Cannes Lions: Cultural Nuance and Global Impact with Xolisa Dyeshana and Saf Sindhi

What does it take to create work that wins at Cannes Lions while also solving real brand problems? In this episode of The Lead Creative, hosted by Mongezi Mtati in collaboration with Danette Breitenbach, Editor of Bizcommunity, we unpack the lessons behind award-winning campaigns. This is part of our partnership with Bizcommunity to uncover what makes work stand out locally and globally.

Joining us are two of South Africa’s leading creative voices. Saf Sindhi, Chief Creative Officer of Bananas, shares how his agency won a Gold Lion in Film for Let There Be Cake, celebrating KFC Thailand’s 40th birthday. He talks about clarity, absurdity and why leaning into culture helps work resonate globally.

Xolisa Dyeshana, Chief Creative Officer and Partner at Joe Public United, reflects on his role as Jury President for Audio & Radio at Cannes Lions 2025. He explains why local insights must come first, why work should be “consumer winning” before anything else, and how Joe Public’s own Cannes success reflects this philosophy.

The conversation explores why campaigns like Burger King’s Mouldy Whopper and Coca-Cola’s storytelling show that effectiveness goes beyond sales, highlighting the importance of shifting perceptions and changing brand narratives.

Listen to discover what makes South African creativity stand out on the world’s biggest stage.
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