With a bold idea and 24 hours on the clock, two rising creatives from Montreal turned a global brief into a podium finish. Young Lions teammates Samuel David-Durocher and Tristan Bonnot-Parent of Cossette Media proved they had what it takes to win on the global stage – bringing home a Bronze medal in the Young Lions Media competition at the Cannes Lions Festival of Creativity. They earned their place on the podium and global recognition for their innovative campaign bringing awareness to Ovarian Cancer Action.
With over 450 competitors from 67 countries across seven categories, this year’s competition was among the most competitive yet.
Cheering them on in Cannes was Shannon Lewis – Media Jury Co-Chair in the Canadian qualifying competition, Canadian Cannes Lions Advisory Board Member, and President of CMDC – who later caught up with them to unpack how, with just 24 hours and a bold idea, they turned a global brief into a podium finish.
Before we get into how the magic happened, let’s start with a quick intro – tell us a bit about yourselves.
I’m Tristan Bonnot-Parent, a Media Tech Supervisor at Cossette Media. With a background in media performance analytics, I transitioned into product development to create smarter, tech-driven solutions for today’s media challenges. My expertise bridges data, media, and AI technology – driving innovation across all Plus Company agencies.
Hi, I’m Samuel David-Durocher, an advertising professional currently working as a business intelligence analyst at Cossette Media. With a background in finance and experience in media planning, I thrive on extracting meaningful stories and insights from data.
First congratulations to you both on your Bronze medal win. What was your reaction when you heard your names announced at the award ceremony? Who was the first person you called to tell them about your win?
TBP: Everything happened so fast, it’s all a bit of a blur, but I think the first people we reached out to were our team at Cossette Media. It was still early morning in Canada because of the time difference, but it felt natural to let them know first. They’ve supported us every step of the way.
SDD: Pure excitement! Needless to say, we were both shaking when we walked up on stage. It was quite a feeling. I then messaged my team and my family to tell them the good news.
Tristan, in 2022 you won Gold in the Canadian Young Lions competition and won a festival pass to attend the Cannes Lions Festival of Creativity. How did that experience prepare you for this year’s competition?
TBP: Cannes can be overwhelming. There’s so much going on that it can really throw you off. Having been there before helped me know what to expect, and that made the whole experience feel a bit more grounded. As for the competition itself, having already worked on an international brief and received feedback from a global jury definitely gave me more confidence. I felt more in control this year, and I think that came through in our work.
Samuel, what advice did Tristan give you about competing in a 24-hour competition?
SDD: In 24 hours, you’ll most likely have a lot of ideas, but don’t fall in love with any of them. Always be open to find a better idea, and discard ideas that are too complicated or hard to explain – our final idea had to be understood in one sentence. Also, don’t over complicate things or try to add flashy elements just for the sake of it. Everything has to piece together nicely.
Can you share the inspiration behind your award-winning campaign for Ovarian Cancer Action? When was the ah-ha moment?
TBP: Honestly, I don’t think there was a single “ah-ha” moment. In these kinds of competitions, you’re always chasing that lightning-strike idea, that instant where you just know it’s the one. But sometimes, it doesn’t come like that. We actually came up with the egg metaphor pretty early on. But then we spent about 12 hours chasing other ideas, hoping for that “ah-ha.” With about six or seven hours left, we decided to stop searching and return to the egg. We committed fully, pushed it as far as we could creatively and strategically, and accepted that we’d win or lose with that concept.
SDD: There were previous cases where fruits or vegetables were used to talk about serious issues, whether they be health related or not. We initially didn’t plan to use food as part of our campaign. “We didn’t want to go for the low hanging fruit – no pun intended,” added Tristan. We got the egg idea pretty early on, but we tried really hard to find another one, to no avail. We ended up putting all our eggs in one basket – having eggs as the symbol of ovarian cancer.
TO BE CRACKED by Tristan Bonnot-Parent and Samuel David-Durocher
What was the most challenging aspect of creating a campaign that stood out on a global stage?
TBP: The biggest challenge is yourself. When you’ve come this far, you’re in Cannes, you can almost touch the podium. The pressure is huge. You obsess over finding THE idea, the perfect one that will take you all the way. On a more practical level, working on an international brief forces you to be hyper-aware of cultural nuances. You have to steer clear of insights that are too local, too rooted in one market, and check yourself for Western bias.
SDD: Tristan said it well. You have to handle the pressure of being on the big stage, and land an idea that will resonate across markets.
Teamwork is critical to winning Young Lions – how did you divide responsibilities, and what role did collaboration play in your success?
TBP: The key is knowing each other well. Sam and I have worked together many times. Once we got to Cannes, we didn’t even need to talk about how we’d split the work – it just happened naturally. We brainstorm together, I take care of visuals and mockups, and Sam leads on copywriting. It’s a workflow that we know well and have built over the years.
