As some of the world’s best creative work is being showcased in Cannes this week, part of the festival programme is also dedicated to the next generation of talent. Among the experts evaluating their ideas this year is Jelena Fiškuš, Creative Director and co-founder of Studio Sonda.
Fiškuš has been invited to join the international jury of the Young Lions Design Competition, a contest held as part of the Cannes Lions International Festival of Creativity and widely regarded as one of the most important global programmes for the development and recognition of young creative professionals.
Unlike festival categories that assess completed projects, Young Lions presents participants with an entirely new challenge. Winners of national competitions from around the world come to Cannes to respond to a brief from a real client, charity, or social initiative within just 24 hours. Their solutions are then evaluated by an international jury made up of creative professionals from leading agencies, studios, and companies.
In the Design category, which Jelena Fiškuš will judge, competitors are tasked with developing a design concept and visual direction in response to a given communication challenge.
Speaking about the importance of the programme, Fiškuš emphasised that working with young creatives is essential for the future of the industry: “Young Lions competitions have a special appeal because they allow us to directly influence younger generations’ interest in our profession, which is extremely important if we want it to continue evolving and remain fresh. Our role is not only to mentor young people but also to inspire them, show them the possibilities this profession offers and the impact it can have when practised ethically. But it is not only us who inspire them – believe me, young people greatly inspire us as well, bringing fresh perspectives and fascinating ideas. That is why I am truly looking forward to judging in Cannes alongside colleagues from around the world,” she said.
This year’s Design jury brings together experts from different parts of the world. Alongside Jelena Fiškuš, the jury includes Bastien Baumann of Publicis Groupe, Akinpelumi Okelola of NBCUniversal, Sally Alzaza of Interesting Times, and Sebastien Zanini of Dentsu Creative Paris.
The invitation to join the jury is the latest chapter in Jelena Fiškuš’s long-standing international engagement. She leads Studio Sonda together with Sean Poropat and has received more than 200 professional awards throughout her career, including recognitions from Cannes Lions, Eurobest, ADC, One Show, Red Dot, and Effie Europe. She has also served on numerous international industry juries and currently serves as President of the Board of HURA and as a member of the Croatian Designers Association.
