The team of Velimira Simeonova, a Graphic Design student at New Bulgarian University, competed against 30 students from 30 countries around the world, developing a creative concept based on a brief for the Roger Hatchuel Academy 2024 – one of the academies of Cannes Lions School, part of the Cannes Lions festival, which took place from June 17 to 21 in Cannes, France.
The Bulgarian Association of Communication Agencies reached out to Velimira to share her personal impressions from her participation in the Roger Hatchuel Academy 2024.
Here’s what she answered:
How would you describe your overall experience at Roger Hatchuel Academy in one sentence?
I could compare it to a roller coaster ride at an amusement park – at first, you feel slightly anxious, but once you dive into the experience, you only feel joyful emotions.
Given that you were part of an international team, was it difficult to collaborate and synchronize in such a short time? How do you assess your team’s participation in the whole process of the student academy?
My team changed its composition due to some participants’ lack of desire to work on the given brief. I can’t hide that there was a moment in the academy when I doubted we would be able to keep the rest of the team. Surprisingly, the final team, which included four other girls from Ecuador, Kuwait, Egypt, and Hong Kong, turned out to be full of driven, hard-working people. Therefore, I am happy to say that we synchronized even in a shorter time. Everyone gave their best and contributed to the final product, which is a rarity in team tasks.
What role did the academy’s dean, Serfi Altun, the head of the academy, the mentors, and lecturers play in your participation in the academy?
Serfi and our academy mentor, Miguel, were always there for us, listening to our concerns, being approachable, and encouraging us to be proactive. There were situations that shook the harmony in our group, mainly because of the controversial nature of the brief, but they were quickly managed thanks to them. The lecturers, including Madonna Badger, Shingy, Juan and Ricky from Gut, and others, inspired me with their stunning and impactful personal stories, which reshaped their views on the world and prompted different approaches in advertising.
Can you tell us more about the brief and the client you had to work for?
Our client was Visit Saudi – a tourist agency welcoming tourists to Saudi Arabia and offering both adventurous and luxurious experiences. Our assignment was to create a 360-degree campaign to combat stereotypes about the Arab world.
Considering the diverse backgrounds and perspectives of the participants in your team, what advice would you give future participants on how to stand out and succeed in the Roger Hatchuel Academy?
Definitely dedicate more time to developing the idea itself, listen to your teammates, and during the lectures, keep asking questions, take notes, and stay engaged with the academy and focused on the lecturers’ words. Often, some lecturers are also part of the jury, and their communication style can reveal what they value, which will greatly help in presenting the final project.
What do you think distinguished you from the other participants and ultimately helped you win in the Roger Hatchuel Academy?
Thoroughly analyzing the problem in the brief. We strived to build a multi-layered idea with long-term potential, which was lacking in many other projects. There was synergy in the team, with harmony and synchronization, overcoming emotional challenges caused by the approaching deadline. There was no stagnation, as if we were constantly moving forward towards shaping our final idea.
Did the academy offer any opportunities after winning, such as internships, continuing work on the project, or additional networking events to help you transition into the industry?
We are yet to find out if we will be able to realize our idea. During the academy, we had countless networking opportunities in both formal and informal settings, allowing many people to shine in environments where they feel most comfortable. We were the first in the industry to exchange contacts among ourselves, and even if one is not sociable, they leave the academy with over 30 new contacts from 30 different countries.
Finally, how do you plan to use your victory in the Roger Hatchuel Academy to continue your creative career and impact the communication industry?
Firstly, my team and I will fight to have our idea executed. Often, people take their ideas more personally than those of others, and sometimes, this is completely justified. I confidently state that my team and I find ourselves in such a situation where we rightly stand behind our idea and believe it fully addresses the problem in the brief. Of course, this is a victory that will be marked in my portfolio and CV.
The Roger Hatchuel Academy 2024 initiative combines a training program focused on exploring various aspects of the advertising industry, encouraging relationship building, and gaining a global perspective. The program helps students explore different paths and creative spaces they could work in after graduation.
The Bulgarian Association of Communication Agencies once again congratulates Velimira on her success and wishes her a bright future filled with much development and inspiration.
The Bulgarian Association of Communication Agencies, as the official representative of the Cannes Lions International Festival of Creativity for Bulgaria, has the right to nominate one participant for training at the student academy during the event, which takes place every year in Cannes in June.
If you are a student, you can follow our website and apply for the next edition.
