“I hate winning awards” said no one ever.
Despite how much fun it is to complain about award shows, they’re crucial to our industry. They set a benchmark for what we, as an industry, should be striving toward or past, in terms of creating work. Because yes, creativity sells dammit! The Cannes Lions International Festival of Creativity sets a global standard. In a world where we are faced with thousands of messages daily, this is the work that people stop to watch and this is the work that works for brands.
What’s even more inspiring about Cannes, is that South African companies proved, once again, that we are a major player, bringing home 1 Grand Prix, 5 Gold, 4 Silver, 17 Bronze and 85 Shortlists. And we’re proud to say that South Africa weighs a little bit more since those Lions have been brought home. Of course, there were some surprises. After winning at Loeries, Ad of the Year, One Show and D&AD, FoxP2’s ‘Ster Kinekor #OpenEyes’ campaign didn’t even get a nod at Cannes. That cut us deep. We blame the Guptas, we don’t know why, but it seems like the only logical thing to do.
Once again, radio reigned supreme. In the last 10 years, we’ve brought back 5 Grand Prix Lions. This year we won 10 radio Lions in total and 1 Grand Prix! Can we get an amen!? We challenge any country to top that! (Unless there is a country that’s actually topped that. We didn’t Google it. Shht, stop knitpicking, you’re so negative) Out of a total 40, 000 entries globally, South Africa sent in 816 and ended up ranking 12th.
These are the iDidTht companies that made South Africa proud, so make sure you check out more about them as they are the ones to watch. Congratulations from iDidTht!