Government Backs Young Creative Duo Heading to Prestigious Cannes Lions Festival

RRI.CO.ID, Jakarta - In a bid to propel Indonesia’s advertising industry onto the global stage, the government has announced full support for two emerging creative talents set to represent the country at the upcoming Cannes Lions International Festival of Creativity 2026 in France.

Art director M. Daffa Aulia and copywriter Nia Maulani, the winning creative duo of the national Young Lions competition, will fly the Indonesian flag at the world-renowned advertising and creative festival. The event is scheduled to run from June 22 to 26, 2026, at the iconic Palais des Festivals et des Congrès in Cannes.

Indonesian Creative Economy Minister Teuku Riefky Harsya emphasized during a press conference on Monday that securing a spot at the Cannes Lions could act as a vital gateway for local creative agencies looking to establish an international footprint.

"The hope is that by introducing our creative talents, especially in the advertising industry, they will get better and increasingly meet international standards," Minister Riefky said during the official send-off ceremony for the Young Lions Indonesia 2026 delegation in Jakarta, as quotedd by Antara.

He pointed out that cultivating world-class human capital requires a collaborative ecosystem, noting that the state is actively working alongside industry associations to ensure Indonesian creators have the platform necessary to display their prowess globally.

"This means indeed all parties must provide space for talents to continue achieving, and certainly not just at the national level, but the hope is also at the global level," the minister added.

The minister expressed high appreciation for the private sector and the Association of Indonesian Advertising Agencies (P3I) for their consistent efforts in upskilling local advertising professionals and driving participation in elite global tournaments.

The Cannes Lions International Festival of Creativity 2026 is widely recognized as the pinnacle of the global advertising industry, featuring extensive knowledge-sharing forums, showcases of groundbreaking creative work, and high-stakes competitions tailored for young practitioners.

Riefky further noted that a robust advertising sector directly correlates with the broader expansion of Indonesia's creative economy.

Citing 2025 data from the Investment Coordinating Board (BKPM), he highlighted that advertising has climbed to fifth place among the most attractive business sectors for foreign investors, trailing only behind applications, crafts, fashion, and culinary arts. Investment in the advertising sector was recorded at a substantial IDR 6.6 trillion (USD 407 million). ***