As part of this year’s Cannes Lions build-up, we’re celebrating a powerful initiative that’s all about access and representation. Open Chair, the platform founded by industry powerhouse Suhana Gordhan to uplift and connect women across the creative industry, successfully secured 15 passes for South African women through the festival’s global ERA Programme (Equity, Representation, and Accessibility).

The ERA Programme is a Cannes Lions initiative designed to open doors for underrepresented communities in the creative space. Open Chair took that opportunity and ran with it, not only to send women to the festival, but to send a message: we’re not waiting for change, we’re leading it.

In response to the callout ‘Join The Pride’, Open Chair received over 75 submissions from women across South Africa’s creative and marketing industries to be part of the programme. While only 15 will be attending Cannes this year, every applicant has joined the growing Open Chair community, ‘The Pride’, built on connection, collaboration, and real change.

“It’s not just about having a seat in the room. It’s about influencing the work, driving conversations, and creating a future where more women are seen, heard, and celebrated at the highest level,” says Suhana.

Open Chair is about supporting and spotlighting the next generation of women leaders through mentorship, storytelling, and, now, a ticket to the biggest creative stage in the world. A standing ovation from all of us at IDIDTHAT and we look forward to seeing your faces on the Croisette!

We’re so proud to back moments like these and the women behind them loudly and proudly.

This article is part of IDIDTHAT’s Cannes Lions 2025 coverage, proudly brought to you in partnership with LittleBig; the team-focused, quality-obsessed production company backing South African creativity all the way to Cannes.