Copywriter Krista Hogg, 24, and AD Justin Lesinski, 27, a creative team at WestWayne in Tampa, are going to Cannes next month as the U.S. representatives in the 2005 Young Creative Competition at the 52nd annual International Advertising Festival. The team beat out more than 65 duos from ad agencies across the country with their print ad for Pencil, an organization that encourages New York's business community to get involved with public education through its flagship program, Principal For a Day. Hogg and Lesinski had a week to make their ad; in Cannes, they'll have a mere 24 hours. As the "over the moon with excitement" team explains it, "Essentially, we concentrated on an 'adopt-a-school' strategy in order to simplify the goal of the program. Because the focus was on commitment, we brainstormed ways that a business leader could express pride in and dedication to the chosen school, leading us to the wallet visual." The wallet itself was shot by Lesinski, and the images of the children were compiled from yearbooks belonging to WestWayne staff members. See www.canneslions.com
for more on the Young Creatives program.