As Iapi launches the 2026 Cannes Young Lions as a more expansive professional development experience — including a new educational bootcamp for this year’s winners ahead of the festival — we gathered past winners and senior industry leaders to share honest advice on how to approach the competition weekend.
With 7 categories across Film, Media, PR, Design, Print, Digital and Young Marketers, and 1 live client brief, the national competition remains an intense, exhilarating sprint. But as our panel made clear, how you use the time — and your mindset — will make all the difference. Here’s what they shared.
The panel included:
- Moderated by Stephen Rogers, Group Creative Director with Droga5 Dublin
- Mark Shanley: Executive Creative Director with adam&eve\TBWA
- Sinead Gill: Director, PR & Media Relations at Smurfit Westrock
- Robin Winchester, Motion/3D Designer with Circle Content
- Emma Sharkey, CSO Droga5 Dublin
One word came up again and again: mull. Emma stressed the importance of letting ideas sit. Mark encouraged competitors to let their minds wander and properly explore a thought before committing to it. Sinead advised to not go near your board until you’re clear on what you’re going to do. Friday, in particular, should be about ideation — not execution. Don’t get overly specific too quickly. Don’t throw ideas away prematurely. Walk around. Talk it through. Let it breathe.
And get a good night’s sleep.
There was unanimous agreement on this: craft does not save a weak idea. Mark cautioned competitors not to over-focus on polish at the expense of the core thought. The judging will always come back to the strength of the idea.
Emma encouraged teams to keep asking “why?” as digging deeper can often unlock a sharper, more insightful territory. Stephen added that you must interrogate your insight before building around it. Is it true? Is it real? Is it meaningful?
Simplicity also emerged as a consistent theme. Sinead reminded competitors that simplicity gives cut-through. Stephen warned against “putting a hat on a hat”, avoid layering complexity on top of complexity. One clear, powerful idea will always travel further.
Originality isn’t about trying desperately to be different. Mark highlighted the importance of broad cultural awareness and filling your head with references across film, music, books, dance, TV and beyond. Originality often comes from unexpected connections.
Robin admitted that during the previous competitions, they worried everyone would land on the same idea. They didn’t. They were concerned with what others might do that it became distracting. The takeaway? Don’t stress about uniqueness. Focus on your thinking.
The rhythm of the weekend matters.
Friday: Think. Ideate. Explore. Don’t commit too early. Saturday: Begin shaping and building - though this varies by category. Film teams may need to start production earlier; Design teams may be able to ideate longer and refine further.
Robin also encouraged competitors to look at past global work from the Cannes Lions International Festival of Creativity, understanding the standard and tone of global winners is invaluable context.
Above all, Mark advised competitors to give themselves permission to fail. Take a big swing. It removes pressure and elevates performance. And remember, this isn’t everyday agency or brand work. It’s meant to be fun!
The intensity of the weekend can create a spiral, bouncing ideas around, second-guessing, seeking reassurance. Robin’s advice as a past winner?
- Use the help that’s offered — particularly practical help (e.g. cast for film). Say yes.
- When it comes to advice, keep your circle tight. One trusted sounding board is enough. Don’t crowdsource your thinking.
- Trust your partner. Trust your gut.
While the idea is king, craft is how the audience experiences it. Emma reminded competitors that we are all an audience and how you articulate and deliver the message matters. Pay close attention to submission requirements and word limits. Make sure the idea is clearly expressed.
Sinead emphasised iteration. Keep refining until you reach the kernel. Strip it back. Make it purer.
Last year’s Print winner was referenced as a powerful example of simplicity and impact; a beautifully executed, single-minded idea that cut through immediately.
The final advice summarised the conversation:
- Mark: Have fun. Take the pressure off.
- Emma: Answer the brief and remember what you’re trying to do.
- Robin: Keep referring back to the brief — and trust your partner.
With Iapi expanding Cannes Young Lions into a broader professional development journey — including a dedicated bootcamp for winners before they travel to France to represent Ireland — this year’s programme is about more than just one weekend.
It’s about sharpening your thinking. Learning to collaborate under pressure. Interrogating insights. Taking creative risks. And ultimately, stepping onto the global stage at Cannes Lions as Ireland’s next generation of creative leaders.
Thank you to our partners Smurfit Westrock for supporting Cannes Young Lions and thank you to Droga5 Dublin and Accenture Song for hosting this morning’s event at The Dock.
