Yana Cholakova was one of 31 students from 31 countries selected to take part in the Roger Hatchuel Student Academy 2026, the flagship student programme of Cannes Lions School, held as part of the Cannes Lions International Festival of Creativity from 22 to 26 June in Cannes, France. The festival brought together leading figures and emerging talent from the global advertising and communications industry.
As part of the Academy, Yana took part in a programme combining talks, practical workshops and sessions with leading industry experts and creative leaders. Participants were introduced to different career paths within the industry and explored topics including diversity, personal branding and purpose-driven work.
The opportunity to apply for a place at RHSA is open to full-time students graduating in the respective year who have not yet gained professional experience in the industry. Following a competitive selection process, a dedicated Cannes Lions jury selected Yana to represent Bulgaria and join the programme.
We spoke to Yana about her experience at the Roger Hatchuel Student Academy 2026.
Here is what she told us:
In one sentence, how would you describe your overall experience at the Roger Hatchuel Academy?
An experience that changes your perception of where the bar is set in the creative industry and inspires you to take your own leap into it.
You were part of an international team. Was it difficult to get everyone working together and aligned in such a short time? How would you assess your team’s contribution throughout the Academy?
Our team brought together students from Bulgaria, the Czech Republic, Türkiye, Hong Kong, the United States and Venezuela. We quickly found common ground, and everyone was committed to the task. We explored different approaches, built on each other’s ideas and even worked through storyboards to see which solutions worked best.
What I found particularly interesting was the opportunity to work with people not only from different cultural backgrounds, but also with different professional focuses – design, art direction, copywriting and marketing. That combination helped shape our concept. We put a lot of effort into the presentation, and everyone on the team was ambitious and willing to work together despite having different perspectives.
Who were the Academy’s speakers and mentors this year, and what role did they play in the participants’ work?
Our speakers came from a wide range of backgrounds – from agency leaders at GUT, Droga5 and DDB to representatives of Our LEGO® Agency, Audible and the United Nations. On one of the days, we also had the opportunity to attend a great discussion between women in senior creative roles, who shared their experiences.
Beyond the talks and workshops, speaking directly with the presenters was an invaluable opportunity to ask questions and get advice from people creating campaigns at a global level. While working on the brief, our mentor was Gabriel Sehringer from Rethink. His feedback and specific advice helped us sharpen our concept and present it more convincingly.
Can you tell us a little more about the brief and the client you worked for?
We received a brief from SixDegrees.org, a US-based non-profit organisation founded by actor Kevin Bacon.
The organisation will celebrate its 20th anniversary next year. Our task was to develop a campaign that would help SixDegrees.org attract more donors by positioning it as an organisation working to tackle social disconnection.
RHSA brings together students from around the world. How did you manage to work together, and what stood out to you about the other participants’ approach?
The students from around the world were motivated and open to learning. From the very first day, it was clear that everyone was there not only to demonstrate what they could do, but also to learn from one another. They asked a lot of questions, actively participated in discussions and shared their experiences.
In my team, we managed to work well together despite the challenges because everyone focused on their strengths. There were difficult moments along the way, but we worked through our disagreements and presented our work with confidence. What impressed me most was everyone’s willingness to work as a team. People respected each other’s ideas, were willing to compromise and genuinely wanted to find the best possible solution together.
Did the Academy offer any opportunities after the programme, such as internships, continuing to work on the project or additional networking events, to help participants make the transition into the industry?
The biggest door that Cannes Lions opens for young talent is access to an international creative community and the connections you can make there. I am convinced that this year will not be the last time I meet the students and professionals I met in Cannes. We are still exchanging experiences with some of them, while some of the students have already started working at leading agencies in their home countries.
I believe that when you approach opportunities with persistence and curiosity, and are willing to make the most of what is around you during and after the Academy, the knowledge and connections you gain there can become a valuable foundation for your professional development.
Finally, how do you plan to use the experience, knowledge and insights you gained from taking part in the Roger Hatchuel Student Academy?
The connections and friendships I made during the Academy have already opened new doors for me internationally. I am returning from Cannes with new knowledge, inspiration and valuable experiences that motivate me to keep developing and building my future in the creative industry.
One of the central themes of this year’s festival was humanity. The campaigns that impressed us most were those that put people at the centre – through empathy and genuine emotional connection. These are also the values I want to bring into my own work.
The Academy made me even more curious and showed me that opportunities can come from anywhere, as long as you have the courage to look for them. The most valuable thing I am taking away from Cannes Lions is the ambition to create meaningful work that challenges, inspires and makes a difference.
The Roger Hatchuel Academy combines an educational programme exploring different aspects of the advertising industry with opportunities to build relationships and gain a global perspective.
The programme gives students the opportunity to explore different career paths and creative disciplines they could pursue after graduation.
The Bulgarian Association of Communication Agencies congratulates Yana once again on her achievement and wishes her a successful future filled with opportunities to grow and create.
As the official representative of LIONS and Cannes Lions in Bulgaria, the Bulgarian Association of Communication Agencies is entitled to nominate students for one of the places in the student academy held as part of the festival in Cannes every June.
If you are a student, follow our website for information about applications for the next edition.
Photos: Personal archive
