Joe Public creatives win 2014 Cinemark Young Lions Competition


Art Director Marina Andreoli and Designer Sonia Dearling of Johannesburg-based advertising agency, Joe Public, have won the 2014 Cinemark Young Lions Competition and a trip to the Cannes Lions International Festival of Creativity which takes place from 15 to 21 June in France.

Aside from the opportunity to represent South Africa in the Young Lions Competition, the prize includes a screening of the winning advert in Ster-Kinekor cinemas, return flights to the festival and accommodation in France as well as a full week’s Young Lion Registration.

The competition was open to creatives under the age of 28 who had just 48 hours to submit a film advert supporting the Independent Electoral Commission (IEC) I VOTE SA (IXSA) campaign. I VOTE SA (IXSA) is the theme for the 2014 National and Provincial Elections campaign and is a call to South Africans to register and vote in the upcoming elections.

Jenny Glover, Jury President and Joint Creative Director for Net#Work BBDO, said the winning team had a unique approach to the project.

“It also stood out because it didn’t try to replicate a R5m shooting budget and made the best of limited resources. Boxing clever is what good creatives do and it’s what the contenders in Cannes will have to do. It stood out for its witty execution, clarity of thought and the way it nods to the cinema medium. Smart ideas are what this competition is all about,’ said Glover.

Yvonne Diogo, Marketing Manager of Cinemark, the local representative of Cannes, concluded: “We are highly impressed with the quality and standard of work that was submitted by all young creatives this year at Cinemark’s Young Lions Competition. We are also thrilled for Marina and Sonia as the winning team – their submission really depicted creative execution. There is no doubt that they will be South African representatives of a very high calibre at Cannes this year and will do us all proud.’

Visit the Cinemark SA YouTube channel to view all submissions.


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