After the successful launch last year of the 48 Hour YouTube Cannes Young Lions Ad Contest, this year’s contest opens on 14 May in search of two young creatives to win a trip to Cannes to attend the 57th International Advertising Competition and compete as Team YouTube in the 2010 Young Lions Film Competition, alongside 41 other teams from around the world.
YouTube will be running a 48-hour viral film contest to create an ad for a well-known international charity whose identity will be kept secret until 14 May, when the competition begins. On 16 May, the competition will close and contestants will then have one week to generate as many votes for their entry as possible. Two winners will be selected by a panel of international advertising experts who will judge the ad based on creativity and public votes. The winners will unite as team YouTube and receive an all-expenses-paid trip to Cannes to attend the 57th International Advertising Festival and a chance to compete as the 42nd team in the prestigious Young Lions Film competition.
Make an ad:
At midnight on 14 May (GMT), YouTube will release a brief for up to a 60-second viral ad aimed at raising awareness for the charity, on www.youtube.com/canneslions. Creatives 28 years of age or younger have until midnight of 16 May (GMT) to submit their ad to this channel.
Spread the word:
There will be a one-week period between 16 May and 23 May for entrants to create a viral buzz around their video to drive as many public votes as possible by whatever means.
Judging:
Between 24 and 27 May, a panel of advertising leaders will judge the shortlisted entries and select two winners based on the overall creative execution of the brief and the videos’ public votes.
Judges:
Chris Baylis, Executive Creative Director – TribalDDB Amsterdam
Edmund Choe, Executive Creative Director, Greater China – Saatchi & Saatchi
Colleen DeCourcy, Chief Digital Officer – TBWA Worldwide
Brian Elliott, Founder and Chief Executive – Amsterdam Worldwide
José Mollá, Co-Founder and Co-Chief Creative Officer – La Ccomunidad
Go to Cannes:
The two winners will be announced on 1 June. The prize for the two selected winners is an all-expenses-paid trip to the Festival to take part in the Young Lions Film Competition as Team YouTube, offering fantastic exposure for young creatives looking to carve a role in the advertising or film industry. Team YouTube should be available to attend the Festival 20-26 June 2010.
Anna Bateson, Head of YouTube Marketing, EMEA, said, "Last year’s competition generated a lot of interest amongst young creatives eager to showcase their skills through the wide reach, social and viral power of YouTube. We are delighted to be working with Cannes Lions for the second year in a row. This competition is a great opportunity for young creatives to join forces as a YouTube team and challenge the best advertising talent in the industry."
Launched in 2006, the Young Lions Film Competition is an integral part of the week-long International Advertising Festival which sees teams of two from 41 countries aged 28 or under, who have just 48 hours to shoot and edit a one minute commercial on behalf of the client – a charity or not-for-profit organisation. The experience is intense but winning can be rewarding both personally and professionally.
Last year the 48 Hour YouTube Cannes Young Lions Ad Contest received 692 entries and over 100,000 votes and was won by Adeline Chew from Malaysia and Guy Dayan from Israel.
Timeline:
Thursday 22 April: launch channel
Friday 14 May (midnight GMT): brief unveiled by global charity
Sunday 16 May (midnight GMT): close submissions/open votes
Sunday 16 May (midnight GMT) to Sunday 23 May (midnight 23 May): Spread the word and vote phase
Sunday 23 May: Vote phase finished
Monday 24-Thursday 27 May: Judging
Tuesday 1 June: Winners announced
Sunday 20 – Saturday 26 June: attend the 57th International Advertising Festival and compete in the Young Lions Film Competition
