Hannah Sturrock, National Head of Engagement, Advertising Council Australia
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Every year, as entries for Cannes Young Lions Australia open, I hear the same reasons people give for not entering. Most of them are myths and they’re holding back some seriously good talent.
So, in the spirit of encouragement (and a gentle nudge), here are a few of the big ones.
“Account Managers can’t enter.”
They absolutely can. Young Lions isn’t about job titles, it’s about how you think. In the Marketing, Media and PR categories, the deliverable is a ten-slide presentation deck responding to a real-world brief. If shaping a clear story, building an argument and selling an idea is your comfort zone, you’re already well equipped.
“It’s just for creatives.”
Nope. This year we’re running Marketing, Media, PR, Digital and Film. And the judging criteria across categories is balanced, assessing:
- the strength of the insight and strategy
- the boldness and originality of the idea
- how well it’s executed and brought to life
Judges aren’t looking for ‘safe’ or purely pragmatic solutions. They want ambitious ideas grounded in culture that push boundaries, so more freedom than most client briefs ever allow.
“I don’t work in a creative team.”
You don’t need to. Many of the strongest entries come from people who don’t normally work together day-to-day, but bring complementary skills to the brief. Strategists, account leads, media planners, PR specialists and marketers often thrive in this format because it mirrors how ideas are shaped and sold at the highest level.
“I’m not a creative, so Film isn’t for me.”
Film is the one category where the deliverable is different; teams create a one-minute film in response to the brief. That makes producers an incredibly strong team member, alongside creatives, photographers, strategists and directors. If you know how to bring an idea to life under pressure, you belong in this category.
“I entered last year, so there’s no point.”
False again. Entering more than once isn’t a failure, it’s a sign you’re serious. Many past winners didn’t get there on their first attempt. Each year, you get faster, braver and more confident at cracking a brief under pressure. The learning compounds quickly.
“I’m not ready yet.”
Almost no one feels ready. That’s kind of the point. Young Lions is a proving ground, not for being perfect, but for backing yourself, thinking boldly and stretching beyond what you’d normally pitch to a client.
Cannes Young Lions Australia exists to surface the next wave of industry leaders from everywhere, not just the usual corners. If you’ve ever thought maybe next year, consider this your sign.
Entries are open. Find a partner. Push the idea. Have a crack.