The winners of the 2026 Ad Venture competition, The Oven, experienced one of the most inspiring weeks of their creative journey at the Cannes Lions International Festival of Creativity. From celebrating world-class campaigns to connecting with industry leaders and fellow creatives, the team shares how this unforgettable prize marked the perfect conclusion to their university years.
A Prize Beyond the Competition
Winning Ad Venture is more than taking home the trophy. Every year, the winning team receives one of the competition’s most exciting prizes: complimentary passes to the Cannes Lions International Festival of Creativity, where they join thousands of creative minds from around the world for a week dedicated to inspiration, learning, and innovation.
A Week That Left a Mark
For The Oven the experience became much more than attending a festival. It was an opportunity to discover new perspectives, celebrate creativity, and imagine what their own future in the industry could look like.
As Aurora puts it, “Cannes Lions is the celebration of creativity,” while watching the awards ceremony made her feel “like a child”, thinking, “one day, it will be me!”
For Chinouk, the week was a reminder that “hard work truly pays off”, while also bringing “lifelong friendships and memories we will cherish forever.” Looking back, she described the experience as “the perfect ending for our college years.”
Kamil found inspiration in the people around him, saying that “going to Cannes Lions for the first time feels like finding a second home.” Surrounded by creatives who shared the same passion, he felt encouraged to “think bigger, look at things differently, and ultimately strive to create work that leaves a lasting, positive impact on culture and society.”
Natalia captured the feeling in just four words: “Feels like a fever dream.”
For Xhesiana, the week completely changed her perspective. “This week changed the way I see creativity in real life,” she shared, explaining that “ideas were not just presented on stage, they were everywhere, in conversations, people, and unexpected moments.” She left Cannes “inspired, grateful, and ready to think bigger about my own future in marketing and communication.”
Discover Their Stories
The journey from Ad Venture to Cannes Lions is more than a prize – it is an opportunity for young creatives to immerse themselves in the industry’s biggest celebration of creativity, connect with inspiring people, and return home with fresh ideas, lasting memories, and even bigger ambitions.
Read the full reflections below and discover the Cannes Lions experience through the participants’ own words:
“Cannes Lions is the celebration of creativity, and I felt privileged to be there. Watching the awards was my favourite part: you could see the tears of the winners, and the joy of the presenters. I felt like a child and I thought “one day, it will be me!”
– Aurora
“Moments like these are a powerful reminder of why we push our limits. Hard work truly pays off. Beyond the incredible experience of attending Cannes Lions, we’ve walked away with lifelong friendships and memories we will cherish forever.”
– Chinouk
“Going to Cannes Lions for the first time feels like finding a second home. You’re surrounded by incredible talent who share the same passion for creativity as you do, while watching extraordinary work that inspires you to the core. This environment challenges us students to think bigger, look at things differently, and ultimately strive to create work that leaves a lasting, positive impact on culture and society.”
– Kamil
“Feels like a fever dream”
– Natalia
“This week changed the way I see creativity in real life. At Cannes Lions, ideas were not just presented on stage, they were everywhere, in conversations, people, and unexpected moments. Being surrounded by such inspiring energy made me realize how powerful this industry is when passion and purpose come together. I leave feeling inspired, grateful, and ready to think bigger about my own future in marketing and communication.”
The first Edcom‑branded Blended Intensive Programme (BIP) officially launched on 24 April, as the Fontys AI Campaign Hackathon brought together students from across Europe for a unique, hands‑on learning experience at Fontys Economie in Tilburg.
Organised by five Edcom members and hosted by Fontys University, the programme welcomed participants from several partner institutions, including Prague University of Economics and Business, the Faculty of Journalism and Communication Studies – University of Bucharest, CEU – Cardenal Herrera University, and Sup de Pub Lyon.
The result was a dynamic, international environment where collaboration, experimentation, and innovation were truly at the heart of the experience.
A real brief from KLM Royal Dutch Airline
At the heart of the week was a real client challenge provided by KLM Royal Dutch Airlines. Students were tasked with developing campaign solutions using emerging technologies such as AI, vibe coding, and virtual humans.
The teams focused on the following challenges:
the introduction of tagless luggage
bringing a brand book to life through a virtual human
enhancing the premium lounge experience and driving app downloads
This direct engagement with a leading international brand allowed students to move beyond theory and actively contribute to solving real industry challenges.
Throughout the week, participants and partners highlighted the value of the experience from different perspectives, underlining both the learning intensity and the impact of collaboration between academia and industry.
Exploring the BIP through students’ words:
“It gives you more of a feeling of success after you’re done, compared to just presenting a school project in front of other students.” – Team Dream Team
“It’s not just a great experience to get to know AI and learn about it -especially since it’s such an amazing tool right now – but also to meet so many people from different cultures. It’s really cool to make friends from all over the world.” – Team Sky
“In BIPs you have ups and downs, left and right. You have to be adaptive. You need the spirit to improvise, you know, to become better.” -Andrei Predescu
“The best part is that we’re used to doing things in a certain way in Spain, in our university, and here you see how other people work on the same thing but in a different way. It really gives you perspective.” -Team Juanbas
“If I had to say one thing I enjoyed the most, it’s the networking – the fact that we met a lot of interesting people here and we keep in touch with them, maybe even collaborate in some way. That’s really nice.” – Team Group 1 (Challenge 1)
As Joep Peeters, Senior Lecturer & Course Manager Creative Advertising at Fontys Hogescholen, explains, the added value of such initiatives and of being part of the Edcom network is clear:
“These initiatives are really powerful because they challenge students on so many levels in a one-week pressure cooker format, culturally, technically and cognitively. It really is a playground for everybody involved, where we can work with the latest technologies and developments without having to consider how they fit into the curriculum, which is normally quite time-intensive and sensitive. Edcom provides the perfect network of universities with a similar mindset, and we can harness the innovation power of multiple universities.”
