From Puerto Rico to the World: De la Cruz Gears up for the Young Lions Stage

The Cannes Young Lions competition is where emerging creatives show they’re ready to lead the industry. For talent aged 30 or under, it offers a chance to flex creative muscles on a global stage. And this year is particularly meaningful for De la Cruz (Ogilvy), as it marks the first time an agency from Puerto Rico is represented across three categories at once.

Given its competitive nature, it stands to reason that a contest like Young Lions requires commitment, determination, and an unwavering passion for the craft. Hoping to find out how it feels to make it through to the global stage, LBB’s April Summers sits down with De la Cruz finalists content producer, Sergio Tirado and content creator, Axel Santiago; copywriters José Morales and Tanya de Jesús, digital connections coordinator, Nahiria Rivera and graphic designer Isabella Sandoval, to hear about preparations for the final stage of the competition, and what this opportunity means for the creative teams fighting for the gold, as well as the wider agency.

LBB> How did you feel when you found out you were selected to represent Puerto Rico at Cannes?

Sergio & Axel> We were proud and excited to see our efforts rewarded. It’s a big honour to represent Puerto Rico.

José> I felt really happy to see that all the effort we put into the brief paid off. This is the second year Tanya and I have won locally to represent Puerto Rico in the competition, and the excitement of hearing the news feels just like it did the first time. Cannes isn’t just a creative festival – it’s the biggest global stage for creativity, so the opportunity to participate means a lot. It’s like that place you dreamed of returning to as a kid, but for grown-ups who love creativity!

Tanya> Surprised, happy and proud! It is definitely a pinch-me moment, especially after José and I already won the competition in Puerto Rico in 2023. I would never have imagined we would get this amazing opportunity again. Of course, after the happiness and celebration comes a sense of responsibility to represent at the highest level.

Nahiria> When I first found out, I was completely speechless – it felt surreal. Once it sank in, I felt an overwhelming sense of pride. It’s easy to fall into the trap of imposter syndrome, but being chosen to represent my beautiful island was a powerful reminder of how much I’ve worked to get to this point, and how committed I am to continue pushing myself even further.

Isabella> I couldn’t believe it; I thought it wasn’t real. I was incredibly surprised that I achieved something like this with a partner I had just met. I was very excited about travelling to compete again, and full of hope that we might actually win.

LBB> How did your team come together, and what makes your work dynamic?

Sergio & Axel> We were already close friends before joining De la Cruz, and now we work together on the content production team. We have a strong mutual trust and respect for each other’s creative input, which helps us come up with fresh, original ideas.

José> We met during the lead-up to Young Lions 2023. Both Tanya and I wanted to compete, but neither had a partner. So, we teamed up (Tanya starting out as a junior copywriter, myself as an account executive) and ended up winning the Digital category. What started as a professional pairing quickly evolved into a friendship rooted in mutual respect and creative chemistry. That natural synergy has made our work dynamic and cohesive.

Tanya> Over time, we have developed a shared creative instinct, which allows us to approach briefs with aligned thinking and complementary skills. Now, both working as creatives with a strong focus on copywriting, we bring together bold ideas, strategic thinking, and attention to detail.

Nahiria> Isabella and I met just two days before the competition, both excited and open to letting things flow as a team. Even though we weren’t a traditional duo (Isabella is a designer and I’m a digital media coordinator), our different backgrounds helped us complement each other and form a strong, well-rounded team.

LBB> Can you walk us through your creative process for the local competition?

Sergio & Axel> We started by carefully going over the brief to understand what was needed. We asked ourselves what things really interest people in that age group. That helped guide our brainstorming sessions, where we explored different ideas and directions. After trying out a few concepts, we finally landed on the one that felt right, and that became our main idea.

Tanya & José> The brief was definitely a challenge. First, it had a broad target audience, and it wasn’t the typical mental health awareness brief. It asked us to go beyond raising awareness, pushing us to create a conversation that offered real solutions. We knew we had to think outside the box to bring an idea that felt fresh and different. It had to be rooted in a strong insight, yet unexpected and realistically doable.

