Competing in the Young Lions Competitions is a dream for every up-and-coming creative, and for Sammy Lo and Emma Lorenzi, that dream finally came true. It’s been over a month since Cannes Lions 2024, where they competed globally in the Digital category. Hear them break down the key moments of the competitions and what it was like to compete on the world stage.
Give us a quick intro – who you are, where you work, and what you do.
BOTH: We’re Sammy and Emma, and we’re a creative team from Courage Inc. We partner day to day as an art director (Sammy) and copywriter (Emma) duo, so teaming up for the competition was an easy call. Some people around the office have started calling us The Emmy’s, which always makes us laugh, but we’re secretly hoping it sticks.
What would you say to someone who was on the fence about competing in Young Lions 2024?
SL: I’d say you really have nothing to lose here except maybe a couple hours of sleep. Prior to this year’s win, I was lucky enough to win Silver twice and each time I’ve experienced an immediate boost in both career opportunities and creative confidence. Even if you don’t place, it’s just a fun way to make some friends and stretch your creative muscles.
EL: I would say just go for it! It’s always nice to stretch your brain and flex your creative muscles on something that’s different from what you work on in your day-to-day. Plus, because of the time crunch, the competition is a really unique scenario and pushes you to think in a different way. It’s also an excuse to order in an exorbitant amount of takeout, and who isn’t down for that?
Tell us about the global competitions, how did the experience compare to the Canadian qualifiers?
SL: I’d say it was similar structurally but the challenge was harder. In the global competition, you’re being judged by a live jury from around the world so while you brainstorm you have to think about insights that someone from across the world would understand. They also make all the competitors work out of the same room. You’re in a workspace with 100 other incredible creatives and that can feel a little intimidating.
EL: I echo what Sammy said. Both competitions are 24 hours and have you coming up with a digital idea, articulated with a case board. But in France, you’re up against some wildly talented people from across the world. Plus, your work is going to be judged by an international jury that may not get Canadian, or even North American nuances, insights or behaviors. It forces you to put a different lens on your thinking.
What was your most rewarding moment when competing globally?
SL: One of the most rewarding moments for me was actually just before the competition! One of the other Young Lion competitors organized a little candy exchange and about 15-20 countries participated! We were all just sitting in the sun quickly trading sweets before all the chocolates melted. I walked away with a bunch of new snacks I’d never tried before and it was a really cute way to meet some of the other competitors.
EL: For me, I really enjoyed the time right before we presented our idea. Obviously, we were a little nervous waiting outside the room, but that was when we were able to meet and chat with a lot of the other teams who were competing. It was really cool to hear about everyone’s ideas, and how we all approached the same brief from totally different angles.
Other than the competitions, break down some of your most exciting experiences at the festival.
SL: The whole week was one long, incredible whirlwind for us. We got to take a boat to La Guérite with the crew from Courage, and I got absolutely drenched in seawater on the way there. We couldn’t get into any of the concerts but I got to listen to the Chainsmokers performance from a balcony above the Gutter Bar (Shoutout to Circonflex). And of course, we got to take a photo on the infamous Cannes red carpet.
EL: Again, I’m going to be echoing Sammy here. It was really amazing to be there with both the other Young Lions and our coworkers. But on top of what she mentioned, I loved walking through the Palais to look at the work. I even got to see a project I worked on displayed with the other winning pieces, which was definitely a cool moment.
How has your experience at Cannes Lions influenced your approach to work back in Canada?
SL: I think coming out of this experience I learned a lot about how global audiences judge work. The ideas that rise to the top are always painfully simple with universal insights. I’m going to try to apply that to my work in Canada as much as I can.
EL: I totally agree — all of the winning work was grounded in relatable, human truths. That’s something I strived to have in my work before, but now feel a new, even greater appreciation for.
Also, I think the event as a whole was like a massive shot of inspiration. Seeing all the winning pieces and being around so many talented creatives gave me a new drive to continue to hone my craft and make great work. And hopefully, return to Cannes someday.
