SOUTH AFRICA AT CANNES: Day 2 by Koketso Masisi
For Day 2, we hear from Koketso Masisi, Creative Director at Retroviral, whose reflections cut through the noise with warmth and insight. From the power of women-led innovation and standout Outdoor Lions work, to meaningful moments with fellow South Africans, Koketso captures the rhythm of Cannes with a clear reminder to stay grounded, stay curious, and show up with intention.
By Koketso Masisi | Day 2 at Cannes Lions 2025
DREAMS CANNES COME TRUE
While the world faces a political zeitgeist and airstrikes, I remain grounded in gratitude; knowing that I’m walking in the prayers of my grandmother. If Day 1 was all crammed flights and crammed nights chasing the buzz, Day 2 was a gentle but firm reminder to: pause, pivot, press play… and pace yourself.
INNOVATION UNWRAPPED
I kicked off the morning with my Open Chair tribe, Mike Sharman, Serena Williams and Sheila Redzepi of Reckitt. An affirming conversation about the power of investing in women, not just as creatives, but as innovators.
Sheila dropped some stats that hit hard:
• 90% of women are on the frontline of healthcare
• Yet only 2% of venture capital goes to women-led businesses
• Even though those businesses bring in 35% better returns
Closing that access gap isn’t “nice to have”; it’s an economic necessity.
I’m beaming with pride at how South African women are showing up on the global stage. Shoutout to Suhana Gordhan and the Open Chair team for holding space and spotlighting women leaders at the world’s biggest creative gathering. It’s surreal and humbling to be part of that circle.
OUTDOOR LIONS – STREET SMARTS & BIG BILLBOARD ENERGY
South Africans know a thing or two about bold outdoor; and I was excited to view the Outdoor Lions work through the lens of our own Kagiso Musi (Meta Media SA). This year’s outdoor isn’t just about shock and awe. It’s about impact; work that respects its environment, multitasks for social good, and even makes our streets safer. Retroviral’s recent Castle Lager Grill Board has proved that outdoor is where brands and culture truly meet. “Real change takes place in the streets.” Kagiso Musi
AI & EMOTIONAL INTELLIGENCE – HUMANITY IN THE MACHINE
South African storytelling is anything but generic, so I had my ears tuned in during Mustafa Suleyman’s session on the future of AI and creativity.
His thoughts raised big questions:
• Are we risking sameness in creativity with recycled prompts?
• Are we trading happy accidents for algorithmic averages?
My answer? Absolutely not.
Because let’s be real, South Africans won’t let anything bland slide. Black Twitter (and LinkedIn!) will eat you alive if your work lacks soul. And in a country of 12 official languages and countless dialects, we’ve barely scratched the storytelling surface.
Our edge? Emotional intelligence. Lived experience. Humour. Grit.
AI or not, we’re built different.
FIND A FEEDER (YES, a Feeder)
Find yourself a feeder; someone who feeds your soul and creativity.
Nothing beats talking big SA ideas and plotting Cannes 2026 with Liesl Lategan Kyriakou of Spitfire over rosé, pasta, and roaring laughter. These moments are the real gold. (And sometimes they come with parmesan.)
LIONESS TOP TIPS
• Explore with Intention – Invest your time in what truly fuels you.
• Don’t Be Afraid to Go Solo – Whether it’s building your brand, your biz, or booking that flight.
• Stay Curious, Stay Playful – Swim. Dance. Ask questions. Chase joy like you used to as a kid.
See you at Day 3, Cannes. I’m just getting started.
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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