Cannes Young Lions Agency Winners
The Mediabrands Young Lions training concluded last week with five teams presenting their ideas to our client partner, The Midlands Air Ambulance Charity. It was a tough brief with the objective to convince schools to adopt a learning program called “Sky Champs”. Every team came at the problem with a unique perspective and provided a whole raft of ideas that the clients were very happy to ‘steal with pride’.
Our winning pair is Caitlin Pinner and Oli Flower who came up with a fantastic campaign called, Saving Sunday. A big congratulations to both and good luck in the next stages of the Cannes Young Lions competition! To find out more about their idea, we got them to take us through some of the finer points…
What got you motivated to participate in the Young Lions training & competition?
We first took part in the Young Lions competition last year. We’d each only been at the company for a month, so when we heard about the training, it sounded like a good opportunity to meet new people in the building, especially those from other agencies who we might not have worked with before.
We were paired up by chance and fortunately, we didn’t hate each other, so when the competition rolled around again this year we got in contact to pair up for the second time.
How did you find the brief for the Midlands Air Ambulance charity, what is the synopsis of your response, and which element are you most proud of?
As always, the brief we faced was tough. It featured a regional charity, multiple potential audiences, and a small budget.
The Midlands Air Ambulance service had produced Key Stage 1 and 2 education packs. Our task was to get as many Primary Schools in the region to incorporate them into their lessons and with only 24 hours to come up with a big idea, the pressure was on.
Our leading insight was that the most stressful element of a teacher’s job is lesson planning on Sundays. We knew that if we could present the education packs as time saving tools, we could incentivise teachers to start bringing it into their classrooms.
We proposed a partnership with PG Tips to execute ‘Saving Sunday’ – a national day of rest for teachers. On this day, we suggested a digital blackout across key lesson planning sites, leaving teachers no choice but to download the education pack for the week ahead.
We would also propose to deliver thousands of physical packs (and branded PG Tip monkeys) to teachers in a ‘Big Midlands Tea Drop’. We had promised to double the client’s target, so justifying our numbers was not an easy feat.
Overall, we’re most proud of the presentation that concluded the training. Planning and pitching a multi-channel campaign to senior management and clients, with just five slides and five minutes, was a nerve-wracking but rewarding experience.
Through all the training & practice what was the biggest lesson you’ll take forward to the competition?
Having the opportunity to learn from senior figures (and past winners) in the building has been invaluable, so a huge thanks to Rob Bellamy, Will Parrish and everyone else involved for being a fantastic team of mentors.
The biggest lessons we’ll take forward are:
Oli: If you try to do the same thing as everyone else, it’s very unlikely that you’ll be the best. It’s easier to stand out if you come up with a big, off-piste idea.
Caitlin: Practise, practise, practise. Oh, and never leave your results up on the screen during the Q&A.