GLOBAL—LONDON, UK, MARCH 2011—YouTube and the Cannes Lions International Festival of Creativity have announced the launch of ‘Good Work’, a partnership designed to bring together the transformational power of creative minds and the issues that need them most.
YouTube and Cannes Lions have collaborated with creative agency Ralph, to create a YouTubeChannel designed around ‘the blank page’ concept. It showcases briefs from non-profit organisations worldwide seeking creative support to increase the public’s engagement with the critical issues they address.
Using their global reach, YouTube and Cannes Lions will now issue a call-to-arms to creatives around the world. Creative people from any industry are invited to submit a one-minute (or shorter) video ad to address one or more of the non-profit briefs.
A panel of expert judges, chaired by Craig Davis, Chief Creative Officer Publicis Mojo and founder of the world’s first brand-centric social media platform, Brandkarma, will shortlist the most powerful ideas, and winners will be invited to the Cannes Lions International Festival of Creativity in June to meet the non-profit heads and showcase their work.
Creatives can access youtube.com/goodwork where they can view briefs from around the world and upload their video ads of 60 seconds maximum length by 23:59 GMT on May 9, 2011. The most groundbreaking videos will be shortlisted by a jury of leading creative directors. The winners and Craig Davis will participate in the Good Work Seminar at the 58th Cannes Lions International Festival of Creativity to discuss how creative minds can positively impact today’s most pressing social, economic, and environmental challenges.
Beyond the Festival, YouTube and Cannes Lions plan to establish ‘Good Work’ as a platform to connect creatives with non-profits on an ongoing basis.
Craig Davis, the Jury Chair of ‘Good Work’, said: “As a global creative community, some of our most potent work tackles issues that severely challenge humankind. At our best, we attract attention, shift attitudes, and motivate behavioural change; with the world facing more complex and confounding problems than ever before, there is a need for creative minds to solve them."
Anna Bateson, Director of YouTube Marketing, EMEA, said: “‘There are many not-for-profits lacking the resources to elevate their campaigns and reach new audiences and there are many creatives willing to dedicate their time to worthy causes without knowing where to begin. ‘Good Work’ can help bridge this gap. Using video in its many different forms is such a powerful way for non-profits to communicate.”
Chris Hassell, Creative Director of Ralph, said: "It’s been a pleasure to work with the team at YouTube and Cannes Lions to develop such an exciting and inspiring project on the most far-reaching, and exciting video platform in the world. We look forward to seeing the great work from creatives and the results it achieves for the NPOs."
For more information and full terms and conditions, please visit youtube.com/goodwork.
