SOUTH AFRICA AT CANNES: Day 5 by Pete Case
As the curtains close on Cannes Lions 2025, Pete Case, CEO and Creative Chairman of Ogilvy South Africa, shares a final day full of reflection. From his time judging Creative Strategy to stepping on stage for Titanium, Pete wraps the week with insights on the power of creativity, a toast to South Africa’s wins, and a reminder that what we do, and who we do it with, really matters.
As usual the final day in Cannes has been full of emotions and reflections. And it whizzes past way too fast ! An emotional spike created by seeing so many great people alongside such a huge volume of great work. With reflections in full swing too, as I think about how we can use all the learnings and thoughts that have developed during the week here. For me it’s been an extra strong dose of reflections, having spent a few of the days in the Creative Strategy Jury and being even deeper than usual in the discussions about the work.
As a creature of habit, a good day for me in Cannes always starts with a juice. So this morning I walked to a small shop in a backstreet that’s been my daily goto for a health kick and some friendly morning smiles. As with everyone visiting Cannes the daily workload from back home obviously doesn’t disappear, so I also try to get as much of the important office work completed at the same time, before launching full swing into the day.
Day 5 is extra special as the work has all been judged and is therefore all displayed in the Palais basement. Walking these corridors and taking in the ideas (mounted in multiple corridors on printed boards) is sometimes very overwhelming due to the volume, but it’s a masterclass in how to communicate an idea on 1 single page. And today I spend a great deal of time breathing in the work from all categories.
Afterwards I quickly dipped in to hear live talks from some of the jury members. These are great to listen in to, as you always walk away with a nugget of information about a piece of work that you didn’t know. It also gives you a chance to ask questions yourself about some background or detail you may be curious about.
As always there’s plenty of chance encounters along the way in the Palais and in the streets, and it’s such a wonderful feeling bumping sides and reconnecting with old faces and friends from the industry.
Many hours followed at Ogilvy’s HQ, mingling with clients and all our global colleagues. The day ended very very late (yes that’s not a typo) after the final night’s celebrations. Celebrations not for winning anything specifically, but to celebrate being in our industry, for what we do and the sheer greatness of the people we get to work with. I believe it’s an important thing for all of us to celebrate as often as possible. To remember too that this is an industry we all work in, because we’re truly passionate about what we do.
As I wandered the streets back to my hotel I thought about how great it was yesterday to see such a large and growing group of South Africans at the annual IDIDTHAT photo. Despite all the pressures and difficult deadlines… what a special industry we get to work in.
Hopefully I’ll drop off to sleep fast, but in reality I do know I’ll still be buzzing from a mixture of cheap rose and seeing so much great work this week. Especially the work that blended purpose closely with business impact. Alongside creativity that truly transforms business. Our world especially right now, needs these 2 different streams of thinking more than ever – and I’m 1000% sure that creativity is the answer. zzzzzzzzz
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
SOUTH AFRICA AT CANNES LIONS 2025 NEWS
SOUTH AFRICA AT CANNES: Day 5 by Pete Case
As the curtains close on Cannes Lions 2025, Pete Case, CEO and Creative Chairman of Ogilvy South Africa, shares a final day full of reflection. From his time judging Creative Strategy to stepping on stage for Titanium, Pete wraps the week with insights on the power of creativity, a toast to South Africa’s wins, and a reminder that what we do, and who we do it with, really matters.
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.
Live Updates: South Africa’s Winners & Shortlists at Cannes 2025
Cannes Lions 2025 is a wrap and what a special year it was for South Africa. This page has been your live hub for everything SA at Cannes, proudly in partnership with LITTLEBIG. From shortlist excitement to big-stage wins, this year SA did us proud! The work, the energy, the people (especially the people!)… South Africa showed up with heart and an undeniable presence. Scroll back to relive the magic, and thank you to everyone who flew the flag loudly and proudly on the global stage.
SOUTH AFRICA AT CANNES: Day 4 by Gillian Rightford
Through quick quips, overheard truths, and notes from boardroom meetings, Gillian Rightford captures the contradictions of Cannes like only she can. As Executive Director of the ACA - now Africa’s first member of VoxComm, the global body of advertising associations - and a newly appointed member of the Effie Global Council, Gillian’s Day 4 reflections remind us that the business of creativity is as complex, messy, and fun as ever.
SOUTH AFRICA AT CANNES: Day 4 by Steph van Niekerk
It’s Day 4, and Steph van Niekerk is serving 25,000 steps. As Executive Creative Director at TBWA\ Hunt Lascaris, Steph reflects on what really matters at Cannes: from Droga’s wisdom to Shonda’s brilliance, to the pride she feels for her fellow South Africans. Spoiler: she loves us, and boy, do we love her!
SOUTH AFRICA AT CANNES: Day 3 by Andrea Quaye
From paying her own way to Cannes to now judging one of the festival’s most prestigious categories, Andrea Quaye, Marketing Director at Heineken Beverages, brings a sharp perspective and love for the craft. On Day 3, she takes us inside her more intentional approach to the week filled with meaningful connections and a reminder that, yes, Club Duvet by 10pm is a real Cannes flex.
