The SA winners of the 2014 Cinemark Young Lions Competition have seen victory and earned themselves a trip to the Cannes Lions International Festival of Creativity, to rub shoulders and compete against some of the best and brightest young creatives in the world.
Joe Public’s Art Director Marina Andreoli and Designer Sonia Dearling will be jetting off to Cannes for the festival between 15 June to 21 June, after entering and winning the Cinemark Young Lions Competition – a gruelling test of the creative spirit.
Creatives under the age of 28, who entered the competition, were given just 48 hours to submit a piece after being issued a brief in order to stand a chance to win a spot at the international festival on behalf of Cinemark, the local representative of Cannes.
With the prize including the screening of the winning advert across Ster-Kinekor cinemas, an opportunity to represent South Africa in the Young Lions Competition at the 61st Cannes Lions Festival, which will be, return flights to Nice, France, a full week’s Young Lion Registration, accommodation for the team and an entry to into the International Cannes Young Lions Competition, the heat was on for all Young Lions.
This could be the reason that the Cinemark Young Lions Competition saw a record number of teams competing this year – 117. The creatives were briefed and, in just 48 hours, had to produce a film advert to support the Independent Electoral Commission (IEC) I VOTE SA (IXSA) campaign. I Vote South Africa (IXSA) is the theme of the 2014 National and Provincial Elections campaign. It’s a call to all eligible South Africans to commit to the future of South Africa by ensuring that they register and vote in the upcoming elections. The campaign also underlines the fact that these elections will mark the 20-year anniversary of South Africa’s electoral democracy.
There can be only one winner, however, and this year it was the Joe Public team that bagged the prize. Jury President, Jenny Glover, who is Joint Creative Director for Net#Work BBDO, says the winning team set themselves apart as the simple ‘demo’ felt like an interesting approach to the brief.
“It also stood out because it didn’t try to replicate a R5 million shooting budget and made the best of limited resources. Boxing clever is what good creatives do and it’s what the contenders in Cannes will have to do. It stood out for its witty execution, clarity of thought and the way it nods to the cinema medium. Smart ideas are what this competition is all about,” she comments.
Justin Gomes, Creative Director and Founding Partner, FoxP2 and current Chairman of Creative Circle South Africa, who was also a judge for this year’s Cinemark Young Lions Competition says that he felt the winning team’s submission was a very conceptually strong piece, something he feels will stand the team in good stead for the international competition.
Cinemark’s Marketing Manager Yvonne Diogo says, “We are highly impressed with the quality and standard of work that was submitted by all young creative this year at Cinemark’s Young Lions Competition. We are also thrilled for Marina and Sonia as the winning team – their submission really depicted creative execution. There is no doubt that they will be South African representatives of a very high calibre at Cannes this year and will do us all proud.”
See the submissions from 2014 Cinemark’s Young Lions Competition below: