Joe Public duo win SA Cannes

Bernice Puleng Mosala and Raphael Janan Kuppasamy, two young creatives from Joe Public Johannesburg, have been declared as the champions of the Film Category competition for South Africa at the 2023 Cannes Young Lions as reported by BizCommunity.

The Young Lions competition provides an opportunity for the upcoming generation of industry creatives to showcase their skills and abilities under tremendous pressure. They are required to respond to a charity brief and create an advertisement in only 48 hours, from the initial brief to the final product. The competition’s theme for this year is “Teen suicide shouldn’t be a secret.”

The pair is set to compete at the Young Lions competition of the Cannes Lions Festival of Creativity, scheduled from June 19 to June 23, as the representatives of South Africa. The competition brings together winning teams worldwide for the honor of being crowned this year’s Film, Young Lions. Ster-Kinekor fully sponsors the trip for Mosala and Kuppasamy.

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Both Kuppasamy and Mosala, who work as an integrated art director and an integrated copywriter, respectively, were granted scholarships to pursue and finish their degrees. Additionally, Kuppasamy was recognized as The Loeries Young Creative in 2022.

The duo’s dream of winning this competition has finally come true. They previously won it in 2020 but could not attend the Cannes International Festival of Creativity that year due to Covid. “We still can’t believe it, to be honest. This win is even more meaningful to us since we missed the chance to attend the last in-person event when we won in 2020,” said the duo.

In partnership with the South African Depression and Anxiety Group (SADAG), Ster-Kinekor posed the challenge of creating a 30, 45, or 60-second commercial centered around the theme of preventing teenage suicide. The competing creative teams were given a strict 48-hour deadline to film, edit and produce their entries.

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Photo: Facebook / @Bernice Puleng Mosala