Объявлены победители "Молодых Каннских Львов -2020". Читайте комментарии жюри

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24 марта стали известны победители конкурса "Молодые Львы - 2020". Команды, которые поедут в Канны в октябре, были объявлены во время онлайн трансляции Александром Шевелевичем и фондом UNFPA, который традиционно выступает клиентом конкурса. 

Напомним, что 10 марта конкурсанты получили задание от UNFPA: обратиться к аудитории молодежи с темой осознания себя вне рамок существующих в стране гендерных стереотипов.  

Задача:  побудить молодежь определить свою будущее, исходя из понимания своих потребностей и особенностей личности, не взирая на сложившиеся гендерные стереотипы о том, что мальчики не плачут и идут учиться на инженеров, а девочки - должны быть красивыми и заниматься гуманитарными науками и домашними обязанностями. 

Тема кампании для Молодых львов звучит так: «I know who I am»\ Я знаю, кто я. 

Design 

Bernardo Romero, Chief Creative Officer, The Bloc.  USA 

Gold - Team #6 
Love the digital first nature of the project. Beautifully executed. 
Silver - Team #1 
Powerful insight and fun execution 
Bronze - Team #3 
Love the concept behind the symbol 

Jesus Lada, Chief Creative Officer HAVAS Spain. 

Gold – Team #1 
I like the whole thing. Design with a concept, design with a purpose. 
Silver – Team #3 
Simple but iconic. 
Bronze – Team #5 
In design I like things to make sense. I look design with advertising eyes, so for mew is all about the concept. What are you trying to communicate with the design. So for me this is great. 

Posē Radu, Senior Art Director at McCann Erickson PR Bucharest Romania 

Gold - Team #6 
I just want to say Congratulations. It was an easy pick. By far, the one that is simple, smart, graphical, modern, relevant. It has everything it needs to become a good route. 
Silver - Team #2 
This route is great because of one thing: the idea of the logo. I like this graphical twist and I appreciate the core of the logo because that's what should really matter. 
Now the thing that was faulty is the art direction - the choice of proportions, colors, fonts, and overall tone. 
But the beauty of the idea is there and it has potential. It is something to explore and perhaps if they worked on the design part more - it would have been the 1st place. 
Bronze - Team #3 
I like it but, unfortunately, it is not that clear like the first two entries. 
I like the art direction but the problem stands with the logo. 
So let's break it down: 
The * in the I symbol seems to be forced. You force me to think that the * symbol stands for being unique. It doesn't apply in common knowledge.  
What they could have done to save the logo is to say I am* - then it would made more sense. It is me being something and the * symbol disclaiming specifically what exactly I am. 
Nevertheless, it is a good start and it is graphical so it deserves a prize. 

Carl Robertson, Art Director @Ogilvy Australia. 

Gold – Team #1 
Very clean design that feels inclusive of everyone and makes us turn inside for the solutions to gender inequality. 
Silver – Team #3 
Great idea that shows we all come with our own “terms and conditions”, represented by an asterisk*. Execution felt a little disjointed and didn’t quite convey the power of the idea. 
Bronze – Team #2 
Clean and striking pattern made from 2 familiar elements that represent the sexes. Suffers from being a binary solution (Male & Female) and not including gender fluidity (Non-binary, LGBTQI). 

Получив  2 Gold и 1 Silver победителем конкурса DESIGN становится Команда №1: Татьяна Плавская Надежда Шеремет


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Print 

Bernardo Romero, Chief Creative Officer, The Bloc.  USA

Gold - Team #1
Really clever insight.
Silver - Team #10
Iconic, simple and powerful visual.
Bronze - Team #7
Love the art direction.

