It’s not just a mantra.
It’s the north star for everything we do. Expressed in the way we approach copy or cross-platform content strategies. Liberation is how we hold ourselves accountable for every piece of work that we put out into the world. The lens we apply to make sure that the promise we make to our clients, is kept.
We liberated Fatti’s & Moni’s from being seen as a traditional Italian import to becoming proudly Afrotalian, reclaiming pasta as a familiar, local staple. By grounding the brand in culture instead of category, we gave it new relevance on South African tables.
We liberated Momentum from one-dimensional financial messaging by turning “Your journey to success” into a brand truth: lived, spoken, and seen across every platform. From She Owns Her Success to savings campaigns and product house amplification, we’ve helped position Momentum as an active partner in every step of their customers’ success.
We liberated Budget Insurance from the stigma of being a “cheap” brand to a bold celebration of smart spending and even smarter South Africans. The work repositioned affordability as power, honouring the resilience of South Africans who do more with less.
From our inception in 2015, we’ve always prided ourselves on getting one thing right – letting our work do the talking. When Xola and Sbu had a conversation on a school bus over 30 years ago about starting an agency, that moment is engrafted in the DNA of who we are. To dare to dream. To turn the love we have for our continent into a bespoke view of how brands ought to traverse the intersections of their respective categories, and culture.
Over the years, our people have been the difference. Being the brilliant minds behind the work as well as the catalysts of our culture. If you ask around enough, you’ll come across the phrase “there’s something about those people at ODD!” And that has always started at the top, where we are fortunate to have a leadership team – EXCO & MANCO – that embodies the ideals and values of our agency.
Building 2, 43 Peter Place
Lyme Park, Sandton
