iPendoring 2026 Finalists

Infacare Kid 4

LePub Johannesburg / Johannesburg + Jan van Biljon / Johannesburg + HamiltonZwane / Johannesburg

Client / Brand
Sanulac Nutritionals South Africa – Infacare Kid 4

Entry Title
Infacare Kid 4

Description (View/Hide)
The human truth behind this film was that the word “mother” has never only meant the woman who gave birth to you. It extends far beyond biology. So the writing began with a simple question: who do we remember calling “uMa”? Because in our country, that answer can be much bigger than one person. That is why the script was written in isiZulu from the beginning. The language isn't there to make the film feel more culturally authentic after the fact. It carries the emotional truth of the idea. uMamncane. uMamkhulu. uMam’ Tiny. uMa from next door. Each name carries a relationship, but more importantly, it also carries a memory. These are names that many of us have grown up hearing, names that immediately place a person inside a family and a
community. The writing doesn't try to explain these women. It simply names them and lets the images remind us what they mean. The script structure builds through accumulation. One mother becomes another, then another, until the audience starts to understand that none of these women exists in isolation. They are part of the same village. And when the VO finally says, “Asibunjwanga ngumama oyedwa, kodwa isigodi sabo” — we were not shaped by just one mother, but an entire village of them — it isn't revealing a twist. It is putting words to something the audience has already felt. That was the intention behind the writing throughout: say less, remember more. The words walk alongside the images rather than explaining them. Because the power of the
idea lives in recognition. In hearing a name and suddenly thinking of someone from your own childhood.

Entered In

LePub Johannesburg / Johannesburg + Jan van Biljon / Johannesburg + HamiltonZwane / Johannesburg

Client / Brand
Sanulac Nutritionals South Africa – Infacare Kid 4

Entry Title
Infacare Kid 4

Description (View/Hide)
The human truth behind this film was that the word “mother” has never only meant the woman who gave birth to you. It extends far beyond biology. So the writing began with a simple question: who do we remember calling “uMa”? Because in our country, that answer can be much bigger than one person. That is why the script was written in isiZulu from the beginning. The language isn't there to make the film feel more culturally authentic after the fact. It carries the emotional truth of the idea. uMamncane. uMamkhulu. uMam’ Tiny. uMa from next door. Each name carries a relationship, but more importantly, it also carries a memory. These are names that many of us have grown up hearing, names that immediately place a person inside a family and a
community. The writing doesn't try to explain these women. It simply names them and lets the images remind us what they mean. The script structure builds through accumulation. One mother becomes another, then another, until the audience starts to understand that none of these women exists in isolation. They are part of the same village. And when the VO finally says, “Asibunjwanga ngumama oyedwa, kodwa isigodi sabo” — we were not shaped by just one mother, but an entire village of them — it isn't revealing a twist. It is putting words to something the audience has already felt. That was the intention behind the writing throughout: say less, remember more. The words walk alongside the images rather than explaining them. Because the power of the
idea lives in recognition. In hearing a name and suddenly thinking of someone from your own childhood.

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