Enkhbayasgalan Tungalag, Mongolia’s First Cannes Lions Jury Member

Founder of Adjournal Asia reflects on his Cannes Lions Jury experience and why 2025 marked Mongolia’s breakthrough year on the global creative stage.

When did it hit you emotionally that you’re the first Mongolian Cannes Lions Jury Member, and what did that moment mean to you personally?

It didn’t hit me immediately. The realisation came quietly, late at night, while reviewing entries from all over the world. Spring is a peak season for Mongolian creatives after a long, cold winter, and as I was scrolling through the work, it suddenly became clear that Mongolia was now part of this global conversation for the first time in history. Not as an audience, but as a decision-maker.

That moment mattered because it was never about me personally. It signified trust. A country often seen as peripheral, nomadic, or defined by herding traditions was now being asked to help define global creative standards. Personally, it felt less like celebration and more like responsibility.

During the orientation and training sessions, I was naturally nervous being surrounded by so many respected global creative leaders. However, the jury onboarding process was extremely well organised, thoughtful, and inclusive, which helped me feel confident and focused from the start.

What’s the real difference between beautiful work and award-worthy work? Where do many campaigns fall short?

Beautiful work is visually impressive and often supported by large production and media budgets. Award-worthy work changes something. It shifts behaviour, perception, or conversation.

Many campaigns fall short because they stop at aesthetics. They look good but do not say anything meaningful, or they rely too heavily on technology without a clear purpose. At Cannes Lions, the strongest work is not just seen, it is felt and remembered because it has something important to say.

What was the judging process really like behind the scenes?

The process was intense and rigorous. I reviewed and scored over 400 Outdoor entries from around the world. Each piece was judged independently based on idea, execution, and impact.

The system is very well designed to prevent bias and ensure fairness, which I deeply respect. What stood out most was the diversity of thinking. There was everything from highly sophisticated executions to simple but powerful ideas that worked because they truly understood people, culture, and place. That balance is what makes Cannes Lions such a meaningful benchmark for creative excellence.