It saw dozens of teams aged under 30 given 24 hours to respond to a brief set by charity Macmillan Cancer Support.
The winning team from The Romans, account manager Kandace Williamson and junior creative Gabie Speed, pitched a campaign called “A Christmas Cancer”, the world’s first Tiktok pantomime. It sought to subvert the upbeat medium of panto to emphasise the tireless work Macmillan nurses do even during the festive period.
The pair will join other regional winners globally to compete for a global title.
The NextGen Creative Challenge was previously the Young Lions competition. That has been put on hold due to the cancellation of this year's Cannes Lions Festival of Creativity.
Williamson said: “It has been such an incredible challenge competing this year, especially in the current climate and I’ve loved every minute of it. The brief was brilliant, and we are honoured to be chosen to represent the UK.”