We entered the competition for the first time, but we immediately managed to win in the PR category and advance to the international Cannes Young Lions.
How can you get to Cannes?
To make it to Cannes, you first need to find a partner because it’s a team competition. Together, you apply for the national round of the Young Lions competition. In the Slovak round, you choose at least one category, and winning becomes your ticket to the global round in Cannes, France.
Our CEO & Strategy Director, Bibi Sotakova, along with our Creative Director, Kaja Zustakova, earned their spot in Cannes by winning the PR category in 2023. So they went on their first trip to Cannes Lions. Read what they shared with Strategie, a Slovak monthly magazine on marketing, advertising and media:
„„I left with the feeling
that I work in the
best segment ever.“
I came back full of inspiration, motivation and desire. During five days, we saw works that were not only creative, but could really make people laugh or cry, change lives, change the law, and some even the world.
And what was it all like? It was hard work. Alongside my colleague, Creative Director at boomex, Kaja, we competed in the PR category, dedicating half of the event to the competition. Monday morning was for presentations for all Young Lions, followed by mini workshops. Upon arrival, we were welcomed by DMC himself!
Early on Tuesday evening we received the assignment and had a personal briefing. Although they gave us a bad briefing at first, they changed the place of the mandatory briefing three times, but we managed it. All Wednesday was about hard work. Our assignment was to create a PR campaign for the client EcoTree for the launch of the sale of carbon credits for B2C so that this complex topic sounded understandable, clear, and attractive.
„„I’m not even surprised by the people who proudly wore t-shirts in Cannes with the claim: “When I die I see myself in heaven, because I worked in advertising. Right?“
We had to work exclusively from Campus, a large room intended only for current contestants. Everything was great. Except for the really unpleasant air-conditioning and the internet outage in the entire Campus. On Thursday, we presented the competition presentation in front of the jury.
Our category had an almost three-hour delay. And just like in the only category, the client was also present at the presentations – in our case, from EcoTree. Later, we learned from the organizers that the delay was caused by the client, as he requested a briefing of the jury and consultations with the jury even before the start of the presentation.
Outside of the competition, we attended various lectures, viewed hundreds of works and case studies, listened to the jury’s statements and feedback on the winning works on the Insight stage. We also attended the Lion Awards. The awards were beautifully organized, the winning works seemed simple, despite the fact that creative work is hard work. I’m not even surprised by the people who proudly wore t-shirts in Cannes with the claim: “When I die I see myself in heaven, because I worked in advertising. Right?”
But it’s worth it, right?
Cannes was great, not only thanks to all the lectures and the competition itself, but also thanks to the Slovak team. I am glad that I could meet so many smart people, so many different personalities. I believe that good and great things await us all!
I also thank KRAS, ADC and Strategies for a really excellent organization, because everything went like clockwork. And last but not least, to the partner of our category – Slovenska sporitelna, without whom I would not have written all this. Thank you!