Until Until recently earned two Silver Smarties Awards for I Grew It: Finance 101, in the Social Impact and Creator/Influencer/Celebrity Marketing categories. Developed for Absa, the campaign tackled one of South Africa’s most pressing challenges: financial literacy.
Hosted by comedian and television personality Tumi Morake, known for I Blew It: Second Chances, the campaign earned cultural relevance and audience trust. Her presence helped bridge entertainment and education in a light hearted way.
Through humour, storytelling, and expert-backed insights, Finance 101 reached more than 25 million South Africans across multiple platforms, including under-served rural communities. Its success lay in making financial education accessible without feeling preachy, and that’s what made it resonate.
Until Until has always been driven by a deep understanding of youth culture. ‘We never started out trying to be an agency,’ said Co-Founder and Creative Director Charles Lusengo. ‘We wanted to create spaces that felt like second homes, places where young people could connect and express themselves freely. That same ethos still drives us today, except now we’re solving brand challenges with that same cultural lens.’
Under the leadership of CEO Thithi Nteta and Lusengo, the agency continues to build a team of multi-hyphenate creatives who move with fluidity across disciplines. ‘This fluidity across disciplines shapes how Until Until approaches the work. Our presence in youth culture means our insights don’t just come from desktop research,’ said Nteta. ‘We’re no longer just party starters. In fact, that foundation has propelled us into becoming insight-led thinkers and brand storytellers. When a brief lands on our desk, we draw from real-world experience, our deep understanding of the youth segment through our event entities.’
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