The SA winners of the 2014 Cinemark Cannes Young Lions Competition have been revealed. Congratulations to Joe Public’s Marina Andreoli and Sonia Dearling who’ve earned themselves a trip to the Cannes Lions International Festival of Creativity to compete against some of the best and brightest young creatives in the world.
The Cinemark Young Lions Competition is an annual contest for creatives under the age of 28. Teams are given just 48 hours to produce a 60 second cinema ad. This year’s competition saw a record 117 entries answering a brief in line with the Independent Electoral Commission’s I VOTE SA (IXSA) campaign. I Vote South Africa is the theme of the 2014 National and Provincial Elections campaign. It’s a call to all eligible South Africans to commit to the future of South Africa by ensuring that they register and vote in the upcoming elections. The campaign also underlines the fact that these elections will mark the 20 year anniversary of South Africa’s electoral democracy.
The winning duo will have their commercial, “Don’t live with someone else’s choices”, screened across Ster-Kinekor cinemas.
Jury President and Creative Director for Net#Work BBDO, Jenny Glover, commented on the winning work saying that the execution stood out because it didn’t try to replicate a R5 million shooting budget and made the best of limited resources. She said, “Boxing clever is what good creatives do and it’s what the contenders in Cannes will have to do. It stood out for its witty execution, clarity of thought and the way it nods to the cinema medium. Smart ideas are what this competition is all about.”