The IDIDTHAT x LITTLEBIG Cannes coverage collab returns, and we couldn’t be prouder. As the world’s biggest celebration of creativity kicks off in Cannes, IDIDTHAT will be your backstage pass to all the South African news coming out of the festival. Thanks to our partners at LITTLEBIG, we’re once again able to back South African creativity loudly and proudly. Follow us as we spotlight the work, the talent, and the gees that make our industry world-class.

The Cannes Lions International Festival of Creativity 2025 will take place from Monday 16 June to Friday 20 June in Cannes, France.

LITTLEBIG returns to Cannes Lions this year, not just as fans of great work, but as collaborators in bringing that work to life.

Since last year, LITTLEBIG has gone from strength to strength, delivering socially driven, high-impact content for brands like Dove, The City of Cape Town, Binance, Tyla, Corona, and Sevens Rugby. Their director-led sister company, Flattery Films, has also been turning heads with standout campaigns for Adidas, Heineken, Virgin Active, and Experience Abu Dhabi. With a shared production backbone and global presence, the two companies form a nimble yet quality-obsessed creative force.

From Creative Content to Events & Activations, and Live & Broadcast, LITTLEBIG continues to push the boundaries of production across Cape Town, Amsterdam, and Dubai.

So why partner again? “Because we believe bold creative deserves bold support, and we’re here for the ideas that go beyond the brief and aim for the stars,” says LITTLEBIG’s Founder Roland Sweet.

IDIDTHAT Founder Julie Maunder says, “A huge thank you to Roland and the LITTLEBIG team for backing South African creativity alongside us. Their support helps us bring Cannes home and spotlight the work and talent that deserve global recognition. Nobody champions SA creativity like its biggest fans. See you in Cannes!”

What to expect from IDIDTHAT’s Cannes Lions 2025 coverage:

Our coverage kicks off with the annual IDIDTHAT Cannes Predictions. We’ve brought together a team of South Africa’s top creative minds to spotlight and weigh in on the local work they believe could turn heads at Cannes this year. We’ll be showcasing all their selections, along with the talent behind the work. And for the first time ever, we’ll be revealing the Predictions live at our Cannes Predictions Night on Wednesday, 28 May in Joburg. It’s gonna be a night to celebrate the agencies who have entered work into Cannes, build some gees, and kick off SA’s Cannes journey in style. Stay tuned, the results are coming soon!

 🇿🇦 Danni Pinch – Executive Creative Director at Accenture Song
 🇿🇦 Fran Luckin – Chief Creative Officer of VML South Africa
 🇿🇦 Roland Sweet – Founder and CEO of LITTLEBIG Group
 🇿🇦 Safaraaz Sindhi  – Founder & CCO of Bananas
 🇿🇦 Sbu Sitole – Chief Creative Officer at The Odd Number

L to R: Saf Sindhi, Fran Luckin, Sbu Sitole, Danni Pinch & Roland Sweet

Live SA Shortlists & Winner Announcements
We’ll be releasing all the South African shortlist and winner updates as they drop. No need to hit refresh, we’ve got you.

If you’re a South African man heading to Cannes for the first time this year and not sure what to wear… don’t stress, we cracked the code last year: plain black shirt. That’s it. That’s the look.

Behind-the-Scenes Action (and Rosé)
Yes, we’ll be there. Yes, we’ll be posting. Yes, we’ll be chasing down the South Africans in Cannes (and hopefully a few parties too). Follow us on Instagram for daily updates… and questionable selfies. We’ll also be roping in fellow Saffas to share their Cannes experiences and insights on IDIDTHAT, so don’t be shy, come say hi. And if you spot us, buy us a drink. Or lunch. Or both. We’re not fussy.

Annual South Africans in Cannes Photo
You know the drill. If you’re in Cannes, send us your WhatsApp number (email: studio@ididthat.co) and we’ll add you to the South Africans in Cannes group to find out when and where we’re taking the annual group photo. And just like last year, we’re all strolling somewhere for drinks after!