CANNES, FRANCE – For BBDO Guerrero Creative Director Nikki Sunga, stepping into the 2025 Cannes Lions International Festival of Creativity grounds after nine years still feels “surreal.” From first arriving at the French Riviera in 2016 as a wide-eyed, under pressure Young Lions representative from the Philippines, Nikki is now invited to be one of the jury members of the Audio and Radio category.
“The leap from competitor to juror didn’t happen overnight. It’s been years of showing up not just for the work, but for the industry,” she told adobo Magazine.
Nikki believes her work with 4AS Philippines and the Creative Guild of the Philippines has laid the groundwork of her foundation, teaching her to lead and championing for “ideas that matter.”
adobo Magazine sat down with Nikki to talk about her experience as a first-time jury, perhaps even the youngest across the bench, and what a full-circle moment it is for her to be soaking in the Cannes heat, but wearing a different thinking hat this time.
adobo Magazine: How would you describe the overall quality and diversity of entries in the Audio & Radio Lions this year?
Nikki Sunga: The quality was incredibly high. Out of nearly 700 entries, only 63 made it to the shortlist and just 21 were awarded a Cannes Lion. That alone speaks volumes about how tough the judging process was. The work was diverse in form and voice. From intimate personal stories to big branded campaigns. It was clear that more and more brands are leaning into sound/audio as a serious creative medium and not just a channel.
adobo Magazine: Are there any noticeable trends, themes, or emerging formats that stood out across the entries?
Nikki: Definitely. One major theme was how brands are now using audio to respond to real-life, modern-day problems consumers face. Work grounded in real briefs really stood out to the jury. We also saw a shift toward simplicity where sharp and clear ideas didn’t try too hard.
Humor was another stand-out trend that we’ve seen grow in recent years. Many entries proved that wit and well-timed writing still have global impact. And while there were explorations into podcasts and immersive formats, the best entries knew exactly how to use the medium in service of the idea.
adobo Magazine: What were the key criteria the jury considered when evaluating audio work?
Nikki: The jury constantly asked: Why audio? Is this idea something that could only exist in sound? Is it resonating with the audience? Does it go back to the brand? And is it crafted in a way that makes you feel something? We weren’t just looking for polish. We were looking for a purpose. Every detail in the case was scrutinized. If audio wasn’t central to the storytelling, it didn’t make it very far.
adobo Magazine: How did the jury approach evaluating entries that used non-traditional audio formats — like immersive sound, podcasts, or branded audio experiences?
Nikki: The format didn’t matter as much as the intention behind it. We didn’t give extra points for tech or novelty. What mattered most was whether the idea truly harnessed the power of sound/audio. Whether it was a podcast, a song, or a sonic hack, if it felt like the idea was born from the medium and couldn’t live anywhere else, it resonated. Craft and clarity also played a big role. If the work didn’t land quickly or felt overexplained, it lost impact.
adobo Magazine: Can you walk us through the piece that won the Grand Prix in Audio & Radio? What sets it apart from the rest?
Nikki: The Grand Prix went to One Second Ads for Budweiser by Africa Creative, São Paulo — and it was a unanimous favorite. What stood out to us, and why it won, was how it reinvented a traditional media format. We’re so used to hearing 30-second spots, so when this campaign used just one second, it felt genuinely fresh for us in the room. The way it engaged the audience was even fresher.
For us, the brilliance was in the one-second execution. It proved that audio doesn’t need to be long to make an impact. The idea was clear, clever, and immediate! And it made everyone in the room think, “I wish I thought of that.”
The simplicity and efficiency made it a true benchmark for the category.
adobo Magazine: Aside from the Grand Prix, were there any pieces that personally resonated with you — either for their innovation, cultural relevance, or craft?
Nikki: Yes, one stood out for me and it was Burger to King by Burger King- a Silver Lion winner. It used repetition so effectively that the idea stuck with you. The humor, writing, and craft were all on point. It’s classic Burger King but still fresh.
adobo Magazine: Did you see strong representation from Asia or the Philippines in this year’s competition? What advice would you give creatives from the region looking to break through?
Nikki: There’s still room for stronger representation from Asia and the Philippines, especially in audio. My advice: focus on insights that are deeply local but emotionally universal. Don’t be afraid to be funny. Remember that humor travels.
And don’t try to overcomplicate things. The best work was easy to understand, even without visual aids. Also, make sure the entry feels complete- strategy, execution, media use, and scale. It’s not just about a good spot anymore. It’s about a full, bulletproof idea.
adobo Magazine: With the rise of voice tech, branded podcasts, and immersive audio, where do you see the biggest opportunities for brands and creatives in the radio & audio space?
Nikki: The biggest opportunity lies in storytelling that uses sound intentionally, not just as an add-on. Whether it’s voice tech, podcasting, or ambient sound, the brands that win will be the ones that make audio central to their creative idea. There’s so much room to play with texture, tone, rhythm especially in cultures like ours where oral storytelling and music are deeply ingrained.
Closing thoughts
According to Nikki, the heart of every unforgettable piece of work is an idea that’s clear, human, and emotionally resonant — especially when sound is involved.
Serving on the Cannes Lions jury wasn’t just a career milestone for her — it was a masterclass in humility, clarity, and creative courage. Surrounded by the world’s sharpest minds in advertising, she didn’t just absorb brilliance; she actively sought it.
But more than anything, Cannes reminded her that growth doesn’t wait.
“That’s what this Cannes moment represents for me. It’s not a finish line. It’s a reflection of all the times I kept showing up.”
