Before Creative Circle’s Full Circle: Inside the jury room with Jabulani Sigege

By Jabulani Sigege, Group Executive Creative Director at Machine_

Cannes is a trip. In both senses of the statement. Firstly, it’s a total, if only week long, immersion into the world of advertising and marketing. You get to see some of the world’s best work up close in the Palais’ basement and on awards’ evenings, hear from the most eminent thought leaders of our industry and generation, and take in some of the most beautiful views known to man. Secondly, it takes over 16 hours to get there from South Africa, if your aren’t travelling by Gulfstream or Learjet. Which obviously was me, as Cyril’s (or more specifically, Mzantsi adland’s) economy doesn’t allow for opulence and frills.

Despite the limitations our industry has in terms of budgets, compared to our global counterparts – in America and Europe, in particular – we tend to show up on the advertising world stage that is Cannes Lions. This year, SA managed to bag a couple of silvers and bronzes across various categories. The shortlists also had a deserved Titanium one for the Philipstown WireCar Grand Prix. A piece many of us are unashamedly envious of, in the way that will drive those with the hunger to want to emulate it and also elevate the bar it has set for integrated campaigns.

Having the honour of being an awarding judge in the Audio & Radio category enabled me to be privy to the kinds of discussions that are had at a global level, when it comes to awarding work. It’s a task no judge takes lightly, as the panel’s selection of shortlisted and awarded work sets the standard to beat for the following year. If you had to ask all the various judges what:

1) Culture is key. Tapping into, digging into, mining culture is the unlock to “inevitable” work.

2) Simple, not simplistic. Consumers and judges aren’t stupid, so don’t treat them as such.

3) Make it feel inevitable when crafting and perfecting it. As in, leave no doubt in the minds of whoever looks at or experiences the work that it was the best and most innovative solution to the challenge.

The grand prix in the Audio & Radio category, “Coqui Alarmed”, nailed this trifecta. Hyundai, a South Korean brand, endeared itself to Puerto Ricans’ and amplified their sense of pride through its vehicles. All by understanding what signals patriotism (the right kind) to the island territory’s inhabitants, and then using its product to educate tourists at the their first port of call upon arrival – the car rental. This reflected a wider trend of Cannes Lions winners this year, as many had insights and executions that could only come from that particular market. Which only bodes well for Mzansi, with our wealth of cultural capital waiting to be shared with the world.

To hear more from Jabulani and a range of the South African Cannes Festival of Creativity Jurors, join the Creative Circle’s Full Circle event.

Join Creative Circle’s Cannes Lions judges and Trend Spotter Ann Nurock as they unpack the most awarded work, biggest trends and standout ideas from the 2026 Cannes Lions International Festival of Creativity. Expect an afternoon packed with inspiration, practical insights and world-class creative thinking.