Meyer and Singh's prize includes return flights to Nice, four-day Young Lions registration, accommodation and spending money and entry into the International Cannes Young Lions Competition to compete as SA representatives, courtesy of Independent Newspapers.
Teams (a copywriter and an art director under the age of 28 years) to the Young Lions awards were provided with a brief on Friday 18 April at 4pm and had just the weekend to submit their entries online before 9am on Monday 21 April. A judging panel selected by the Creative Circle then had the tough task of selecting the winning campaign.
Selected from hundreds of entrants, Meyer and Singh went on to become the winners, sponsored by Independent Newspapers. The competition was open to all creatives under the age of 28. Michael Vale, marketing manager for Independent Newspapers, was impressed with the large number of entries submitted for the competition, as well as the high level of effort and creativity in the submissions (see www.younglions.co.za).
The Young Lions brief included putting a positive spin on a crime-ridden South Africa. Explains Rob Mc Lennan, chairman of the Creative Circle, “The brief in short was ‘You don't have to become a criminal to survive', which isn't an easy brief, especially considering the relevance to our circumstances here in South Africa right now. The target market is therefore any person who is at that point in their life where a life of crime is a consideration for them. There were six judges from the Creative Circle and the winning team were clear winners, featuring in all the judges top three. The ads offer a positive spin on the skills it takes to be a criminal. There are such skills shortages in the country, so why not put your skills to a less risky, better, more profitable use. Really nice work.”
Meyer and Singh took the lion's share with their “Wanted” classified ad executions. These can be viewed on www.younglions.co.za/view-work-large.asp?WorkID=46.
Says Damon Stapleton, executive creative director, of TBWA\Hunt\Lascaris Johannesburg, “By winning this award really puts our young creatives on the map and is a fantastic opportunity for them to compete on the world's stage. Meyer and Singh are highly talented individuals and while at Cannes they will have the opportunity to learn, debate, network and be inspired. I wish them all the best and I am delighted that they will be representing both TBWA\Hunt\Lascaris and South Africa as Young Lions.”
Having won the South African leg of the competition, Meyer and Singh will now compete with over 500 of the best and brightest teams from around the globe in the International Cannes Young Lions Competition in Cannes, France, in June this year. Teams from around the world will be given a brief the night before the competition and then have 12 hours (8am -8pm) on 15 June to develop a print advertisement for a charity or non-profit organisation selected by the Cannes Lions Festival organisers. The winners will be announced at the Press Awards function on 18 June.
For the first time this year, the Cannes Lions Festival has introduced the Young Lions Zone - an area dedicated to Young Lions and Students. Meyer and Singh will have the opportunity to attend presentations by some of the hottest names in the industry such as David Droga, Bob Isherwood, Jim Stengel and Nick Law. This area is for students and young people in the industry where they can meet and discuss their experiences at Cannes and is set to be an incubator for creativity.
