LAS VEGAS, Today: Non-traditional advertising has never been particularly interested in behaving itself. At its best, it helps brands cut through, draw people in and create something worth noticing.
Helping decide what sets that standard in 2026 will be Cristina Reina, Chief Creative Experience Officer at Droga5 New York and the Americas.
Reina has been named Non-Traditional Jury President for LIA 2026, joining nine other leading creative minds for judging in Las Vegas.
“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.
Globally recognised for breakthrough ideas, craft and creativity delivering cultural and commercial impact, Reina is helping shape Droga5’s next chapter across New York and the Americas.
I’m hoping to see work where the medium doesn’t define the thinking; the idea defines the medium.” – Cristina Reina, Chief Creative Experience Officer, Droga5 New York and the Americas
While Chief Experience Officer at LEO U.S., she was behind Skittles’ “Skittles Commercial: The Broadway Musical.”
During her time at McCann North America, she also contributed to McCann New York being recognised among Fast Company’s Most Innovative Companies.
Reina has appeared on Adweek’s Creative 100 and collected hundreds of honours across the industry’s leading awards programmes.
The ALS Ice Bucket Challenge remains a textbook example of non-traditional thinking. A simple challenge involving ice, a camera and social sharing became a global phenomenon, generating enormous reach and significant research donations.
“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 take place at Encore at Wynn Las Vegas from 25 September to 3 October.
The post Droga5’s Cristina Reina to lead LIA’s Non-Traditional Jury appeared first on M+AD!.
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