Young Lions, Starts from New in 2018

1. Background

Cannes Lions is the top competition and event for global creatives, and the dream for all advertising/creativity industry practitioners.

While Young Lions is the competition specially held by Cannes Lions for young people who is under 30 years old. "Having ever been to Cannes or not will decide to some extent how far a green hand can go finally." said Tomaz Mok about the deep meaning of Young Lions, Jury President of the local Young Lions Competition in China.

The local Young Lions Competition in China held by Modern Advertising magazine is the only gate for young Chinese creatives to Cannes Lions, which starts calling for entry in every April.

With the spirit of fostering creative forces at Cannes Lions, the local Competition will select 7 teams in the categories of Print, Film, Digital, Design, Media, Marketers and PR to compete in Cannes. At the same time, it will also select two students from universities to attend a full-week training at the Roger Hatchuel Academy(RHA) in Cannes. This close communication with world-class masters at Cannes Lions will benefit the contestants for a lifetime.

15 years ago, Modern Advertising held the first local Young Lions Competition in China. Although these young contestants possess the characters like desire, advancement, suspicion, subversion and rebellion, they will grow up and get mature one day. And their growing environment will decide the destiny of China's new generation in advertising/creativity industry and thus influence the industry's future.

Over the 15 years, Chinese advertising industry has made tremendous progress, and the best proof of development is no more than a Gold Award.

Looking back into the history, Chinese Young Lions contestants made great achievements. Zhang Tingting and Song Tingting won the Gold in Young Lions Marketers in Cannes 2014. It is the first time that the Chinese team had won the Competition, and even a Gold Award for the first time.

At Cannes Lions 2015, Cao Xinqi and Yu Xiaoyi won Bronze in PR of Young Lions. The judges' evaluation about their works is very interesting, in which they use a very humorous way to express a serious topic with highly enforceable ability. At the same time, the client - public welfare organization Greenpeace highly appreciated their work.

In 2016, the Chinese team made another great achievement. Anna Yang and Zhao Xian won the Gold Award in media. The other team of contestants Li Chun Man and Ng Wai Lun won the Silver Award in the print.

The 15 years of hard work are not long enough for changing the Chinese advertising industry. We need more young people to participate in the local Young Lions Competition in China. We have to tell these young people: Travel overseas and have a look. The future of Chinese creativity is in your hands!

Related Press:

Chinese contestants won Gold of Young Lions Marketers and Silver for Print in 2016

Competition Report

http://www.maad.com.cn/index.php?anu=subject/detail&id=69

http://www.maad.com.cn/index.php?anu=subject/detail&id=70

Won Bronze of PR in 2015

Competition Report

http://www.maad.com.cn/index.php?anu=subject/detail&id=61

Chinese team won first Gold of Marketing in 2014

Competition Report

http://www.maad.com.cn/index.php?anu=subject/detail&id=58

2. Who is it for

Audiences who is interested in advertising industry, marketers, advertising practitioners and students etc.

3. Challenge

In conjunction with the local Young Lions Competition in China, to deliver and promote the Competition as an event.

Promotion points suggested:

1. Make public know that all of the works of the local Young Lions Competition in China will be accessed in future.

2. Joining the Competition is the direct gate for young creatives to the top creative hall.

However, it is not limited to this. It is hoped that the contestants can make the whole event a complete marketing communication case so that more people can pay attention to and participate in the Competition and increase its influence.

4. Time

The promotion/ communication period of the Competition is March and April; The official onsite contestants' presentation is in early May; During May and June, it is the follow-up promotion/ communication period in , and the contestants can choose any specific period of time to do the follow-up promotion based on their own needs.

5. Target Requirements in Details

Print

Modern Advertising magazine will conduct a special issue to promote the local Competition. The contestants need to design a magazine cover themed with the Competition including the elements of young, interesting and high-quality, reflecting the characteristics of the Competition that is openness and co-prosperity, creative hall and fostering talents. It must be eye-catching enough to allow young people in advertising industry to have the desire to attend right after seeing this.

