South Africa’s Cannes Predictions 2024

IDIDTHAT is kicking off our countdown to The Cannes Lions Festival of Creativity with South Africa’s Cannes Predictions! We’ve brought together a team of creative heavyweights to view the work entered by South Africa into Cannes this year and choose the work they think will turn heads. A massive shoutout to our judges Fran Luckin, Steph van Niekerk, Roland Sweet, and Xolisa Dyeshana – thank you for being absolute gold as always!

🇿🇦 Fran Luckin, Chief Creative Officer at VML South Africa
🇿🇦 Steph van Niekerk, Executive Creative Director at TBWA Hunt Lascaris
🇿🇦 Roland Sweet, Founder and CEO of LITTLEBIG Group
🇿🇦 Xolisa Dyeshana, Chief Creative Officer at Joe Public United

With the support of LITTLEBIG, IDIDTHAT is once again able to bring you all the news from Cannes 2024. Having won Gold at Cannes themselves, LITTLEBIG understands the importance of Saffas backing each other on the global stage. We’re obsessed with their commitment to championing South Africa’s creativity! Thank you legends.

The Cannes Lions International Festival of Creativity returns to The Palais in Cannes from Monday 17 to Friday 21 June 2024.
Don’t miss a single moment of the rosé-fueled action – follow us on Facebook and Instasubscribe to our newsletter, and join the ride. It’s Cannes, baby!

🇿🇦 Fran Luckin, Chief Creative Officer at VML South Africa

One of South Africa’s preeminent creative leaders, Fran studied speech and drama at university but was saved from a life spent as “Second Extra From the Left” by moving into advertising. The move served her well – Fran has won multiple awards, including some of the industry’s most coveted accolades. During her time as ECD of Ogilvy Johannesburg, the agency won its first Film Gold Lion at Cannes Lions in 11 years and became the number one ranked South African agency at Cannes Lions.

Before joining VML, Fran was at Grey which, during her tenure, won its first Gold Lion at Cannes and moved into third spot in the South African Creative Rankings. She also spent two years at Quirk South Africa, during which the agency won its first Loerie award and its first Cannes shortlist.

While winning awards is always a great recognition for an agency’s hard work and passion, Fran derives the most joy from seeing people grow, and learn, and achieve things they might not have thought possible. In 2022, she was named Industry Leader of the Year at the Adfocus Awards. She has an MBA from the Berlin School of Creative Leadership and is a passionate advocate of lifelong learning.

The Riky Rick Foundation ‘Stronger’
(Entered by TBWA Hunt Lascaris)
This work has done well all over the world and I think we can expect it to have a good showing in Cannes.  Heartfelt and beautifully produced.

KFC ‘Make it KFC’
(Entered by Ogilvy South Africa)
Love this.  Cheeky, ballsy, a fun and engaging way to demonstrate product superiority. There’s been a trend in Cannes jury rooms back towards rewarding hard-working great work that actually sells product, so I think this could do well. And as someone who has personally consumed a deep-fried tarantula, I can testify that deep frying anything is a sure-fire way to make it taste great. Even more so if said batter has KFC 11 herbs and spices mojo.

Volkswagen South Africa ‘VW Night School’
(Entered by Ogilvy South Africa)
What a smart way to answer the question, “How do we get more people to do test drives”?
While providing a much needed service in a country where, thanks to load shedding or comatose municipalities, the roads are often unlit at night. Where do I sign up?

Corona ‘Limetime Guarantee’
(Entered by Boundless)
I love smart business solutions that also benefit economies and communities.  The hack about “tricking the trees into thinking it’s summer” is a smart twist on what Corona has done elsewhere in the world.

IDIDTHAT Credits:
Advertising Agency: TBWA Hunt Lascaris
Music Composer: Audio Militia
Sound Designer: Nick Argyros, Craig Hawkins, Paul Norwood, Richard Staub, Gerrick Jones, David Law
Recording Studio: Audio Militia

IDIDTHAT Credits:
Advertising Agency: Ogilvy South Africa

IDIDTHAT Credits:
Advertising Agency: Boundless
Entertainment & Brand Agency: CSA.Global
Production Company: Eyeforce
Director: Arthur Neumeier
Exec Producer: Ashleigh Jarrat
DOP: (No Member Credits)
Post Production: (No Member Credits)
Editor: (No Member Credits)
Sound Engineer: (No Member Credits)
Colourist: Kyle Stroebel

🇿🇦 Steph van Niekerk, Executive Creative Director at TBWA Hunt Lascaris

Having been ranked as No.1 Creative Director and No.1 Copywriter in South Africa in 2019, as well as receiving the inaugural Campaign Magazine’s Female Frontier Award, Steph is one of AMEA’s top creative talents. She is passionate about making insight-driven work that moves people and explores the human condition in all its beauty, imperfection, fragility and hilarity. She is currently Executive Creative Director at TBWA/Hunt Lascaris in Johannesburg.

