With Cannes Lions International Festival of Creativity 2025 right around the corner, we’re shifting into high gear.
Welcome to our Road to Cannes series, where over the coming weeks, we’ll be showcasing the voices, perspectives (and excitement!) across the FCB network ahead of one of the industry’s biggest celebrations of innovation and creative storytelling.
The series will spotlight the voices that shape our creative vision, the leaders driving bold ideas forward, and most importantly, how we all come together to achieve creative greatness through the power of brave client collaboration.
To kick things off, we’re putting our 2025 Cannes Jurors in the driver’s seat. Chosen to select the very best creative and effective work and benchmark excellence at this year’s Festival — we asked our jurors what their hopes are for their categories, what they expect for the Festival, and how they define creative excellence.
Let’s Hear from the Awarding Jurors…
Tina Allan, Global Chief Data & Intelligence Officer at FCB
Jury President for the Creative Data Lions
What are your expectations for the Festival?
“This year’s Festival is an opportunity for everyone to showcase how creativity can be an economic multiplier, and how big, bold ideas can solve real world problems. It’s the opportunity to immerse yourself in the most innovative uses of creativity the world has to offer — and I can’t wait to be inspired by all of that, both as a Jury President but also as an industry executive.”
What are your hopes for the work in your category?
“As the Creative Data Lions enters its 10th year, the amazing, talented, and diverse global jury for this year will bring their expertise, passion, talent, and perspective to award a selection of work that makes us all jealous… while still leaving us inspired and excited. We’re looking for transformative work that offers fresh takes on how to push the category or traditional data methods. This is not the “Data-driven” category, it’s “Creative Data” — an area that defines why I love this business and what we make at FCB. My hope is on Wednesday evening, June 18th at the Palais, we will celebrate work that does exactly that, awarding teams who are courageous, talented, fearless, and flawless in their delivery. Buckle up, it’s going to be epic.”
What does creative excellence mean to you?
“Creative excellence is about fueling the new frontier of creativity, pushing traditional boundaries, and driving innovation of the best, boldest, smartest work in the world. I focus on the details of the data craft — looking for the why, what, and how behind data and technology to fuel the idea to drive impact. The best work makes you uncomfortable, envious, breathless, emotional, thoughtful, engaged, energized and proud. Work that is a serendipitous blend of math, magic, and making is what drives businesses, brands, and humanity forward.”
Nikki Chapman, Production Partner at FCB London
Film Craft Lions Jury
What are your expectations for the Festival?
“As a female leader, I’m looking to see how the 2025 Cannes Lions Festival delivers on its commitment to elevate diverse talent and culture — not just on stage, but behind the scenes too. I’m particularly interested in how sessions around inclusion, agency building, and negotiation for women in creativity move beyond the conversation and into action. This industry thrives on innovation and that includes evolving how we empower the next generation of creative female leaders.”
What are your hopes for the work in your category?
“Film Craft is such an inspiring category because it celebrates every element of film skill, precision, and artistry behind the execution. Judging work from around the world challenges your creative biases, but being of a jury that’s equally as diverse and talented makes for some of the most meaningful and impactful conversations that go on to award the winning work.
My hope is to see work that not only inspires but pushes the craft just that bit further than anything I’ve seen or produced before.
It’s a real privilege to help shape the future of the industry through the work we honour, I’m proud to bring my experience and perspective to the jury room.”
What does creative excellence mean to you?
“Creative excellence is in my DNA — it’s a constant. From the very start of my career, I’ve always found the passion and drive to push and push, always striving to elevate the work to its highest potential. It’s the relentless pursuit of the craft and the refusal to accept anything but the best outcome. The drive to make something exceptional, to inspire, no matter how tough the process is, it’s simply exhilarating.”
Mayuresh Dubhashi, Chief Creative Officer at FCB NEO
Social & Creator Lions Jury
What are your expectations for the Festival?
“It’s the grand reflective mirror of all the big themes and trends across markets, and it’s always an eye-opening experience. One expects nothing less this year as well. We’re now living in a semi-mature AI age, and the Festival will be the ultimate platform to see how human ingenuity from around the globe is collaborating with cutting-tech to come up with brand solutions.”
What are your hopes for the work in your category?
“The social and creator world has effectively managed to break through attention walls of the customers in ways one can’t even imagine, and that will be visible in all the work in the category. It’s mutant creativity in all its glory and the work will hopefully be a great demonstration of what it means to be intrinsically social.”
What does creative excellence mean to you?