Specific requirements:The cover shall feature pictures of figure promoted for the Competition, which can be created based on the given material. The overall image of the figure should not be changed. Please refer to the material from 2013 to 2018.

Digital

Taking the local Young Lions Competition in China as a promotion/communication point, a digital-based communication program shall be designed to attract young people's attention through interesting methods, content or topic marketing. The purpose is to expand the influence of the Competition and to create continuous effect so as to form a communication matrix.

Design

Taking the local Young Lions Competition in China as a promotion/communication point, the HTML5-based promotion and design work shall be designed to promote the Competition in universities, to let students scan QR code and go directly to the website. It shall highlight the characteristics and advantages of the Competition so as to attract more college students and inspire their enthusiasm. It can be emphasized that the winners of the Competition will be selected by Modern Advertising to go to Cannes Lions to study and participate in the RHA, which is the best way for students to broaden their horizons and reach out to the world's top creative ideas.

Specific requirements:The figure image promoted for the Competition must appear in the design content.

Film

Taking the local Young Lions Competition in China as a promotion/communication point,a campaign film shall be created for the Competition, reflecting the charm of the event to young people in advertising industry and appeal more of them to attend. Theme suggested: interviews with the past contestants of the Competittions, the contestants' own "48- hour hard working" to prepare the Competition, etc. The duration of the film shall not exceed 3 minutes. The specific angles and contents can be selected on your own, and there are no restrictions for the format. They can be TVCs, short videos, and micro-movies. The content of presentation should include the concept of activity & creativity explored by the contestants and the specific implementation plan. There is no hard requirement for the use of video material.

Media

Taking the local Cannes Young Lions Competition in China as a promotion/communication point, to create a complete media marketing campaign for the Competition with media method as the main focus. It can use self-initiated topics or select elements of the Cannes Lions with no limit for the media form. The aim is to attract more young people to participate in the Competition and let them understand that the Competition is the direct gate to stand on the international creative stage.It is hoped that bold and interesting ideas will make the Competition stand out among those many advertising festivals and appeal more attention.

Marketers

The special issue about the local Young Lions Competition in China hosed by Modern Advertising will be a permanent issue every year during the period, which is also the most important subsidiary product of the Competition. Contestants shall create a marketing communication for the special issue and deliver the meaning of the Competition to young people in the industry in an interesting way.they can brainstorm bold ideas. It is hoped that the contestants' work completely include the activity concept, creative idea, and specific implementation plan.

PR

Taking the local Cannes Young Lions Competition in China as a promotion/communication point, please find a public communication point for the Competition. It will present the promotion points to the public, such as "participating in the local Young Lions Competition in China which will be a direct pass for young people in the industry to the top creative hall". Then according to the communication point of your choice, conduct a bold PR communication. It is hoped that the contestants' work can accommodate the full concept, creative idea, and specific implementation plan.

Considerations required:

1. How to encourage more young people to attend the local Young Lions Competition in China as well as related events.

2. How to ensure these events touch the target audiences?

3. What elements are need to ensure the success of this event?

4. How to measure or evaluate the success of your campaign?

6. Other Instructions

There are no specific restrictions on the form, budget or time of delivery. The contestants can play on your own.

Material: contestants can use the Mankids logo of the local Young Lions Competition in China, while its overall image cannot be modified. Please refer to the visual works from 2013 to 2018. The logo of Modern Advertising can be chosen to be used.

(2013-2018年视觉作品)

中文版
                        	

戛纳幼狮,2018“从新”出发

一、背景介绍

戛纳国际创意节是全球创意人的顶级赛事与活动,是所有广告行业从业者的梦想。

而幼狮单元则是戛纳国际创意节专门对30周岁以下的年青人举办的竞赛。“有没有去过戛纳,某种程度上影响一个新人最终能够走多远。”幼狮中国评审会主席莫康孙如此形容戛纳幼狮的意义。

