Kazakh Creator Joins Cannes Lions Shortlisting Jury
Kazakh Creator Nikita Yermolayev to Evaluate World-Class Creative Work at Cannes Lions International Festival
ASTANA — Kazakh creator Nikita Yermolayev has been selected to join the esteemed lineup of global experts across the creative industries who will shortlist world-class creative work during the Cannes Lions International Festival of Creativity from June 17-21, as reported by Cannes Lions press.
Nikita Yermolaev, the Creative Director of RA Kombinat Creative Agency in Almaty, will be evaluating works in the Brand Experience and Activation category. This announcement marks a significant breakthrough for both him and Kazakhstan, offering opportunities to showcase works from the region, exchange contacts, and raise awareness about Kazakhstan’s growing market strength.
Nearly 350 projects will be evaluated online by May 27 before final deliberations take place in Cannes. Yermolayev, alongside other international jury members in the Brand Experience & Activation category, has been briefed on judging criteria and time allocation strategies.
The evaluation criteria for the Category Guide consists of 20% allocated to the idea, 20% to strategy, 30% to execution, and 30% to the result. Yermolayev emphasized the importance of considering all aspects of a submission in the judging process.
As one of the key steps in the Cannes Lions judging process, the shortlisting process plays a vital role in determining which works will be discussed at the festival and have the opportunity to win top honors. Yermolayev highlighted the need for careful consideration and thorough evaluation to ensure deserving works receive recognition.
Drawing on his expertise as a juror, Yermolayev encouraged aspiring Lion winners to consider entering less high-profile categories for a more realistic chance of success. He also expressed his excitement and comfort working within his category, emphasizing the value of the experience.
With RA Kombinat Creative Agency celebrating its 10th anniversary and Yermolayev’s extensive advertising experience, he remains passionate about the industry and looks forward to continuing his professional growth. As he prepares for the upcoming trip to Cannes, Yermolayev plans to focus on networking, gaining valuable experience, and staying informed about industry trends.
The Cannes Lions International Festival of Creativity is a prestigious event for professionals in creative communications and advertising, attracting industry leaders from around the world. Held annually in Cannes, France, the festival showcases the best in advertising and creative communications, culminating in the presentation of the Lions awards.
