IDIDTHAT JUDGE
ROLAND SWEET
FOUNDER & CEO
LITTLEBIG GROUP
SOUTH AFRICA
JUDGE’S BIO
Roland Sweet is the founder and CEO of LITTLEBIG Group; a team of 20 full-time South African – and one American – creatives and producers, working to solve storytelling problems for companies big and small worldwide. More recently, they’ve launched a second brand, Flattery Films.
Roland launched LITTLEBIG twenty years ago, initially as an events company that quickly grew into something much bigger. LITTLEBIG is now a global offering of highly-skilled services in Live and Broadcast, Events and Activations, and Creative Content. LITTLEBIG has offices in Cape Town, Amsterdam, Dubai, and Cypress with international awards including a Gold Lion at Cannes for their work on Bread of a Nation with Ogilvy South Africa.
Roland is husband to Kelly Sweet and dad to Bailey, Georgia, Harrison, and Alfie.
JUDGE’S PICKS – CANNES PREDICTIONS
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“This was a really great campaign. It made good use of a bad situation to acquire bed nights and possibly even a new set of customers. It put a smile on my face because I have been cat-fished by great photographs on booking sites.”
AWARDED
29 May 2025
KFC ‘Let There Be Cake’
ENTRANT: Bananas
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“It makes me laugh every time I see it. Brilliant execution of a great spot, clever nuances. I hope this gets the recognition it deserves! Also great to see a client taking some risks and having fun with the brand.”
AWARDED
29 May 2025
Nedbank ‘The Signwriter’
ENTRANT: Joe Public
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“This is a beautifully restrained piece of film, impeccably crafted. A brilliant showcase of craft in service of a message.”
AWARDED
29 May 2025
Nedbank ‘Youth Honours Board’
ENTRANT: Joe Public
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“Great campaign! It uses something that is standard across all South African schools as a recognition for those scholars who have excelled, and it uses it in such a simple manner to tell a powerful story. A piece of South African history that deserves the honour of being recognised on the boards.”
AWARDED
29 May 2025
Sanlam ‘The F Show’
ENTRANT: Accenture Song
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“I enjoyed this, clever use of comedy to talk about a topic most people shy away from.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“It raises a valid question: Why don’t we do part of our driving curriculum at night? This campaign has done a great job highlighting the challenges with new drivers who have not done any night driving training. This is a problem not only for South Africa. A well-thought-out, effective campaign that I believe will resonate at Cannes.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Roland Sweet
JUDGES COMMENT
“Clever use of radio to highlight what a great organisation does to help the less fortunate. It is a well-written campaign and may continue to win awards in the Riviera and beyond.”
AWARDED
29 May 2025
