South Africa prominent at Cannes

Other highlights include a Gold and a Bronze in the Direct category; a Promo Lion; three Golds and a silver in the Radio category; a Gold, a Silver, and two Bronzes in the Outdoor category; a Gold and two Bronzes in the Media category; and a Gold and a Bronze in the Press category.

Young Director Awards

Dean Blumberg of Freshwater Films and Grant de Sousa of Collective Energy also shared second prize in the CFP-E/Shots Young Director Awards in the Non-European Broadcast category. The only disappointment has been in the Cyber Lions category, where SA did not feature.

The Nedbank billboard currently powers the kitchens of a township primary school, feeding 1100 kids. In time, it will completely generate the school's power needs. The idea is currently being rolled out across the country.

Laurence Mitchell, the Cape Film Commissioner, says from Cannes, “The work has prevailed and got the world's recognition and our peers' admiration. The work went beyond advertising, with a big idea that encapsulated the triple bottom line and deserves the glory. Every South African here is very proud of the achievements of BBDO. Congratulations to everyone responsible.”

Lance Gibbons, editor of film industry trade publication The Callsheet, says, “The results prove that South Africa really is up there with the best of the advertising world. We're all looking forward to the results of the film, titanium and integrated lions on Saturday.”

South Africa House

SA hasn't just been noticeable behind the awards podium though. The SA advertising industry has united through SA Xposed to host South Africa House, which is situated in arguably the best spot in Cannes, opposite the Palais des Festivals.

South Africa House has functioned as a one-stop shop for information about the country, while doubling as a base for the South African industry to do business from. Gibbons, a member of the SA Xposed working group, says, “South Africa House is a well-oiled machine. It's really ticking over. We've had all sorts of directors and producers hanging out at SA house, with a lot of walk-ins.

“The opening party last night was also great, with everyone raving about Goldfish's music. The vuvuzelas we brought are even taking over the dancefloors. The campaign has achieved everything we hoped it would and more.”

Tonight, Thursday 21 June, SA Xposed is again partnering with Shots, the international trade publication, to host its party at Cannes. Last year, the function was labelled its best yet, with 1800 people invited and 2800 pitching up. With everyone in Cannes scrambling for tickets, it's likely to be the most talked-about event of the festival.