Daniel Borghesi
Few competitions can fast-track your career like Cannes Young Lions.
Just ask Daniel Borghesi, M&C Saatchi Australia creative director, who turned his 2023 Digital win into a launchpad for global recognition.
Here’s what he learned along the way—and what every future Young Lion needs to know.
Registrations for Young Lions Australia close next Tuesday 11 March.
Q: What motivated you to enter the Young Lions competition?
The two biggest motivators were experience and exposure. As a young Aussie creative, those are the most valuable things you can get. Young Lions offers the best opportunity for both.
Q: You won the digital category in Australia last year– what are your top five tips for winning?
Trust your process: You’ve made it to the national final because you earned it. Don’t change your approach just because it’s a different stage of the competition.
Back an idea early: Make a call on your idea by late afternoon. You don’t want to still be spinning your wheels at 10 p.m.
Get some sleep: Avoid the all-nighter if you can. Even three to four hours of sleep will help you stay sharp for the in-person presentation, which is a huge part of the competition.
Keep it simple: Make your idea as clear and digestible as possible. Use simple language and big visuals so judges from all disciplines can follow along.
Add some pitch theatre: If you can bring your idea to life in a tangible way– like creating a product and presenting it–it adds a memorable, magical touch.
Q: How did you approach the brief and brainstorm your idea?
A: Stick to the strategies you always use – don’t change your process just because it’s this competition. Get all your first thoughts out quickly, then back the idea you think no one else will have. If it feels a little risky and spreads like wildfire in your mind, you’re onto something.
Q: In the digital category, did you use any emerging tech or platform features and how did you decide which ones?
A: Be guided by your idea. When we competed, the platform was TikTok, so we worked within that framework. Only use platform features if they strengthen your idea– don’t just add them to show off what you know. Targeted, thoughtful use of tools, especially lesser-known ones, can make a big impact.
Q: What was it like competing at Cannes and being judged by top industry figures?
It’s a high-pressure environment, but it’s exciting. Everyone starts with a clean slate, which is motivating. Presenting to an international jury forces you to be simple and get to the point – fluff won’t translate across different cultures and backgrounds. It’s great practice for big-time award shows, where clarity and quick comprehension are essential.
Q: What’s the biggest lesson you took away from the experience?
Go with your gut. We didn’t win globally, but we put forward work we believed in. If you stay true to your instincts, you won’t regret it – win or lose.
Q: Any final advice for those considering entering this year?
Stop considering – just do it. That should be a tagline.
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