As part of our build-up to The Cannes Lions Festival of Creativity, we’ve asked some of our fearless industry leaders to channel their inner-psychics and select South Africa’s Cannes Predictions. Every year we are incredibly thankful and in awe of the great people that lend us their experience, knowledge and sexy eyes (♫Ooh ooh aah aah sexy eyes ♫) and this year is no different. Shout-outs, fist bumps and lingering hugs go out to our judges; Devin Kennedy (ECD at King James Group Cape Town), Kabelo Moshapalo (ECD at TBWA\Hunt\Lascaris), Molefi Thulo (CD at Ogilvy Johannesburg), Steph Van Niekerk (CD at Grey Africa), and Suhana Gordhan (CD at FCB Johannesburg). Below you can view the work that they’ve predicted will bring home the metal during Cannes.

Over the course of Cannes, starting right now at this very moment you are reading this, iDidTht in partnership with Ster-Kinekor, will be bringing home all the South Africa at Cannes news live from the festival. Not only do South African ads deserve and look better on their Big Screens, but you can get popcorn, coke and we’ve even heard rumours that they air big blockbusters after the ads?! Show us an iPhone that can do that?! With their hardworking team’s incredible support we’re able to bring you the Big Picture from Cannes. Merci, merci, merci!

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Cannes Lions. Hard to win. And almost as hard to predict at times. Looking at our entries, it feels like it was a slightly leaner year. But that doesn’t mean there weren’t some great pieces. So, in no particular order, here’s my list. Good luck to all entrants!

1. MERCEDES-BENZ S-CLASS ‘RETURN TO CHAPMAN’S PEAK’
You can tell me something works really well or you can show me. And for me, Return to Chapman’s Peak was as powerful a demonstration as you’re likely to get. Clammy handclap from me.

2. PHILIPS ‘#SHAVETOREMEMBER’
Madiba is a bit like Alec Baldwin. If you have him in your campaign, you’re halfway there. A well-crafted campaign with a really nice underlying message for all. It’s the kind of campaign that can easily strike a chord with international audiences.

3. DURACELL ‘PEOPLE CHANGE, POWER DOESN’T’
For me, this was just funny. Because it’s true. Nicely written ads that most of us can relate to.

4. CHICKEN LICKEN ‘SBU 2.0’
You can see a lot of love went into this ad. Beautifully shot. Well acted. Great track. And some smiles to boot.

5. SANLAM: ‘THE 200 YEAR OLD – PODCAST’
I usually don’t like putting our own work forward, but since we were asked to, this would be my select.

What a difficult task to choose a mere 5 pieces from these exceptional world class ideas. Decisions, decisions. The main consideration is what stands out above all this creative excellence. A truly inspired, fresh and distinctive idea with a fitting execution. So here it goes in no particular order.

1. SAB 18+ ‘VUKA’
For starters, this is a really great initiative, the provocative story telling is rich in local nuances, which really paints this graphic picture of the social ills of the effects of underage drinking. Really good casting and performance with the powerful message of mentorship really hitting home at the end.

2. SIEMENS ‘FABRIC’
A great example of creative use of data in the form of beautiful visualisations. A distinct African aesthetic that showcases the brand’s offering in a unique and dynamic way.

3. ‘SAINT’
An immersive journey into beautiful craft. Provocative illustrations and intricate design come together to bring the idea of this indulgent brand to life.

4. SANLAM ‘LIVES OF GRACE’
A very well orchestrated branded content experience. What makes it even more potent is the type of product it’s bringing to life. A grudge purchase unpacked in powerful interactive story telling platform.

5. CITY LODGE ‘THE REAL COST OF BEING ZULU (VERNAC RADIO)’
A simple and effortless idea beautifully executed. Richly textured performances that make it truly, uniquely and proudly South African.

I am really inspired by all this work and am holding thumbs that some of these convert to that precious metal.

1. DURACELL ‘PEOPLE CHANGE, POWER DOESN’T’
Clever insight beautifully executed.

2.CHICKEN LICKEN ‘SBU 2.0’
Human truth and crafted to perfection.

3. MERCEDES-BENZ S-CLASS ‘RETURN TO CHAPMAN’S PEAK’
A little nostalgia to make a compelling case for the advanced technology in the S-Class. Thrilling to watch.

4. NANDO’S ‘YOU PEOPLE’
Brave, humorous work as always from Nando’s. Proudly South African.

5. STER-KINEKOR ‘SUCCESS STORIES’
The campaign is very well written and stories are intriguing till the end.

6. CITY LODGE ‘REAL COST’
Superb, witty storytelling.

*7. Special Mention (if I may): SANLAM: ‘THE 200 YEAR OLD – PODCAST’

1. GILLETTE ‘NOZIZWE’
This an extremely moving piece of film. Rooted in a hard-hitting South African insight,  its told with restraint and raw authenticity. It certainly doesn’t feel like an ad, and it isn’t. It’s an unscripted, true story. Plus, it has the backing of an iconic global brand that everyone knows. I predict that Gillette worldwide will have a brilliant Cannes this year.

2. DOOM ‘YOU SHOULD HAVE USED FAST, DEADLY DOOM’
Oy. When it comes to radio, I think the competition is DOOOOMED. The radio trio strikes again with these ridiculously silly and wonderful spots. And they feature the word ‘poop.’ Several times. Cannes judges love that shit. (Excuse the pun)

3. MERCEDES-BENZ S-CLASS ‘RETURN TO CHAPMAN’S PEAK’
Another strong contender. If you’ve managed to turn what is essentially a product demo into an engaging and compelling piece of content, you’ve already won.

4. DURACELL ‘PEOPLE CHANGE, POWER DOESN’T’
This is a continuation of the campaign that won big in 2017. The latest batch doesn’t disappoint. Well written, with an insight almost everyone over 25 can relate to on a very personal level. It’s definitely among our finest radio offerings this year.

5. NETFLORIST ‘SAY IT WITH A CACTUS’
A really simple idea born out of necessity. Gets my vote.

I didn’t want to include any of the work I’ve been involved with in these predictions. I’ve learnt that the only way to get through Cannes season is with low expectations and plenty of room for surprises. #ShaveToNotThinkAboutItTooMuch.

Good luck to everyone.

1. SAB 18+ ‘VUKA’
The first time I saw this piece, I was in a room full of hardcore, seasoned judges. I felt a heaving, a sniffle or two (the loud one from me), and it’s almost as if we needed to pause to get over what we had seen. I think it’s a fresh approach and will move the Cannes judges.

2. MERCEDES-BENZ S-CLASS ‘RETURN TO CHAPMAN’S PEAK’
The ultimate product demonstration ad – it’s beautifully crafted with simple, powerful storytelling. I’ve always loved it. And will continue to back this one!

3. KFC ‘MAKE A MEAL OF IT’
How can you not want to watch this piece over and over? It’s hilarious, super relevant and the one we all wish we had done. It deserves to be lauded and applauded and I know it will make the mood and the macaroons in those dark, dreary rooms feel a whole lot brighter.

4. DURACELL ‘PEOPLE CHANGE, POWER DOESN’T’
I’d like to lament these spots for their stark truths about aging and maturity, but I really can’t help but love them for their humour, perfectly selected words, and non-lofty approach. I hope I never buy shoes from a pharmacy. 

5. CHICKEN LICKEN ‘FAR-FETCHED’
First, this voice is awesome. Any other voice would not have achieved the same result. The writing embraces the hyperbole and he effortlessly delivers the exaggerations in a low-key, loveable way.