“This is the category for ideas that challenge the very definition of advertising, creating entirely new ways for brands to connect with people.” – Cristina Reina.
Non-traditional advertising opens the doors for brands who want to stand out above the noise and make their consumers listen to what they have to say in an engaging and involved way. This year, Cristina Reina, Chief Creative Experience Officer, Droga5 New York and the Americas, is the Non-Traditional Jury President at LIA 2026 judging in Las Vegas. Together with nine other stellar creative minds on her jury, they will determine what is the gold standard for 2026.
“I’m hoping to see work where the medium doesn’t define the thinking; the idea defines the medium. Work that explores new spaces, takes new shapes, and, instead of chasing people, engages them in unexpected ways. The best entries won’t just break conventions; they’ll create new ones,” said Cristina Reina.
Cristina Reina is recognized globally for breakthrough ideas, exceptional craft and creativity that drives both cultural and business impact. As Chief Creative Experience Officer at Droga5 NY and across the Americas, she is the hand that is shaping the agency’s next chapter.
Her groundbreaking ideas have transcended the confines of traditional advertising. She was responsible for Skittles, “Skittles Commercial: The Broadway Musical when she served as Chief Experience Officer at LEO U.S. During her stint at McCann North America, she contributed to McCann New York’s recognition as one of the Fast Company’s Most Innovative Companies.
Aside from that, Cristina Reina has also been named in Adweek’s Creative 100, and has been awarded hundreds of honors in the industry’s most prestigious shows.
In past years, non-traditional ways of striking a chord with consumers have been used most effectively. Take for example the ALS Ice Bucket Challenge. The simple act of pouring ice over someone’s head or oneself, taking a photo or video and sharing it became a global phenomenon. It successfully produced massive reach and garnered mass donations to help with research. It was simple, viral, irreverent, humorous, participatory and engaging. And it helped us reimagine what fundraising could be like.
“Non-Traditional is all about authentically connecting with consumers in meaningful ways through the most relevant channels. It’s about deviating from the expected and using creativity in an unconventional manner – work that defies being labeled. It will be interesting to hear these acclaimed creative professionals assess and critique all the ideas, many of which will be surprising, risky and innovative. No doubt, only the best will make the cut,” remarked Christina Shaw, VP – Awards Director, LIA.
LIA Judging 2026 will be held in-person at Encore @ Wynn Las Vegas from 25th September through 3rd October, 2026.