“Anything that moves the industry ahead. Everything that sets new benchmarks, rewrites the rulebooks, and shines light in places you never thought existed. And in the end, that thing that simply makes you feel good to be part of advertising.”
Geoffrey Hantson, Chief Creative Officer, Happiness, an FCB alliance
Creative Commerce Lions Jury
What are your expectations for the Festival?
“Every year, the part of Cannes Lions that most excites me is the very essence of it: the work. To drown all day, every day, for an entire week, in smart ideas from all over the world — that sometimes suffocate me with jealousy, in a good way — is a humbling, but also very energizing experience. It hurts and feeds you at the same time. That’s what Cannes is all about.”
What are your hopes for the work in your category?
“Judging any category is an amazing experience, but this one is especially exciting. I will be judging ‘creative commerce’, which is kind of the core of our business: developing great and innovative ideas that have a direct — money and/or payment — impact on the business of our clients.”
What does creative excellence mean to you?
“The new, the surprising, the smart, the “oh my … I wish I’ve done that,” the truly simple genius solving of real (business) problems. All of that, perfectly executed.”
Alan Jones, Creative Director at FCB Aotearoa
Print & Publishing Lions Jury
What are your expectations for the Festival?
“I haven’t been to the Festival as a judge before, so I expect this trip to be a little different.
I’m really looking forward to going behind the curtain and seeing what happens in the mythical Cannes jury room, seeing how different perspectives from around the world collide, and getting a deeper understanding of exactly how and why certain work rises to the top.
And I expect I might invest in a pair of earmuffs to block out excessive use of the phrase ‘AI’.”
What are your hopes for the work in your category?
“I want to see work that grabs me and makes me laugh, cry, or think differently. Ideas I wouldn’t have thought of myself or ideas I wish I had thought of (I’ve already seen at least one example of this!). Ideas that will live in my head for years to come.
It would be great to see a spread of both ideas that push the boundaries of the print medium, but also just your more classic print campaigns done really, really well.
And last on my wish list… some funny ideas and decent copywriting. Oh, and it would be nice if New Zealand did well too.”
What does creative excellence mean to you?
“I’ve heard people talk about magic vs logic. But for me, creative excellence in advertising is about the perfect balance of both. It makes you think and feel something. It’s work that’s unexpected, interesting, and fresh but the thinking and strategy can’t be faulted. It’s ‘clean’ as my creative partner Angelo would say.
A simple, clever, and surprising creative idea based on a brilliant strategy. That’s then beautifully crafted. That’s what creative excellence means to me. There’s not a lot of it!”
Michele Morales, SVP, Head of Design at FCB Chicago
Sustainable Development Goals Lions Jury
What are your expectations for the Festival?
“There’s something really powerful about stepping outside your day-to-day and connecting with others to talk about the future of creativity. I expect I’ll leave Cannes feeling energized by the work, the conversations, and the range of perspectives. I’m looking forward to listening, learning, and exchanging ideas with people who are pushing the work forward because in the end, it’s not just about what wins — it’s about why it matters.”
What are your hopes for the work in your category?
“In Sustainable Development Goals, I’m looking for work that uses creative excellence to drive real, lasting change. It’s not just about raising awareness — it’s about impact. How does the work move people, shift culture, and push us to expect more from what creativity can do in the world?”
What does creative excellence mean to you?
“Creative excellence is about more than just craft. It’s when an idea is so clear, so intentional, and so well-executed that it moves people — emotionally, behaviorally, culturally. It’s the kind of work that doesn’t just look good or sound smart, but actually makes you feel something or do something. Creative excellence should push boundaries and invite new ways of seeing what’s possible.”
Leticia Rodrigues, Creative Director at FCB Brazil
Direct Lions Jury
What are your expectations for the Festival?
“Every year at the Festival, I show up with one kind of expectation and end up being surprised by something totally different. This time, of course, I’m focused on absorbing as much as I can from the jury experience. I can’t wait to go through it and really get a sense of how the work is judged every year. I’m sure it’ll give me a unique kind of insight — something I’d never get to experience otherwise at the Festival.”
What are your hopes for the work in your category?
“Direct is a pretty hard category to define, because it often feels like almost any campaign could fall under it — but that’s not the case. I hope the award-winning campaigns truly capture the essence of the category, with clear calls to action and strong audience engagement.”
What does creative excellence mean to you?
“Creative excellence, for me, is the kind of work where nothing is left to chance, the storytelling is well crafted, the objective is clear, it creates genuine connections with the audience, and it’s relevant to the brand’s development. When we look at a piece of work that has all of that, it’s undeniable. And that’s what makes it reach creative excellence in its purest definition.”
