May, 2025.- “Sports have a unique power as a narrative platform,” Fernando Duarte emphasized. “It goes beyond competition—it’s about human stories, emotions, and shared moments that connect globally.” His role as a juror involves identifying work that captures this essence while pushing creative boundaries.
In his analysis of the current landscape, Duarte noted that brands are increasingly leveraging sports as a cultural connector, creating content that not only entertains but also inspires. “The best campaigns are those that make you feel something—whether it’s pride, excitement, or even a call to action.”
Duarte’s creative vision for the category is clear: “We look for stories that resonate with authenticity and emotional depth.” As a juror, his focus is on recognizing ideas that use the power of sports to tell compelling stories, with excellence in execution and innovation.
The Entertainment Lions for Sport at Cannes Lions 2025 will showcase the best work that blends sports, entertainment, and creativity, with Duarte’s expertise helping to define the gold standard for the category.
Sports as a storytelling powerhouse. Discover Fernando Duarte’s insights on creativity and impact.