Jesus Lada, Chief Creative Officer HAVAS Spain

Gold – Team #2
Silver – Team #3
Bronze – Team #12
Sorry I would let the print category with no prizes… much weaker than the rest. so I really don´t have comments here

Posē Radu, Senior Art Director at McCann Erickson PR Bucharest Romania

Gold – Team #1
What stands out most in this ad is the raw simplicity of the image. 
The beauty of centering and focusing on a profession that only a man can gain. 
The job of being a Pope will always be a man filled as long as there will be a Christian religion.
I like the fact that you see the Pope from behind because it doesn't matter who he is. It's just a man
Now the only problem with this ad is that it lacks a punch line.
The headline is only an insight but not a creative thoughtful message.
I would'of made sure to have a supporting subhead to that insight/statistic.
Nevertheless, it has an attraction. It has drama. It makes you want to stop and think.
It doesn't leave you with a clear message but it has a good relevant fact on the issue of Gender Equality.
Throughout all the submissions, this is the one that I remembered and noticed the most.
Silver – Team #2
What I like about this ad is that it has a clear message.
It says about the unfairness of gender stereotypes.
It's demonstrative and easy to digest. I like it because it appeals to an everyday person. Let's say it has a populistic approach.
What could be done better is the message in this. 
I would cut the first phrase and just leave: "There should be no room for gender stereotypes."
All in all - it's a good ad but with a very common problem and with a demonstrative approach. But the best thing about it - it is clear.
Bronze – Team #5
What saved this ad is the witty idea of using that photo (that is very dramatic) in a comical manner.
I appreciated the "Thumbs Up" thing. 
What made the Ad fall to bronze is the message. 
So, gender inequality doesn't lead to fatalities. 
The text didn't make a good bridge with this social problem. 
If the text would of be more in the direction of "let's learn from history about where can inequalities lead to..." then maybe the connection would of been better.
All in all, is graphical and dramatic and it has potential

Carl Robertson, Art Director @Ogilvy Australia.

Gold – Team #4
Well crafted, simple idea demonstrating that you need both sides to make up the whole picture Silver – Team #3
Great tagline that summed up a familiar visual but made me stop and think.
Bronze – Team #5
Great headline paired with an arresting image. The body copy was unclear.

Получив  2 Gold и 1 Silver победителем конкурса PRINT становится Команда №1:

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FILM 

Bernardo Romero, Chief Creative Officer, The Bloc.  USA

Gold - Team #6
Bold and culturally relevant.
Silver - Team #2
very interesting insight.
Bronze - Team #1
Nice execution.

Jesus Lada, Chief Creative Officer HAVAS Spain

Gold – Team #6
A simple, but a strong execution to fight stereotypes. Every time that we see a person talking with other person voice, is a strong image. And in this case makes perfect sense. Clear. Direct. Powerful.
Silver – Team #3
I like this idea because it gives you a new angle on this subject. Of course education is key, but breaking the stablished is the first step to educate.
Bronze – Team #2
Good rhytmn. Good images. There is a lack of twist at the end, but I like it.

Lucian Talpes – Freelancer, Romania

Gold – Team #6
- Taking the voice with the most authority in the country (at least officially) and use it to send a message of freedom is a marvelous idea. You can’t create a better contrast. 
- Because of the idea mentioned above, the message has impact
- As for the structure, the beginning creates anticipation because you want to know the voice and why the visuals express something different. That’s one good element. Then, the clip has a punchline – the name behind the voice. And it’s big. That’s two good elements in a story. Of course, in Belarus, one might already now the voice from the beginning, but the effect still works.
- The action in each story is well chosen. I especially like the last one - not having children, which is hard to express, because it’s static. The dogs solved the problem very elegantly (although 2 dogs would have been enough).
Silver – Team #4
- I can’t help of imagining the brainstorming process: “What’s the concept of the campaign?”. “I know who I am”. “Good. Now let’s turn that into a dance tutorial!”. If it went that easy, kudos to that.
- This clip has the biggest potential of becoming viral. Because it’s adapted to the platform (social media). The adaptation of the message to the platform is one of the biggest challenges in modern advertising. 
- It’s simple and fun
- There is irony in the fact that this is a tutorial, meaning somebody is teaching somebody else what to do or, extrapolating, how to be, whilst the message is don’t let others tell you who you are. This doesn’t happen very often. Also, there is a good irony in rejecting stereotypes - which are the opposite of freedom, through dancing – which is an expression of freedom
- The text messages are well chosen, have a flow and lead to the slogan of the campaign (there is a little mismatch between text of step 3 and the next one, but it’s not a big deal)
- The dancing is good, creative and firm. It counts.
Bronze – Team #2
- There isn’t much of an idea here, just taking the labelling literally. But the way you did worked. The speed helped, the fact that you went all the way and fully covered the characters in stickers, and also the soundtrack helped. The film has rhythm.
- The message in the beginning is catchy (7 seconds)
- The actors have the right look on their faces. They didn’t just stand still. They had attitude. 
- It’s less than 40 sec. I think it could have fit even under 30, which is efficient

