What happens when you give teams of young marketers just two days to tackle a cause-led brief? This episode pulls back the curtain on Ireland’s 2025 Young Lions winners and their razor-sharp responses to the Spinal Injuries Ireland brief.

You will

• Hear how teams went from blank page to game-changing idea in 48 hours—then how they’re honing that discipline for a 24-hour sprint in Cannes.
• Hear about the winning ideas, from a crowdsourced AI route planner built on Google Maps, to a double-page “wheelchair ruler” print tool, discover how smart simplicity and genuine insight spark real behaviour change.
• Hear their views on our industry today, the industry they are shaping and get their unfiltered takes on AI’s role in creativity, the shifting media landscape and why “autopilot” thinking is the real obstacle.

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The Cannes Sessions are brought to you by Freedman International.

Thanks to IAPI and my guests on this episode:

Gabriella Pricop & Eimear Byrne

Katie Bradley & Damien Biggins

Fiona Peppard & Deirbhile Brennan

Joy Nelson & Caitlín Roarty

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