Competition Includes 24-Hour Marathon of Ad Design

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CANNES, France (AdAge.com) -- A trio from Swedish agency Forsman & Bodenforshave has been awarded the Gold Lion for the 2005 Young Creatives Competition at Cannes for literacy print ad concepts for the United Nations Educational, Scientific and Cultural Organization.
Photo: Getty Images
Two of the art directors and copy writers who were locked away in a 24-hour marathon to create ads for the 'live' Young Creatives competition.

Art directors Karin Frisell, John Bergdahl and Lars Jansson, each 28, won in a competition against about 400 other young art directors and copywriters age 28 and under. All spent 24 hours over the weekend in creative lockdown creating UNESCO print ad concepts. Those who opted to spent another 24 hours on Monday crafting UNESCO cyber advertising.

Large fingerprint
The judges, comprised of the Press, Outdoor and Cyber Lions juries, decided on the winners yesterday morning, awarding the Press Gold to the three young directors, who created a spare black-and-white ad adorned with a large fingerprint and the tagline “Ink should be used for writing.”

The competition brief was to motivate a target audience of 16- to 24-year-olds lacking formal education to improve their futures by seeking out opportunities to develop their literacy, language and mathematical skills. The contest, founded in 1995, always centers around a charitable cause and this year hosted young creatives from 40 countries.

The idea that “The pen is mightier than the sword” was the jumping point for the Gold-winning idea, said Mr. Jansson, also an interactive creative. “We started out talking about that good old metaphor, about the power of written word,” added Ms. Frisell. That led to playing off the idea of ink -- if not used in writing, where else it could end up. The fingerprint “emphasizes the difference between [literacy] and becoming part of a criminal record,” said Mr. Bergdahl. “It can make a difference, save you from a life in crime. So in some way it’s an encouragement to start to learn to write and get a job.”

Puerto Rico team wins Cyber
In the cyber arena, another triumvirate took the top honor. Massielle Asencio, an art director with Leo Burnett; Federico Schenquerma, a copywriter with Wing PR; and Antuan Vazquez, an art director with Nazca Saatchi & Saatchi -- a group of friends from Puerto Rico who frequently enter competitions together -- received gold for their banner ad.

The gold winners received medals and full registration to Cannes Lions 2006, as well as software and prints from Adobe and Getty Images, co-sponsors the competition with Apple and USA Today.

The Silver press award went to Spain’s Alejandro Pere Caballos and Miguel Izco Mutiloa, both of Vocento CMXXI, who created a clever Scrabble-themed execution.

Brazil takes Bronze
Brazil, well-known for its prolific output of print and outdoor, took the Bronze press medal for a lottery-ticket themed ad with the tagline “If you are not good with words, you better be good with numbers,” created by Caio Cassoli, an art director with F/Nazca Saatchi & Saatchi, and Icaro Doria, a copywriter with Giovanni FCB.

When asked about the most challenging part of the competition, Mr. Cassoli replied: “Waiting for the results.”

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