Carl Robertson, Art Director @Ogilvy Australia.

Gold – Team #2
A simple idea really well executed. The music track (is this an original?) caught my ear and made me want to pay attention.
Silver – Team #4
Empowering message executed in a way that relates to its target audience. This entry gives young people a solution, as well as drawing attention to the issue
Bronze – Team #3
Showed the power of looking at an everyday object from a different angle. Casting aside stereotypes makes way for new and great ideas.

Получив  3 Gold победителем конкурса FILM становится Команда №6: Дарья Колесникова Анастасия Лимонтова.

PR 

Ben Winkler, Chief Digital Officer/Chief Innovation Officer at OMD USA

Gold - Team #1
V. good insight; idea is strong, phasing is impressive. Deck looks great. But should be IG or Snap filter, not app.
Silver - Team #2
insight is lacking. Never turn off internet for people. Remaining phases seem underbaked.
Bronze - Team #3
Incomplete and without detail. Good seed of an idea here; plant and nurture it!.

Kika Samblas, Partner & Managing Director at Scopen, Spain

Gold – Team #3
The book for gender ir very visual and could be a good excuse to open the conversation in Media. The twist to understand the same professions for both is well managed
Silver – Team #2
Good use of different platforms and chanels linked to young children and teens. Good opportunity of idea amplification 
Bronze – Team #1
Good use of media even if some are paid. Good sequence of the Campaign and interesting App to learn

Vera Gavrila, Client Service Director Media Concept Store, Romania

Gold - Team #1
Silver - Team #2
Bronze - Team #3

Cam Roberts, Strategy & Planning Director from MediaCom Australia. 

Gold – Team #2
A brilliant insight into the motivations of young people. It had such a great jumping off point for ideas in execution because of it. 
The executions are nice – some are quite difficult to execute, so I would keep this in mind for the next round. Really think about how you would go about implementing an idea. Could a brand manager do it? How much help would they need? Usually someone from the charity sits on the judging panel – in their head they will be thinking about how much resource they need to put in. The easier you demonstrate to them the more likely it is you’ll win.
While design is not a deciding factor, making it pop catches the judges’ eyes. In the 2019 media category, there were 32 countries that entered. You can imagine the judges sitting through 32 presentations and at the end of the day having to remember the ones that stood out. So making it visually nice is important.
Congratulations, and happy to chat through further tips for the competition in Cannes.
Silver - Team #1
Loved the design of the app and the idea of the execution. However, there are 1000’s of apps targeted at young people. What’s the mechanic to get kids to download? Why would teenagers be more inclined to use this over a Snapchat filter? Or Instagram?
You needed to nail this part in the mechanic – you’ve got to make it easy and compelling for the target audience.
Slides were beautifully designed, and I like the story. I can quite clearly see the logic from the ‘Who I am’ slide to the execution – which can be the missing thread on so many submissions. 
Bronze - Team #3
A nice execution that lacked the hook and insight to really convince me that this idea would work. Why would this necessarily change perceptions of the youth? I think if you could have explained how this would jolt our target audience and given some richer insight it would landed better.
I loved the simplicity of the idea – it does require an extra step, and that is boys and girls reading it next to each other. The reach of the idea is quite clear in handing them out as part of the 9-11 forms.
Overall a lovely idea that just needed a bit more meat on the bones.

