Team from Grey Group Singapore wins 2018 Singapore Young Lions digital competition
Grey Group Singapore’s Tong Wei Yue Danielle and Freddy have been announced as the winners of the 2018 Singapore Young Lions Competition, for the Digital category.
Organized in Singapore by Mediacorp, Danielle (Digital Art Director) and Freddy (Social Content Strategist) will go on a fully-sponsored trip to represent Singapore at the Cannes Lions Festival of Creativity 2018, and compete against the best creative talent from over 50 countries,
This year’s Young Lions competition saw an all-time high record of 85 teams competing for top honours within the Film and Digital categories and was presided over by a panel of respected creative professionals based in Singapore.
In partnership with Food Bank Singapore, the teams raised awareness on the pressing issue of food wastage amongst local communities and were tasked to produce either a 60 second film or Digital campaign. The winning entry, a digital campaign titled #TAKEAWAYHUNGER aimed to foster empathy within Singaporeans, and hijacked the user experience on food delivery platforms to raise awareness on food insecurity. The idea being when users order food, they are fed bite-sized facts about Singaporeans facing food insecurity and reminded to order only what they can finish. They are also urged to donate to Food Bank and are directed to Food Bank’s website for more information.
“We are thrilled that two of our youngest talents have won the honour of representing Singapore at the Cannes Young Lions. Their winning digital solution for the Food Bank was such a powerful yet simple concept and one which can truly make a difference. The Cannes experience will be an amazing boost to their growth as creatives.” Said Tim Cheng, CCO, Grey Group Singapore.
5 Comments
As an ex Singapore ECD I’m shocked at the standard of the winning idea…if their idea is the one in the image board below the story, then they stand little chance at going against the world’s best at Cannes. Is MediaCorp still banning young expats from entering? Funny how the only time anyone from Singapore won Gold in Cannes, was when it was an expat team from TBWA.
Yeah it’s for citizens and people with PR. I don’t know any other country who has this rule. But the idea from this team was simple and doable. If you see the digital category winners from around the world, those ideas aren’t heads and shoulders above this. Good luck to all.
I don’t see a digital solution there just a one sentence media plan that anyone can come up with.
Please tell me (or show me) that there’s more.
It comes across as a brief more than an idea.
agreed, it does read more like a brief. No real insight. No great creative response,
the challenge: how do we get companies whose economic model depends on selling as much food as possible to recommend their customers order less.
Coming up with a solution to that would be more interesting than this school project.
The future really isn’t very bright