Representing the 20th generation of youngsters selected within #TheAlternativeSchool laboratories,Diana Neagu is the winner of the competition dedicated to talent under 25 and will represent Romania at The Roger Hatchuel Academy at Cannes Lions this year through the valuable support of INVIZIBILII.RO.
Diana is a spirited Gen Z content creator and Art Director with a passion that’s been burning since kindergarten, when she built a LEGO camera and staged imaginary photo shoots with her friends.
She studied Graphic Design in the UK and kicked off her career at McCann, where she spent over three years crafting campaigns as an Art Director. Along the way, she helped win a Bronze Cannes Lion and was named Art Director of the Year at the ADC Awards. Today, she’s bringing her creative magic to Leo Burnett, working with both local and regional clients.
Explore more about her journey in an exclusive interview here.
A double winner, to be fully honest
Diana scored twice - securing both first place and the top spot for the ERA scholarship - which led to the ERA scholarship prize being redistributed in descending order of the ranking. The new ERA scholarship winner is second-place finalist, Vlad Sima, also empowered by INVIZIBILII.RO.
Georgiana Chițac and Ioana Aștefănoaiei, proudly taking third and fourth place in the ERA scholarship, are packing their bags for Cannes Lions too, self-funding their travel costs.
Coming from another community of youngsters with less possibilities but full of talent, joining them under the same conditions, is Teodor Bivolaru, from Iasi, the second-place winner of the Call for Papers competition where more than 100 people entered.
The first prize winner, David Albu, who generated the official “20 years of private diplomacy logo”, had already other international plans, but he is welcomed with open arms at the new school semester.
Big cheers and congratulations to the Cannes-heading inspiring trio!
When stars align
For the first time ever, this edition of the Roger Hatchuel Academy selection hit a spectacular milestone: all three contestants who made the shortlist achieved the maximum score from the eight esteemed jurors during the local judging round.
Selection made with rigor
Well deserved congratulations are in order for everyone who embraced this challenge and tackled the brief with authenticity, depth, humor, and charm! With this step, they move closer to becoming bold, outstanding creatives, ready to shine on the international stage.
A round of well-earned applause goes out to everyone who took on this challenge head-first, bringing authenticity, depth, humor, and undeniable charm to the table. With this leap, they’re not just answering a brief—they’re stepping into their power as fearless, standout creatives, ready to make waves on the global stage: Maria Ivan, Diana Cheivan, Maria Dragoi, Marius Penu, Maria Hodor, Daria Rojea, Anamaria Dica, Ioana Costinescu, Györfi Katinka!
What’s next ?
Submissions for the Roger Hatchuel Academy scholarship are now closed, but the countdown begins! We can’t wait to meet the next wave of bold, brilliant minds ready to shine in 2026.
Send your 2 minutes video sharing the story of your creative journey so far, explaining what makes you RHA / Cannes worthy until September 15th and you can qualify as well for the Fall-Winter Module @TheAlternativeSchool.
One of the ERA Scholarship 2025 recipients, supported by Invizibilii.ro and headed to Cannes Lions, Vlad Sima is a creative defined by joy against all odds, resilience, and an unstoppable drive to operate beyond the limits of social conditioning.
Though he began his academic journey in veterinary school — yes, really — it was the camera lens and the rhythm of visual storytelling that truly gripped him. Guided by curiosity and an eye for detail, Vlad blends instinct with experimentation. From childhood hobbies like origami and painting to cinematic projects, everything he creates reflects sensitivity.
What follows is more than a creative’s story — it’s a look inside a mind where inspiration meets discipline, and every frame carries purpose, energy, and heart.
1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?
I have always been happy regardless of obstacles, I am a person with a positive vibe, after all. But the satisfaction I get from my creative passions makes me feel whole. Every step has made me feel amazing, every process, every thought, every opinion, and especially seeing how this entire creative amalgam has transformed into a unique interpretation that I am proud and excited to share with everyone.
2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY
I have always had an artistic vision, and it has been noticeable since childhood. My relatives often pointed out that my second nature was combining colors and excelling in various artistic activities such as origami, quilling, drawing, and painting. My artistic passion was evident even back then, and every time I practiced, I felt a spark of joy.
As I grew older, I became increasingly drawn to photography, a curiosity that has flourished from high school to the present, where it has become a passion filled with love.
3. BEST CONTEXT EVER FOR INSPIRATION WAS
The internet. Through it, I learned how to properly use a camera and explored various compositions created by mostly young photographers with impressive determination. For a while, I used the Gurushots app as a reference while also competing with some of my own photos.
