Canada’s creative talent lit up the global stage at the Young Lions competition in Cannes this year. Going from storyboard to the spotlight was Canada’s film team – Alexandre Pépin, from LG2 and Nicolas Robert of Carton Rouge – who earned a coveted shortlist spot for their poignant 60-second ad created for World Ovarian Cancer Day – completed within only 48 hours.
With over 450 competitors from 67 countries across seven categories, this year’s competition was one of the most competitive to date.
Luc Du Sault – Film Co-Chair in the Canadian qualifying competition, Canadian Cannes Lions Advisory Board Member, and Partner and Chief Creative at LG2 Quebec City (now the largest independent agency in Canada) – asked Alexandre and Nicolas about their journey to Cannes and the standout moments that defined their experience on the international creative stage.
As creatives from Montréal, winning Gold in Canada and being recognized on the global stage must have been incredibly rewarding. To start us off, can you each share a bit about yourselves and your roles?
AP: I’ve been in the advertising world for three years now and still finding my footing, but in that time, I’ve been lucky enough to work on some great campaigns and with some really talented people. I try to stay curious and tuned in to what’s going on culturally, which helps me create work that (hopefully) connects and (hopefully) makes people laugh. In 2024, Nic and I managed to earn a Silver at the Canadian Young Lions competition, and this year we were pretty thrilled to come back with a Gold – and a spot on the global shortlist. That led to my nomination for Campaign Canada’s 30 Under 30.
NR: I’m a Montréal-based executive producer with a background in marketing and communications. After spending a few years producing commercials for top brands and agencies, I joined the Cinélande Group in 2023 to launch its new division, Carton Rouge. Today, I’m proud to be a partner at Cinélande and to be recognized as one of Montréal’s promising young executive producers. With a passion for creative instincts, leadership, and drive, I’m working to make my mark in the industry as a rising force in commercial production.
Let’s start at the beginning: what was your reaction when you found out your team had won gold and would be heading to Cannes to compete globally?
AP: Pretty crazy! It honestly felt like a dream come true. I’d been wishing for Gold, especially after coming in second last year. In the weeks leading up to the Canadian Young Lions competition winner’s announcement, whenever it was 11:11 or 22:22, I knew exactly what to wish for.
NR: Ever since I started working in the industry, going to Cannes has been a dream of mine. So when we found out we won gold in the Canadian Young Lions competition and would be heading to Cannes to compete globally, it was a huge bucket list moment. I was thrilled not only to represent Canada on an international stage, but also to spend a week surrounded by the world’s most inspiring creatives. The energy, the talent, the setting felt like the ultimate reward.
The Film category stands out in the competition, with an extra 24 hours granted due to the intense demands of producing a 60-second film. It’s a tough challenge – how did you prepare for it?
AP: I’ve been training to perform without sleep since my days at UQAM so I was good for that part. The rest does itself with the adrenaline, the energy and the urgency.
NR: For me, the real preparation came from the last 10 years of producing videos. I’ve had the chance to work on so many different projects and face all kinds of situations that build instincts and reflexes you carry with you forever. That experience was key in helping me tackle the challenge of producing a 60-second film in just 48 hours. As for Alex, I’d say his preparation was all the creative thinking he does every day at work.
Can you walk us through the creative process behind your 60-second film for World Ovarian Cancer Day? How long did it take for you to land on the concept?
AP: We wanted to create a spot that could only be about ovarian cancer. Ovaries are tied to life, but far too often, they’re also connected to death. That contrast became the emotional core of the concept, and everything else began to take shape.
NR: The speed at which Alex came up with our idea really impressed me – he actually came up with three solid concepts right from the start. That gave us momentum and clarity from day one.
IF IT WEREN’T FOR OVARIES by Alexandre Pépin and Nicolas Robert
How did you approach balancing creativity and the emotional weight of the topic?
AP: The Young Lions competitions center around emotional subjects, and that’s what makes them so meaningful. It’s the type of brief that everyone in this industry wishes to work on, so it’s incredibly rewarding to feel like your work can tap into real emotions and make an impact.
NR: I think the emotional weight of the topic actually helped guide our creativity. It pushed us to focus on a simple, powerful idea, something that would really connect with people on a human level. Our goal was to make viewers feel something the moment they watched our commercial, and that emotional core helped shape every creative choice we made.
