#TheAlternativeSchool to Launch ERA Scholarship

To celebrate its 20th anniversary, #TheAlternativeSchool is introducing ERA – The Equity, Representation & Accessibility Scholarship. This initiative is dedicated to supporting talents from disadvantaged, underrepresented or discriminated communities, based on identity criteria such as ethnicity, nationality, gender, age, religious orientation, place of birth or socio-economic status.

BREAKING FREE FROM LIMITS

“From day one, #TheAlternativeSchool has been about creating opportunities. Through our programs, we have offered a remarkable number of scholarships every year, benefiting hundreds of individuals. After several years of live classes in the capital, we transitioned to an online-first platform to ensure that talents from other cities could access the same learning opportunities as those in Bucharest. Young creatives from diverse social, ethnic, geographical or economic backgrounds have always found here a safe space to refine their skills and train under the guidance of exceptional professionals, both local and international, freely expressing their best selves.

Many of our outstanding alumni traveled to Cannes in a triple premiere: their first time out of the country, their first flight, and their first experience networking and learning in an efervescent, cosmopolitan context.

Looking back, from launching the #LadiesFirst platform and successfully lobbying for the first local female talents to qualify for ‘See It, Be It,’ to recalling the socio-economic challenges some of our students faced and witnessing the transformative impact of #TheAlternativeSchool scholarships on their careers, it’s clear the ERA principles of inclusivity were always operating in the background of our system.

When I began lobbying for creativity two decades ago, the Romanian industry didn’t believe it stood a chance in a global context like Cannes. We had to confront not only the (often self-imposed) limitations of being Eastern Europeans but also the biases of professionals from more established advertising industries. In the process, we proved both them—and ourselves—wrong.

Pioneering a world where national identity and talent aren’t privileges for the few, but fundamental rights for all, has been an incredibly rewarding journey. I can’t wait to see what the next chapter brings.

With ERA launching for the Cannes Lions 2025 edition, we officially celebrate breaking the glass ceiling and dismantling all unfair barriers,” said Teodora Migdalovici, Founder of #TheAlternativeSchool.

THE APPLICATION

• A 2-minute video in English introducing your creative self, exploring what Romanian creativity stands for and explaining how you plan to use the knowledge gained after attending Cannes Lions.

• An intention letter (under one page) detailing the personal context that qualifies you for the ERA Scholarship.

• A CV including social media links and a portfolio (if applicable).

• A portrait photo for the badge, should you win.

  
  

9.01. 2025 WORKSHOP ON ZOOM:

For all candidates interested to get feedback on their 2 min video & their overall application and interested to know more about the personal branding's relevance in one's career, send your attention to participate and the first draft of your application before Jan 8th, 10 am and you will get the chance to be trained, free of charge. The zoom meeting is starting at 7 pm and you will get the access link through a reply to your email showing the intention to apply, containing the link to your cv, the intention letter draft and the script or 2 min video draft.

THE DEADLINE:
22nd January 2025, 23:59

EXTRA INFO

The local ERA Scholarship aligns with the Cannes Lions’ ERA Program in terms of candidate profiles. Selection will be based exclusively on merit. The video does not need to reference the candidate’s ERA status; this information will be addressed in the intention letter.

A panel of jurors will evaluate the videos based on the quality of the narrative, originality, relevance and craft. All application documents must be submitted in a folder named after the contestant. The folder’s link should be emailed to andra@thealternativeschool.com before midnight on 22nd January 2025.

Alongside ERA, Roger Hatchuel Academy scholarship, empowered by INVIZIBILII,RO, is also in order.

The applications for the Roger Hatchuel Academy (under 25 yo) & ERA - no age limit - have the same deadline -Jan. 22nd, 23.59.

The winner’s travel, accommodation and festival access will be fully covered. For inquiries, please contact Andra Serea, the School’s Communication Architect.

PARTNERS ARE WELCOMED

All companies interested to support the ERA Scholarship and the associated programs are welcomed to get in touch and join the cause.

A BIT OF HISTORY