He also highlights the programme’s role in bridging academia and industry: “It takes away the gap altogether, as we are quite literally moving forward on a brief together.”
From the industry perspective, Jordie Knoppers from KLM Royal Dutch Airlines emphasised the importance of engaging with young talent and gaining fresh insights:
“I think we can learn a lot from this new generation because the ‘aha’ moments are there. We are developing all kinds of customer propositions, mainly based on customer profiles or segments. And as we are quite a premium airline, we are not automatically focused on younger generations. But these are, of course, the new premium travellers, right? So I think that’s the biggest aha moment: gaining insights into what is running in their minds as a generation.”
By bringing together students, universities, and industry partners, the Edcom BIP demonstrates how collaboration can turn learning into real impact, equipping the next generation with the mindset and skills needed to shape the future of the industry.
On 26 March 2026, Edcom members gathered at NOVA FCSH University in Lisbon for a day filled with engaging sessions. The event started with the highly anticipatedAd Venture competition final pitch, where the top 3 finalist teams presented their campaigns to the client, Heinz and the Jury, composed of academics and industry leaders. Following that, the afternoon was dedicated to the Edcom Members’ Meeting, which included updates, breakout sessions, and insightful presentations on key topics shaping the future of the advertising industry. Here’s an overview of the day’s highlights:
In the Spotlight: Ad Venture Competition Final Pitch
The morning session was dedicated to the Ad Venture competition final pitch. The top 3 finalist teams presented their innovative campaigns in front of the Heinz client team. The pitches were judged based on creativity, strategic thinking, and alignment with Heinz’s goals. After the intense presentations, Heinz’s team selected their winning campaign.
The teams competing in the final were:
“Team 13” – ESP – Ecole Supérieure de Publicité, Communication et Marketing, France
Team “Every Chaos Needs a Starting Point, Pantheon-Assas University, France
Team “Heinz Doesn’t Judge – The Oven”, from Thomas More University of Applied Sciences
Team “Heinz Doesn’t Judge – The Oven”, from Thomas More University of Applied Sciences
“Team 13” –ESP – Ecole Supérieure de Publicité, Communication et Marketing, France
Team “Every Chaos Needs a Starting Point, Pantheon-Assas University, France
The winning team, “Heinz Doesn’t Judge – The Oven” from Thomas More University of Applied Sciences, Belgium, captivated the jury with its raw and authentic approach to the brief. Their campaign challenged the fast-paced culture, advocating for the value of patience and long-term thinking, resonating deeply with Heinz’s heritage and future vision. As the team stated, “We stuck to that mindset, and we made it all the way.” Their creativity and passion truly won over both the jury and the client.
You can check out the presentations from the top three teams:
The event kicked off with an update from the Edcom Secretary and Board members, highlighting ongoing initiatives and new developments:
Membership Update
New membership collaborations are expanding, with UVic and a Spanish institution joining the Edcom network. A partnership with Hogeschool was also announced, and discussions about other potential members were ongoing.
Graduation Competition Update
Lower-than-expected participation in the graduation competition compared to last year. A personal approach was recommended to increase student involvement. Arnoud clarified that each bachelor’s and master’s student is eligible to submit two entries. Further improvements to competition communication will be explored, including updates to the website and potential sponsors.
Research and Future Initiatives
A lively discussion followed regarding Edcom’s contributions to research and education. Members talked about ways to ensure that student research remains creative and impactful. The Secreatriat raised the idea of revisiting the competition’s criteria and possibly revising its categories. Meanwhile, research topics and priorities were discussed in order to create a shared pool that could drive future collaborations and funding opportunities.
Ad Venture Update
The growth of the program was emphasized, highlighting the substantial opportunities it provides to students. It was suggested that Edcom create a social media template for teams to help them engage with potential sponsors and gain visibility.
Richard Robinson shared an exciting update about the Ad Venture project, with the European Adobe team planning to integrate its technology into the 2025-26 brief. The project’s budget has been approved, paving the way for future collaboration. Richard provided an in-depth look at the Ad Venture initiative, outlining how the collaboration with Adobe will enhance the project. The team is preparing for an exciting expansion as the project continues to evolve and expand.
Kirstie’s Presidential Update
In her update, Kirstie shared that she will be stepping down as president of Edcom, and Arnoud will continue in his role. The new president will collaborate closely with Arnoud to ensure a smooth transition.
Member Presentations
The second part of the event featured presentations by Edcom members, focusing on cutting-edge topics within the industry.
Paul Springer – Research Committee: Should I Stay, Should I Go Survey #2
Andrea Vola – AI and the Future of Advertising
Svitlana Stepanenenko – Klekit Navigator
Eva C. & Jesica S. – UCC Presentation
If you’re interested in learning more about the presentations and gaining full access, please contact the Edcom Secretariat (francesco.bottegal@eaca.eu, anna.fanchini@eaca.eu).
Please note that on this page, you can also find the Spring Lisbon Summit’s presentations.
Looking Ahead
The meeting wrapped up with a networking session, where members had the chance to engage in informal discussions and share ideas for the future. The next steps from the event will guide Edcom’s efforts in continuing to shape the future of advertising education in Europe.
You can now join the edcom WhatsApp community to stay connected with fellow members and actively engage in our key initiatives!
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