South Africa’s One Show Winners 2025 – View all the work
South Africa’s creative scene made a strong showing at this year’s One Show, bringing home two Bronze Pencils, three Silver, and 13 Merits. Congrats to the teams at Joe Public, TBWA\Hunt Lascaris, Carbon Films, Darling Films, Dash Digital, Post Modern, Sterling Sound, and newly launched agency Bananas! Here you can view all the awarded work and the brilliant talent behind it.
Nearly 20,000 entries from 62 countries were judged at this year’s One Show, with the global jury awarding 156 Golds, 197 Silvers, 270 Bronze Pencils, and 1,027 Merits. Work from 55 countries made the cut and yep, South Africa was one of them.
If you or your company worked on any of these projects and your credits are not added it means you’re not a member of IDIDTHAT, which is tragic because you are one of the best in your field and nobody knows about it. Don’t be like Van Gogh and only become famous when you’re dead, do it now! Check out our membership options or contact studio@ididthat.co to get signed up and we’ll get you and your work seen by the right people..you’re dead, do it now!
SILVER PENCILS
AWARDED:
Silver: Interactive, Online & Mobile | Craft – Writing
BRONZE PENCILS
AWARDED:
Bronze Pencil: Radio & Audio-First | Use of Humour
AWARDED:
Bronze Pencil: Radio & Audio-First | Craft – Writing – Series
MERIT AWARD
AWARDED:
Merit: Radio & Audio-First | Broadcast – Series
AWARDED:
Merit: Music & Sound Craft | Custom Content
AWARDED:
Merit: Radio & Audio-First | Custom Content
AWARDED:
Merit: Radio & Audio-First | Craft – Writing – Series
AWARDED:
Merit: Interactive, Online & Mobile | Craft – UX / UI | Interface Design
AWARDED:
Merit: Moving Image Craft & Production | Cinematography – Single
AWARDED:
Merit: Film & Video | TV, VOD, & Online – Over 90 Seconds – Single
The One Show 2025 Best of Discipline winners are:
- Brand-Side/In-House: The Kitchen North America Toronto with Cashmere Los Angeles “Heinz Mustard X Mustard” for Kraft Heinz Mustard
- Branded Entertainment: FCB New York “Spreadbeats” for Spotify
- Creative Effectiveness: Ogilvy PR New York “Michael CeraVe” for CeraVe
- Creative Use of Data: FCB New York “Spreadbeats” for Spotify
- Creative Use of Technology: FCB New York “Lap of Legends” for AB InBev – Michelob ULTRA
- Cultural Driver: LePub Milan with Publicis Dublin “Pub Museums” for Heineken
- Design: Dentsu Tokyo with Shoei Tokyo and Soda! Communications Tokyo “Move Forward” for The Hokkoku Shimbun/Kanazawa High School Sumo Tournament
- Direct Marketing: FCB New York “Spreadbeats” for Spotify
- Experiential & Immersive: Apple Cupertino with TBWA\Media Arts Lab Los Angeles “Introducing Immersive Video on Apple Vision Pro” for Apple
- Film & Video: VML Mexico Mexico City with Landia Mexico Mexico City “This is not a game” for Telefonica Movistar
- Gaming: McCann London “The Everyday Tactician” for Microsoft / XBOX
- Health & Wellness: Circus Grey Peru Lima with Apoyo Comunicación Peru Lima, LLYC Lima and DINAMO Lima “Sightwalks” for UNACEM – Cemento Sol
- Integrated/Omnichannel: Goodby Silverstein & Partners San Francisco “Other Hand” for Cheetos
- Interactive, Online & Mobile: LePub São Paulo “The Heaviest Jersey” for New Balance
- IP & Product Design: Ogilvy Singapore “Transition Body Lotion” for Vaseline
- Moving Image Craft & Production: FCB New York “Spreadbeats” for Spotify
- Music & Sound Craft: TBWA\Hakuhodo Tokyo with Robot Communications Tokyo “No Smiles” for McDonald’s Japan
- Out of Home: DAVID Madrid with FAR Media Madrid and Deseif Films Madrid “Meet Marina Prieto” for JCDecaux
- Pharma: Klick Health Toronto “Voice 2 Diabetes” for KVI Brave Fund
- Print & Promotional: Serviceplan Germany Munich “Price Packs” for Penny
- Public Relations: McCann London “The Everyday Tactician” for Microsoft / XBOX
- Radio & Audio-First: Area 23 New York with Bro Cinema Lisbon, Sonido Lisbon and Ars Thanea Warsaw “Magnetic Stories” for Siemens Healthineers
- Social Media: VML Kansas City with Ketchum Chicago “Wendy’s Enters The Chat” for The Wendy’s Company
The One Show 2025 Best of Non-Profit went to IMPACT BBDO Dubai for “Child Wedding Cards” on behalf of UN Women.
The One Show 2025 Special Awards:
The One Show 2025 CMO Pencil, honoring the marketer behind the world’s single most impactful idea on a brand’s business, was awarded to Dave Frauenfelder, VP Brand, MarCom & Sponsorships at KPN for “A Piece of Me”. The work was created by Dentsu Creative Amsterdam with Amp.Amsterdam, The Sonic Branding CompanyAmsterdam, HPB Het PR Bureau Amsterdam, and Wefilm Creative Agency Amsterdam.