I discovered opportunities such as photography courses organized by my university and #The AlternativeSchool modules, which changed my perspective on the future I envision for myself.
4. THE PROJECT YOU LOVED THE MOST
I worked with a photographer for quite some time, and I really enjoyed a project we did together. We created a cinematic film, which was quite a challenge because I had to achieve a professional standard, while also learning editing and color grading through a trial-and-error approach.
Overall, it was an amazing experience, and I am happy and grateful for this opportunity.
5. THE PROJECT OTHERS LOVED THE MOST
It would definitely be the ERA project, empowered by invizibilii.ro. Many of my friends didn’t expect me to create such a deep story in such a short time and with so many limitations.
I also made sure to gather as much feedback as possible, and to my surprise, it went very well. I received a lot of support, encouragement, and determination to keep fighting for my passions.
6. THE BEST THING ABOUT LOCAL CREATIVITY IS
Definitely, the originality of the people in that community. Stepping out of your comfort zone can be a great source of inspiration for creating something new, but of course, you also need a little bit of “trust the process.”
Recently, I traveled to Spain, and in a small town at the foot of a mountain, I discovered a local tradition: every house entrance must have a painting embedded in the wall with Saint Catalina, that symbolizes her protection, watching over and praying for the residents.
For me, it was something truly special. I loved every moment of it, from the diverse art styles to how beautiful each entrance looked with a touch of joy and hope. It also inspired me to experiment with new compositions, and I really enjoyed creating them in black and white as well.
7. BEST STATEMENT OF LOCAL HUMOR
Currently, I am a volunteer at a youth association, and my role is to come up with creative and engaging ideas to voice youth thoughts in a fun and meaningful way. Right now we found a way through memes that not only help combat misinformation, but also serve as a source of entertainment for local youth.
Through humor, we don’t only reflect local realities in an accessible and engaging way but also encourage and expand the culture of local humor.
8. ADVICE FOR INTERNATIONAL HEADHUNTERS RELATED TO LOCAL CREATIVES
I think a great piece of advice would be to really take the time to explore the area. Get to know the people, their customs, and what makes them unique. Try seeing things from their perspective as well.
Connecting with the community isn’t just helpful; it makes the whole experience more meaningful. You get to understand their needs, their stories, and what they have to offer. And for sure, there are people out there just waiting for the right chance to jump into new creative projects.
9. BEST PLACE IN BUCHAREST
The Japanese Garden in Herăstrău Park. I have always loved visiting during that time of the year when all the trees are in bloom. A lot of people come to admire nature’s creativity or to relax through various hobbies.
I once had the chance to observe someone inspired by the garden, painting the moment on canvas, a truly powerful creative scene. Every shade of pink in this landscape fills my soul with a special kind of joy. Being there makes me so happy that I feel the need to capture every moment and every detail through countless photos, good or bad, it doesn’t matter because I simply feel amazing.
10. BEST PLACE IN ROMANIA
In contrast to the landscape offered by the Japanese Garden, the best place in Romania has to be the Carpathians. My favorite sport is hiking, and through this, I have managed to explore a good portion of the mountain trails.
Besides the amazing views that you can see from up above, the mountains offer an unimaginable calmness for the spirit. Usually, when I’m up there, I feel like I forget every obstacle and let my mind flow, communicating more with my inner self. It literally makes me see all the beautiful scenery from a new perspective.
11. MOST DISTURBING CLICHÉ ABOUT ROMANIA, IN THE MEDIA OUTLETS OF THE WORLD
One of the most disturbing facts about our country’s people is discrimination. There are unfounded stereotypes, based on absurd generalizations, that influence the general perception of young Romanians abroad, which in turn leads to difficulties in their integration.
But maybe, if there’s even a little bit of trust in them, it could make a difference for the better.
12. ROMANIA SHOULD BE KNOWN FOR
We have everything you could possibly think of, like one of the biggest diversities of landforms, sea openings, lakes, and rivers. We also possess a lot of resources that we can exploit and use for our needs, but the most important thing our country is known for are the smart, creative, and hard-working people who have existed and continue to exist, such as George Enescu, Constantin Brâncuși and my favorite young talent Christian Tudose.
13. YOUR VIEWS ON SPIRITUALITY
First of all, I think spirituality shouldn’t be related to religion. I see spirituality more as a bond with oneself, a way to have a good relationship with yourself. It’s about learning how to love yourself and others, how to accept things in your life as they are, how to be calm, and how to enjoy life. This is the true meaning of happiness.