Chicken Licken ‘Feel the Fire’
(Entered by Joe Public)
You can’t fault the meticulous craft and obsessive attention to detail in this film. It has the production value and scale you need to compete at Cannes and I wouldn’t be surprised to see it up there in the craft categories.

City Lodge Hotels ‘Bedtime Stories for Business People’
(Entered by TBWA Hunt Lascaris)
Full disclaimer: I was involved in this piece and yes, we are hopeful it will do something at Cannes. Internationally it’s been well received so far because it has a well-defined insight (All hotels offer a wake-up call, but why does no one put business travelers to sleep properly?), brought to life with lovingly crafted meditations which straddle both audio and digital categories. You never know though, let’s see.

SAB (ABINBEV) ‘Shebeen’
(Entered by Joe Public)
I really want this piece to do well. It’s smart and powerful and very much needed in the South African context. My hope is that an international jury can grasp the cultural significance making traditional male-dominated shebeens, safe women-only places. I would expect to see it come through in cultural context and single-market categories.

Corona ‘Limetime Guarantee’
(Entered by Boundless)
A globally recognized brand and a smart, sustainable idea that uplifts communities and serves the business at the same time – this piece has all the makings of a Cannes contender.

Mini ‘Landfilla’
(Entered by VML South Africa)
Having once owned a Mini and knowing the impact of potholes on run-flat tyres, I’m fully onboard with this idea. I think the sustainability will be a hot topic this year and this could make an appearance on the shortlists, particularly in OOH.

The Riky Rick Foundation ‘Stronger’
(Entered by TBWA Hunt Lascaris)
Yes, it’s a Hunts piece. Yes, I’m backing it.. 😂 Although the competition around A.I is extremely tough, I believe the underlying message and purpose of this piece will make it hard to ignore. Putting mental health front and centre, Ricky should make us proud in the health, wellness and audio categories.

IDIDTHAT Credits:
Advertising Agency: Joe Public
Animation Company: Chocolate Tribe 
Animator: Jean du Plessis
Cinematography: Adam Bentel
Film Production Company: Romance Films
Film Director: Greg Gray
Producer: Helena Woodfine
Editing Company: Deliverance Post 
Editor: Kobus Loots
Music Composer:  Elben Schutte
Music Supervisor (Licensed): James Matthes 
Sound Designer: Kyle Koekemoer 
VFX Operator: Jean du Plessis
Production Facility: Deliverance PostChocolate Tribe
Recording Studio: Pressure Cooker

IDIDTHAT Credits:
Advertising Agency: TBWA Hunt Lascaris
Sound Company: Sterling Sound
Sound Engineer: Lorens Persson

IDIDTHAT Credits:
Advertising Agency:  Joe Public
Production Company: 7 Films
Director: Lourens van Rensburg / Maxime Davenport
Producer: Nina van Rensburg
DOP: Hayden Brown / Jon Samuelsson
Editor: James O’Sullivan

IDIDTHAT Credits:
Advertising Agency: Boundless
Entertainment & Brand Agency: CSA.Global
Production Company: Eyeforce
Director: Arthur Neumeier
Exec Producer: Ashleigh Jarrat
DOP: (No Member Credits)
Post Production: (No Member Credits)
Editor: (No Member Credits)
Sound Engineer: (No Member Credits)
Colourist: Kyle Stroebel

IDIDTHAT Credits:
Advertising Agency: VML South Africa
Film production Company: (No Member Credits)
Technical Staging Company: (No Member Credits)

IDIDTHAT Credits:
Advertising Agency: TBWA Hunt Lascaris
Music Composer: Audio Militia
Sound Designer: Nick Argyros, Craig Hawkins, Paul Norwood, Richard Staub, Gerrick Jones, David Law
Recording Studio: Audio Militia

 

🇿🇦 Roland Sweet, Founder and CEO of LITTLEBIG Group

Roland Sweet is the founder and CEO of LITTLEBIG Group; a team of 20 full-time South African – and one American – creatives and producers, working to solve storytelling problems for companies big and small worldwide. More recently, they’ve launched a second brand, Flattery Films.