Nahiria & Isabella> On the first day of the competition, we did creative exercises to explore fresh and unconventional ideas around the campaign topic. We also made sure to take breaks, whether for a few minutes or up to an hour, to avoid burnout. That way, every time we came back to the idea, we returned with a clearer and more energised mindset.

LBB> What are you doing to prepare for the international stage in Cannes?

Sergio & Axel> We’ve been exploring past case studies to see what makes ideas stand out at Cannes. We’re learning from the way those campaigns tell stories and bring bold ideas to life. It’s helping us think more clearly and take our creativity to the next level, so we can bring something new and meaningful.

Tanya & José> Mainly by studying the Print category at the top level. We’re ad nerds, always looking at the best work coming from top agencies and brave clients around the world. That kind of inspiration fuels us.

Nahiria & Isabella> We’ve been meeting regularly to analyse and study past cases through Love The Work, and we also do creativity exercises to sharpen our thinking and teamwork.

LBB> Are there any cultural nuances from Puerto Rico that you are intentionally bringing into your work?

Sergio & Axel> Yes! In Puerto Rico we are very family oriented so, with our Tamagotchi idea, we focused on the idea of caring for others. Instead of the user taking care of the Tamagotchi, it takes care of you. It’s a simple and creative way to show support and connection.

Tanya & José> Whenever possible, we try to make sure our creative work stems from a cultural insight that reflects our people, our day-to-day behaviours – something people in our country can see and immediately connect with and easily grasp.

Nahiria & Isabella> We knew the concept needed to be easy for kids and teens in Puerto Rico ages six to 17 to understand, especially those struggling with mental health. At the same time, we wanted the idea to feel deeply rooted in Puerto Rican culture. That’s how ‘Burbujita Takeover’ was born.

Burbujita is a beloved local sleep expert who was popular in the ‘90s and early 2000s. If you grew up on the island, you know who she is: an iconic figure that created an instant emotional connection.

LBB> What kind of impact do you hope your work at Cannes will achieve?

Sergio & Axel> We want our work to inspire people back in Puerto Rico, showing them that it’s possible to dream big, take risks, and be part of something global. Great ideas can come from anywhere, even a small island in the Caribbean.

Tanya & José> Our goal is to win Gold. That’s always the goal, and we’re gunning for it. But, we know we’re not the only ones with that goal. So, beyond winning, we also want our work to be recognised, to spark conversations, and to make people curious. This isn’t just about Young Lions – we want to raise the profile of the agency and honour the trust our clients placed in us by doing the best work possible.

Nahiria & Isabella> We hope our work at Cannes makes a lasting impact by showing the world that Puerto Rico – though a small island – is full of immense creativity and talent. Representing this country on a global stage means everything to us, and we want our story to inspire others back home to dream big.

This experience is also a beautiful example of the power of collaboration across cultures; working with Isabella, who’s from Colombia, has shown how strong creative bonds can be when we bring different perspectives together. We want our work to reflect that unity, passion, and the pride we carry for where we come from.

LBB> How do you see this opportunity shaping your future in advertising?

Sergio & Axel> This opportunity helps us grow and learn from the best in the industry. It pushes us to think on a global level, and will definitely shape how we approach our work moving forward, especially in how we use creativity to solve problems and tell stronger stories.

José> The Young Lions competition is more demanding than it seems. It’s tough, but it also gives over 70 countries the same chance to win. It’s a moment where the global industry might start to hear your name, all because of a 24-hour brief. The outcome can open doors, even unimaginable ones. I see it as an opportunity to shape the kind of creative I’ll become. It helps refine my judgment, sharpen my thinking, and grow both professionally and creatively.

Tanya> Above all else, this opportunity gives me a chance to grow as a creative, not only by competing, but by getting to know people from different countries and cultures, which will enrich my perspective for all future work.

Nahiria> One of my biggest passions is learning, and this opportunity is opening the door to a whole new world – one filled with lessons, challenges, and growth. I want to evolve both personally and professionally, pushing past imposter syndrome and proving to myself that I have what it takes to succeed in this industry.

Isabella> I hope it opens up a world of possibilities and opportunities. I want to meet people in the industry, work on meaningful projects, and keep growing. I truly believe this is the kind of experience you can only learn from by doing, and I’m ready to take it all in.