SOUTH AFRICA AT CANNES: Day 5 by Carl Willoughby
Okay, so Carl Willoughby may have technically written about more than just Day 5, but when the reflections hit this deep, we’ll allow it. As CCO of TBWA\Hunt Lascaris South Africa, Chairman of the Creative Circle and a first-time Cannes juror, Carl captures the full emotional arc of the festival: from intense jury rooms to late-night inspiration, powerful panels, and South African pride – all wrapped in the beautiful messiness of being human in this industry.
Cannes is a lot. Like, a lot. It’s loud, emotional, chaotic, unpredictable and somehow, exactly what you need. It’s a place where joy meets anxiety, pride flirts with imposter syndrome, and exhaustion doesn’t wait till the end. But it’s also where clarity finds you when you least expect it.
This was my first time judging. I arrived early – nervous, slightly out of depth – but within hours, I was surrounded by giants of the craft. One of those giants: Gaëtan du Peloux, my jury chair and the co-president and CCO of Marcel Paris. Gaëtan’s brilliance precedes him – his work for Intermarché, Carrefour, Back Market, Orange – iconic. He brought generosity and laser-sharp thinking into every discussion, and set the tone for what was easily the best jury I’ve been part of.
Then came the judging. Three full days. One room. No natural light, except a balcony we clung to like a lifeline. Day one: shortlists. Day two: medals. Day three: silvers, gold & grand prix. We debated hard. Voted harder. But in the end, there was no debate about the Grand Prix. AXA’s “The Three Words” was it. Simple, human, profound. A legal addition to French home insurance policies – “and domestic violence” – that unlocked emergency support for survivors. It was elegant. Clear. And unanimously powerful.
After judging, I jumped onto a panel. No matter how many you’ve done, a Cannes panel hits differently. This crowd. The pressure to make your points land. I kept it together.
Cannes is supposed to inspire, and it did. But this year, it did more. It grounded me.
Shonda Rhimes reminded us that storytelling is still the most powerful tool we have – but only when it’s built on truth. Her take? Stories are campfires. They draw us in. They create connection. And brands that want in on that need to do more than just “show up.” They need to feel.
Meanwhile, AXE brought the funny back. In a session filled with absurd, laugh-out-loud work, the team showed how humour isn’t just a creative device – it’s a human one. They rebuilt a tired brand by embracing the very thing they’d run from: themselves. The result? Hilarious, heartfelt, gold-winning ads – and talkability up 81%.
But the session that stuck with me most was Rob Campbell and Paula Bloodworth’s talk. It wasn’t just a presentation – it was a manifesto. They asked: why are artists – with no marketing degrees or brand decks – consistently outpacing us? Answer: because they move on instinct. They create from truth. They don’t fear failure – they weaponise it. And they reminded us: “Stop looking for market positioning. Start with a point of view.”
That line has echoed in my head ever since. This year, my Cannes takeaway wasn’t a single trend or insight – it was a feeling. A deep, messy, very human one.
Creativity is a human science. Not exact. Not clean. And definitely not always comfortable. But it’s ours.
Merci, Cannes. I leave with my head full – and my heart fuller.
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