现代广告杂志社承办的戛纳幼狮(Young Lions Competition)中国区选拔赛是中国青年创意人通往戛纳的唯一桥梁,于每年4月份开始征集选手。

秉承着在戛纳创意圣地培养创意生力军的精神,中国区选拔赛将选拔出平面、影视、数字、设计、媒介、营销和公关共7组专业类选手到戛纳镀金。同时,中国区选拔赛还将甄选出学生组的两名学生,推荐参加戛纳RHA学院为期一周的培训。而这个在戛纳与世界超一流的大师近距离交流的机会,将使这些选手受益终生。

15年前,《现代广告》第一次举办戛纳幼狮中国区选拔赛。虽然,参赛的年青选手们身上混搭着渴望、上进、怀疑、颠覆、叛逆……但总有一天他们会成熟起来。而他们的成长环境也将决定中国新一代广告人的命运,并切实地影响着中国广告行业的未来。

在这15年的时间里,中国广告行业取得了巨大的发展,而发展的最好证明,莫过于一座座金灿灿的奖杯。

回看戛纳幼狮比赛中国选手的历史可以看到,2014年,中国选手张亭亭和宋婷婷拿到了戛纳国际创意节幼狮单元媒介类别的金奖。这是中国军团首次捧回戛纳幼狮,且第一次就拿到了金奖。

在2015年的戛纳国际创意节上,中国选手曹心琪和余晓熠在幼狮公关组比赛中获得铜奖。评委对他们作品的评价是觉得他们的作品非常有趣,是用非常幽默的方式去表现一个严肃话题,而且可执行性强。同时,出题的公益组织Greenpeace对他们的作品非常欣赏。

2016年,中国军团再创佳绩。中国选手Anna Yang和赵娴获得了媒介类别比赛的金狮奖,另一对选手李俊文和吴纬纶则获得了戛纳幼狮平面类别比赛的银狮奖。

15年的努力对于改变中国广告行业来说并不算长,我们需要更多年青人参与到戛纳幼狮中国区选拔赛的活动中来。我们要告诉这些年青人的是:出去看看。中国创意的未来在你们手上!

相关报道:

2016年媒介摘金 平面获银奖

赛事报道

http://www.maad.com.cn/index.php?anu=subject/detail&id=69

http://www.maad.com.cn/index.php?anu=subject/detail&id=70

2015年公关铜奖

赛事报道

http://www.maad.com.cn/index.php?anu=subject/detail&id=61

2014年媒介获得首金

赛事报道

http://www.maad.com.cn/index.php?anu=subject/detail&id=58

二、主要受众群体

对广告行业有兴趣的受众,营销人员、广告从业者、学生群体等。

三、挑战

结合戛纳幼狮中国区选拔赛活动,以“戛纳幼狮中国区选拔赛”为主体,将戛纳幼狮中国区选拔赛的活动宣传出去。

参考宣传点:

1、让大众知道未来的戛纳幼狮中国区选拔赛活动会开放所有的作品。

2、参与戛纳幼狮中国区选拔赛,将是年青广告人去往顶尖创意殿堂的直通车。

但并不局限于此,希望选手能够将整个活动做成一个完整的营销传播案例,让更多人能够关注并参与戛纳幼狮中国区选拔赛,提高赛事影响力。

四、时间

3~4月为起始宣传期,5月初进行戛纳幼狮中国区正式比赛,5~6月为赛后后续宣传期,选手可根据自身作品需要,选择任意宣传期。

五、具体任务要求

平面类

《现代广告》杂志将为戛纳幼狮中国区选拔赛出一期特刊。请以戛纳幼狮中国区选拔赛活动为宣传点,设计出以戛纳幼狮中国区选拔赛为主题的杂志封面。要求封面具有年轻、有趣、高品质感的元素,体现出戛纳幼狮中国区选拔赛活动开放共荣、创意殿堂以及培养人才的特点,一定要足够吸睛,让年青广告人看到之后,有想要立刻参加的冲动。

