Singapore’s NexGen 2025 advertising competition for young creatives returns with Lazada
The highly anticipated NexGen advertising competition is back, offering Singapore’s brightest young creatives an unparalleled opportunity to showcase their talent on the global stage. Organized by the Association of Advertising & Marketing Singapore (AAMS), this premier under-30 competition challenges participants to crack a brief in just 48 hours – testing their creativity, strategic thinking, and execution under real-world pressure.
NexGen is open to creatives aged 30 and under (before June 2025). Entry form and payment must be submitted by 2 April 2025
This year’s edition is the biggest yet, thanks to Lazada, Southeast Asia’s leading e-commerce platform, stepping in as the title sponsor. Lazada will fully sponsor the winning team’s all-expenses-paid trip to the prestigious Cannes Lions International Festival of Creativity. There, they will represent Singapore in the Cannes Young Lions Competition, competing against top young talent from around the world.
“As a brand that thrives on innovation and forward-thinking creativity, Lazada is proud to support the next generation of creative talent in Singapore,” said Marcus Chew, Group Chief Marketing Officer at Lazada Group & Daraz Group. “We believe this sponsorship will not only elevate the competition but also provide an invaluable experience for the winners to represent Singapore on the global stage.”
A Launchpad for Future Industry Leaders
The NexGen competition serves as a springboard for young creatives to demonstrate their skills in a high-stakes environment, with industry veterans evaluating their work. With just 48 hours to tackle a challenging brief, participants must bring bold ideas, compelling storytelling, and exceptional execution to stand out from the competition. The winning team will proudly carry Singapore’s creative flag to Cannes, joining an elite group of emerging global talent at the world’s most prestigious advertising festival.
“NexGen has always been about celebrating and cultivating young creative minds, and this year, we are thrilled to offer an even bigger opportunity thanks to Lazada’s generous support,” said Geoff Tan, Director, Events & Partnership at AAMS. “We are confident of Singapore’s young creatives rising to the challenge and making their mark on the global stage.”
Janson Choo, Executive Creative Director at BBH Singapore and Co-Chairman of the Gongs, said: “Cultivating the next generation of talent is incredibly important to AAMS and Singapore’s advertising industry, and we’re truly grateful for Lazada’s generous support in helping propel our brightest to the world stage. And looking at the prize, this is one of those rare times I wish I were 30 again.”
How to Participate
As the competition gears up, AAMS encourages all aspiring young creatives to seize this career-defining opportunity. For more information, please visit AAMS website.