Winning work at Cannes Lions is more than a good idea; it’s a finely tuned balance between local relevance and universal appeal. It’s the kind of work that captures the heart of a home audience while still connecting with an international jury.
Xolisa Dyeshana, Chief Creative Officer of Joe Public and President of the Audio & Radio Jury at Cannes Lions 2025, believes it starts with focus:
“Local first, then international second. The most powerful work is resonant to the people it’s made for, and then it travels.”
For him, awards are a bonus:
“Forget about award-winning. Let it be consumer winning. If you can do that, the awards are a byproduct.”
Saf Sindhi, Chief Creative Officer of Bananas, agrees, but adds a twist:
“There’s a world of absurdity we all need to tap into. If you scroll on TikTok for five minutes, you’ll understand why.”
Bananas brought that edge to Let There Be Cake for KFC Thailand’s 40th birthday, winning Gold in Film: Travel, Leisure, Retail, Restaurants and Fast-Food Chains at Cannes Lions. Saf shares how absurdity, paired with a clear brand role, can cut through crowded categories.
This Cannes Lions special edition episode of The Lead Creative conversation, co-hosted by Mongezi Mtati with the Editor of Bizcomunity, also explores building trust with clients, why cultural nuance matters in packaging award entries, and how South African work can stand out on the world stage.
Click play to hear the full discussion
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.