Получив  2 Gold победителем конкурса PR становится Команда №1: Ольга Путрик Полина Бучель



MEDIA

Ben Winkler, Chief Digital Officer/Chief Innovation Officer at OMD USA

Gold - Team #1
great insight and brilliant idea. No media plan, though. Needs more meat 
Silver - Team #3
very strong insight about fairytale archetypes. But execution is a miss; interviews are not child-appropriate
Bronze - Team #4
excellent "disappearance" insight. Idea doesn't quite bring it to life, though.  And no media plan

Kika Samblas, Partner & Managing Director at Scopen, Spain

Gold – Team #1
The students book is an excellent media. It works fos small children and also for teens. I believe this is a great idea and you can derive it to more content in digital platforms
Silver – Team #2
I believe the idea is great but you can miss some targets such as children that do not care about clothes so much. Good awareness to do it in JV with a top brand and good idea of taking out men and woman sections on stores.
Bronze – Team #3
Good idea. Complex mechanic for the implementation i believe. Good awareness by changing the stories of classic fairy tales. Problems with Disney, or other in terms of rights.

Vera Gavrila, Client Service Director Media Concept Store, Romania

Gold – Team #3
Silver – Team #4
Bronze – Team #1

Cam Roberts, Strategy & Planning Director from MediaCom Australia. 

Gold – Team #1
A well-crafted insight that feeds seamlessly into the execution. A beautiful idea that I can see working. I also love that you hold the textbook for a whole year – it’s a constant reminder for you and your classmates that gender does not define the career you pursue. 
You probably need to add more detail into the strategy – reframing the brilliance of women in STEM is a way to change perceptions. Making sure you include this for Cannes will be super important to do well in the competition. Even a simple ‘Get, To, Who, By’ frames the insight into very clear execution.
‘We need to GET, young people towards the end of their studies WHO are forced into careers based on gender TO change their perceptions of stereotypes in STEM BY showcasing and reminding them of the amazing discoveries made by women’
This is a great example of creating a new media channel and one that could be scaled much larger. Think about that also for the next round – have we covered all touch points?
Well done – please reach out for some more in-depth feedback on how you can win at Cannes.
Silver – Team #2
A fantastic insight – one of the best in all categories.
I felt the strategy was quite convoluted and complicated. Strategies should be crystal clear and simply articulated. It should be foreshadowing the idea, so that I get your logic and the execution gives me the ‘A-ha!’ moment.
I really like the execution – a nice way of taking a convention in society around fashion and turning it on its head. Creating a new media channel is also a great idea, lots of campaigns win with this execution premise. A very nice extension to the website which is great.  I would love to have seen how you would have extended this into paid and shared – not just owned media. There is a Cannes Lion winning campaign by Vodafone that has a similar idea in clothing tags – you should check it out, it is a great example of extending out the seed of an idea into lots of channels: https://www.youtube.com/watch?v=FCRttY_xd3s
My only misgiving with the execution is that it relies completely on H&M to get on board. The best ideas don’t rely on a partner or there is a very compelling reason for the partner to get on board. Ideas that live on their own are powerful, they come across as more feasible - could the brand execute it themselves? You could have taken the fashion idea and thought, firstly how can the brand execute it by themselves? And then if we were to take it to market, how could we guarantee a brand coming on board?
Loved the flow of the deck – brilliantly designed and easy for me to follow. 
Bronze – Team #3
A very nice idea that picks up on the insight that many of these stereotypes start at a very young age. And flipping the fairy-tale is brilliant. 
The execution is a nice way of jolting the audience and paying attention to the books they are looking for. I can see them pick up the books and reading the bookmarks.
The QR code mechanic feels a bit difficult – would love to have seen some validation of QR uptake. Especially in a younger target demographic. It’s important to show that your idea is easily picked up by consumers – it’s more likely to work that way.
Would have loved to see how you could extend the idea into other spaces to target young people – would have really elevated the response.

