From Kid Stuff to Cannes Competition

By Tk Published on .

For the second year in a row, the team representing the U.S. in the Cannes Young Creatives 24-hour race to make a print ad at next month's Advertising Festival is from Lowe/New York. Last year, Steve Lundberg and Rebecca Peterson took home a Silver Lion, which only puts added pressure on this year's team of Jennifer Perry (left) and Krystyn Campbell, who beat out 59 other teams to get the Cannes nod. Perry, 23, the writer of the duo, and AD Campbell, 22, are both 2002 college grads and Lowe creative assistants. They got this far on the strength of a Prevent Child Abuse PSA- it pictures a Perfect Baby doll in retail packaging that trumpets traits like "Never needs a diaper change!" and "Sleeps all night long!"- whose success Perry credits to "making a big effort to stick to the brief. The number one thing on our minds was the audience - 16- to 24-year-old parents. We knew this group wasn't going to be responsive to any b.s. The ad needed to be something that they would immediately relate to and identify with - amusing and eye-catching - but serious enough to be consistent with the subject matter."
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