IDIDTHAT JUDGE
SAF SINDHI
FOUNDER AND CCO
BANANAS
SOUTH AFRICA
JUDGE’S BIO
Meet Saf Sindhi, Creative Bum and Mischief Maker. He’s also the Founder and CCO of Bananas, where he spends most of his time walking the tightrope between chaos and meaning, usually in a pair of swim shorts and flip-flops.
JUDGE’S PICKS – CRAFT AWARDS
Spotify ‘Spotify Radar (Thakzin)’
ENTRANT: Spitfire Films | Katlego Baaitse
I DID THAT CRAFT AWARDS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT ON DIRECTION
“This piece of film translates the artist’s music visually and beautifully. It could easily have been just another doccie-style endorsement, but instead, every frame mirrors the syncopated rhythm and experimental pulse of 3 Step Afro House. The texture, color grading, and lensing choices build a world perfectly suited to Thakzin’s story.
Nothing feels manufactured. It’s not trying to prove it’s African, or cool, or cinematic, it just is. That kind of quiet confidence is rare, especially in branded work.”
AWARDED
06 November 2025
JUDGE’S PICKS – CANNES PREDICTIONS
Nedbank ‘The Signwriter’
ENTRANT: Joe Public
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“We’ve seen the story of ’76 told in many forms. But never like this and more than that, never felt like this. It’s a story South Africa will never stop telling, and this time, it’s told with heart, craft, and a quiet kind of power. It’s the kind of work Cannes juries respect, deeply human and beautifully made, using truth over trickery to make us feel the story.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“It’s funny, it’s fresh, and it’s insightful AF. While most brands are chasing Gen Z, this one does the exact opposite and that’s exactly why it’s been standing out in jury rooms.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“Bulletproof Park is a gut-punch of an idea. It takes an unthinkable truth and forces us to face it, without flinching. It’s simple, sharp, and its impact is undeniable. Cannes juries care about that, work that moves communities forward, not for headlines, but for tangible change.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“The best solutions come from simple questions like, ‘Why do we only learn to drive in daylight when most accidents happen at night?’ This solution blends a deeply cultural insight with smart creative strategy to deliver something that benefits both brand and community. Add measurable results to the mix, and you’ve got exactly the kind of work Cannes juries look for.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“A fun, clever, effective and most importantly, simple business acquisition strategy and it doesn’t just sell a room for the night, it sells relief. Packaged insightfully and with humour, it’s bound to get more than a laugh from the jurors.”
AWARDED
29 May 2025
2025 SA CANNES PREDICTIONS
Judge’s Pick – Saf Sindhi
JUDGES COMMENT
“Fresh out of D&AD with SA’s only Pencil, here’s hoping this one keeps the streak alive and has us waving the SA Radio flag high again this year. A smart, original piece that proves great writing will always cut through.”
AWARDED
29 May 2025
