Cristiana Trifu & Mădălina Sandu (Digital), empowered by Raiffeisen Bank Romania, Alexandra Moisescu & Cătălina Manea (Print), and Alexandra Roșu-Ciobanu & Tudor Ile (PR), empowered by Ursus Breweries, are the six young talents who will represent Romania at Cannes Lions, following their victories in local competitions by solving the three briefs provided by sponsors within the cMBA #FutureProofCreativity program, outperforming 23 other competing teams.
Their solutions were evaluated by an international jury of 36 senior professionals active in local and global creative hubs.
Between June 16-20, the three Romanian teams will take on the challenge of solving a brief in just 24 hours, competing alongside the best creatives from around the world. Beyond the competition, they’ll soak up inspiration through seminars, workshops, networking events, and prestigious award ceremonies, to later bring back in the market the most insightful info.
Young Lions Digital – meet the winners
Cristiana - Copywriter at UM Romania and Mădălina - Art Director at UM Romania, aka M&C team, will compete in the Young Lions Digital category, supported by Raiffeisen Bank Romania.
“We've lost and found each other again as a creative duo (We met at our previous jobs, reunited at the current one after a year). Challenges, honesty and a desire for growth fuel us. Our alchemy thrives at The Alternative School, where we're all about embracing change & creativity and authentic connections.'', said Mădălina & Cristiana.
Young Lions Digital – sponsor’s message
"Creativity drives innovation, and today's talented young people are the leaders of tomorrow. That’s why we are delighted to join the cMBA #FutureProofCreativity & the YoungLionsDigital competition, providing young people with the right context to develop their ideas, learn from the best, and make their voices heard on the creative global stage, at Cannes Lions.", Laura Mihăilă, Marketing, Communication & CX Director, Raiffeisen Bank Romania.
Young Lions Print – meet the winners
Alexandra - Brand & Marketing Manager at 5 to go and Cătălina - Brand Manager & Creative Director at 5 to go, aka good kids, m.A.A.d city team, will compete in the Young Lions Print category, empowered by Ursus Breweries.
“We bonded as coworkers, as friends, and now as Young Lions Competition winners. We jumped into the competition with zero expectations, but with the drive to make something great out of the briefs. And looks like we did it. For us, this was (and still is) proof that we can tackle any challenge together. Next stop? No idea, but we're not stopping here.”, said Alexandra & Cătălina.
Young Lions Print & PR – the sponsor’s two cents
“Ursus Breweries proudly owns and nurtures some of Romania’s most iconic and beloved brands, each infused with the effervescent creativity that has defined our culture for generations. Naturally, we are both invested in and delighted to support an environment where creativity can thrive. We hope that the journey through #TheAlternativeSchool will ignite inspiration in the young participants and fuel their ambition to one day stand among the Cannes Lions winners”, said Iulia Andresoiu, Vice-President Marketing, Ursus Breweries.
Young Lions PR – meet the winners
Alexandra - student at SNSPA and Tudor - Social Media Manager at Asociația Țara Faină, aka BriefBusters team, will compete in the Young Lions PR category, empowered by Ursus Breweries.
“Our team’s story is pretty funny because we didn’t know each other at all, lived in different countries, and never actually met. We worked entirely on WhatsApp, and guess what? It worked. Turns out, the most unexpected partnerships can be the most rewarding.” said Alexandra & Tudor.
Young Lions Print & PR – the sponsor’s two cents
"Few brands in Romania can boast a 140-year legacy, and Ursus is one of them. We must be doing something right—our appetite for experimentation and uncharted territories is part of the recipe. That’s why we’ve teamed up with #TheAlternativeSchool, endorsing the #FutureProofCreativity Module and two Young Lions categories, sending top talent to Cannes. As market shapers, we believe that leadership isn’t claimed but proved, so supporting the new generation of marcom enthusiasts eager to learn and excel on the global stage was a natural next step", said Gabriela Cretu, Vice-President Sales, Ursus Breweries.
#FutureProofCreativity Ranking: 26 Teams, 130 Participants
The fall-winter edition of the cMBA #FutureProofCreativity gathered the highest number of participants in the history of #TheAlternativeSchool - creatives from network and independent agencies, client representatives (brand managers, creative directors, copywriters), freelancers, and master's students from communication and design faculties in Romania’s leading university centers. Additionally, a significant number of senior professionals over 30 joined, less interested in competitions but determined to refine their skills by staying connected to the latest industry insights.
Exclusive interviews dive deeper into the winners’ stories: Mădălina Sandu & Cristiana Trifu, Cătălina Manea & Alexandra Moisescu, Tudor Ile & Alexandra Roșu-Ciobanu.
A word from the Founder
“I am grateful for the uber-talented #Alternatives. I am grateful for the people behind big brands who fuel dreams, rewarding the very best with a chance to learn more, push further, and rub elbows with the giants. Thank you, all, for a journey that started small 20 something years ago, when I was the only Romanian in a sea of strangers, a young girl with a delegates handbook in her hands, and big dreams- and evolved into a highway to NOW”, said Teodora Migdalovici, Creativity Ambassador.
For those who want to stay updated on international programs and opportunities offered by #TheAlternativeSchool, follow the website & social media pages of #TheAlternativeSchool or get in touch with Andra Serea – Communication Architect @ TheAlternativeSchool: andra@thealternativeschool.com.
In 2025, #TheAlternativeSchool will also send scholarship recipients to Cannes through the Roger Hatchuel Academy & ERA – Equity, Representation & Accessibility selections.
A Bit of History
Founded in 2005 by Teodora Migdalovici, then a newly appointed Cannes Lions Ambassador in Romania, #TheAlternativeSchool has pioneered private diplomacy for local talent abroad through education, competitions, and events. Over the past 20 years, it has reshaped the local industry’s mindset about what Romanians can achieve in the world’s most coveted creative arenas.
In this time, Romania’s advertising leaders have earned seats in jury rooms, agencies have delivered outstanding performances and the School’s alumni have built full-metal portfolios, becoming reputed players locally and abroad, in the most influential business capitals of the world. Meanwhile, Romanian female talent has embraced the See It, Be It universe, thanks to the relentless lobbying of the Ladies First platform.
All in just 20 years. Imagine what’s next.
