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

There's so many amazing things that we do here.

Like we do amazing things for good.

We, we, we spoke about content creation.

Why are we not seeing entries into these new categories that cans the business for good? Cause we're good at that kind of thing.

And that's what we do.

We solve amazing social issues in South Africa, but we, I'm not seeing that.

I'm still seeing this reliance on radio and audio, which, as you said, has actually changed quite a lot.

We haven't moved with it.

Why are we not seeing this, you know, that we're in all these other categories? Because I think we could do really well in them.

I'd love to know what you think of that.

So I'll give it a stab and maybe Saf can also contribute on this one.

But I'll tell you this much.

I think for me, what we're not talking about in this conversation is the fact that I don't think that as a country, we believe enough in creativity and the difference that it can truly make to business.

And it's very interesting for me because what it takes to create the kind of work that has the kind of impact that we see so much of the work that we admire have is it takes 50% of the agency.

It takes the 150% of that 100% is the agency.

The other 50% is the client and the brand.

And what I find is that We still come from a history where the awards stuff is stuff that's done on the side, not really where the major budgets go.

Not really.

You know, it's still looked at as the little niche things that we do on the side.

And I think that what we need to do as a country is.

is that that is the stuff that we should be investing in.

That is the stuff that is disruptive.

That is the stuff that is progressive.

That is the stuff that gets people talking.

But I think we are still very scared and we're still following a lot of old ways.