14. YOUR VIEWS ON MONEY
Money shouldn’t mean happiness; I mean, it’s a way to unlock certain aspects that can make you happy, but usually, it’s short-term happiness. We need to focus on other things in life, like connections with people, ourselves, and experiences, rather than the false saying that “money will make you happy, eventually.” Only we are responsible for our own happiness.
15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE
A powerful yet simple inspirational film for me was “The Boy, the Mole, the Fox and the Horse.” It’s a simple yet beautifully painted animation, but it holds the deepest meaning I’ve ever seen with just a few words. It amazes me how much you can empathize with certain characters or lines.
I think every time I watched this film, I ended up crying because I could empathize with some of the lines, and it made me realize that you don’t need to create something complex in order to make people resonate with your creation.
16. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT
Actually, there is a female talent who truly embodies the local creative spirit in her work, and her stage name is Romania Chan. It’s truly remarkable how she combines Romanian traditions with anime culture in a funny yet accurate way. All her work is really relatable to most young communities, and her art style is not only pleasing but also full of meme references.
BIO:
Hi! I’m Vlad-Marian Sima, and I'm 22 years old. I live in Romania, near Bucharest, with my mother, my dog, and my cat. My older brother, who is 30, also lives in Bucharest.
I have a deep curiosity for animals, though the medical side of things doesn’t interest me as much. I'm passionate about technology, fascinated by how mechanical systems work in complex ways, I love computers, adventure video games, arts and crafts, and animated series.
Currently, I’m a student at the Faculty of Veterinary Medicine in Bucharest. However, over time, I’ve realized that the medical field isn’t for me. My true passion lies in photography and filmmaking, and I am determined to pursue a creative career in the arts.
Decoding Eastern European Creativity
What an effervescence at the Czech Centre in Bucharest hosting, in a full house format, the first edition of the “Brands Talk Series: Identity and Culture”, an event exploring the intersection of branding, national identity, traditions, and pop culture. Celebrated by diplomats, academia, designers, marketers, creatives, researchers and communicators, the April edition highlighted Eastern European creativity, marking 20 years of #TheAlternativeSchool’s commitment to private diplomacy.
Teodora Migdalovici: Brands as therapists
Teodora Migdalovici, founder of The Alternative School and Creativity Ambassador, opened the evening with a talk about “branding as therapy” — a concept she consistently applies in her work and for which she was awarded over 15 years ago at the World Brand Congress, where she presented on the same stage as Renée Mauborgne, co-author of Blue Ocean Strategy.
With more than 20 years of active presence at the world’s most influential conferences, Teodora emphasized that regions and countries facing deep economic and social challenges — including Eastern Europe — often produce creatives who become masters in healing the collective psyche. They do so through brands that address issues of national identity, self-esteem, personal reinvention, and culturally flavored solutions that restore confidence. Her perspective celebrated the region’s unique ability to embrace and address its complex social realities while still doing great business. Using the healing power of humor, the joy-against-all-odds attitude, and an unfiltered take on local behaviors — from the soft spot for discounts to extreme frugality — these brands go far beyond taboos.
In her view, the Eastern European recipe is brought to life through dark humor and deep cultural codes, as symbolized by the whimsical flying pig illustrated by Oana Ispir (2022), the iconic IKEA toilet seat print by Leo Burnett Warsaw (2001), the brilliantly crafted, pixel-perfect, and hilariously impactful “Enjoy Your Speed Till the End” spot by Leo Burnett Prague (2001), alongside TurboKady Kaufland by DDB Prague (2023) and the ING Romania campaign tackling the sensitive, yet so insightful topic of “Shopping vs Mental Health”.
The regional showcase continued later in the evening with more standout examples presented by Davor, Tereza, and Cătălin.
The Eastern European Recipe, as envisioned by the Young Lions, ERA & RHA winners
The Brands Talk: Identity & Culture - Eastern European Creativity event served as the stage for the debut of Young Lions, ERA & RHA winners, making their first public appearance before heading to Cannes to represent Romania this year. Cristiana Trifu & Mădălina Sandu (Digital) empowered by Raiffeisen Bank Romania, Alexandra Moisescu & Cătălina Manea (Print), and Alexandra Roșu-Ciobanu (PR) empowered by Ursus Breweries, Diana Neagu (RHA) & Vlad Sima (ERA) both empowered by INVIZIBILII.RO, showed us what Eastern European Creativity / Local Creativity means through their eyes.
Tereza Sverakova: The Courage to Create
Tereza Svěráková, the recipient of more than 17 lions, juror on the world’s most influential competitions and Co-founder of OAK Prague, delivered a presentation on what it takes to create memorable work.