具体要求:封面需包含戛纳幼狮中国区选拔赛的宣传小人LOGO图片,可在人物素材的基础上进行创作,人物素材整体形象不可改变,请参考2013年到2018年的人物素材。

数字类

以戛纳幼狮中国区选拔赛活动为宣传点,设计一套以数字化为主的传播方案,通过有趣的方式、内容或者话题营销,吸引年青人的注意。目的是扩大戛纳幼狮中国区选拔赛的影响力,并且能够具有持续传播的效果,形成传播矩阵。

设计类

以戛纳幼狮中国区选拔赛活动为宣传点,设计出一个适用于在大学校园推广戛纳幼狮中国区选拔赛的基于HTML5传播的宣传设计作品。在校园推广的时候,能够让学生们扫描二维码便可直接进入网页浏览,突出戛纳幼狮中国区选拔赛的特点及优势,从而吸引更多大学生的参与,调动他们的热情。可以强调的是:戛纳幼狮中国区选拔赛获胜的学生选手,可以通过现代广告的选送,去往法国创意殿堂戛纳参与RHA学院学习培训,是学生们开阔眼界、接触世界顶级创意的最好方式。

具体要求:设计内容中需出现2018戛纳幼狮中国区选拔赛的宣传小人LOGO图片。

影视类

以戛纳幼狮中国区选拔赛活动为宣传点,为戛纳幼狮中国赛区活动做一个影视类传播宣传片,体现活动对于年青广告人的吸引力在哪里,同时能够呼吁更多年青人来参加。可以参考以身边参加过戛纳幼狮中国区比赛的选手采访或者以48小时内自己的“奋战”过程为题等,时长不超过3分钟。具体角度、内容可自行发挥脑洞,形式不限,可以是TVC、短视频、微电影等。提案展示内容要包括选手挖掘的活动理念、创意概念以及具体执行方案。对提供视频素材的使用与否并无硬性要求。

媒介类

以戛纳幼狮中国区选拔赛活动为宣传点,为戛纳幼狮中国区选拔赛打造一个完整的媒介营销活动,以媒介手段为主,可以自创话题,也可以借助戛纳广告节的元素,媒介形式不限。以吸引更多年青人参与戛纳幼狮中国比赛,明白戛纳幼狮中国区选拔赛是一次站上国际创意舞台的直通车为目的。希望在各大广告节扎堆的环境中,能够利用大胆有趣的创意,让戛纳幼狮中国区选拔赛突出重围,吸引到最多的关注度。

营销类

《现代广告》戛纳幼狮中国区选拔赛特刊,将成为日后每一年戛纳幼狮中国区选拔赛期间的固定刊物,也将是戛纳幼狮中国区选拔赛最重要的附属产品。请选手为特刊做一个营销传播,用有趣的方式将戛纳幼狮中国区选拔赛对于年青广告人的意义表现出来。请选手自行发挥脑洞,大胆创意。希望选手的作品,能够完整地包括选手挖掘的活动理念、创意概念以及具体执行方案。

公关类

以戛纳幼狮中国区选拔赛活动为宣传点,为戛纳幼狮中国区选拔赛寻找一个可以挖掘的公关传播点,将类似“参与戛纳幼狮中国区选拔赛将是年青广告人去往顶尖创意殿堂的直通车”这样的宣传点传播出来。然后根据自己选择的传播点,进行一个大胆出位的公关传播。希望选手的作品,能够容纳进完整理念、创意概念、以及具体执行方案。

需要思考的方向有:

1.如何鼓励更多的年青人参与戛纳幼狮中国区选拔赛及相关活动?

2.如何确保这些活动触及到目标受众?

3.需要什么要素保证此次活动成功?

4.如何测量或评估你的广告活动是否成功?

六、其它说明

形式、预算及投放时间均无特定限制,选手可以自行发挥。

素材:选手可自行使用戛纳幼狮中国区选拔赛的基础标识——小人logo,小人素材的整体形象不可改动,参考2013年到2018年的视觉作品。现代广告logo选用。

(2013-2018年视觉作品)


素材下载:终审考题要求品牌LOGO


2018 戛纳幼狮终审考题--专业组考题下载:英文版中文版