Cannes, 16 June 2008 – Craig Davis, Chief Creative Officer Worldwide, JWT London, named the team from Willem de Kooning Academy in the Netherlands as the winners of the Young Lions Print Competition. The competition, sponsored by Adobe, Apple, Getty Images and USA Today, saw 40 international teams create a print ad to a brief given by Amnesty International, the world’s largest and best known human rights organisation.
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Gold Medal: The Netherlands
Thijs Biersteker, Creative, Willem de Kooning Academy
Karian Weijers, Creative, Willem de Kooning Academy
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Silver Medal: Turkey
Selim Unlusoy, Art Director, Lowe Istanbul
Bahadirhan Peksen, Copywriter, Lowe Istanbul
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Bronze Medal: Germany
Sina Malosczyk, Junior Art Director, KNSK Werbeagentur GmbH
Nathalie Krüger, Junior Art Director, KNSK Werbeagentur GmbH
Competition was particularly tough, especially once the Amnesty International brief got the Young Lions fired up. The brief said in part:
Key insight
People think they’re powerless. They don’t believe in the leverage of their voice and actions. They are disengaged because they think it’s hopeless to change the world.
Key message
We give ordinary people extra-ordinary power to right the wrongs in the world.
Substantiation
…Ordinary people might not have direct power over decision makers, but they have informational and emotional power. Amnesty reveals the information perpetrators don’t like people to discover – their crimes and violations, but also their obligations and solutions to the issue. We empower people to use that knowledge directly or through stakeholders to the right time. The internet is a great catalyst in this regard.
Every decision maker is just a human being. We can influence what they desire most and fear to loose: legitimacy, political office, a positive image, honour, fame, charisma, and popularity. On the other side this means there is no standard concept we can rely on.
The winning gold team will be honoured on the evening of Wednesday 18 June. They will also receive an ipod donated by Apple, a framed, limited edition print from Getty Images and a complimentary registration to the 2009 Cannes Lions Festival.
