A destination promo featuring creatives as guides, fashion and illustration as diplomatic tools, the most consistent delegation of young talents in recent years, LadiesFirst – a celebration of female talent, back on the Croisette, DDB and VML make the shortlist.
Between June 16 and 20, 2025, in Cannes, the 72nd edition of the Cannes Lions International Festival of Creativity took place – an important event dedicated to the creative industries, with a focus on advertising, marketing, communication, and technology in all their forms.
Young talents trained and selected in the #TheAlternativeSchool labs:
Cristiana Trifu & Mădălina Sandu (Digital), supported by Raiffeisen Bank Romania; Alexandra Moisescu & Cătălina Manea (Print) and Alexandra Roșu-Ciobanu & Tudor Ile (PR), supported by Ursus Breweries, were the six talented individuals who represented Romania in the Young Lions Cannes Lions competitions. They earned their places through local contests, solving three briefs provided by sponsors as part of the cMBA #FutureProofCreativity.
The TheAlternativeSchool delegation also included the inspiring Diana Neagu (Roger Hatchuel Academy), Vlad Sima, Georgiana Chițac, Larisa Ștefan, Teodor Bivolaru, and Ioana Aștefănoaiei (ERA – Equity, Representation & Accessibility), supported by INVIZIBILII.RO.
Campaigns entered at the festival: VML & DDB make the shortlist
In 2025, Romanian agencies submitted 14 campaigns across various categories:
#TakeYourMomToMamo (Punk Agency / Regina Maria), Bills of Contraception (DDB / Coalition For Gender Equality), Can you KFC it? (McCann / KFC), I am NOT a soakmilk (Jam Session Agency / Naturli), Inbox Detox Calculator (Data Against Data), Made of Goals – The Golden Generation Monument (Rusu & Bortun / Monument For – The Bucharest Monument Administration), Shop Your Fridge (MRM / Lidl), Stock Liquidation (McCann / Netflix), Squid Dilemma (McCann / Netflix), The Book Fact Checker (VML / Cărturești), The Grannies’ Christmas Game: A Survival Twist Inspired by Squid Game (Jam Session Agency / Netflix), The Missing Hour (OMD / PHILIPS), The Tiniest Room (Golin / Save the Children Romania), World’s Favorite Toilet (Golin / MedLife)
Two campaigns made the shortlist: The Book Fact Checker – VML and Bills of Contraception – DDB.
20 Years of Private Diplomacy Celebrated on the Croisette
Romania was represented not only through competitions but also through activations that brought smiles and delight. The 20 years of private diplomacy by #TheAlternativeSchool, promoting local talent on international stages, were celebrated with ideas that charmed creatives and business professionals from all over the world attending the festival.
They received illustrated postcards by the award-winning Georgiana Chițac (winner of ERA – solopreneur, female category). Perfect for framing, the postcards visually reinterpreted Romanian proverbs with numerous references relevant to both local and global business environments. Additionally, a QR code on the back led to a page on thealternativeschool.com, where international audiences could discover the most awarded campaigns of the last 20 years, the digital version of the Ladies First magazine, and a section tailored for creative travelers. Guided by carefully selected Romanian counterparts, they could explore Romania beyond its leaf-themed branding, through a fresh, contemporary lens—something hard to find on Tripadvisor or in Lonely Planet.
At the red carpet photo session, the #TheAlternativeSchool delegation wore spectacular accessories created for each winner by Cosmina Nicolescu of Fandacsia. In the same distinctive style that honors the taste, culture, and personality of the wearer, Cosmina also designed other pieces that were gifted to jury members and global businesswomen.
The heads of these talented women were “crowned” with expressive Romanian flair, implicitly honoring local talent.
Beatrice Weber / Perfect Imperfect also created unique accessories in her signature style, using the eco-print technique.
LadiesFirst Returns with Its Third Edition at Business Meetings
Launched over ten years ago as a lobbying tool to shift international perceptions and attitudes toward Romanian women, the first edition of #LadiesFirst paved the way for their inclusion in the See It Be It program, starting with Miruna Macri’s participation.
Since then, this renowned career accelerator has consistently included a female Romanian representative each year. In 2025, Irina Blansek, an alumna of #TheAlternativeSchool and Group Creative Director at Tribal Worldwide Romania, represented the country in “See It Be It.”
The “Order of Creative Angel” Distinction
In 2025, staying true to its tradition of offering memorable honors every decade, The Alternative School awarded the “Order of Creative Angel” to URSUS for its consistent contribution to the evolution of Romanian spirit through culture, meaningful advertising, music, innovation, and active involvement.
The honor was also given to Adrian Păsărică – Orkla Foods, along with the title Client of the Year, for his sophisticated marcom culture, creative background (music, directing, writing, photography), business performance, and constant support for developing new generations – demonstrating that a client can be not just a partner but also a source of inspiration for creatives.
What’s next?
Candidates for Young Lions can now prepare for the Design 2026 competition. Students and master’s students under the age of 25 can apply to the Roger Hatchuel Academy. Staying true to the launch of ERA – Equality, Representation and Accessibility, talented young people from disadvantaged backgrounds can expect new opportunities: access scholarships to #TheAlternativeSchool through Invizibilii.ro, and at least two candidates will be selected for the Cannes experience.
Eligible categories include youth from small towns with limited opportunities, those from socio-economically challenged backgrounds, and members of all types of minorities – ethnic, sexual, religious – as well as those vulnerable to social exclusion.
All those passionate about staying on top of trends – remarkable individuals from Romania and abroad – can look forward to a wealth of insight via #FutureProofCreativity, the traditional intensive module of TheAlternativeSchool (November 7 – December 8).
To be continued.
