44 teams from all over the world competed in this year’s Young Lions Print competition at the Cannes Lions International Festival of Creativity. The brief we received was to come up with a print ad for WWF to increase the number of followers on their social media pages with the idea of, “It’s easier than you think to help.”
The goal was to help WWF mobilize the millions of supporters they had all over the world, and the first step would be to get them to join the cause on social media so they could be part of the conversation.
Our entry from TeamPhilippines featured a rhino and poacher in a gladiator-style arena in front of a crowd of people giving the thumbs-up signal so the endangered creature could continue living to show that, as the copy went, “A like could spare a life.”
The competition was quite intense, and a lot of the teams were incredibly focused. We got a lot of sneak peeks at works in progress during the competition and were quite impressed by how every team tackled the brief differently. I don’t think we saw any similar ideas that day. We were quite happy with our work but quite surprised with the level of competition we were up against as well. This year’s Press Jury did double duty as the jury for our competition.
The winners were announced on June 16, 2014, with Japan taking home the Gold, while Germany and Sweden took Silver and Bronze, respectively.
For a more in-depth firsthand account of the 2014 Young Lions competition, check out the July-August issue of adobo magazine!
Jace Burayag is a copywriter with Publicis JimenezBasic and a member of this year’s Philippine team to the Cannes Young Lions
