Shortlist for Switzerland - The Young Lions celebrate 30 years of creative fire

Three decades young and more creative than ever

The Young Lions are celebrating their 30th anniversary - and 2025 was a special year. Around 10,000 creatives worldwide took part in the preliminary rounds, with 450 making it to Cannes. Among them were four teams from Switzerland - one team, consisting of Josephine Jeanguenin and Patricia Schneider from thjnk Zurich, was shortlisted. A wonderful recognition, as David Droga also said in his keynote speech: "Even being shortlisted is a huge accolade."

Swiss statement: "Mega much"

For Josephine Jeanguenin and Patricia Schneider, being shortlisted for the Young Lions Campus was an emotional highlight. The two describe the experience as overwhelming - a real accolade. "It was mega, with lots of impressions, also overstimulating, but it's a week, everyone can take it. Simply super!"

Her competition entry dealt creatively with the topic of endangered wild bees. The idea was to use abandoned Instagram accounts from once popular platforms such as Tumblr or Twitch as a stage for education and awareness - a digital "last service" for nature. The inspiration for this also came from examples in other countries, but the concept was rethought and presented in a coherent way.

Despite the knowledge that Switzerland is not one of the loudest players in the global advertising world, they are particularly pleased about the recognition: "We are not Brazil. But the fact that our project was nevertheless accepted by the toughest competition - that's pretty amazing."

For both of them, it is clear that this was not the end, but a starting signal.

Gold for Guatemala - a historic moment

It was a golden day for Ana Paula Escobar Farrington and Diego Apen Díaz from El Taier DDB Guatemala. Their spot "Victoria has a Secret" won over the jury in the top film category - the first ever Cannes Gold Lion for their home country. Her film made an emotional statement for World Ovarian Cancer Day and transformed a well-known brand image into a feminist, powerful insight. "We wanted to show that every woman knows this pain," they said in the m&k interview. "We gave almost everything - but it was worth every second. Now Guatemala is on the map."

Emotions, insights and exhaustion

The week of the competition was tough, they say. 48 hours for a 60-second spot - that demands everything. But their pride in the result outshines everything. Their film took up the symbolism of underwear and pain, linked it to ovarian cancer - and gave the subject dignity, poignancy and clarity.

A global network carries the ideas

Simon Cook, CEO of Cannes Lions, emphasized the power of this format: "The Young Lions have challenged - and promoted - talent for over 30 years."
Almost as many years later, a former winner has become a jury president - the circle is complete. The competitions would not be possible without the brands, NGOs and partners who provide and support the briefings. Just as crucial: the jury members who contribute their expertise on a voluntary basis.

Creativity as a superpower

A spokesperson from Adobe, the main sponsor of the competitions, found clear words: "Your creativity is your superpower." He spoke of a week that was difficult to put into words - characterized by courage, solidarity, community and future spirit. "Bold ideas are shaping the future," he concluded. The emotional conclusion to his speech: "Love you."

A window into the future

Lotte Jones from The News Movement, media partner of the competitions, emphasized how inspiring the new generation is. "Spotlighting the brilliant agency leaders of tomorrow becomes more essential each year," she said. The platform aims to amplify voices, showcase ideas - and make young talent visible where the industry is looking.