SDD: One of the key strengths in my collaboration with Tristan is that we can give each other honest, unfiltered feedback. In a 24-hour competition, you’re bound to have more bad ideas than good ones, it’s part of the process. What makes our dynamic work is that we both know the feedback is never personal; it’s always in service of making our campaign better. That only works if you leave your ego at the door. This isn’t about who had the best idea, it’s about having an idea that will put us on the podium, no matter what.
You ultimately presented your big idea in person to the global jury – what was that moment like?
TBP: It went by in a flash. We were exhausted and nervous after nearly 36 hours of non-stop work, riding a wave of highs and lows. So, we leaned into what got us there: our chemistry, our humor, and our ability to connect with the jury. That 10-minute presentation is something we’ll never forget. It was intense, but it’s one of those moments we’re incredibly proud of.
SDD: We both put tremendous importance, and effort, into the presentation of our idea. In the national competition, you pitch in a big room filled with more than 10 jurors. At Cannes, you are in a small room with 5 jurors. It felt less intimidating, but the pressure was still incredibly high. We started our pitch with a catchy intro that got the jury laughing, which instantly set a great tone. From there, the whole presentation just flowed. It was the fastest 10 minutes I’ve ever experienced. The relief of knowing that you finally did it and that everything is now in the hands of the jurors was very much welcomed after such an intense process.
What does winning a Bronze medal at Cannes mean to you, both personally and professionally?
TBP: It means a lot. It’s a reminder of what we’re capable of, a validation of the bond we’ve built, the determination we’ve shown, and the journey we’ve shared. Personally, it’s also a bit of a redemption. When I competed in 2022, I felt like I’d missed a once-in-a-lifetime opportunity to step onto the Cannes podium. Getting back in front of that jury and turning it into a medal, that’s something I’ll carry with me whenever I hit a setback. Professionally, we’re staying grounded. We love our team in Montreal, we love the work we do, and we’ve got big challenges ahead. This win brings visibility, for sure, but day to day, our focus is still on doing the best work possible – that doesn’t change.
SDD: It means everything. From the moment I met Tristan, I had a gut feeling we’d do great things together. Winning the national competition and then a Bronze at Cannes proved it wasn’t just a feeling, it was real. Personally, I’m still not over it. I keep the medal on my desk, and every few days I find myself looking back at the photos from my time in Cannes. It was the best experience I’ve ever had, and I’ll always be grateful for it. Professionally, the biggest takeaway has been greater confidence in presenting ideas, and a stronger connection with peers in the industry, many of whom I had the chance to meet through the Young Lions events in both Canada and Cannes.
Reflecting on your experience, what would you say to encourage fellow creatives to take part in the Young Lions competition – and why is it a journey worth taking?
TBP: My message is simple: What do you have to lose? The Young Lions competition changed my career. It opened doors I never imagined. The effort, the all-nighter, the commitment, it’s nothing compared to what you can gain. No matter your experience level, it’s always worth pushing yourself. You never know what could happen.
SDD: Once you leave university, you’ll realize that competitions are scarce, and opportunities to represent your country even more so, unless you intend to become an Olympic athlete. The Young Lions will give you a unique opportunity to test your creativity and presentation skills. No matter what happens in your career, those are skills that will always come in handy. If you happen to be the best in your category in any given year, you’ll represent your country on the global stage, all while attending a festival in Cannes. What more could you ask for?
You’ve proven you belong among the best – winning Gold in Canada and a Bronze in Cannes. What’s next? Another run at Cannes in 2026 or pass the torch?
TBP: The Young Lions competition is too special to walk away from before you age out. It’s a rare opportunity, and personally, I’m planning to go all the way. I’ll be back in the ring next year, chasing international gold. I don’t know which category yet – but this is definitely not the end.
SDD: I’m a competitor at heart, but I’d be lying if I said I didn’t feel a sense of closure after this year. That said, I’m not ruling out another run just yet. The truth is, it would’ve been my biggest regret if I hadn’t entered the Canadian qualifying competition with Tristan. I’ve checked that box – and we brought home a Bronze medal from Cannes as a bonus. I feel proud, fulfilled, and ready to take on new challenges.
Shannon Lewis, President, CMDC, Canadian Cannes Lions Advisory Board member
Shannon champions the Canadian Media Directors’ Council business objectives with sound strategy, inspired creativity, and humanity. The CMDC operates to ensure a fair and progressive media marketplace with members accounting for 96% of the total media investment, over $10 billion invested in the Canadian economy, jobs and communications infrastructure. She is passionate about CMDC’s mission of the Canadian Media Manifesto, which galvanizes the media industry to support a healthy, balanced media ecosystem, fostering responsible media and giving media agency clients more opportunities to connect with diverse Canadian audiences. Consistently recognized as a highly motivated and transformational leader with accolades including Canadian Business RBC SME Top 25 Women to Watch.
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