Entries are well and truly open for the 2022 TikTok Young Lions Competition Australia, sponsored by AKQA and The Trade Desk, so we decided to sit down with winners from previous years and pick their brains.
This time we’re with Katie Kidd, art director at The Monkeys who won the 2021 Young Lions award in the Film Category alongside her creative partner and coworker, Lizzie Wood.
Originally hailing from Ireland, Kidd completed a Bachelor of Arts (Honours), in Visual Communication and History of Art and Design at the National College of Art and Design Dublin, where she achieved first-class honours and a special commendation on her thesis.
Kidd quickly rose up the ranks of the Irish independent agency Boys + Girls and then hopped over to Australia in 2019. She snagged herself a gig at Innocean Worldwide Australia as an art director then made the jump to The Monkeys where she is today.
Moving countries, winning awards and rising up the ranks aside, Kidd explains how entering Cannes Young Lions can help put young creatives on the map.
What inspired you to enter?
Well of course, my constant need for praise and attention. That, and the opportunity to make something outside of our normal day-to-day client work that shows our creativity and drive as a team. Making stuff is nice. Cannes is pretty nice too, apparently.
How have things changed for you since winning?
Externally, it got our names out there, which is important in our busy industry. Internally at The Monkeys, it’s shown our colleagues what we’re capable of and has resulted in us being given even more good briefs. And for me, it gave me more creative confidence.
What advice would you give to this year’s entrants? Is there anything that you wish you’d known when you’re preparing your response?
The simplest answer is the best one. I did Young Lions a few times back in Ireland too, and every year the winner is a so-simple-it’s-ridiculous piece.
When Lizzie and I were competing in the international competition, we had what we thought was a too-dumb-to-win idea. So we discounted it. Then the Gold and Silver winners were versions of that same idea!
Get weird with your brainstorming. Don’t treat it like a client brief. If you have an off-the-wall idea, go for it. It’ll stand out.
Other than that, I wish I’d known that international borders would still be closed when I was preparing my response. Not bitter about competing internationally from my laptop in Surry Hills at all…
Why do you believe Cannes Young Lions is important for the industry?
It’s a chance for young creá́tives to work their creative muscles and nurture their proactive side. That creative spirit is the life force behind the wider industry.
And it’s good for you personally: I met my peers from other agencies at the Australian Young Lions ceremony. Now we’re connected and we’re going to Cairns together on our prize trip later this year.
They’re all really smart, talented people, and I wouldn’t have met them if it wasn’t for this competition.
What final words do you have for the young adlanders reading this article?
If you’re thinking of doing it, just do it! The best outcome is that you win, go to Cannes and get multiple pats on the back and glasses of rosé.
The worst outcome is that you don’t win, but you’ve made something you’re proud of. Which feels pretty great too.
Check out Kidd and Wood’s winning entry HERE.
The Young Lions Australia competition, presented by TikTok is officially open for entries and we’re on the lookout to find the best and brightest of young Aussie talent to compete at the 2022 Cannes Lions International Festival of Creativity.
If you’re under 30 the Young Lions competitions are one of the best places to celebrate your creativity. Entries are open to teams of two young advertising, media or marketing professionals.
This year’s competition will cover five Young Lions categories, including a brand-new category for Design professionals.
Get started on your entry HERE, as the deadline for submissions (14 MARCH 2022) will be here before you know it. You can find all the details you’ll need to enter right HERE.