The One Show 2025 Penta Pencil, awarded to the agency and brand who together have created outstanding creative work for the last five years, went to FCB New York and AB InBev – Michelob ULTRA.
Three entries received The One Show 2025 Fusion Pencil, the industry’s first global award to recognize great work that best incorporates DEI principles and underrepresented groups in both the creative content of the work and the team that made it:
- Droga5 São Paulo with Saigon São Paulo “The Princess and The Crown” for Unilever – Seda (Sunsilk)
- Oberland New York with Office of Development & Design New York “So Many Dicks” for e.l.f. Beauty
- Serviceplan Germany Munich “Rainbow Wool” for Schäferei Stücke
The One Show 2025 Green Pencil, recognizing the most environmentally conscious creative work for the year, was awarded to Ogilvy Colombia Bogotá for “Filter Caps” on behalf of Filsa.
The One Show 2025 Sustainable Development Goals (SDG) Pencil, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands for work that betters the world and contributes to securing a sustainable future for all, went to:
- 36 Months Sydney with Finch Sydney and Supermassive Sydney for its own “36 Months”
- Edelman London “The Move to -15” for DP World
- AKQA Amsterdam with Amp.Amsterdam, The Sonic Branding Company Amsterdam and Thematic San Francisco “Pink Chip” for DEGIRO and UN Women NL
A showcase of all One Show 2025 Pencil and Merit winners can be viewed here, and a dynamic online list of the winners can be viewed here.
IDIDTHAT Directory
Quickly find the right people to work with by searching through our curated Directory. We make the process of sourcing South African companies to work with easy, simple and downright sexy. Basically, if you’re not listed on IDIDTHAT.co, you simply don’t exist, like Bruce Willis in that movie with the kid that sees dead people, except nobody will see you…#Shame
IDIDTHAT Featured Stories
Find out who we’re talking about. Read the latest advertising, production, and creative news. We write it so it’s not kak. Let us know if you’d like us to feature your big stories.
Darling Fling. A year of sparks, chemistry & unexpected love affairs.
They’re here for the spark, the wild idea, the impossible challenge, the moment a project makes your pulse skip. And in just one year, the industry has figured it out: if you’re going to flirt with something unexpected, you call Fling. Fresh from a Loeries haul that includes one Gold, two Silvers, three Bronzes and a Craft Certificate and armed with a cheeky new, unmistakably Fling website, Darling Fling is officially impossible to miss.
The impossible task of defining Dan Mace’s JOE* Films
Ten years into building JOE*, Founder and Director, Dan Mace, has just finished editing a video that tries to make sense of it all. The highs, the lows, the ambition, the missteps, the learning. At the same time, his latest work for Checkers, created with 99c, has landed, giving the industry a clear example of where that decade of experimentation has led…spoiler… viral hit after viral hit, that’s where!
WISH I IDID THAT: May / June / July / August 2025
We all know the feeling when a piece of work drops and you think, “Damn, I wish I did that.” Instead of pretending we’re above it, we decided to lean in and turn those envy tingles into something worth celebrating. So we gathered some of South Africa’s sharpest creative minds, handed them some of the best work agencies have released over the last few months, and asked them to pick the pieces they wish they did. Here’s to giving credit where it’s due and maybe inspiring a little healthy jealousy along the way.
IDIDTHAT Monthly Craft Awards
Find out who’s doing the best work in South Africa. Every month we team up with industry leaders to award South Africa’s best in Production Craft. Huge thanks to our recent guest judges who’ve taken the time to judge IDIDTHAT Craft Awards. Look how sexy they are in these black and white pictures we put up – FYI we used the ‘Inkwell’ filter.
Craft Award Results: December 2025
And Slim takes it! This month’s IDIDTHAT.co Craft Awards were judged by Juliet Honey, Creative Director at TBWA\ South Africa, and Zee Ntuli, Director at Darling Films. Thank you for lending us your smarts, you beauties. Big congrats to Slim from Darling Films for taking the top spot this month....and for getting us to order burgers.
Craft Award Results: November 2025
Another month, another round of work that made our judges sit up a little straighter. For the November IDIDTHAT Craft Awards, we handed the reins to two heavyweights: Suhana Gordhan, Chief Creative Officer at LoveSong, and multiple-time Best in Craft winner Hayden Brown, director and cinematographer at 7 Films. After sifting through the country’s sharpest craft, they crowned this month’s Best in Craft: Thina Zibi from Triple Story Content and Zee Ntuli from Darling Films. Congrats on the top spot, you two, beautifully done.
Craft Award Results: October 2025
This month’s IDIDTHAT.co Craft Awards saw creative firecrackers Saf Sindhi, Founder & CCO at Bananas South Africa and Slim, Director at Darling Films, on judging duty. A standing ovation for directors Hayden Brown from 7 Films and Katlego Baaitse from Spitfire Films, both came in swinging and walked off with the month’s highest honours.
