Wade & Josh

Amstel is a beer for people who are still trying to make it.

It’s a “cheers” to each little step forward, not the final reward at the end of the journey.

In a category that celebrates the kind of success which for most people seems impossible, we launched an ad that celebrates the small victories that are worth raising a glass to.

To sell a spicy ¼ chicken with a choice of South African sides, we burned a divisive advertising trend that was frustrating the nation.

Food is emotional, and people love to eat their feelings.

With more restaurants on their app than any other food delivery brand in the company, Mr D Food wanted to remind people that they have a meal for literally any mood.

The only question you need to ask yourself is: “what do you feel like?”

To launch the first and only caffeinated chocolate in South Africa we created an intrinsically-led web series filled with twists and cliff hangers to do exactly what the chocolate does: keep you up at night.

To launch Netflix’s Stranger Things 3, we used an icon from the show to tantalize fans with hints at things to come in the new season.

Pick n Pay Smart Shopper is one of most comprehensive loyalty schemes in South Africa. But with so many far-reaching benefits, it’s also one of the most complicated to understand.

So young people weren’t signing up, and members weren’t swiping.

To win back the market, we distilled an over-arching benefit in a way that would cut through.

On the anniversary of 50 Years of Hip Hop in South Africa we recorded an original track with local Hip Hop legend Khuli Chana – an earworm that made the benefit impossible to forget.

To launch Heineken’s new “Next Level Can” we created an experience that took people’s experience of the taste of Heineken to new heights.

Toyota is one of the biggest sport sponsors in the world. It’s a hugely important channel for them.

In South Africa they developed The Toyota Gaming Engine – a branded eSports platform designed to grow gaming into a national sport with a huge local audience.

To launch their National FIFA Tournament to a country of new potential fans, we had to speak to more than just gamers.

So, we created a campaign that would be impossible to scroll past for anyone with a thumb and a sense of humour.

To make Nando’s chicken the bird of choice over Christmas, we made a spicy ad to remind South Africa that our birds aren’t just good on the outside (thanks to flame-grilling and delicious peri-peri basting) but they’re good on the inside too.

With a frightening rise in xenophobic attacks, we worked with South Africa’s biggest food delivery company to create a Heritage Day campaign that celebrates all heritages - through food.

To help find shelter dogs a home, we introduced runners to their perfect training partners.

To sell the new Renault Climber we convinced people it was the key to living a life that other people admire online.

Cooking shows like Masterchef convince everyone that they can cook, because on TV it looks so damn easy. This is a problem for Mr D Food, South Africa’s biggest food delivery company.

So, we co-opted the language of Masterchef to remind people that cooking in the real world is crazy, especially when you’re being judged by friends and family.

Cape Talk, a leading South African radio station that prides itself on starting meaningful conversations, tasked us with raising awareness around gender equality. So we took gender-specific toys and repackaged them to be gender-neutral - encouraging boys and girls to explore all facets of their personality, both emotionally and professionally. We then sent the repackaged toys to leading toy retailers and asked them to come on air to discuss the issue. We also gave the toys to children, who just wanted to play, proving inequality stems from stereotypes passed down through the generations and taught to us as children.

The campaign sparked a conversation which spread as parents, retailers and the general public shared their opinions.

Research showed that South Africans believed they would only find big, boring fast-food chains on food delivery apps.

But they wanted so much more local flavour!

To change their minds, we showed them that Mr D Food is not just the biggest food delivery app in the country, it’s also the most diverse in terms of the restaurants and cuisines.

No matter who you are or what you feel for, you’ll find it on Mr D Food.

To show how addictively delicious the newest Nando’s meal is, we invented a man who would give literally give anything for the flavour.

To launch South Africa’s biggest food delivery app, we created an ever-changing logo that highlighted choice and always showed food on the move.

To get a meme-obsessed generation to notice our deals, we had to show how fast they’d get gobbled up using actors they could not ignore.

The 2019 reboot of Shaft is the 5th movie in a 50-year franchise about a badass detective who blows things up, cracks the case and will definitely steal your girl.

But since the 1970s the world’s woken up, and Shaft’s signature machismo has felt more sexist and problematic.

The new movie tries to bring the old Shaft into the new world by making him a father: something fans weren’t excited about.

To launch it on Netflix we created a series of local infomercials from the character Detective John Shaft – Bad Motherfucker, and parenting enthusiast.

Each product (and infomercial) captures Shaft’s signature bombastic personality, tough-guy tone and badass flair, and each shows how totally unprepared he is to be a dad.