Roland launched LITTLEBIG twenty years ago, initially as an events company that quickly grew into something much bigger. LITTLEBIG is now a global offering of highly-skilled services in Live and Broadcast, Events and Activations, and Creative Content. LITTLEBIG has offices in Cape Town, Amsterdam, Dubai, and Cypress with international awards including a Gold Lion at Cannes for their work on Bread of a Nation with Ogilvy South Africa.

Roland is husband to Kelly Sweet and dad to Bailey, Georgia, Harrison, and Alfie.

Savanna ‘Dry Jan’
(Entered by Grey Advertising Africa)
I think this campaign brilliantly taps into social behaviour and cleverly uses the product to show that taking a break during Dry January doesn’t have to mean being boring. The script is sharp, capturing the essence of party culture. When executed well, comedy in advertising is always a standout for me, and this piece hits the mark perfectly.

Volkswagen South Africa ‘VW Night School’
(Entered by Ogilvy South Africa)
This cleverly leverages the brand to spotlight a very real challenge. The approach is simple and innovative, addressing a significant issue with clarity and lots of creativity.

The Riky Rick Foundation ‘Stronger’
(Entered by TBWA Hunt Lascaris)
I think this is such a powerful piece of work, and an interesting use of trending technology. To create a track that not only talks to a huge societal issue but also does justice to a man who was a huge inspiration to many is no small feat.  It’s been very well received so far so fingers crossed it sees main stage at Cannes.

SAB (ABINBEV) ‘Shebeen’
(Entered by Joe Public)
This is an extremely good activation that sheds light on a serious issue faced by many South African women while providing them with a safe space to enjoy themselves free from harassment or violence. I think the broader campaign to identify and highlight other safe taverns for women across the country is an excellent follow-through, that could have a lasting and meaningful impact.

Aware.org ‘Drunk Drivers Stay for Free’
(Entered by Clockwork)
Very clever use of organic media and PR to make the general public aware of the consequences of driving drunk. It’s a smart and fresh approach to promoting road safety and responsible behaviour.

Corona ‘Limetime Guarantee’
(Entered by Boundless)
This is a really great piece of socially conscious marketing from a big globally recognised brand. I think this has the potential to resonate widely, making it a strong contender at Cannes.

IDIDTHAT Credits:
Regional Agency Group: Grey Africa
Advertising Agency: Grey Advertising/Team Liquid
Editing Company: Deliverance Post
Editor: Ricky Boyd
Film Director: Grey Gray
Film Production Company: Romance Films
Music Composer: (No member credits)
Music Supervisor: (No member credits)
Post Production Facility: Deliverance Post
Post Producer: Helena Woodfine, Shannon McDougall, Khosi Khumalo
Recording Studio: (No member credits)
Sound Designer: (No member credits)

 

IDIDTHAT Credits:
Advertising Agency: TBWA Hunt Lascaris
Music Composer: Audio Militia
Sound Designer: Nick Argyros, Craig Hawkins, Paul Norwood, Richard Staub, Gerrick Jones, David Law
Recording Studio: Audio Militia

IDIDTHAT Credits:
Advertising Agency: Joe Public
Production Company: 7 Films
Director: Lourens van Rensburg / Maxime Davenport
Producer: Nina van Rensburg
DOP: Hayden Brown / Jon Samuelsson
Editor: James O’Sullivan

IDIDTHAT Credits:
Advertising Agency: Clockwork

IDIDTHAT Credits:
Advertising Agency: Boundless
Entertainment & Brand Agency: CSA.Global
Production Company: Eyeforce
Director: Arthur Neumeier
Exec Producer: Ashleigh Jarrat
DOP: (No Member Credits)
Post Production: (No Member Credits)
Editor: (No Member Credits)
Sound Engineer: (No Member Credits)
Colourist: Kyle Stroebel

🇿🇦 Xolisa Dyeshana, Chief Creative Officer at Joe Public United

Xolisa is Chief Creative Officer and partner at Joe Public United and has been an invaluable part of the independent agency group’s growth story, having begun his journey with the agency as far back as 2006.
He contributes a wealth of experience gained over 19 years, working on iconic brands like Chicken Licken, Nike, Nedbank, Dialdirect, P&G, UberEats, Converse, Distell, Momentum, Mercedes-Benz, Renault, and Toyota.