The key ingredient? Courage.
The courage to break cultural stereotypes, to challenge authority, to act on principles, to drive innovation, and to open uncomfortable – yet necessary – conversations.
The most touching campaign presented: Mama Beer – a beer created for women undergoing cancer treatment, inspired by Tereza’s own experience.
Doctors often recommend beer during chemotherapy, but its metallic taste makes it difficult to drink. That’s how an alcohol-free beer was born, tailored to the needs of these patients – and sold in pharmacies.
Davor Bruketa: When Branding Meets Culture
The brilliant Davor Bruketa, Co-Chairman of Bruketa&Žinić&Grey, took the stage with a witty, thought-provoking presentation - proving that learning can be exhilaratingly entertaining. His talk explored the dynamic relationship between brands and culture — how brands shape it, borrow from it, challenge it, and ultimately integrate it into their identity building process.
Through standout case-studies from Bruketa&Žinić&Grey, he demonstrated how smart ideas can generate impact and profit — even with ridiculously small budgets (read here “Eastern European Budgets, if you want), all while staying true to a brand’s positioning. He also showed how design and visual languages can meaningfully address identity-driven themes, spark global reactions, make headlines in top-tier publications, and forge a lasting place in society, business and people’s memory.
Catalin Dobre: Creativity is a survival mode
The evening concluded with the event’s secret speaker – the one and only Cătălin Dobre, Chief Creative Officer, Co-CEO at McCann Worldgroup Romania, and CEE Creative Director. In his presentation, he chose to dissect “Where to Settle” – a multi-awarded real-life success story turned into a powerful business case study, brought to life by Mastercard and several McCann offices, from Poland to Romania. The project was fueled by a blend of Emotional Intelligence, anthropological insight, and a sharp reading of creative data.
As Cătălin perfectly put it: #CREATIVITY is Eastern Europe’s ultimate renewable resource. And it’s not optional. It’s survival mode.
A taste-driven experiment uniting cultures through flavor
True to #TheAlternativeSchool tradition, a bespoke vegan menu brought the theme to life: to tangibly revisit Eastern European heritage cuisine - Štrukli & Klobásy v dece, in order to surprise Davor and Tereza, our guests from Croatia and Czech Republic. The world tour in a bite, continued with focaccia welcoming Vegan Pistachio Mortadella, Mushrooms & Truffles, Vegan Quesadilla & Chili Sin Carne over Crispy Rice were the mouthwatering creations crafted by Verdino Foods & Mr. Plantel (kudos to Celina Condorovici & Alina Ziviciu).
For those with a sweet tooth, guests indulged in Lemon & Mango with a sunny crunch, Sour cherries, dates & coconut, and Peanuts, salty caramel & chocolate - masterfully created by Rawz (kudos to @Andreea Lazarescu) - paired with the irresistible Gelato Artigianale Siviero Maria.
From their impeccable espresso to the pièce de résistance - HOT CHOCOLATE WITH ROM - 5 to Go kept everyone warm and smiling.
Sorina Neaga, Director, Czech Centre
“We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands.
“Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“ - Sorina Neaga, Director, Czech Centre
[13:46, 05/06/2025] Teodora_Migdalovici: “We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands.
“Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“
How was it?
The event struck a chord with its diverse audience - professionals from business, diplomacy, CSR, advertising, PR, social media, architecture, and design, students all united by a shared passion for innovation, quality, and inspiring experiences.
The talk of the town
“Teodora has truly made a remarkable impact on the creative industry. She created a fantastic vibe. Teodora's dedication to promoting creativity as a driver of the economy is inspiration for all of us.” Davor Bruketa, Co-Chairman @Bruketa&Žinić&Grey
“Teodora Migdalovici, a true master of the international stage, putting Romanian creativity on the map with an impressive blend of style and boldness. At a time when only the brave truly believed in the magic of Romanian creative potential, Teodora acted as a passionate catalyst — helping top agencies to transform through the necessary guidance that brought cultural relevance to the forefront of global success.
With a narrative so compelling it could travel the world, she made creativity walk hand in hand with national identity, opening wide the doors for Romanian talent. Her warrior-like magazine, #LadiesFirst, is not just another publication; it’s the emblem of promoting talented Romanian women who’ve stood under international spotlights with irresistible elegance.
