South African creativity, your champions have arrived. Each year, we ask a panel of industry greats to review the South African work entered into Cannes Lions and select the pieces they believe could turn heads on the global stage. These are the voices we trust to predict the work that just might make some Cannes noise and this year, we’re proud to introduce our 2025 IDIDTHAT Cannes Predictions judges.

🇿🇦 Sbu Sitole – Chief Creative Officer at The Odd Number

Award-winning creative leader known for emotive storytelling and brand-building brilliance across some of SA’s most powerful campaigns.

🇿🇦 Fran Luckin – Chief Creative Officer at VML South Africa

One of the country’s most awarded creatives, long time Cannes juror and jury President, and a true force behind iconic, purpose-driven South African work.

🇿🇦 Safaraaz Sindhi (Saf) – Founder & CCO of Bananas

New agency energy meets veteran insight. Saf brings sharp strategic thinking, big creative instincts, and a track record of redefining the brief.

From PR and fashion weeks to digital soapies and Roblox builds, Danni’s work pushes the boundaries of storytelling and tech. A Webby judge and Cannes-awarded creative, they’ve helped shape some of SA’s boldest digital ideas.

🇿🇦 Roland Sweet – Founder & CEO of LITTLEBIG Group

Production powerhouse and Cannes Gold winner, Roland champions big ideas and backs South African creativity on every stage, home and away.

These five legends have reviewed the Cannes-entered South African work and picked the pieces they believe could convert. The results drop this week, but first we’ll be revealing the judges’ top picks along with their personal insights at our first-ever Cannes Predictions Night, a special evening dedicated to celebrating the work and the people behind it.

IDIDTHAT’s Cannes Predictions Screening

For the first time ever, IDIDTHAT will be revealing the Cannes Predictions live at an intimate screening in Joburg tonight, Wed 28 May. This invite-only event is for the agency creatives who have entered work into Cannes Lions 2025 

Because before the fanfare, the press releases, and the Palais, there’s the work and the people behind it. This night is about recognising the South African creatives who’ve entered, giving them their flowers early, and creating a space to reflect, and build gees before the big stage. It’s also a chance to celebrate those who might not be heading to Cannes themselves, but whose work deserves to be recognised, and applauded right here at home. 

We’ll also be announcing the selected Predictions work on IDIDTHAT tomorrow, Thursday 29 May, so even if you can’t attend, we’ve got you.

Huge thanks to our partners at LITTLEBIG for making this all possible. As always, we back South African creativity loudly and proudly. See you there.