Winning at Cannes Lions is never simple. The challenge is creating work that is rooted in local insight yet connects with global audiences and juries. Creative leaders must balance authenticity with the demands of competing on one of the most prestigious creative stages.
For Xolisa Dyeshana, Chief Creative Officer and Partner of Joe Public, who was also President of the Audio & Radio Jury at Cannes Lions 2025, the priority is clear:
“Local first, then international second. The most powerful work is resonant to the people it’s made for, and then it travels.”
Awards, Dyeshana believes, follow work that truly connects with its intended audience. As Xolisa explains:
“Forget about award-winning. Let it be consumer winning. If you can do that, the awards are a byproduct.”
For Saf Sindhi, Chief Creative Officer of Bananas, whose team won a Gold Cannes Lion in Film: Travel, Leisure, Retail, Restaurants and Fast-Food Chains for Let There Be Cake, celebrating KFC Thailand’s 40th birthday, part of the winning formula is embracing the unexpected:
“There’s a world of absurdity we all need to tap into. If you scroll on TikTok for five minutes, you’ll understand why.”
This special edition episode of The Lead Creative, co-hosted by Mongezi Mtati with Danette Breitenbach of Bizcommunity, explores how South African work can be globally competitive without losing its identity. The discussion covers cultural nuance in award entries, building trust between agencies and brands, and the importance of bravery from both sides.
Creative Takeaways
- Strong brand roles simplify creative decisions
- Absurdity, when executed well, creates memorable work
- Local-first thinking helps ideas travel internationally
- Juries look for more than a good idea — they value execution and context
- Trust between brand and agency enables bold work
Click play to listen to the full conversation:
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.