Copywriter Amy Auret, Art Director Monique Kaplan, Art Director Keshia Osmond, Creative Director Roanna Williams and Executive Creative Director Adam Weber from Johannesburg-based ad agency Joe Public have had their idea selected for the annual Cannes Chimera Challenge.
They are the only local creatives to represent South Africa at the prestigious event, a joint initiative from Cannes Lions International Festival of Creativity and the Bill & Melinda Gates Foundation.
The team will present their creative idea Good Cents, stemming from answering the brief of Lead the Fight Against Extreme Poverty issued by Cannes Chimera.
One of only eight winning ideas out of 900 individual entries across 79 different countries, Good Cents strives to relieve poverty via a “Good Cents’ button at the bottom of all online bank statements which would allow users to round their bank balance off and donate their surplus cents to a dedicated fund.
Entries went through a rigorous judging process facilitated by Cannes Lions, led by the Bill & Melinda Gates Foundation and judged by the Cannes Chimera Jury, comprising the Grand Prix Lions Winners from Cannes 2013.
Said Pepe Marais, Chief Creative Officer at Joe Public: “This is without doubt the biggest creative achievement in Joe Public’s history, more so because it could potentially make a difference to millions of people’s lives. It proves that advertising has a greater purpose within the world we live in and is also firmly aligned to our growth purpose and vision as a business.’
The team will attend a two-day workshop in Seattle in March, and will have the opportunity to develop their idea further with the help of the Chimera Jury. Each of the chosen eight ideas received a prize of up to $100,000 for development.
During the workshop, ideas will be refined further so that they can return to the Gates Foundation for more funding of up to $1m to realise the vision.
“There are no words to describe how honoured we’re feeling right now, and how thrilled we are to be a part of this experience. We are looking forward to learning from some of the best international creative talent in the industry. And to play our part in changing the world,’ commented the team.
Now in its third year, Cannes Chimera has been created to utilise the creativity and problem-solving abilities of the communications industries to do good on a global scale.
