The Cannes Young Lions Philippines is back this year, looking for young professionals to represent the country on the international stage. While the Philippines has sent several representatives to France over the past years, the competition is no longer limited to the advertising industry, as it has now opened to a more diverse group of participants.
The 4As Philippines and the Creative Guild of the Philippines have announced that the competition is now open to those beyond advertising, including young professionals in media, production, digital, publishing, brand marketing, graphics, film, or any upstanding Philippine company within the entertainment, communications, and creative industries.
Opening the Cannes Young Lions Philippines Competition to creative professionals outside advertising
In an exclusive interview with adobo magazine, Hakuhodo APAC CCO and Creative Guild President Third Domingo noted that the Cannes Lions International Festival of Creativity has broadened its reach, as creativity is not limited to advertising.
By opening the competition to other creative professionals, Third believes it will provide more opportunities to represent the Philippines on the global stage.
“This move of opening up the competition not only to advertising youngsters — so now we include graphic artists, illustrators, animators, children’s book writers, production people, directors, film vloggers, everyone basically — is our attempt at becoming more inclusive when it comes to the opportunity to represent our country to the world.”
Since the Philippines has had several representatives in the international scene like Manny Pacquiao and Alex Eala, Third noted that it’s time for the creative industry to follow suit.
Meanwhile, Marcél Lacap, Creative Director at Octopus&Whale and the Young Creatives Competition Director, believes it’s high time for the Philippines to bag another Cannes Young Lions win.
“Our country has only won Gold in the Cannes Young Lions once. That was Angeline Go and Justine Ferrer in 2011, who won Young Lions Young Marketers. In the Young Creatives Competition, we bagged bronze with Abi Capa and Nolan Fabular in 2012; and another bronze in 2019 with Lance Francisco and Zachary Lim. It’s about time we win again; and hopefully another gold!”
By opening the competition to other creative professionals, Marcél noted that this will increase the Philippines’ chances of winning the coveted Cannes Young Lions.
Another big change in judging young professionals
Aside from including competitors from outside the advertising industry, another major change to the competition this year is the selection process.
This year, the competition is inviting one shortlisting jury member from each 4As member agency, totaling 32 shortlisting jurors who will each pick their top 10 entries. This is the largest shortlisting jury the competition has had to date.
In addition, the participants themselves will vote for their own top 10 entries, and their cumulative vote will be equivalent to one jury vote.
As explained by Andi Olbés, Group Creative Director at BBDO Guerrero and Young Creatives Competition Director, this move aims to drive more involvement and engagement from the participants.
“They are not just observers of the work, but actually have the opportunity to view and judge their own and other participants’ work. We’re hoping this leads to more substantial discussions on what works, what doesn’t, and why a certain piece or idea might be more effective than another or even considered the best.”
For the final jury, previous Young Lions winners will be involved. Marcél noted: “We want to hear directly from them what it takes to win locally and what really happens at the global competition. It’s also encouraging to see how former young creatives have grown into today’s industry leaders.”
Third rationalizes having so many judges this year to ensure “the voice of the participants is heard” and to involve all jury members in the process of identifying which entries are winner material.
Things to remember when applying
Applicants must be 30 years old or younger by July 2026 and hold a valid passport.
The organizers have released the following key dates:
- January 30, 2026: Registration and Payment Deadline
- February 4, 2026: Briefing and Mentoring (1:00–5:00 p.m, venue to be announced)
- February 6, 2026: Submission of Case Film
- February 9, 2026: Presentation of the 10 Finalists and Announcement of Winners (1:00–6:00 p.m. at IXM Hakuhodo)
The required output is a 90-second case film.
Regarding fees, 4As members are charged PHP 30,000, while teams of two or more members from a 4As agency receive a discounted rate of PHP 25,000. For non-4As members, the fee is set at PHP 35,000.
Payments should be made directly via HelixPay. Applicants must email their complete details — including participant names, ages, and copies of valid passports — to [email protected].
What awaits the winners
The first-place winners will earn the chance to represent the Philippines at the Digital Young Lions in Cannes, France, later this year.
Meanwhile, the second-place winners will serve as the Philippines’ representatives at the Integrated Young Spikes Asia in Singapore.
Championing ‘yamang likha’ (creative wealth)
As the competition expands its reach, the goal is to elevate the entire Philippine creative economy by recognizing it as a vital national research. Third emphasizes that it is time for the Creative Guild to include everyone, noting that the wealth generated by our minds is a distinct form of heritage.
“It’s called yamang likha (creative wealth) — so there is yamang dagat (marine resources), there is yamang lupa (land resources), and there is yamang likha — wealth that is made and invented by our brains,” Third said.
By opening the doors of the Cannes Young Lions to a broader range of professionals, the Philippines is doing more than just competing for trophies; it is “expanding the role of creativity in the Philippines and also in the world,” ensuring our unique Filipino talent claims its rightful space on the global stage.