Xolisa’s passion lies in the world of creativity. To this end, he has actively contributed to the industry as Chairperson of The Creative Circle, the highest decision-making body for advertising creativity in South Africa and served as Chairman of the Loeries (2012-2014), South Africa’s premier advertising award show. He also strives to give a voice to African creativity on the global stage, having served on the juries of almost every renowned advertising award show across the world. Most recently, he was a member of the international board of The One Show – the premier advertising show in the United States.
His passion for creative excellence is also evident in the numerous awards won throughout his career at both local and international awards festivals, including Cannes Lions, D&AD, One Show, Loeries and more – earning him recognition as South Africa’s joint No. 1 creative leader in 2018 and No. 2 in 2020 and 2021. Xolisa was recognised as one of Adweek’s Creative 100 – an annual global honour that has become one of the most respected accomplishments in the creative industry.

Xolisa has been part of many industry initiatives aimed at helping young people from underprivileged backgrounds gain access to the industry – actively engaging a new generation of creative minds in finding new solutions for a better South Africa.

The Riky Rick Foundation ‘Stronger’
(Entered by TBWA Hunt Lascaris)
This a fantastic piece of work. It’s layered and beautifully crafted for a cause that I think is relevant, the world over, but specifically in SA. It’s use of AI is fresh and beautifully done, to convey a powerful message. It performed very well at Ad Of The Year and I really hope it can break through for SA on the ultimate stage.

Volkswagen South Africa ‘VW Night School’
(Entered by Ogilvy South Africa)
This piece is very fresh and makes so much sense for VW. I love the insight and the scale of it (which always comes in handy at Cannes). So I’m holding thumbs that it gets the nod.

Marmite ‘New & UnImproved’
(Entered by Accenture Song)
This is a fun, smart campaign for a brand that already has a lot of traction on the Cannes stage. It’s quirky, its cheeky and it’s irreverent. There has been a shift towards humour and lighthearted campaigns at Cannes and hopefully this campaign will benefit from that.

Budget Insurance ‘Bad Advice Happens to Good South Africans’
(Entered by The Odd Number)

I love these ads. I think they are so proudly South African, and I think it’s about time we start knocking on the international doors with communication that is unapologetically us. They’re funny and beautifully executed.

SAB (ABINBEV) ‘Shebeen’
(Entered by Joe Public)
This piece is powerful, and just like Budget, very rooted in SA. I also think that the fact that the activation and program was executed at the very place where the product lives, and addresses one of the biggest scourges of our country, GBV, makes it that much more special.

IDIDTHAT Credits:
Advertising Agency: TBWA Hunt Lascaris
Music Composer: Audio Militia
Sound Designer: Nick Argyros, Craig Hawkins, Paul Norwood, Richard Staub, Gerrick Jones, David Law
Recording Studio: Audio Militia

IDIDTHAT Credits:
Advertising Agency: Accenture Song

IDIDTHAT Credits:
Advertising Agency: The Odd Number
Recording Studio: (No Member Credits)
Sound Engineer: (No Member Credits)

IDIDTHAT Credits:
Advertising Agency: Joe Public
Production Company: 7 Films
Director: Lourens van Rensburg / Maxime Davenport
Producer: Nina van Rensburg
DOP: Hayden Brown / Jon Samuelsson
Editor: James O’Sullivan

South Africa’s Cannes Coverage:

We’re sharing South Africa’s shortlists as they’re announced every day
IDIDTHAT will be announcing the South African shortlists and winners live from Cannes. Follow our live updates page during Cannes week, from June 17 to 21, to stay informed in real-time.

We’ll showcase South Africa’s winners live from the awards as they are announced
The awards run over all 5 nights during Cannes week, and we’ll be there back all the Saffas. Follow us on Facebook and Instasubscribe to our newsletter to keep up-to-date on all South Africa’s results as they happen.

If you’re heading to Cannes this year, please let us know so we can add you to the South Africans in Cannes group to make sure you don’t miss out on our annual SA family portrait taken on the Croisette. See you on the other side Team SA!

Thanks again to our partners at LITTLEBIG for enabling us to bring you all the Cannes Lions news this year.