The selection of potential Cannes winners for me isn’t the same as simply selecting Great Work. Every year agencies from over 48 countries enter over 46,000 pieces of work into the Cannes Lions. The mix of judges sifting through the work is also global and so it’s with this lens that I’ve made my selection below. Some absolutely fantastic work we create here in SA is simply not suited for this stage and doesn’t take away the value of that work. My selection includes a few really solid pieces that we should be proud of as a country. So I’m hoping they see the stage and bring some sparkling metal back to SA and the brands they represent.
1. CHICKEN LICKEN ‘SBU 2.0’
Of all the TV we’re sending to Cannes this year as a country, I feel this contains the best writing. A great insight which lines up perfectly with the zeitgeist of now. Brings a smile to my face every time I see it on air and watching the faces around me, it certainly warms the hearts of a wide audience, whilst seemingly able to appeal as well to women as it does men.
2. JOBURG BALLET ‘BREAKING BALLET’
Admittedly a small brand/organisation, but great use of content and digital media. A refreshing depth of craft, and clever strategy to get the message of ballet into the timeline of those less likely to search for this genre of content.
3. NANDOS ‘#RIGHTMYNAME’
A clever idea that works hard in our local context but will translate effortlessly to any global audience. A simple execution and deserves to make some headlines.
4. APARTHEID MUSEUM ‘PAST AND PRESENT’
The print work really stood out for me. A hugely important message but told in a fresh and arresting way. In radio, I felt 2 executions let the campaign down as the message delivered by the voice selection felt disconnected. However, the Trump execution is exceptionally strong and I hope does well.
(I also loved the insights of the print for Duracell and Duram paint, but felt they will do better in local awards than at Cannes.)
5. PETE’S OGILVY SELECTS
Since you’ve asked for me to select from our entries too, I think our 3 best pieces are; MTV ‘FCK HIV’, Carling Black Label ‘Soccer Song for change’ and Huggies ‘Baby Marathon’.
The best of luck to all agencies that have entered and congratulations to everyone for the hard work and hours of craft that have gone into this Great Work. Let’s see if South Africa can shine once more on this important global stage.