Award-winning creativity with purpose: Avatar and Corruption Watch challenge the stigma of speaking out

With a Silver Loerie, a Craft Certificate and nine finalist recognitions, Impimpi-Impempe demonstrates the power of bold South African creativity to challenge perceptions and amplify social issues.

What happens when speaking out against corruption makes you a traitor rather than a hero?

That question sits at the heart of the Impimpi-impempe campaign developed by Avatar Agency Group in collaboration with Corruption Watch, which received a Silver Loerie for Radio Station Commercials and a Craft Certificate for Radio Crafts – Performance at the 2026 Loeries, alongside nine finalist recognitions.

The accolades recognise more than outstanding radio craft. They highlight the ability of South African creativity to confront difficult societal issues through culturally relevant storytelling, powerful performances and ideas that resonate beyond traditional advertising.

Built around the distinction between impempe (whistle) and impimpi (informer/sellout), the campaign challenges the stigma surrounding whistle-blowers, who are often branded as traitors for exposing wrongdoing. Rather than relying on conventional awareness messaging, Avatar used language, sound and provocative storytelling to turn a complex social issue into a compelling creative idea.

For Mo Lentsoane, Executive Creative Director at Avatar, the campaign reflects the importance of applying creative ambition to work that addresses serious societal challenges.

The award-winning execution was brought to life through a collective of creative partners who contributed their expertise on a pro bono basis, including Urban Zulu, Daily Maverick, Makhafula Vilakazi, Marcus Wormstorm, Wonga Music and Chocolate Tribe.

For Nash Koosialee, Managing Director of Avatar Agency Group, the recognition reinforces the agency’s commitment to combining creative excellence with meaningful social impact.

“This campaign offered us the best of both worlds – a message that all South Africans needed to hear and the requirement to make sure that creativity translates to a message well-communicated.”

Beyond its Loeries recognition, Impimpi-Impempe has contributed to wider conversations about accountability and the importance of supporting those who speak out against corruption. Its message has also featured in public mobilisation amplified by campaign ambassador Tumi Sole, demonstrating how a memorable creative idea can find relevance beyond its original execution.

The recognition marks an important achievement for Avatar and its collaborators, demonstrating that work addressing serious social challenges can compete at the highest levels of creative excellence.

As Avatar remains committed to its collaboration with Corruption Watch, Impimpi- Impempe stands as an example of what happens when creative talent comes together around a message that matters.

The recognition celebrates the creativity. The campaign demonstrates why that creativity matters.