Alongside Roger Hatchuel Academy Scholarship - RHA- dedicated to talented individuals under 25 with international aspirations, #TheAlternativeSchool launches ERA – Equity, Representation & Accessibility, a program embodying diversity and inclusion, aimed at creatives from underrepresented or disadvantaged communities. Selected by a local and international jury, winners of the two scholarships for exceptional talents operating in creative economies will qualify for a week of study and networking with crème de la crème, in the context of the most expensive marcom & tech gathering in the world - Cannes Lions 2025 - with travel, accommodation and festival access expenses covered.

The same mechanism applies for both competitions—a 2-minute video in English about the creative self—with the same deadline: January 22. Winners of the two scholarships for exceptional talents in creative economies will qualify for a week of study and networking at Cannes Lions 2025, with up to 10.000 Euro worth-expenses covered. The selection is based exclusively on merit. If applications might have the same evaluation mark, the candidate with the most challenging personal story will prevail. 

"My first year in Cannes, in my 20s, was an emotional roller coaster: I was the only Romanian in that incredibly effervescent gathering of the United Nations of Creativity. I had the mentality, education and aspirations of an heiress, and 200 francs in my pocket. That meant I had a week ahead, and I could invest my money in a sandwich and my bus ticket back to Nice Airport. I know what hunger means, for I’ve practiced intermittent fasting by necessity in my first ever Cannes, as a student. But what was far more relevant than the physical hunger was my hunger for knowledge and the inspiration attached. On the Croisette beach, during a break, exploring the 2-kilo Delegates handbook, with only one name from Romania, I dreamed of a time when many more people from the homeland would attend; where local talent would make the talk of the town; where people my age would enjoy this fabulous career and experience shortcut from the local everyday to a spot where they could hear the most talented minds of the planet share their ideas, performances, and perspectives on the world’s evolution. Fast forward 25 years: being able to offer a chance for Cannes to all those thinking it’s not for them because of real or self-imposed limits related to their identity—be it gender, age, origin, a challenging economic background, or ethnicity—is a dream come true. I can only hope we will have many powerful applications and have the opportunity to help those who have none, seize the opportunity of a lifetime,” said Teodora Migdalovici,  #TheAlternativeSchool cMBA’s Founder.

January 9, 2025 – Get a Live Guidance

For candidates interested in receiving feedback on their application:
Send your intention to participate and your first draft by January 8, 10:00 AM, to andra@thealternativeschool.com. This will grant you access to a workshop where you’ll receive live feedback from Teodora Migdalovici, founder of #TheAlternativeSchool and initiator of the programs in Romania.

Workshop Details:

• Date: January 9, 2025

• Platform: Zoom, starting at 7:00 PM

• Access: You will receive the access link in the reply of your email, containing:

• The link to your CV

• The draft of the letter of intent (if applicable)

• The script or draft of the 2-minute video

For questions, join the dedicated WhatsApp group for the ERA & RHA scholarships: WhatsApp Group.

ERA Categories:

• Freelancers, small creative entrepreneurs or solopreneurs in the creative economy facing financial challenges.

• Students, master’s, or PhD candidates with financial difficulties.

• Creatives from vulnerable family situations (e.g., single-parent families).

• Talents from rural areas or small towns.

• Ethnic minorities.

• Religious minorities.

• LGBTQ+ minorities.

• Anyone working in the creative economy who has faced discrimination based on gender, age, ethnicity, origin, spiritual beliefs or political views.

Eligibility for ERA Scholarship:
Any talented individual in the creative economy belonging to an underrepresented or disadvantaged category, regardless of age.

Eligibility for RHA Scholarship (supported by Invizibilii.ro):
Young people aged 18–25 enrolled in higher education programs (bachelor’s, master’s, PhD) in creative, social, or business fields—visual arts, tech, digital, branding, marketing, PR, communication, sociology, anthropology, psychology, foreign languages, literature or film.

How to Apply

• Submit a 2-minute MP4 video uploaded on YouTube showcasing your talent, creative journey, and how you’ll apply what you’ve learned at Cannes Lions.

• For the ERA scholarship, include a one-page letter of intent explaining your ERA status.

Video Evaluation Criteria:

• 30% – Originality, memorability, relevance to #RomanianTalent

• 30% – Storytelling and narrative

• 30% – Technical and production skills (editing, flow, adherence to duration)

• 10% – Unique perspective, wow factor (humor can count as well)

The selection is based on merit, but in the case that two applications receive the same score from the judges, the ERA background will take priority.

Deliverables:
Send your application to andra@thealternativeschool.com, including:

1. YouTube link to the 2-minute video with your full name

2. Google Drive link to your CV / portfolio and, if applicable, your letter of intent (ensure access settings are correct)

3. A portrait photo (480x600 pixels, neutral background, JPG format) for communication if selected

Deadline ERA & RHA

January 22, 2025, 11:59 PM

The campaign’s visuals are created by talented illustrator Doriana Mărășoiu, an architect successfully exploring graphic design and illustration, with a confident hand navigating minimalism, positive-negative space play, vibrant colors, and visual metaphors.

Big thank you to our partners & allies who generously supported our projects in 2024, helping Romanian talents learn, perform & shine on: Artesana, Borsec, Digital Distrikt, Raiffeisen, URSUS, Hilton Garden Inn, invizibilii.ro, Marketing Isiders Group, Phoenix Media.

To be continued