In 2006, agency AKQA introduced the Future Lions at the Cannes Lions International Festival of Creativity to celebrate innovative tech-driven ideas from young creative from ages 18 to 25. For the 15th anniversary of the competition, AKQA joined with official partners Lego and Wired, giving up-and-coming talents a compelling brief centered on the popular toy brand.
This year’s contest asked creatives to incorporate Lego in a campaign idea that showcases how technology and imagination are essential skills to “Rebuild the World” (which also happens to be the tagline of the Danish toy company’s global brand platform).
This year, AKQA saw a record number of entries, with submissions from more than 87 countries, 525 schools and 2,300 young talents.
The agency awarded four Future Lions, with one of those earning the Grand Prix. For the first time in the competition, the Grand Prix winner will work with Lego Group and AKQA to try to make their idea a reality over the next year. That honor went to the team of Faith Low and Lydon Ong, students at Nanyang Academy of Fine Arts and Singapore Management University.