Cannes Lions 2025 is almost here, and before these four industry heavyweights jet off, we had questions. Four, to be exact. So we threw them at Spotify Africa’s Head of Marketing Star Kachisa, Spitfire’s Liesl Lategan Kyriakou, Carbon Films’ Bruno Bossi, and LoveSong’s Suhana Gordhan to find out what they’re expecting from this year’s festival; from the trends they’re tracking to the ideas they’re backing.

This year, Star and Liesl are both on Cannes shortlist juries, bringing a South African lens to global work. Bruno directed KFC Thailand’s ‘Let There Be Cake’, a hot contender predicted to win big (fingers crossed!), and Suhana has secured 15 young female creatives a place at the festival through her Open Chair initiative. From AI and agile agency models to the power of culturally rooted ideas, they reflect on where creativity is shifting globally and how South Africans can show up.

Star: I’m really looking forward to seeing how creativity is evolving beyond the usual players. There’s a real shift happening – more work from unexpected places, more stories rooted in culture rather than just production polish. That excites me, because I truly believe that the most powerful ideas come from people who understand the nuances of their communities – and aren’t afraid to tell stories in their own voice

Suhana: Cannes is like the global university of advertising. It’s where you get to be in the company of some of the best of the best in the world, where you see the kind of work that is spoken about for years afterwards, and where you get the exhilaration of a knowledge and inspiration overload. When I do get the chance to go, it is always a privilege because you always come back with the grey matter having received a proper buff and shine.

Liesl: The first time I went to Cannes I was 25 years old. I was totally naïve and out of my depth. I spent a lot of time on the Carlton Terrace and not enough time in the Palais! Since then I have been to Cannes a few times. But now honestly I feel like a grown up. So much has happened in my life and my business since that first trip 20 years ago. I am ready to learn and take in the absolute privilege it is to have this opportunity and be present at this time in my life and my career. I feel like I am at the top of my game and I am only going to get better and I am ready for that.

Bruno: Cannes is where you meet your peers, exchange ideas about the creative industry, and get inspired by your contemporaries. It’s the yardstick by which the global industry measures itself. Having access to the talks, the work, and everything that makes what we do exciting, is a privilege. This year feels particularly critical – the advertising and film industries are on the brink of a technological revolution, and I’m interested to hear the prevailing thinking around the challenges and opportunities facing creativity today.

Star: I’m hoping to leave Cannes with fresh thinking on how to scale culturally rooted ideas – work that feels global, but never loses its local truth.

Suhana: This year, I’m wearing two hats at Cannes – LoveSong, my creative consultancy and Open Chair, the non-profit for women in advertising and marketing. So, I want to be inspired as much as I always am, but I want the same for the community of women that are going to Cannes via the ERA Program that Open Chair applied for. I want to create new connections and opportunities for LoveSong as well as to ensure that the Cannes Lionesses (as we call them) will have some truly meaningful engagements. Also, I’m just really looking forward to hanging out with the SA peeps!

Liesl: I have always strived to be an innovative thinker and ahead of the curve in business. Over the last years, motherhood and Covid provided challenges. I am looking forward to gaining knowledge and inspiration to come back fired up and on top of my game!

Bruno: Every year, we build stronger connections with our counterparts across the world. This year, I hope to deepen those relationships – and to get inspired to create more ambitious and inspiring work.

Star: Having been a Jury member for the Social and Creator category, I think we’re seeing a creative shift toward what I’d call cultural immediacy. The days of over-polished, top-down brand messaging are giving way to work that feels real, fast, and rooted in the everyday lives of the people it’s trying to reach.  As South Africans, this is an opportunity for us to really lead here. Our culture is layered, expressive, bold. We don’t just consume culture, we create it, remix it, make it move. So how we show up creatively needs to reflect that – not by mimicking global trends, but by exporting our own codes, references, sounds, and humour in ways that feel fresh but also true to who we are.

Suhana: The industry is always shifting, it seems. I’m even loathe to use the letters “A” and the “I” but of course we are there. What’s interesting though, is that no matter what technological shifts take place, ideas are always Queen. Ideas and powerful insights will ALWAYS matter and no amount of craft or artificial intelligence can hide a bad idea. Having said that though…I do believe that as South Africans we really need to break our traditional codes and find new language, new paths and new narratives. We have the most unique stories, and the most fascinating cultural nuances, as well as an incredible talent. Now we just have to challenge our own patterns and bring our clients with us on the journey.

Liesl: What the experience of judging has really affirmed for me is that film needs to make you laugh, cry or inspire you. Those are the 3 takeouts for me. Human beings need to feel to be able to be connected to themselves and each other and it is the only way really as a brand to cut through. We need to be making work that people actually want to watch and engage with. The rest is wallpaper.

Bruno: The creative industry is facing radical new pressures from technology. Advertising agencies and marketers have been trying to find new ways to stay relevant and generate revenue. Corporate culture and tech companies have largely overshadowed what was once an industry that attracted the smartest creative lateral thinkers who could shift quickly and create new and interesting work that was relevant and that didn’t rely solely on big data. Work that landed in the hearts and minds of the consumer. We need to get back to crafting clever ideas – whether big or small. Not just clickbait or eye-catching visuals, but work that tells a story and carries meaning in a way that feels fresh and honest.

As the industry continues to evolve, it’s exciting to see a shift toward more agile, specialized models. Smaller agencies – much like production companies – are in a great position to deliver focused, top-quality thinking and execution. It’s an inspiring time that’s opening the door to innovation from every corner of the industry. Even the bigger players should keep an eye on where the next big idea might come from – because it won’t just come from tech, but from the incredible creative talent we already have, and should be nurturing.

Star: I have to say Heineken’s ‘Pub Succession campaign – it was such great storytelling rooted in local culture, but resonated globally. 

Suhana: KFC’s ‘Let there be Cake’! It’s brave. It’s so strategically solid and it reminds us all that we can still be entertaining while selling something as everyday as chicken.

Liesl: I really loved the Youth Day piece from Nedbank. The Signwriter, It was a great example of a brand taking something meaningful and aligning it to their values. KFC Cake speaks exactly to what I was saying above, it absolutely cuts through, keeping the viewer engaged as to what could possibly be going on. Adoptim is so effective and what I love is that it wasn’t just made for awards sake. I saw the billboards in my neighbourhood and it has actually made a palpable difference.

Bruno: I really hope we convert some work as a country – it’s so important that South Africa shows up at Cannes. We have a legacy of producing smart, impactful ideas, and whatever makes it through is a win for us all. That said, I’d be thrilled if ‘Let There Be Cake’ made it. Even though I made it, it’s the kind of film work I believe we can, and should be producing more of in South Africa.

We’re rooting for you, Bruno and the team. And for everyone flying the flag for South Africa at Cannes this year. We’ll be tracking all the news, the shortlists, the wins, and the gees from Cannes.
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Here’s what you need to know about our Cannes Lions 2025 Partners LITTLEBIG:

LITTLEBIG is a team-focused, quality-obsessed production company that backs South African creativity where it counts: behind the scenes, on set, and on the world stage. They’ve been with us every step of the way to Cannes and we couldn’t be prouder to partner with them.
Read more about LITTLEBIG partnering with IDIDTHAT to bring you all the South Africans in Cannes news 2025

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