The embodiment of a powerful voice and tireless energy, has been a pillar of multicultural creativity, shaking things up with diversity and innovation. The events she orchestrated were so memorable that any participant could vouch her imprint led to a vision upgrade and strategic repositioning for Romania’s creative industry.” - Isabella Brănișteanu, Founder @THINKEGIC
“The Alternative School doesn’t offer recipes. It asks questions. And if you push yourself to answer them, you grow up fast. I was lucky to meet Teodora and go through her school when I was young, full of ideas, and lacking clear direction. She pushed me to think strategically, to defend my ideas at the big table, to understand global competition. For me, it was the kind of edge that still makes a difference today.” - Răzvan Ghilencea, Creative Partner @AYZ&HENDZ
“A few years ago, after a semester at The Alternative School and a trip to Cannes for the Young Lions competition, I felt like we were carrying an outsider’s banner. Today, we’ve gone from underdogs to contenders. I know it’s not a coincidence, and I have a pretty good idea of who sparked that change.” - Filip Gonzacenco, Art Director @Publicis Conseil Paris
“Thank you so much for the invitation. It was a joy to see so many insightful cases from Romania and the CEE region, and so many creative and truly talented people. Thank you also for quoting our work related to shopping therapy! It was a lovely and unexpected surprise. We love courage — we don’t always get it right, but what matters is that we never stop seeking it.” - Corina Rusu, Head of Brand & Marketing, ING
“Congratulations on how the Brands Talk: Identity & Culture – Eastern European Creativity event turned out! The speakers were wonderful, the vibe was relaxed, and the chemistry between Teo and the guests was delightful. :)” Ana Andrei, Strategic Communication Integrator @Jam Session Agency
“This experience was more than just an event – it was a reconnection with the essence of Eastern European creativity. What impressed me most was how the speakers – Tereza Sverakova and Davor Bruketa – spoke about creativity that doesn’t follow trends, but rather stems from necessity, identity, and resilience. Campaigns like Untouched by Light or the strategy behind SmartWater, Inc. reminded me that the power of brands doesn’t lie in noise, but in the courage to bring silence, depth, and meaning. I resonated deeply with the idea that we were authentic because we had no other choice – and that has shaped not only how we think about campaigns, but also how we build organizations or products: from scratch, with limited resources, but with a clarity of purpose.” Andra Huidu, Co-Lead Professionals Program @Aspire
“Thank you for the opportunity – the two speakers from Czechia and Croatia were great! I really enjoyed the case study about the youth board at the bank in Czechia – it struck me as a very smart way to connect more authentically with the dynamics and needs of the new generation. Congratulations and happy anniversary!” Sonia Constantin, Comms & Program Manager @FFCR
"CONGRATULATIONS! This #20 is a big, big achievement - congratulations for everything and thank you for the effort you've put in to support and push the industry forward." - Hortensia Năstase, Managing Director CE @Golin
“Brands Talk: Identity & Culture – Eastern European Creativity was not just a celebration of Eastern European creativity, but also a remarkable example of how a business and branding event can become, through vision and flawless execution, a true cultural and inspirational experience. Congratulations to Teodora and the organizing team for creating a landmark event. Marking the 20th anniversary of The Alternative School through this event highlighted the organization’s long-term commitment to supporting creativity and cultural diplomacy in the Eastern European space” - Mia Deaconu, Head Of Marketing @Fashion House Group.
“It was such a successful event, I truly felt inspired, and the three hours flew by without me even noticing. The guests were carefully selected, and the case studies focused on meaning, depth, and creativity were great. I was happy to learn that there are campaigns with real impact. I felt lucky to be there. I resonated with many of the speeches, met authentic and sincere people, and I genuinely loved every moment of it!” - Adina Tkacz, Marketing Manager @Sabon.
“What I really liked about this event was that I learned the structure of a highly awarded campaign, as well as the dos and don’ts when creating a case study. Since I hadn’t encountered the structure of a creative campaign until now at university, this event, along with the "How to Win a Lion" workshop, felt exactly like a university course, applied in a seminar. And this is absolutely amazing for a Communication student!” - Larisa Stefan, Master Student @SNSPA
“Being creative doesn’t require maximalism, but rather free space. Sometimes, being creative means having room for it, as demonstrated by the label design of Stina wine bottles.” - Sara Tudosie, Master Student @SNSPA
Kudos to our partners
Big thank you to all our allies for making this event a resounding success: Czech Centre, 5 to go, Budweiser, ROM, Mr Plantel, Verdino, Rawz, Siviero Maria, McCann World Group, Marketing Insiders Group, Raiffeisen Bank Romania, Product Of The Year, Revista Piața, Shutterstock, We Invent.
