This year I had the pleasure to brief and help the competitors from the Young Lions competition (Adobe was one of the event sponsors). These competitions are just one small part of this 7-day festival, the biggest in the world.
You can imagine that you have lots of things to learn and absorb and even more when it is your first visit to Lions festival.
Much to my surprise, what I loved the most were related to the work of the Cyber competition winners, the Print competition theme, and the team who supported the 5 competitions related to creative work. Let me explain why.
The Print Competition brief was pretty simple: drive social media awareness in USA for the WWF organization. This is the work of the winning team (Japan team):
The brief reminded me that even the most hardcore smartphone/tablet/PC user spends lots of time every day on other things than digital screens. So, when you or your company plans a campaign to get more Likes or tweets remember that sometime the best channel might not be digital at all.
The winners of the Cyber competition were just awesome! Trust me that I’m not saying this just because they are fellow Romanians :). The brief was to create an online campaign to raise awareness and funds for an organization helping blind people.
Their proposal was just brilliant: partner with large e-commerce companies and each year run a campaign where the customers are experiencing the same shopping experience as a blind people (it means they can’t use their eyes to shop). You have to give them credit for this crazy idea, very powerful with great potential to trigger strong emotions and in the end help the blind people. Well done guys!
Finally, the backstage team who offered competitors guidance and technical support was amazing – thank you Alain, Robert, Mark, and of course Liza. Alain has been running/helping the competitors for the past 15 years or more, Robert and Mark for the past 8 years or so. They offered me a great point of view on how technological changes (computers and software) transform the competition (Print, Logo Design, Cyber, and Film competitions).