South Africa, Aug. 14 -- The competition, supported by Heineken Beverages, in partnership with Ster-Kinekor, challenges young South African creatives to put their ideas, collaboration skills and creative thinking to the test. The winners represent South Africa at Cannes.

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This year's winners included Peter Maluleke and Rosemary Mabasa from TBWA.

For them, it was scholarships that introduced them to an industry they hadn't previously considered.

"I didn't know what being an art director was. I didn't know what the industry was or what it looked like," Mabasa reflects.

"I was fortunate enough to get a scholarship through the Loeries Creative Future Scholarship Programme, and that's how I got into this."...