CANNES, FRANCE – What makes an idea go from good to unforgettable? What transforms a campaign into a Cannes Lion winner? These questions took center stage in a session titled “How to Craft an Entry” during the 2025 Cannes Lions International Festival of Creativity. Led by moderator Marian Brannelly, Global Director of Awards at LIONS, and speaker Julie Kang, CEO and Managing Partner of Serviceplan Korea, the session offered a masterclass in the art — and strategy — of award entry excellence.
Julie shared insights with adobo Magazine on how to think like a juror, present with clarity, and shape case films that win.
adobo Magazine: What are the secret ingredients behind standout, award-winning entries?
Julie Kang: Great entries work like great pitches. It’s not about saying more — it’s about saying it clearly. You need to land the essence of the idea right away, and show why it matters now, why your approach was effective, and why the outcome was meaningful.
Here’s what I’ve learned:
- Prepare everything — but present only what matters most.
- Think like a juror. Anticipate their questions, and use your supporting materials — not your main narrative — to answer them.
- Don’t try to win by saying more. Win by being clearer.
And most importantly, balance is key. Logic alone doesn’t move people, and emotion alone doesn’t persuade. The best entries combine both — delivering clarity, empathy, and precision.
adobo Magazine: How can choosing the right category and shaping the submission elevate its impact? Category defines the judging lens — it sets the frame for how jurors evaluate your work and what kind of excellence they’re looking for. The same campaign can feel stronger or weaker depending on where it’s entered.
Julie: A great example is the Gatorade Turf Finder campaign. It used 20 years of Google Maps data to identify empty streets in cities and turn them into pop-up sports fields.
- At Cannes Lions 2024, it won Gold in Creative Data – Data Enhanced Creativity.
- At Spikes Asia 2025, it won the Grand Prix in Creative Data – Data Integration.
Interestingly, it was originally submitted under “Use of Real-Time Data” — but that wasn’t where it stood out. Both juries responded more strongly to its structural use of data and creative strategy.
It’s a powerful reminder that knowing your campaign’s strongest angle — and aligning it with the right judging criteria — can make all the difference. So when selecting categories, don’t ask, “Where does this fit?” Instead ask, “Where will this look strongest?” Match your entry to its core strength, and tailor the narrative for each category rather than simply copy-pasting.
Gatorade Turf Finder
adobo Magazine: What does it take to create a presentation image or case film that captures jurors’ attention? A great case film is the emotional engine of your entry. It opens the door to emotion, while the written submission opens the door to credibility. And you have just 15–20 seconds to hook attention — so clarity up front is everything.
Julie: Tell a focused story that clearly shows the problem, the idea behind it, and the outcome it created. Avoid overproduction or clutter. Simple, emotional storytelling that’s easy to follow always wins.
In the end, jurors don’t just remember ideas — they remember how those ideas made them feel. That’s the power of a strong case film. It doesn’t just explain — it shapes how jurors experience the idea over time. It’s carefully crafted to guide attention, logic, and emotion. And when that’s done well, it leaves a feeling that stays with you — and that feeling can change the result.
Championing Clarity, Creativity, and Change
Since taking the reins as CEO of Serviceplan Korea in 2017, Julie has led with a visionary approach that blends strategy, technology, and creativity. Known for pushing the boundaries of advertising, she has created an environment where bold, disruptive ideas flourish — and where impact, not excess, drives success.
Her jury experience, including Cannes Lions Innovation and The One Show’s Creative Data & Creative Technology categories, gives her an edge when guiding teams toward creative excellence. Whether mentoring talent, steering business strategy, or building campaigns that break new ground, Julie remains a powerful catalyst for innovation in today’s fast-moving creative landscape.