What was the most challenging part of completing the film within the 48-hour timeframe? Were there any equipment challenges or surprises filming in another country? How did you find extras to appear in the film?
AP: Casting the extras turned out to be the most stressful, and also the most fun part of the process. We debated between three different creative directions, and once we landed on this one, we knew everything would hinge on the kind of casting we could get. Filming in a foreign country came with its own surprises, but speaking French was a huge advantage and really helped us land the project. We ended up finding 20 people that we’re willing to help.
NR: I think the hardest part was knowing that the rest of the festival was happening all around us while we were fully focused on the challenge. It was a bit surreal, we were in Cannes, surrounded by all the excitement, but completely locked into production mode. As for casting, that turned out to be much easier than we expected. People in Cannes were incredibly friendly and open to helping out. And, as Alex mentioned, speaking French definitely worked in our favor, I’m pretty sure that made a big difference!
Alexandre, you’re the copywriter, and Nicolas, you directed the film. With different creative voices involved, there’s always a risk of the vision getting off track. How did your team dynamic help keep the process focused and cohesive?
AP: Honestly, Nicolas did much more than direct – he practically produced the entire film. He was a talented director before becoming a well-known producer in Montréal. That makes him a pretty good Swiss army knife. I could depend on Nic to do everything that needed to be done, except the sleeping.
NR: This was actually the third time Alex and I teamed up for this kind of challenge, so everything felt really smooth. I have a lot of respect for his creative mind. He’s on a serious roll right now in Montréal as one of the standout young creatives so I really wanted to give him the space to run wild with the concept. My role during the ideation phase was mostly to keep the vibes good and the energy flowing. Once we moved into production, we naturally shifted into a strong collaborative rhythm. We trusted each other’s strengths, and that made the whole process focused, efficient, and fun.
Nicolas and Alexandre in Cannes, France.
How did competing at the global Young Lions competition in Cannes shape or change your perspective on creativity?
AP: I think sometimes in advertising we make things more complicated by chasing perfection. What makes the Young Lions competition fun is the pace – it forces you to rely more on instinct. Being behind schedule and under pressure really helped clarify what matters most is the heart of a creative idea.
NR: Competing at the global Young Lions competition really opened my eyes to how much bigger the industry is than I had imagined and that shift in perspective was huge. It made me realize that our ideas can travel, and that it’s absolutely possible to stand out on a global stage no matter where you’re from. It fired me up. I came back more motivated than ever to keep pushing and to raise the bar on every project I take on.
What’s one insight or memory you’ll carry forward from this incredible journey?
AP: I’d say it’s all about loving the process and being lucky!
NR: One of the biggest insights I’ll carry forward is the importance of speed. Our industry is evolving fast, and being able to create a commercial in just 48 hours really highlighted how crucial agility and quick decision-making are. There’s a lot to learn from that pace, lessons I’m excited to bring back and apply in everyday work.
You won Gold in Canada and earned a coveted Shortlist at Cannes – the world’s largest gathering of creative talent. Why should other filmmakers give Young Lions a shot? What makes the experience so rewarding?
AP: At this stage in our careers, chances to compete like this are rare. If you get the opportunity – take it. It pushes you creatively but it’s mainly really fun.
NR: Everyone in our industry should experience Cannes at least once – it’s incredibly eye-opening on so many levels. Being surrounded by the best creative minds in the world is both humbling and inspiring. The Young Lions competition is such a unique opportunity to be part of that and I’d recommend it to anyone who can take a shot at it. It pushes you, challenges you, and puts your work on a global stage, it’s 100% worth it.
Luc Du Sault, Partner and Chief Creative, LG2 Quebec City, Cannes Lions Advisory Board member
In 2004, Luc and his friends founded the Quebec City office of lg2. Since then, they’ve created a fun place to find great ideas and have led the teams on many projects recognized on the national and international scene like Cannes, D&AD, London Internationals, One Show and Clios. Luc fell in love with creativity at 4 years old, when his father brought home a storyboard for a TV spot and he will continue to create the way he always has – with the heart of a 4-year old.
IG: @GlobeMediaGroup
X: @CannesLionsCAN
Hashtag: #CannesLions2025
LinkedIn: www.linkedin.com/company/globemediagroup
