Adeline Chew of Malaysia is one of the winners of the Cannes young creative competition
YouTube and the Cannes Lions International Advertising Festival have today announced that Adeline Chew (27) from Malaysia and Guy Dayan (27) from Israel have won the viral ad competition to promote Oxfam’s climate change campaign and will now become ‘Team YouTube’, the 39th team competing in the 2009 Young Lions Film Competition.
On 15 May, 2009 Oxfam was unveiled as the competition’s charity partner and unveiled a brief for young creatives across the world to create a short ad of up to one minute on YouTube to promote their climate change campaign. Creatives were given 48 hours to submit their ad and then had a further two weeks to make their YouTube ad go viral by any means necessary.
The competition received 692 entries and over 100,000 votes in two weeks. A panel of worldwide creative leaders have been assessing the quality of the ads over the last week and have selected Adeline and Guy as the winners based upon their ads’ creativity, number of views and video ratings. They will now unite as ‘Team YouTube’ and will receive an all expenses paid trip to Cannes to attend the International Advertising Festival and compete as the 38th team in the prestigious Young Lions Film competition.
Adeline’s video is entitled ‘Listen, don’t watch’.
Guy’s video is entitled ‘The YouTube climate thermometer’.
Anna Bateson, head of marketing for YouTube in EMEA, said: “We aredelighted with the creative community’s response to this competition.Around 700 young creatives from across the world used YouTube as a wayto create innovative and powerful ads for Oxfam’s climate changecampaign and then made it go viral. We are now sending a unique YouTubeteam to the Young Lions Film Competition where they will be competingwith the finest young creative minds.”
Rory Sutherland, Vice-chairman, Ogilvy Group UK and one of the contestjudges, said: “It is chastening to all of us to see that good ideas andexcellent executions can be created in 48 hours.”
Nicky Wimble, Oxfam’s Creative Communications Specialist, said: “We atOxfam were amazed by the overwhelming participation of creatives fromaround the world. This once again shows that citizens in every countryrecognise the urgency and importance that leaders sign an ambitious,fair and safe climate deal at Copenhagen.”
The YouTube Contest Judges were:
Rory Sutherland – Vice Chairman, Ogilvy One (United Kingdom)
Alexandre Gama – Chief Creative Officer and Founder, NeoGama BBH (Brazil)
Stephane Xiberras – President and Executive Creative Director, BETC Euro RSCG (France)
Nick Law – Executive Vice President, Chief Creative Officer North America, R/GA (USA)
Yuya Furukawa – Executive Creative Director, Dentsu (Japan)
Ariel Abramovici – Copywriter, BBDO Argentina (2008 winner Young Lions Film competition)
Bruno Acanfora – Art Director, BBDO Argentina (2008 winner Young Lions Film competition)
5 Comments
I really love Guys video, what a simple, great idea using the medium!
Guy’s video is fantastic. A clear winner.
Whats interesting is the difference between the 2 ideas….one is sharp clear incisive, the other laborious, slightly rude and patronising. I hope Guy doesn’t kill her when they work together.
It’s pretty evident that the juries are pretty ignorant because Guy’s video is a complete rip-off. Search Greenpeace ‘GreenTube’ online for evidence (or see it here – http://www.youtube.com/watch?v=AZyXHOw-A08&NR=1 ). So this Guy is damn lucky to find the ‘GreenTube’ video, copied and submitted it in 48 hours. So much for ‘Talent borrows, genius steals’. Please don’t send this Guy to Cannes.
The core idea is exactly the same…. Its a real disappointment, here I was thinking how come I wasnt so fuckin brilliant when I am 27?