Bernardo Romero, Chief Creative Officer, The Bloc.  USA

Gold – Team #1
Really clever use of media placement
Silver – Team #3
Another interesting use of media placement as a driver to a broader online conversation
Bronze – Team #2
Interesting partnership play

Получив 4 Gold победителем конкурса MEDIA становится Команда №1: Иван Гришкевич Анна Александрович



MARKETERS 

Ben Winkler, Chief Digital Officer/Chief Innovation Officer at OMD USA

Gold - Team #2
Gorgeous deck. Thin insight with little connection to the great idea. Content destination is underbaked
Silver - Team #3
Strong insight, but interactive video series not practical on budget. Unlikely to generate signups of VOKA.
Bronze - Team #1
Beautiful deck, but no source on "young people want to be farmers." Mapping stereotypes doesn't quite work

Kika Samblas, Partner & Managing Director at Scopen, Spain

Gold – Team #2
The product links very well with the cause. The idea is well developped with an interactive action between consumer and product
Silver – Team #3
Good awareness. Seen before but the capability of VOKA to amplify the message is key. You need to push it with good marketing to make a good success of the content
Bronze – Team #1
Complex combination of product and cause. Good media in schools but more difficult link with the brand

Vera Gavrila, Client Service Director Media Concept Store, Romania

Gold – Team #3
Silver – Team #2
Bronze – Team #1

Cam Roberts, Strategy & Planning Director from MediaCom Australia. 

Gold – Team #2
Fantastic insight, I bought into the story and could understand the perspective of the young people in Belarus. This response is so on-brand, I can hear the Absolut Vodka tone of voice throughout. A beautiful way of taking the codified parts of the brand and changing them for impact. 
This campaign has massive longevity. The bottle would be a reminder every time you’re in the liquor store.
It increases the base of people the brand is relevant to – I can see it help sell Absolut Vodka to more people and to people that might not necessarily buy vodka.
And this is why it just edged out some of the competition – I can see this helping Pernod’s bottom line and increase sales, not just change perception. And that makes it more powerful and likely that the brand would implement.
Beautifully designed deck as well, which will help stand out in the next round.
This turns into a 10/10 response by further thinking about the comms architecture – where else could this idea live? More touchpoints outside of the liquor store would make this idea really pop – and not just saying we will create a landing page or boost on social. 
Open to give you more advice for the next round!
Silver – Team #1
I loved the idea of jolting peoples pre-conceptions about different industries.  I followed the link and what an amazing piece of software - And since it’s their IP I can see this idea absolutely being implemented. I think the way you elevate this is by linking back to the objectives of the brief – how does this change perceptions other than being in a novel place? The link between the spread and the software also feels a bit tenuous – other than it being a necessary part of the lesson.
I felt what was missing is the extension into social – assuming viral content in social is a big assumption. How could you have made it more compelling? Why would I share this piece of work if I was in the target demographic?  
The best ideas I find are easily adapted into different mediums – so many parts could be! The easiest way to do this is really nail the mechanic from start to finish and asking yourself ‘if I was the consumer would I be bothered to do this?’.
Bronze – Team #3
I loved the manifesto – a real call to action as I was reading through it. It was great way of framing the answer to the brief.
An innovative way to solve the problem that really uses cutting edge tech to make it happen. It just needs more substantiation if your going to put it forward – what’s the penetration/growth of VR glasses in Belarus? Is this an area of untapped market share for VOKA?
It seems like there will be lots of different bits of content – what connects them? Make the mechanic super easy to understand – it’s more likely to land and be convincing.