And the Shortlisting Jurors…
Damien Guiol, Chief Creative Officer, Change an FCB Alliance, France
Film Lions Shortlisting Jury
What are your expectations for the Festival?
“I look forward to Cannes all year long. Discovering the best of global creativity is always a unique opportunity, and as a juror, my expectations are naturally high! Above all, I expect to be deeply inspired: Each piece is like a living bible of vision, talent, and creativity.
Cannes isn’t just a celebration of advertising, it’s where the standards of our industry are redefined every year. It’s where we push the limits of what creativity can achieve, showing how it can transform brands, ideas, and sometimes even society itself.”
What are your hopes for the work in your category?
“I’m honored to be a juror in Film — an iconic category that has been around since the Festival’s inception. Every year, there’s that one “laser” film that everyone agrees perfectly blends substance and execution. I hope to see work that is entirely in service of the idea, not the other way around. Because brilliant execution should never overshadow a great concept. What I’m looking for is a strong, clear, and powerful idea. The idea. The idea. The idea!”
What does creative excellence mean to you?
“It’s what Cannes Lions celebrates: A fresh idea, flawlessly executed, that defines its time and elevates the entire industry.”
Erika Romero, Creative Director, FCB Almaty/Tazi, Kazakhstan
Social & Creator Lions Shortlisting Jury
What are your expectations for the Festival?
“From the Festival, I’m hoping for smart talks, new connections, and real, insightful conversations about where the industry is headed. But more than anything — I want to leave with that hit of inspiration that powers everyone through the year and makes you say to yourself, ‘I really like my job and want to do something cool and new.’”
What are your hopes for the work in your category?
“In the Social & Creator Lions category, I hope to see work and ideas that are made for social — not just campaigns that happen to be on social. I’m talking about work that wouldn’t make sense anywhere else. If you take it off the platform, it just doesn’t work.
I’m hoping for bold, unconventional solutions — ideas we haven’t seen before. At the same time, I hope to see creators recognized who view limitations not as obstacles, but as creative fuel.”
What does creative excellence mean to you?
“To me, creative excellence is a mindset. It’s refusing to stop at the first “okay” idea. It’s digging deeper, pushing harder. It’s sometimes means to not just think like a creative, but like a business owner. Noticing the tiniest details and squeezing everything you can out of them. Creative excellence is when you challenge yourself and refuse to settle.”
Neville Shah, Chief Creative Officer, FCB Kinnect
Experience Track Shortlisting Jury
What are your expectations for the Festival?
“I’m hoping to be surprised, in the best possible way. I don’t want to see case study theatre. We’ve seen enough of that. Humour and hacks are the flavour of the season and there will be plenty of that. But I’m also excited to see work that doesn’t just trend but transforms. Because our industry is at a real turning point, and I want to see ideas that meet the moment with intelligence, imagination, and impact. There cannot be a better time to be good at what we do.”
What are your hopes for the work in your category?
“I’m looking forward to the work that makes me envious. This isn’t a category where you just pop up somewhere unexpected. It’s about creating moments that shift perception, behavior, the brand’s bottom-line. Culturally sticky ideas that drive growth, build love, and stay with you. Not just creativity for creativity’s sake, but creativity with consequence.”
What does creative excellence mean to you?
“Craft. Craft. Craft. Creative excellence means not taking the shortcut. The pursuit of perfection. It means giving a damn. About the idea. About the execution.
In the rush to be quick and loud, we’ve sacrificed depth for far too long. True excellence is when something is so well thought through, it feels effortless and yet you know it took everything. Creative excellence isn’t just clever, it is also well considered. Craft will always outlive the scroll.”
Devaksha Vallabhjee, Creative Group Head, FCB Africa
Industry Craft Lions Shortlisting Jury
What are your expectations for the Festival?
“My hopes are that this year’s Festival is a space to interrogate what we value as a creative industry, amidst a lot of chaos in the world. I’m looking forward to seeing work that makes me feel inspired and energized.”
What are your hopes for the work in your category?
“I’m hoping that the work in the Industry Craft category demonstrates how powerful simple ideas can be when they are crafted carefully. I’m also intrigued to see how new technology and AI tools will be applied to enhance craft, not replace it.”
What does creative excellence mean to you?
“Creative excellence is the ability to create work that has a unique, fresh perspective, in a way that makes it resonate with the person that sees it.”