread). These are considered the best part of the Ethiopia plate and the Ethiopian diet consists mainly of these 2 foods – not green vegetables. This lack of greens on the Ethiopian diet has resulted in the critical loss in the intake of key nutrients in the nation – nutrients like iron and folate. This loss has led to a health and nutritional crisis, with nearly 1 in 4 Ethiopian women undernourished and 39% of children stunted due to a lack of nutrients like zinc, iodine, iron, folate, and vitamin A and more. However, these nutrients can be easily sourced from green vegetables.

As a brand whose mission is to help the world eat a little healthier, Knorr wanted to address this nutritional crisis by inspiring Ethiopians to eat more greens. And that’s how the Green Gursha campaign was born. Green Gursha evolved one of Ethiopia’s most sacred traditions – gursha – to become a vehicle for national health transformation. Launched with a beloved public figure and amplified across mass and social media, Green Gursha sparked national participation in Ethiopia — creating lasting impact by solving a very real public health problem through culture-first thinking.

CREDITS
Client/Brand: Unilever
Brand Marketing Director: Mattteo Rizzi

Agency: Mullen Lowe South Africa 
CEO: Sarah Dexter
Chief Creative Officer: Kirk Gainsford
Creative Director: Lwandile Fikeni
Art Director: Gavin Dexter
Producer: Ali Coetzee
Strategist: Daniel Steyn
Writer: Alastair McLeod

Production Company: 7 Films
Film Director: Lourens van Rensburg
Producers: Kirsten Filer, Nina van Rensburg

Editing Company: 7 Films

Performance: Chef Yonas, Nebyou Indris, Nani Getu, Hana Merthatiskek

*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.