For the first time in its history, Paraguay has secured two representatives on the jury of the Cannes Lions International Festival of Creativity. This landmark achievement places Paraguayan professionals at the heart of the world’s most prestigious event for the creative and communications industries, which annually celebrates the best in advertising, audiovisual production, and brand strategy. The Cannes Lions is often dubbed the “Oscars of advertising”.
The Cannes Lions International Festival of Creativity 2026 takes place from 22 June to 26 June, 2026, at the Palais des Festivals in Cannes, France. The five-day event gathers marketing, advertising, and creative communications professionals from around the globe.
A significant recognition for Paraguay
The festival is widely regarded as one of the most demanding forums in the sector, bringing together the most influential works and professionals from film, television, and advertising.
Consequently, establishing a Paraguayan presence on its jury is a significant recognition of the national creative industry’s substantial growth and increasing global relevance. This development marks a pivotal moment, signalling that the country’s creative talent is being acknowledged at the highest international level.
A milestone for the national creative sector
Lulú Cuevas, a prominent Paraguayan brand culture strategist, commented on the importance of this achievement for the country and its professional community. During an interview with state media, she expressed her profound enthusiasm for the news and what it represents for the nation’s creative landscape.
“This is the result of a process and enormous work that we have been doing from various institutions to achieve greater visibility and representation of Paraguayan creativity,” Cuevas stated.
Cuevas explained that this success was not an isolated event but the culmination of a concerted effort. She detailed how the participation was the fruit of a careful process of coordination between key institutions within the creative sector. These organisations include the Círculo de Creativos del Paraguay (Circle of Creatives of Paraguay) and the Federación de Industrias Creativas (Federation of Creative Industries).
A coordinated effort for global recognition
In addition to domestic collaboration, Cuevas highlighted the crucial role played by regional allies, particularly the official representative of Cannes Lions for the region. This strategic support was instrumental in securing the jury positions. She further noted that Paraguay has already been making its mark on the international stage, with several advertising campaigns and talented professionals reaching the final rounds in major global festivals, competing against thousands of entries from around the world.
This track record of success, according to Cuevas, demonstrates a consistent level of high-quality work emerging from the country. The appointment of two jurors is therefore seen as a natural next step, validating the country’s creative capabilities on a global platform. The specialist affirmed the industry’s potential in her comments.
“When Paraguay is given a creative space, it manages to stand out at the highest international parameters.”
The demanding role of a Cannes juror
The Paraguayan jurors will face a highly demanding task. As Cuevas explained, the evaluation process at Cannes Lions extends far beyond aesthetic appeal or initial creativity. Jurors must conduct a rigorous analysis of the strategy behind each campaign and critically assess its tangible impact on the business it was designed to support. This requires a deep understanding of market dynamics, consumer behaviour, and commercial objectives.
The responsibility is great, as the decisions made by the jury will influence creative trends and set new benchmarks for the industry worldwide. Cuevas emphasised the gravity of this role and the influence it carries for the future of creative communications.
“We are judging pieces that will define the future of the global creative industry. It is an enormous responsibility.”
Future opportunities for Paraguayan talent
The specialist also underlined the competitive advantages that Paraguay’s advertising industry currently offers on the global stage. She pointed to a combination of exceptional human talent, high-quality creative output, and highly competitive production costs. This trifecta allows Paraguay to position itself as an attractive and viable partner for international brands and agencies looking for innovative and cost-effective creative solutions.
Ultimately, this historic participation at Cannes Lions is expected to open new doors for the country’s international projection. Cuevas concluded that such high-level recognition strengthens the likelihood of global brands considering Paraguay as a destination for their creative and audiovisual production needs.
Also read: These Are Five Internationally Awarded Paraguayan Films You Want To See!
