The Cannes Lions International Festival of Creativity, set to take place from June 16 to 20, 2025, in Cannes, France, has announced its South African Shortlist Jury, spotlighting the country’s growing influence in the global creative industry. this announcement underscores South Africa’s reputation for producing world-class talent, as the festival prepares to celebrate its 72nd edition of honoring the best in advertising, marketing, and communications.
The South African Shortlist Jury comprises a distinguished lineup of creatives and marketers, though specific names were not detailed in the initial announcement. Lynne Wylie, Chief Marketing Officer of Ster-Kinekor and the official Cannes Lions festival representative for South Africa, emphasized the significance of this selection. “We are delighted with the inclusion of this prestigious list of industry heavyweights as a global acknowledgement and celebration of the very high standard of local talent,” Wylie stated. She highlighted the rigorous judging process, noting that the quality of the juries and their discussions are pivotal to maintaining the integrity and prestige of the Lions awards, which remain at the heart of the festival.
Cannes Lions 2025 will see jurors from 52 markets, with first-time representation from Ivory Coast and Kazakhstan, alongside the highest-ever participation from Africa, Asia, and the Middle East. This diverse jury pool reflects the festival’s commitment to inclusivity and global perspectives, ensuring that the shortlisted work represents a broad spectrum of creative excellence. The Shortlist Jury plays a crucial role in the initial judging phase, sifting through thousands of entries to identify the most outstanding campaigns, which will then advance to the Awarding Jury for final evaluation during the festival.
South Africa’s inclusion in this process is particularly noteworthy given its track record at Cannes Lions. In 2024, South African agencies like Ogilvy South Africa and Joe Public made headlines with multiple shortlists and awards, particularly in categories like Outdoor and Social & Creator Lions (formerly Social & Influencer Lions). This year, the festival has introduced updates, such as the renaming of the Social & Influencer Lions to Social & Creator Lions, acknowledging the evolving role of creators in marketing—a shift that could favor South Africa’s vibrant digital and creator economy.
However, the announcement also raises broader questions about the accessibility of such global platforms for smaller markets. While South Africa’s creative industry is thriving, the cost of entry and participation at Cannes Lions remains a barrier for many independent agencies and underrepresented talent across Africa. The festival’s Equity, Representation, and Accessibility (ERA) programme, which doubled its funding to €2 million in 2025 to provide complimentary passes to underserved communities, aims to address this. Yet, critics argue that more systemic changes—like reducing entry fees or decentralizing judging processes—might better democratize access to such prestigious events.
For South African jurors, the experience offers a chance to shape global creative standards while bringing back insights to their local industry. Wylie expressed hope that the jurors would return with “invaluable learnings” to share with their agencies and corporates, potentially elevating South Africa’s creative output further. As the festival approaches, the South African creative community will be watching closely, eager to see how their representatives influence the global stage and whether their campaigns can once again shine at Cannes Lions 2025.
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