New-to-Canada PR and design category for Young Lions

Edelman Canada is partnering with The Globe and Mail, the official Canadian representative of the Cannes Lions International Festival of Creativity, to introduce a new PR category. For the first time, young Canadian public relations professionals will have the chance to showcase their creativity and problem-solving skills during the 2025 Young Lions Competition on both national and global stages.

Winners of the new-to-Canada PR category will represent Canada and compete among the world’s best at the Global Young Lions Competition in Cannes, France, in June 2025.

The 2025 Canadian Young Lions Competition’s PR category will be co-chaired by Shauna Roe, VP creative director at Edelman Canada, and Eva Salem, chief marketing officer at Canadian Tire.

“PR has always been a key part of the marketing mix, and its role in shaping impactful storytelling is more critical than ever,” says Bianca Freedman, CEO of Edelman Canada. “While the PR category isn’t new to the competition globally, bringing it to Canada is long overdue. Our decision to partner in launching this category reflects the growing importance of earned media in today’s complex landscape, where cutting through the noise demands authentic, culturally resonant narratives.”

This year also marks the introduction of the design category in Canada, co-chaired by Stephanie Yung, chief design officer at Zulu Alpha Kilo, and Laura Stein, chief creative officer at Bruce Mau Design.

The Cannes Lions International Festival of Creativity 2025 runs from June 16 to 20. Each Gold-winning team in the Canadian contest win a prize that includes registration fees for the global competition, as well as delegate passes to the festival, flights and accommodations.