Quebecois Creatives Break Down Their Young Lions 2024 Experience
Freelance film director Charles-Antoine Thériault and Rethink copywriter Charles Côté won Gold in the Film Category in the 2024 Canadian Young Lions Competition and their victory earned them a spot at the Cannes Lions Festival of Creativity in France.
They’re sharing their journey from winning at home to competing internationally in Cannes, France.
Give us a quick intro – who you are, where you work, and what you do.
CT: Hi, my name is Charles-Antoine Thériault. I’m a freelance director from Quebec. I mostly work in branded content, commercials, and documentaries, but I love exploring all types of productions. Whether it’s working with the camera, collaborating with actors, or crafting ideas, I’m always up for it. Building strong connections with the people I direct is super important to me, no matter the size of the production. And above all, I like to have fun while doing it!
CC: Hi! I’m Charles Côté, a copywriter at Rethink Montréal.
What would you say to someone who was on the fence about competing in Young Lions 2024?
CT: Just go for it! Put 100% of yourself into the short time you have during the competition, and try to think outside the box. Rely on your skillset—don’t overcomplicate things—and focus on delivering your concept as clearly as possible. Make it relatable, and add your personal touch to the directing.
CC: It’s definitely worth the weekend push. Not only for the reward itself but also for the learning accelerator that this competition is. I also think it’s worth betting on yourself for a project like this because you might very well come up with a solid idea even if you’re not the type of creative who can improvise on the fly.
Tell us about the global competitions. How did the experience compare to the Canadian qualifiers?
CT: Honestly, I found the Canadian competition more enjoyable, mainly because of the client and the quality of the briefing. The whole experience with the Canadian setup felt super well-prepared and organized, maybe even more than the international competition. But, I mean, competing in the Cannes weather? That’s hard to beat! Haha!
CC: Well, it’s two completely different things. In Canada you have the luxury of knowing people and locations, it’s easier to get answers to your questions, and you can sleep in your bed. You can come prepared and there are no distractions. In Cannes, all of the above disappears. You’re jet-lagged, overwhelmed by the scale of the event, in constant FOMO, can’t prepare too much, and the brief tends to be more confusing than what we see at local competitions.
What was your most rewarding moment when competing globally?
CT: My most rewarding moment was definitely the shortlist announcement, and winning in Canada. We had this feeling that if we made it to the shortlist, we’d have a solid chance of winning. Charles and I were all in on our concept during both competitions. Our mindset was: if it works, it wins; if it doesn’t, we won’t even shortlist. So when we heard our names, it was such an incredible moment.
CC: My favourite moment was probably the first day of the competition, talking to creative people from all over the world. In French, the best word to describe the energy would be “frénétique”.
Other than the competitions, break down some of your most exciting experiences at the festival.
CT: Video is tough because we spent most of the festival working or preparing, so I didn’t get to experience as much of it as I would’ve liked. But that’s the downside of the video competition. Still, meeting fellow Canadians at the Canadian Night was awesome. The different venues, the beach, the events—it all made for a really fun week.
CC: The Film Competition is its own beast because you have two full days to craft your project. This means you have less time to wander around the festival and attend conferences. That said, I still managed to go to some great talks, award ceremonies, shows, and dinners. Plus, the timing couldn’t have been better for being a Rethinker last year.
How has your experience at Cannes Lions influenced your approach to work back in Canada?
CT: It really opened my eyes to the world of advertising. As a young freelance director, it was my first big interaction with the ad industry and these types of competitions. I felt so humbled by the talent and creativity on display—it’s amazing how much inspiration flows in this line of work. It made me hungry to do more, learn more, and seize every opportunity to create impactful productions.
CC: The most valuable lesson I learned is how important it is to be locked in for time-sensitive briefs like the Young Lions. For me, fresh ideas often come either when I allow myself some time to be silly with the brief, and unfortunately, that’s not something you can count on in a competition like this. So yeah, you just have to be totally focused and hope that a word, a phrase, or a joke will spark something in your head.
Interested in the competition? Registration for the 2025 Canadian Young Lions Competition is now open until Sunday, February 9, 2025, at 11:59 pm EST. Register and show the world what you’re made of.
