CANNES, FRANCE – The Cannes Lions International Festival of Creativity may be over, but the excitement still lingers — especially for Propel Manila’s Michaela “Maxx” Macalinao and Jacob Banog. The two young creatives won Gold at the Young Spikes PH earlier this year with their project “ManikAI: Dolls of Change.”
They later had the opportunity to represent the Philippines at the Cannes Young Lions Competition in the Digital Category where they got shortlisted and placed 7th out of 53 teams. In an exclusive interview with adobo Magazine, Maxx and Jacob shared their inspirations, how the competition sharpened their creativity, and more.
adobo Magazine: What was the most exciting or inspiring moment for you at Cannes Lions this year?
Jacob Banog: Just being there was so exciting. Getting to learn from the best of the best, hear from longtime idols, see the work up close, and meet creatives from all over the world who are all eager to make a difference in the industry. It was surreal. The experience opened my eyes to how far creativity can go and planted the dream of coming back one day.
Maxx Macalinao: The most exciting moment for us was realizing we were truly competing in the Olympics of creativity. It felt surreal to be part of such a prestigious event surrounded by the world’s best young creatives. The most inspiring and realest moment was during the Young Lions morning talk by Resh Sidhu. She gave powerful, honest advice to young creatives, and what stuck with me most was her emphasis on the importance of representation. She reminded us how crucial it is to see people of color in the workplace because representation truly matters.
adobo Magazine: How did participating in the Young Lions competition challenge or push you creatively?
Jacob: It was honestly one of the hardest but most fulfilling things I’ve done in my career so far. Competing on a global stage is a completely different experience from local competitions. You’re up against the best young creatives from around the world, and at the same time, you’re carrying the responsibility of representing your country. It’s a lot of pressure, but one I was incredibly grateful for.
In the weeks leading up to the competition, we really pushed ourselves. We practiced nonstop, studied past work, and focused on sharpening not just our craft but also our mindset. We trained to stay focused under pressure and did our best to stay healthy for the intense days ahead.
During the competition itself, we were tested both physically and mentally. With only 24 hours to crack the brief, we brainstormed all night in our Airbnb, then headed straight to the Palais the next morning to keep refining the idea. Being surrounded by so many brilliant teams pushed us even further. The energy in the room was competitive but inspiring, and it really fired us up to give it everything we had.
Thankfully, it paid off. We landed a shortlist and placed 7th out of 53 teams. That meant so much to us. The whole experience taught me to believe in myself more as a creative, to trust my gut, and to go for the bold, scary ideas. Because sometimes, that’s exactly what gets you places.
Maxx: It pushed me to elevate my thinking, knowing we were up against the best young creatives from each country. Cracking the brief, figuring out how to get Gen Z to make bees the next big and lasting thing by turning social feeds into a buzzworthy movement, forced us to deeply analyze our own generation’s patterns and preferences. Speaking directly to ourselves as Gen Z helped us come up with an authentic, relatable idea.
adobo Magazine: Were there any talks, speakers, or sessions that particularly influenced your perspective on the industry?
Jacob: One of the talks that really stayed with me was David Droga’s. He spoke about how we shouldn’t let the usual rules or barriers of advertising hold us back. He encouraged us to do things that make us nervous and to stretch the limits of what ideas can be. What hit me most was when he said that if you believe in the idea, figuring out how to do it is the easy part. It shifted the way I think about briefs. Instead of starting with the format or the medium, start with the end feeling you want to leave people with. Make something people want to be part of.
As a young creative, it was a reminder to care deeply about what you’re doing and who you’re doing it for. Don’t aim for everyone. Make work that connects with the people who actually care. What matters more is making something real. Something that isn’t disposable. That talk made me want to take more risks, embrace new things, and stay honest with myself about why I create.
Maxx: I loved the workshop session with Livvy Moore, founder and creative director of Blank Page. It was such a fun and eye-opening experience. The main takeaway was learning how to make your idea instantly understandable. We were challenged to create intentionally bad brands with the worst concepts imaginable, then pitch them to his father and barber. If they understood, we passed the test. It was a brilliant lesson in clarity.
adobo Magazine: What did you learn from collaborating with your teammate under pressure?
Jacob: I learned the importance of trust. We had to trust ourselves and the creative instincts that got us to the competition in the first place. But more than that, we had to trust each other. We trusted each other’s ideas, respected our strengths, and allowed one another to focus on what we each did best during the crafting stage.
Just as important was being open with how we felt. Being honest when we were struggling or needed a break helped us stay grounded.
Maxx: I learned the importance of believing in each other and always having each other’s backs. Trust was essential when deciding on our idea. Competing for 24 hours against the best Young Lions from around the world was already a huge achievement, and getting shortlisted was an incredible bonus. Despite the intense pressure, we gave everything we had to answer the brief.
adobo Magazine: How has your experience at Cannes Lions shaped your goals or vision for your future?
