KFC ‘Let There Be Cake’
(Entered by Bananas)
This makes me giggle every time I see it. Its got cake, its got dystopia, its got chicken, it’s all there. I really hope it does well. Am I allowed a favorite? This is my favorite.

Volkswagen South Africa ‘The Life-Saving Night School Platform’
(Entered by Ogilvy South Africa)
It makes lots of sense for the brand and as a purpose piece. But also beautifully crafted with great attention to detail.

Lexus ‘Accidental Art’
(Entered by M&C Saatchi Abel)
Just shows that ideas are everywhere if you just look at the world with a creative eye.

Nedbank ‘Youth Honours Board’
(Entered by Joe Public)
Love how this turned the youth honours board, which feels like such a standard part of many schools, into a moving piece of storytelling.

Hansa Pilsner ‘There’s a Beer for You – (What’s Gucci?, Okrrr, Spill the Tea)’
(Entered by Joe Public)
Maybe I’m just old but love these ads. And the “not for sale to people under the age of 30.” Is the cherry on top. Delivery is also spot on.

Sanlam ‘The F Show’
(Entered by Accenture Song)
If you’d sat through edits of this 90 minute+ fin lit course hidden in a comedy show as much as we have you’d also pick your own work. Don’t judge me.

While it’s impossible to predict what will really go down in a jury room, here’s my selection of the pieces that I think have a chance of breaking through. 

KFC ‘Let There Be Cake’
(Entered by Bananas)
Probably the freshest piece of TV to come out of this country in 2025. The attention to detail makes it infinitely rewatchable, which will stand it in good stead as it goes through the rounds of judging.

Nedbank ‘Youth Honours Board’
(Entered by Joe Public)
Looking at this as an overall idea, I think the cause will appeal to the judges and the crafting of the pieces (particularly the film) is meticulous. 

Gun Free SA ‘Bulletproof Park’
(Entered by M&C Saatchi Abel)
Again, I think the cause will appeal and the results are good.

Volkswagen South Africa ‘The Life-Saving Night School Platform’
(Entered by Ogilvy South Africa)
A great example of a strong brand-agency partnership moving beyond marketing communication into real world programmes that make a difference. I love the idea and I hope this wins so that it encourages more brands to do the same.

Salvation Army ‘Mama, Papa, Koko’
(Entered by The Odd Number)
Superb writing. Every detail sweated. Funny, memorable, bold and (again, crucially) infinitely re-listenable-to (yes that’s a word now. I made it one).

City Lodge Hotels ‘Save Our Stay (SOS)’
(Entered by TBWA\ Hunt Lascaris)
This was a really great campaign. It made good use of a bad situation to acquire bed nights and possibly even a new set of customers. It put a smile on my face because I have been cat-fished by great photographs on booking sites.

KFC ‘Let There Be Cake’
(Entered by Bananas)
It makes me laugh every time I see it. Brilliant execution of a great spot, clever nuances. I hope this gets the recognition it deserves! Also great to see a client taking some risks and having fun with the brand.

Nedbank ‘The Signwriter’
(Entered by Joe Public)
This is a beautifully restrained piece of film, impeccably crafted. A brilliant showcase of craft in service of a message.

Nedbank ‘Youth Honours Board’
(Entered by Joe Public)
Great campaign! It uses something that is standard across all South African schools as a recognition for those scholars who have excelled, and it uses it in such a simple manner to tell a powerful story. A piece of South African history that deserves the honour of being recognised on the boards.  

Sanlam ‘The F Show’
(Entered by Accenture Song)
I enjoyed this, clever use of comedy to talk about a topic most people shy away from.

Volkswagen South Africa ‘The Life-Saving Night School Platform’
(Entered by Ogilvy South Africa)
It raises a valid question: Why don’t we do part of our driving curriculum at night? This campaign has done a great job highlighting the challenges with new drivers who have not done any night driving training. This is a problem not only for South Africa. A well-thought-out, effective campaign that I believe will resonate at Cannes.

Salvation Army ‘Mama, Papa, Koko’
(Entered by The Odd Number)
Clever use of radio to highlight what a great organisation does to help the less fortunate. It is a well-written campaign and may continue to win awards in the Riviera and beyond.

Nedbank ‘Youth Honours Board / The Signwriter’
(Entered by Joe Public)
We’ve seen the story of ’76 told in many forms. But never like this and more than that, never felt like this. It’s a story South Africa will never stop telling, and this time, it’s told with heart, craft, and a quiet kind of power. It’s the kind of work Cannes juries respect, deeply human and beautifully made, using truth over trickery to make us feel the story.

Hansa Pilsner ‘There’s a Beer for You – (What’s Gucci?, Okrrr, Spill the Tea)’
(Entered by Joe Public)
It’s funny, it’s fresh, and it’s insightful AF. While most brands are chasing Gen Z, this one does the exact opposite and that’s exactly why it’s been standing out in jury rooms.

Gun Free SA ‘Bulletproof Park’
(Entered by M&C Saatchi Abel)
Bulletproof Park is a gut-punch of an idea. It takes an unthinkable truth and forces us to face it, without flinching. It’s simple, sharp, and its impact is undeniable. Cannes juries care about that, work that moves communities forward, not for headlines, but for tangible change.

Volkswagen South Africa ‘The Life-Saving Night School Platform’
(Entered by Ogilvy South Africa)
The best solutions come from simple questions like, ‘Why do we only learn to drive in daylight when most accidents happen at night?’ This solution blends a deeply cultural insight with smart creative strategy to deliver something that benefits both brand and community. Add measurable results to the mix, and you’ve got exactly the kind of work Cannes juries look for.

City Lodge Hotels ‘Save Our Stay (SOS)’
(Entered by TBWA\ Hunt Lascaris)
A fun, clever, effective and most importantly, simple business acquisition strategy and it doesn’t just sell a room for the night, it sells relief. Packaged insightfully and with humour, it’s bound to get more than a laugh from the jurors.

Salvation Army ‘Mama, Papa, Koko’
(Entered by The Odd Number)
Fresh out of D&AD with SA’s only Pencil, here’s hoping this one keeps the streak alive and has us waving the SA Radio flag high again this year. A smart, original piece that proves great writing will always cut through.