We spoke with András Papp and Tímea Maróti as they prepare to take part in the Cannes Young Lions 2023 competition.
1. HOW DID YOU GET INVOLVED IN CANNES LIONS 2023?
András Papp: Attending Cannes Lions has always been one of my top career goals. Luckily for creatives aged 30 or under, the Young Lions Competition is a great opportunity to attend the festival. The Young Lions preselection is a well-known, prestigious event for young talents in Hungary, and it’s an honor to be selected. After last year's second place in the print category, winning this gold medal feels incredibly sweet and well-earned. I'm extremely excited to be participating in the global competition alongside my talented copywriter friend, Balázs Baritz from Spice Communication.
Tímea Maróti: I absolutely love young creative competitions. In 2019, I won the Hungarian pre-selection for the Young Lions in the PR category. Then, during the 2020/2021 Young Glory season, my lovely art director friend and I achieved a global 4th place by earning a gold, silver, and bronze prize throughout the eight-round contest. Currently, András and I are waiting for the announcement of the finalists for Mad Stars, hoping for a chance to challenge ourselves against the national creative teams in Korea.
Long story short: I am the most competitive person I have ever met, and I never say no to an opportunity like Cannes. Luckily, this year, we ended up winning the pre-selection, so my creative partner (Gergely Kisfali) and I are representing Hungary in the film category of Young Lions 2023.
2. HAVE YOU EVER BEEN TO CANNES LIONS BEFORE? WHAT ARE YOU EXCITED ABOUT DOING AT THE EVENT?
András: It's my first time, and it holds a very special place in my heart – almost like a dream coming true. I anticipate it to be an undoubtedly positive experience. I can't wait to immerse myself in the atmosphere among the industry's top talents and be inspired by creative leaders and award-winning work. Of course, I'm particularly excited about the Young Lions Competition, where I will give my best and put my skills to the test for sure.
Tímea: I'm heading to Cannes for the second time as a competitor, and I'm feeling the same excitement as I did four years ago. The Young Lions haven't had the chance to compete in person due to the pandemic, and the organizers are spicing things up with new rules this year. The biggest change for us is that in the film category, we have to bring our own equipment instead of getting it on-site. These different tech setups are going to shake up the competition: having a killer idea and mastering the craft will be the keys this year. I can't wait to do both.
3. ANY ADVICE FOR YOUNG PEOPLE HOPING TO QUALIFY FOR THE YOUNG LIONS COMPETITION NEXT YEAR?
András: I think the very first step is to believe in yourself and your talent. If you find your way through a brief with confidence, that will help you a lot. The other factor could be motivation. The day of the competition is very intense, and you need to handle the stress like a pro. I believe a drive to win and an optimistic view are the keys to make the most out of your day.
Tímea: Turn your 'can't do' into a 'Cannes-do' attitude with 3 easy steps. Step 1: Kick that impostor syndrome to the curb. Step 2: Embrace your boundless creativity. Step 3: Make your way to Cannes. Come on, you can do it.
4. WHAT DO DO YOU FOR DC HUNGARY? WHAT IS YOUR JOURNEY TO YOUR ROLE?
András: I’m a senior art director at Dentsu Creative Hungary. I feel very passionate about advertising, and I feel like that passion and my creative mind drove me through the way where I’m today. I started this journey 6 years ago, and I gathered valuable knowledge and experiences from the main Hungarian agencies.
Tímea: I'm a 29-year-old creative copywriter from Budapest, Hungary. I started my advertising career as a social media and PR manager and then took a significant leap forward to continue my journey as a concept creative. As a senior copywriter at Dentsu Creative Hungary, I’m using the power of creativity to find, understand, and solve problems. Capturing big ideas, uncovering hidden insights, and transforming facts into stunning stories—that's my role on the show.
5. WHAT DO YOU WISH BRANDS UNDERSTOOD ABOUT ADVERTISING TODAY?
András: Think about your ad as a jaw dropping content.
Tímea: Choose funniness over pushiness.
6. WHAT IS YOUR ADVICE TO GLOBAL MARKETERS WHO WANT TO UNDERSTAND CONSUMERS IN HUNGARY BETTER? WHAT MAKES MARKETING IN HUNGARY DIFFERENT?
András: If you want to make a difference here, better not be generic and play safe or just adapting your global toolkit. I think Hungarian consumers are thirsty for a fun and easy going brand voice.
Tímea: The Hungarian advertising industry is relatively young. As a post-communist country, global brands have been here for just about 30 years. Despite having the freedom of choice now, ads in Hungary are still old-fashioned, overly complicated, and pushy. I believe that with a little bravery, marketers and agencies can join forces to leave behind these old ways and create ads that are as entertaining and visually stunning as those showcased on the Lions stage. Don’t worry, people will love it.