Jacob: I was so inspired watching the award shows and seeing people celebrate brilliant work. But at the same time, it made me hungry to see more Asian and Filipino presence on that stage. It pushed me to want to work even harder to help bring Filipino creativity into the spotlight.
There’s so much talent back home and so many unique perspectives that deserve to be recognized on a global level. I’m excited for the day when even more Filipino work is celebrated at Cannes. That’s something I hope to see and be part of in the future.
Maxx: It made me even hungrier as a young creative and more determined to win more medals and keep representing the Philippines on bigger stages. I truly believe Filipino creativity is world-class and deserves to be celebrated and seen more globally. This experience also strengthened my goal of one day helping the Philippines become the Creative Country of the Year.
adobo Magazine: What words of advice would you give to aspiring Young Lions?
Jacob: It might sound cliché, but believe in your own creativity. No matter how unready you think you are. I started in advertising two years ago with no background and no idea what the work really involved. But I kept asking questions, looked for mentors, and most importantly, kept trying, even after losing in other youth competitions.
Take time to look at the work. I used to never bother checking award-winning ideas, but preparing for this competition made me enjoy digging through case videos and boards. It’s so inspiring to see how people around the world think and how they’re using creativity to make a real impact. It opened my eyes to what’s possible and reminded me why we do what we do.
Lastly, as a young creative, always strive for growth. This is the time to make mistakes and soak everything in. In your day-to-day work, keep sharpening your ideas and pushing your craft, even in the smallest tasks. Throw out that random idea. Speak up when you don’t understand why something didn’t work. Ask for feedback often and use it to improve. Don’t be afraid to talk to your ECD, CD, or ACDs. Learning from them is one of the best ways to grow.
Maxx: To aspiring Young Lions: don’t be intimidated by the scale and prestige of this event. Remember that just being there, representing your country, and sharing space with some of the most creative minds in the world is already an incredible achievement. Embrace the experience, stay curious, and soak in as much inspiration as you can. Continuously study the work, both the award-winning ideas and the ones that didn’t make it, and learn what makes an idea stand out or fall short. Always stick to the brief, and when you think you’ve cracked your idea, challenge yourself to see if it truly answers what’s being asked. Most importantly, trust yourself and your creative instincts because these are what will set your work apart.
adobo Magazine: What surprised you the most about the Cannes Lions or the Young Lions competition?
Jacob: Honestly, how overwhelming the festival was. Since it was such an amazing opportunity, I wanted to go to every cabana and every talk. But I had to really prioritize what I wanted to learn the most as an art director at this point in my career. And more importantly, I had to be intentional about networking with people, because those are the moments that aren’t recorded. You don’t get a replay of a good conversation.
Maxx: What surprised me the most was how friendly and approachable everyone was. You’d expect it to feel competitive and intimidating, but the atmosphere was so warm. I was constantly surprised during conversations, people would casually introduce themselves and then mention work we had studied and admired back home. It was surreal to realize we were finally sharing space with the creatives behind those campaigns.
adobo Magazine: Were there any cultural differences or global perspectives that shifted your thinking?
Jacob: Speaking with creatives from other countries, I noticed how fearless and confident they were when presenting their ideas and asking for feedback. There was no hesitation in owning their voice. It made me think about how hiya still holds some young creatives back in the Philippines — not because they lack talent, but because they doubt themselves. More than just creating spaces, I hope young Filipino creatives learn to be more confident in their ideas. Because they’re worth hearing, and they deserve to be part of the conversation.
Maxx: I expected big ideas, but once you’re there, you realize it’s not just about the size of the idea, it’s also about depth, nuance, and cultural resonance. Cannes made it clear: culture is king. Many of the most celebrated entries were deeply rooted in local culture, which gave them their edge. Brazil being named the first Creative Country of the Year really hit that home. Their team proudly brought their culture with them, and it inspired me to imagine what it would be like to someday help bring that title home to the Philippines.
adobo Magazine: What were the small, human moments that made the experience memorable — outside of the big events?
Jacob: It was the conversations. Learning about creativity from people in different countries, hearing their stories, and realizing we all share the same dream — to make something amazing one day. Making friends with other young creatives from halfway across the world was so special. And when we got shortlisted, some of the teams we had just met in cabanas or at networking events were cheering us on. Especially the other Southeast Asian teams we had grown close to. In that moment, I really felt like I was part of a creative community that extended beyond Manila. That feeling stayed with me.
Maxx: One of the most memorable things was connecting with fellow Asian creatives, not just in a professional sense, but on a personal level too. There was this unspoken hospitality, like, “You’re from this side of the world too? You’re welcome here.” And with only a small group of Filipinos present, every unexpected encounter with someone from home whether they were competing or attending felt extra special. Those small reunions in a sea of strangers made the whole experience even more meaningful.
