Final entry deadline
(4 submissions free of registration fees):
October 2, 2026
Online Judging:
October 7–10, 2026
Winners Notified:
October 12, 2026
Gathering of Judges
(Geneva, Switzerland):
October 29, 2026
Volunteer Experience:
November 19-20, 2026
About us
The idea for the Luum Awards came together during the pandemic, inspired by the acts of solidarity seen around the world at that time. The festival organizers created the Luum Awards to recognize the creative works that are promoting a better world, firmly believing in the power of communicators to serve as global change agents.
To promote this goal, every year, we put together a team of first-rate judges, made up of leaders of NGOs, brands, and advertising agencies, to evaluate creative and strategic pieces that promote messages related to making the world a better place.
We are the first global creative festival to go zero-paper. Additionally, since 2024, we have held our events in host cities other than Switzerland, where the festival is registered, choosing instead to host our events in the Global South, where we can help communities in need with investment and social/environmental volunteer efforts. By becoming a volunteer, you can help us achieve our goal!
When you participate in Luum you help us support in-need communities. For example, in 2024, we hosted an event in Peru’s Sacred Valley, which resulted in USD $60,000 in direct and indirect investments entering the local economy in a primarily impoverished indigenous region of Peru.
News
The global initiative launched by the Luum Awards
Thousands of associations, communities and small and medium-sized NGOs struggle day-in and day-out to address the world’s social and environmental challenges, without the help of communications agencies or marketing experts. This undoubtedly affects their ability to fulfill their objectives.
Wakii seeks to accompany these NGOs on their missions, so that, with appropriate strategies they can secure more resources and with creativity they can continue to change lives through more powerful messaging.
There are many “invisible” causes that need our attention, while everyone focuses on the same “trending” issues. For example, we need more people talking about forestry, cultural protection of displaced indigenous communities, education for children with visual impairments, lifestyle support for people with spina bifida, care for homeless elderly populations, etc.
If you belong to an agency or brand, you can become a global change agent.
Changing lives with Luum Awards and Wakii
Luum & Wakii 2026 Venues
Hilton Convention Center (Geneva, Switzerland):
Where we will evaluate the festival’s best submissions
Costa Rica:
The Luum Awards has selected Costa Rica as the host country for its 2026 awards ceremony and volunteer experience.
Meet our 2026 judges
We are convinced that creative communications can help us make the world a better place. We CAN be global change agents! To achieve this, we have assembled a first-rate team of festival judges, made up of leaders from NGOs, advertising companies, and creative agencies from around the world.
Alan Calderón
General Creative Director | Brandy Creativity & Technology, Costa Rica
Alan Calderón is Chief Creative Officer and Partner at Brandy Creativity & Technology. He has more than 15 years of experience in the advertising industry and has worked across markets including Bolivia, Argentina, Peru, and Costa Rica, at agencies such as JWT, DDB, McCann, and Wunderman Thompson.
His work has earned more than 200 international awards, including recognition at Cannes Lions, D&AD, The One Show, LIA, Clio, El Sol, New York Festivals, Effie, El Ojo de Iberoamérica, FIAP, and WINA, among others.
He has served as a jury member at more than 15 international festivals. In 2025, he was named among the 100 Most Influential Creative Minds in the Communications Industry by Symbol Awards.
He is also a creativity professor and international speaker.
Camila Rodrigues de Souza
Creative Director | 72andSunny, Netherlands
Camila is passionate about building ideas that resonate culturally and create genuine connections with people. Throughout her career, she has led integrated campaigns for global brands including Nike, Netflix, Uber and Ford, always combining strategic thinking with strong craft and collaborative leadership.
She believes in the power of creativity to make a difference. Beyond her work in advertising, she has championed diversity, taught the next generation of creatives, and created a platform to empower creative women. Her work and experience have also led her to serve on the juries of leading global awards, including Clio, The One Show and LIA.
She recently joined 72andSunny Amsterdam, where she is now working on international projects across different markets for brands including e.l.f. Cosmetics and Booking.com, among others.
Gustavo Gitmanabitch
Executive Creative Director | VML, Argentina
Currently, I’m an Executive Creative Director at VML Argentina.
I’ve been working in advertising since 2006, building my career across agencies such as CraveroLanis, Del Campo Nazca Saatchi & Saatchi, McCann Buenos Aires, Santo Buenos Aires, Madre/La América, Grey Argentina and BBDO Argentina.
Throughout the years, my work has been recognized with awards at both national and international festivals.
Felicity Mclean
Associate Director, Sustainability Partnerships & Engagement | WPP, United Kingdom
Felicity McLean is Associate Director, Sustainability Partnerships & Engagement at WPP, where she works across
the company’s global network to embed sustainability into business strategy, culture, capability building, and client growth. With nearly 20 years of experience spanning sustainability, innovation, and transformation, she helps organisations unlock commercial
and societal value through creative solutions that drive meaningful change.
Prior to joining WPP, Felicity worked with Ashoka, the world’s largest network of social entrepreneurs, partnering
with businesses, foundations, and changemakers to accelerate solutions to environmental and social challenges. She designed and delivered global innovation challenges and cross-sector collaborations, bringing together entrepreneurs, corporates, NGOs, and investors
to scale ideas with the potential to create systemic impact.
Today, she works with senior leaders, client teams, and industry partners to position sustainability as a
driver of trust, growth, and long-term business resilience. A regular industry speaker and awards judge, she is passionate about the role of creativity and innovation in driving positive change at scale. As a LUUM Awards judge, she brings expertise in sustainability
strategy, social innovation, behaviour change, and impact measurement, with a particular interest in recognising work that combines creative excellence with measurable social and environmental outcomes.
Cristian Cambronero
CEO & Chief Creative Director | RIOT\TBWA, Costa Rica
Cambronero works at the intersection of strategy, creativity, influence, and culture.
At RIOT\TBWA Costa Rica he leads teams and ideas that help brands participate meaningfully in culture and earn a greater share of the future.
His experience spans business leadership, brand strategy, creativity, and communications. Throughout his career, he has worked with brands including Oreo, Nissan, Johnnie Walker, Grupo Bimbo, Roche, Audi, Scotiabank, Uber, Smirnoff, DiDi, Grupo Nación and Movistar.
He is a DEI expert certified by Universitat de Barcelona and a former visiting professor at INCAE Business School.
Cambronero is also a journalist. In 2009, became the youngest person ever to receive Costa Rica’s National Journalism Prize. That experience continues to shape the way he researches, asks questions, identifies cultural shifts, and turns them into compelling stories and effective ideas.
As a creative leader, his work has been recognized at some of the industry’s most prestigious festivals and awards, including Cannes Lions — with Glass and Silver Lions — The Clio Awards, El Ojo de Iberoamérica, and the Effie Awards.
