What a privilege it is to be chosen for the esteemed Cannes jury this year! It’s not just an honor for me but also for our beloved country, South Africa. We are stepping onto the grand stage of creativity at one of the world’s largest and most prestigious events. Cannes 2025 is anticipated to attract over 35,000 entries from 140 countries, all vying for recognition and accolades (though only a mere 3% will clinch awards).
As I navigate through the bustling lower conference area, Palais des Festivals, there’s an enchanting display of every shortlisted entry—a single idea etched on a board. Walking through these corridors is akin to strolling through a gallery showcasing the diverse and profound creative musings of our global counterparts. It offers a glimpse into the sheer magnitude of our industry, revealing what other agencies are crafting and how our nation’s creations measure up against them.
“It’s always fascinating to witness how innovation and insights come together to shape transformative work in various categories,”
I mused as I delved into judging Creative Strategy this year. The array of exceptional work on display from across the globe, including South Africa, has been nothing short of inspiring. Cannes never fails to deliver on an epic scale when it comes to igniting creativity.
While we eagerly anticipate seeing South African entries shine bright this year, it’s crucial not to solely gauge the standard of our creativity based on awards won. Last year may have seen fewer victories than usual, prompting criticisms about a perceived decline in creativity within our industry. However, I staunchly believe that our creative standards consistently meet global benchmarks.
“As a country with economic challenges reflected in currency strength, we may submit fewer entries due to cost constraints—but each entry offers a unique and robust perspective,”
I emphasized. The narrative remains unchanged this year as well; while Cannes serves as a significant creativity barometer, it’s just one facet among many others worth considering.
In my view, success should be measured by more than just international acclaim; local resonance and impact are equally paramount. Local accolades such as Loeries and Effies play pivotal roles in gauging industry prowess—crucial benchmarks that precede global acknowledgments like those at Cannes.
“Our industry thrives on pushing boundaries and setting new standards globally,”
I remarked proudly. Despite room for growth in terms of depth and breadth of ideation across sectors, there’s no denying that our best works stand tall amongst international peers—setting trends rather than following them.
In conclusion, while we hope to witness the South African flag soaring high in France this year at Cannes—an event symbolic of creative excellence worldwide—it’s imperative not to lose sight that success transcends beyond any single platform or award show.
Let us champion ourselves fervently—our talents, innovations—and celebrate the vibrant spirit that defines South African creativity!
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