Получив 3 Gold победителем конкурса MARKETERS становится Команда №2: Анна Дервинчик Александра Ковчур



DIGITAL 

Ben Winkler, Chief Digital Officer/Chief Innovation Officer at OMD USA

Gold - Team #4
love idea of 'warning,' but very difficult to get platforms to build in functionality
Silver - Team #5
good insight; creative idea to leverage "skip ad" is brilliant. Execution w/ YouTube a challenge
Bronze - Team #2
good insight to reject old opinions.  'trash bin' execution not realistic, though

Kika Samblas, Partner & Managing Director at Scopen, Spain

Gold – Team #3
Good format and chanels. With impact and with a good nessage that explains the idea. Target tends to give credit to these type of messages
Silver – Team #4
Similar idea than the gold but with another execution, good message in good platforms, less impactful than the previous idea but a good message in the correct chanel
Bronze – Team #5
Good hashtag. Impactful. SkipsAd button is very clear for the audience. Good connection between the message and the solution.

Vera Gavrila, Client Service Director Media Concept Store, Romania

Gold – Team #5
Silver – Team #2
Bronze – Team #6

Cam Roberts, Strategy & Planning Director from MediaCom Australia. 

Gold – Team #5
Clear winner in the category.
A beautiful, logical story that I got within 10 seconds of reading it. Takes a behaviour that already happens and reframes it – so that people that suffer from bias and those that are biased a like do it. Just fantastic. 
I would make your insight stand out a bit more – what’s the one thing that you’ve found that makes the solution so pertinent. 
Other than that, this is brilliant in its simplicity. Generally, these are the type of ideas that win in past years – the one’s that give you the feeling ‘ofcourse – why didn’t I think of that’.
Silver – Team #3
Love taking the convention of warnings before videos as a way – could you also not do this with a preroll? My only concern is that the streaming sites business model is based on views – they would be hesitant to implement something that might discourage views on their sites directly. But you can do it as a public warning through paid media. And then you could get really clever using some of YouTube’s products like director’s mix.
I can see this idea absolutely making an impact – links nicely to the insight.
Bronze – Team #4
Brilliantly simple creative insight – a universal truth that reframes. Just brilliant. I like that you are targeting the perpetrators of gender stereotypes. The tech might be hard to implement, and I’ve written for many other entries – there is a fine line between innovative and unfeasible. You must make me believe that this is something that the other partners would implement – what’s in it for them? Why would they spend resource/give their brand over for your campaign?

Bernardo Romero, Chief Creative Officer, The Bloc.  USA

Gold – Team #5
Nice way to integrate a message with a current digital behavior
Silver – Team #3
Simple but powerful way to highlight the issue in a world flooded with content
Bronze – n/a

Получив 3 Gold победителем конкурса DIGITAL становится Команда №5: Дарья Беспалова Ксения Дорошкова



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Клиент конкурса UNFPA определил собственный список победителей среди команд, который был объявлен во время трансляции. Победители получили особые подарки и сертификаты от лица Фонда. 
Design IVAN VYSHKA & TATSIANA MATUSEVICH Team 3
Иван Вышка
Таня Матусевич
  ULADZIMIR MALIAUKA & RUSLAN KANAPATSKY Team 2
Владимир Малявко
Руслан Конопацкий
Digital YAUHEN ANDREICHUK & DARYA ZHOLABAVA Team 4
Женя Андрейчук
Даша Жолобова
Film KARYNA SAVASTSEYEVA & ALIAKSANDRA DRAB Team 4
Карина Савастеева
Александра Драб
  RAMAN HERASIMAU & EMIL ZIANKO Team 5
Роман Герасимов
Эмиль Зенько
Media ANASTASIYA AUDZEYENKA & MARYIA LUKASHUK Team 3
Анастасия Авдеенко
Мария Лукашук
PR OLGA PUTRIK & PALINA BUCHEL Team 1
Ольга Путрик
Полина Бучель
Print DZMITRY LEOSH & ALIAKSANDR SHAMAL Team 2
Дмитрий Леош
Александр Шамаль
  VIKTAR DORMASH & HANNA NOVIK Team 5
Виктор Дормаш
Анна Новик
Marketers ALENA HILEUSKAYA & KSENIYA ISACHANKA Team
Алёна Гилевская
Ксения Исаченко
 

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