AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
B&T Magazine
Edited by B&T Magazine

Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix.

The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now work with Gymshark and AKQA to bring their idea to life. Miami Ad School has been named School of the Year for most shortlisted submissions.

The year’s competition, together with partners Gymshark and TikTok encourages young people aged 18 – 25 to go Further Together. Entrants were tasked to showcase how we can empower people to unite the conditioning community and overcome any barriers they face, to create a healthier life for themselves.

This year’s winners presented the following concepts:

The SharkShare app

  • Ten Week Tee
    Ten Week Tee, is an analogue product for a digital world with fitness instructions printed onto your clothing that fade over time the more you use and wash your gym kit, allowing users to feel more confident working out for the first time.Team: Nicolas Lindberg, Anna Zetterlund, Claes Holm, Fabian Luthander

    School: Berghs School of Communication

  • SharkShare
    SharkShare is an app that allows you to share your gym membership with those priced out of traditional subscription models, democratising access to fitness for everyone.Team: Álvaro Jiménez Rodríguez, Laura Esther Conesa Fernández

    School: Brother Madrid

  • The Tank by Gymshark
    The Tank is a TikTok smart filter that matches you to a virtual trainer with a similar body type to you that improves as you do without being faced with unrealistic body image ideals.Team: Jimmy Marcheso, Tony Wong, Ted Masterson

    School: Miami Ad School – San Francisco

  • Shark Waves
    Sharkwaves is connected apparel that allows deaf individuals to experience music-driven workouts through vibrations in their clothing in real-time.Team: Seth Low, Keith Samson, Athena Tan Jiaxin

    School: Nanyang Technological University

The Future Lions exclusive seminar is free to view here from 22 June, 11am CET, and will take place live on The WPP Beach on Wednesday 22 June at 11:00am CET.

The Ten Week Tee in action.

Danielle Petesic, chief product officer at Gymshark said: “Congratulations to all the finalists! It was so difficult to only select one grand prix winner this year, as I was blown away by the forward-thinking, innovative, and creative ideas put forward. Gymshark can’t wait to bring the Ten Week Tee concept to life and we are grateful to be part of the process to deliver this idea! It gives me such joy and inspires me to work with the future generations’ creative minds who will set the standard for tomorrow. This years’ competition and entry underscored the importance of inclusivity and the clear desire for more companies to come forward and make efforts to support communities who feel underserved. Gymshark are proud and humbled to participate, as well as become part of the changemaker initiatives for years to come!

Trevor Johnson, head of marketing, Global Business Solutions EU at TikTok, said “The winning entries speak to the power of community and what it feels like to become part of one, no matter who you are. This really resonates with us, as TikTok has made it easier than ever for people to turn their passions into real-life communities that everyone can participate in, no matter who they are or where they are from. It’s particularly inspiring to see how certain campaigns have used TikTok to unlock joy and build a real connection with the community. The quality of the winners is evidence of the incredible talent and commitment of the entrants and we’re really proud to have been a part of recognising and celebrating the future talent of the industry.”

Ahmed, CEO of AKQA said: “Future Lions provides young people with a platform of discovery to design influential solutions to many of the most pressing issues. The quality and inspiration evident in this year’s exhilarating entries set the stage for themes and perspectives that matter most to a new generation. Thank you, Gymshark, TikTok and all the schools worldwide for encouraging more people into our profession and helping transform ideas into action.”


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