Young Lions 2013
Young Lions Brazil
Issue 27 | July 2013
Agency
WMcCann
Creative Team
Chief Creative Officer: Washington Olivetto Creative Director: Sandra Nascimento, Carlos Murad Creative Team: Sandro Nascimento, Omar Caides, Andre Candeloro, Guilherme Valverde
Production Team
RTVC: Regina Knapp, Marcela Santos Production Company: BossaNova Films Director: Carla M, Gabi Brites Director of Photography: Pedro Cardillo Post Production: BossaNova Films Sound Production Company: Bamba Music
Other Credits
Media Planning: Horacio Rosario, Fabiana Ferreira, Robson Cruz Director of Advertising Operations: Vera Dreckmann Traffic: Maria Oliveira Graphic Production: Marcelo Hack, Marcelo Pinto, Ricardo Rodrigues Scenographer: Geraldo Marques from Urbantech Visual Communication: ArtCenter Art Buyer: Ricardo Livio Photographer: Rafael Mosca Illustrator: Manipula Account Service: Maximiliano Lacerda, Ronald Alaby, Caio Amaral Project Manager: Julia Soares Client’s Approval: Emmanuel Publio Dias
Date
March 2013
Background
The Young Lions Brazil Program selected the best young advertising professionals to win an all-expenses-paid trip to Cannes. Every year, the competition got fiercer and the talents had to excel to be chosen.
Idea
For the Young Lions Brazil 2013 Edition, they promoted a pole vault competition among creative ideas. They chose the most cliché ones to be part of this competition. For example, the Dentist who always endorses toothpastes in TV commercials.
In a film created for the internet, they showed the cliché ideas in a pole vault competition not being able to surpass the bar.
The message is clear, if cliché ideas are found in the portfolio of the participants, it will be difficult for them to surpass the bar and be selected for the trip to Cannes.
Results
They achieved a record number of entries in the Program this year. They had more than 15,000 views on Youtube, and dozens of mentions on blogs, websites and social networks.