Y&R team takes out Young Lions Cyber comp
Y&R team Nicole Hetherington and Simon Fowler have taken out the Young Lions Cyber competition and will now attend the Cannes Lions Advertising Festival to represent New Zealand in the Cannes Young Lions Cyber competition.
Augusta Grayson and James Davidson from SparkPHD won the Young Media Lions competition for ‘The Rockstar Within’ campaign for V Australia.
Judges Greg Wood, creative director at Publicis Digital, and Vaughn Davis, creative director at Y&R, said the Cyber entry stood out for its old-school product demonstration approach. Says Wood: “It made great use of the environment, engaging the user, and finishing with a bang. Not only a clear, concise and enjoyable answer to a difficult brief, but one the suits would find easy to sell, and one the client would be delighted to run. A commercial winner. Well done!”
Says Davis: “It didn’t just tell you why Fairfax newspapers, online andmagazines are great weapons for your media arsenal, it showed you, in apretty slick way, what each one offered. If you saw it in the wild, youwould be left in no doubt what it was about, who it was for, and whyyou should choose Fairfax. Job done.”
The runner up teams were Sokpart Pao and Jake Siddall from Publicis Mojo, and Edward Bell and Melissa Brooks from 99.
37 Comments
What was the idea?
That dude looks totally fucking thrilled to have won a trip to Cannes.
Is it just me, or does this look kind of dodgy? Young team wins trip, awarded by their boss and their client.
The client, judge, and winner have something in common.
Everyone who was there saw what happened. Apparently their idea wasn’t practical as an eye blaster and there was a better version of exactly the same thought by another team.
The judges abstained from the final decision.
@10:28AM – Maybe, but look at the results.
There was a judge from Y&R and a judge from Publicis, and out of the top three teams there was a team from Y&R and a team from Publicis. Whether or not the judges made the final decision, the judges had already voted for the final teams.
Fairfax may have made the final decision – but as @4:52 and @6:04 pointed out, Fairfax are a client of Y&R – dealing with them daily.
If nothing else, I feel a bit sorry for Simon and Nicole. Their ‘win’ will always be seen as a fix-up. Then I remember they’re going to Cannes and think bugger them.
Fuck off you biter haters. They’re young, enthusiastic and probably work bloody hard, good on them. In Cannes they should be in the company of the same, an nice change from the jerks in here.
I’m pretty sure that for such a well known competition, the judges wouldn’t risk their own reputation by making a ‘dodgy win’… honestly.
But yeah that guy looks stoked as shit to have won!
were there rules to make a WORKING banner? because im pretty sure you have to literally build the online execution for the younglions cyber brief.
I agree with 11:55.
This isn’t about Simon and Nicole. In fact, congratulations to them.
This isn’t ‘hating’. There’s an issue here.
This is a huge opportunity for young teams, and it’s all a bit of a farce.
The brief was beyond shithouse and the choice of judges was ill-advised.
And given that Fairfax have never run a good ad in their life, the fact that they got to choose the winner makes it worse, not better.
And I believe they shouldn’t of done the Cyber competition, it made it difficult for teams to enter, because they’re not web developers.
I think we should look to the way it’s run in Australia.
Because it’s all about getting the best young team to represent your country.
And there they set up an interesting brief, and even do it in two rounds to make sure they get the best of the best, though, they do have more numbers.
the runner up teams ideas were better by far – and yes 9.49PM i think that they had to be working banners…
Maybe they should have entered the Canadian competition
yeah shit comp this year fairfax
is there anywhere where can we see the other entries?
How come Kiwis could win the Canadian competition, yet foreigners couldn’t enter here. That was another thing that made it hard to get a team together.
that pic is a bit blurry, but they definitely look young.
I feel old.
