Tips for budding Young Lions
The Boulevard de la Croisette is the main drag in Cannes. Along this stretch you find the fancy hotels, the skimpy swimsuits on 70-year-olds, and Merc after Merc packed full of Louis Vuitton luggage.
During the Cannes Lions festival it’s also home to the world’s best ECDs.
Pretty swanky. Can be wanky. Pricey, too (if you’re lucky, some lovely person from a production company will shout you a $12 beer at the Hotel Martinez).
As a ‘young creative’, the real action happens in the nose-bleed section a few streets back. In the dodgy hotels with elevators that’ll slice your arm off like a piece of devon. At Morrison’s Irish pub. And the kebab place just up from it. It’s here the young and the sleep-deprived drink, talk about ECDs with Louis Vuitton luggage…and discuss ads.
It’s inspiring and eye-opening. You’ve got to go.
But, like I said, it can be pricey, so start saving your pennies.
Or, there’s Plan B: win the News Limited Cannes Young Lions competition and News Limited shouts you a flight and a bed over there at no cost. Now you’re talkin’.
So, take it or leave it. Here’s my two cents on how to give yourself a better chance of winning the competition and making Plan B a reality: read the brief. Read it again. Read it again.
Fourth time’s a charm. A few entries last year seemed to be based on a fictional brief from the brief pixies – I’m talking only a few, but it was a shame, as I’m sure a lot of time and effort went into creating them. Read. The. Brief.
So, your first idea ticks all the boxes? Great. Bet you there’ll be another five entries that look like carbon copies, right down to the background colour. Kill your first idea and dig deeper.
It’s also important in this competition to show how slickly you can execute; remember, if you win you’ll be in Cannes competing against creatives who really know their Photoshops and 5D cameras and kerning buttons.
Having said that, don’t fall into the trap of the ‘polished turd’. A few of these crept in last year, too. You know, the ones that look the goods, but the idea is AWOL. Just because you can push a pixel better than anyone else doesn’t mean you should at the expense of a solid idea.
Get the idea singing first, then add back-up singers.
If the brief asks for a poster, do a poster. If there’s a way of moving it into and across other platforms, go for it. Show us. Can’t hurt. It’s important these days. Plus, it shows your thinking and how you continue the story. But it needs to work as a poster first and foremost.
Look, as far as competitions go, this one’s perfect for young creatives. Enter as many times as you want. It’s free. And there’s a kick-arse prize. So go for it. And remember to bring me back a kebab.
For more tips see The Brief – Young Lions Special (below) featuring hints and insights into the competition from a previous judge and past winners.
{^widget|(name)RBI.Video.BOTR_1|(PlayerCode)43fvXw6C|(VideoCode)oX7oKbYV|(HideForSnippet)True|(DisableViewState)False|(DisableMacros)False|(Visible)True|(UseUpdatePanel)False|(image_guid)1e4bcf3f-ea05-437e-b48e-49d4192753c8|(widget_displayname)Bits+on+the+Run+Player^}
Entries for the 2013 News Limited Cannes Young Lion competition are open until Wednesday 10 April. For more information, visit News Limited’s Young Lions website.
Steve May is creative group head at Saatchi & Saatchi, and three-times Young Lions judge.
Please login with linkedin to comment
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.