The trouble with this competition is that every year it’s the same awfully uninspiring and confusing brief. Nobody has the means to produce an idea to a respectable standard, and none of the ideas would find their way into a good portfolio. The rules are always complex and the judging is always contentious. It’s just not a desirable project to commit to. As desperate as any young team would be to represent in Cannes, most decide not to participate for those reasons. The odds aren’t stacked in anyone’s favour. So, full respect to those that do get stuck in, and particularly to the winners.
Perhaps an overhaul of the competition next year?
Just needs one semi intelligent person to sort out the brief and judging panel at the beginning.
These guys won because their idea was practical.
The other finalists required a further step (namely printing out paper and placing against screen and Augmented reality)…
Cool for us young ad creatures but asking a bit much for everyone else maybe?
Then if you get the client to judge, the ultimate idea killer, what do you think they’re going to run with?
Nec lev Nicole and Simon.
Would love to be there.
Congrats to Nicole and Simon – hope you have a blast in Cannes.
For those interested this was our entry: http://www.omdasp.co.nz/vault/pub/fairfax/banner.html
Cheers,
Mel and Ed
1:03pm – Practical is just another word for conventional; uninspired; uncreative; safe. According to the brief, the ideas were to be judged 50% on creative idea and 50% on innovation. How is a page takeover innovative?
Furthermore, when you watch their movie (as they didn’t actually make a banner) the final product is 4 times the size of the screen. How is that practical?
is it even possible to make that banner?
Ka pai Nicole and Simon. Say goodbye to your livers.
1:42 – Practical is the opposite of impractical, which is what unnecessary use of augmented reality technology amounts to.
I love augmenting reality as much as the next junior creative, but unless the payoff is a cure for cancer or the solution to 3rd world debt, nobody is going to go through the steps required to reveal that message.
Perhaps by ‘practical’, the judges meant: might work.
I think this entire comments forum reeks of people who are scared of what they dont know.
Well don Nicole and Simon. Live it up in France. For nine days. For free.
so yeah. interactive is basically a pain in the arse. just give me the message man.
watching tv is so much easier
Congrats Si and Nicole, enjoy Cannes!
Congrats to Nicole & Simon, enjoy Cannes and rubbing shoulders with some fantastic creatives – hopefully you’ll be inspired to tons of great work.
Also Mel & Ed, nice to see some people in our industry can still be decent even if they’re not the winners. Keep the positive attitude! Hopefully you won’t become as bitter as some on this forum. You’re idea is great (I did print it out) – well done
Whether the work is good, or practical or too pixelated for old farts to understand, is not the issue. The connection between one of the judges, the client (and ultimate judge) and the winning team is a serious concern.
This competition should be all about finding the best possible young team to represent New Zealand in Cannes. Perhaps, Simon & Nicole are this team, and I’m sure we all wish them well.
But, with all due respect to Fairfax, they are hardly known for doing creative or innovative advertising. When was the last time a Fairfax ad won something at Cannes? So the fact that they had the final say in choosing the winner is worrying. The judges should be some of New Zealand’s top creative people.
This competition needs a serious overhaul. Hopefully this forum will help make that happen.
But let’s hope Nicole & Simon do us proud. And if they really are our best young team, maybe a decent agency will pick them up.
yeah this is all very interesting, but more importantly, can anyone at FCB tell me if Noels or B&B are having an Interest Free finance offer any time soon, i need some new toys. Thanks.
11:36 is spot on the money. Especially the part about a ‘descent agency’.
nice one 1:54, would rather work for an ‘ascent agency’, but hey you’re clearly so hot right now
nice one Si
x
Congrats to Nicole & Simon.
There’s something about winning that always attracts losers with opinions…
Congrats guys, i think you deserve the trip for just figuring out how to read the brief. We gave up after hours of debate on who is allowed to enter and wtf they actually wanted you to hand in, a working or concept banner.
Have fun! you deserve it!
fairfax – you failed.
Yes the brief was 3 pages of mumbo jumbo.
It did take some deciphering.
Someone tell fairfax what an SMP is.