Young Marketers strike Gold at Cannes Young Lions
The Cannes Lions International Festival of Creativity is the world’s biggest celebration of creativity in communications. As the most prestigious international creative communications awards, more than 34,000 entries from all over the world are showcased and judged at the Festival, held during the third week of June in Cannes, France, every year. Winners receive the highly-coveted Lion trophy, presented at four award ceremonies throughout the week.
The seven-day Festival is also the only truly global meeting place for professionals working in advertising and communications, from creative to marketers. Over 12,000 delegates from 92 countries attended seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders from giant companies like Coca Cola, Google, Facebook, Yahoo etc.
Lakshitha Wijesinghe (Product Manager –Enterprise Solutions – Etisalat Lanka Pvt Ltd) and Hiruni Mendis (Asst. Manager – Media & Advertising – Etisalat Lanka Pvt Ltd) won the National Young Marketer competition organized by Metal Factor in association with the Sri Lanka Institute of Marketing. Hence they were chosen to represent the country at the Cannes Lions International Festival of Creativity to participate at the Young Marketer competition.
Lakshitha and Hiruni were able to grab the Gold medal at the Cannes Lions Young Marketer Competition. This is the first time that Sri Lanka has ever won Gold at this prestigious event in its history of 60 years. There were 46 participants from 23 countries like Canada, Australia, Brazil, Japan, Russia, Spain, China, Turkey, Norway etc. In this competition Silver was won by the Dominican Republic team and the Bronze was won by Canada.
The competition revolved around creating a new Product, a marketing strategy and putting it down into an Agency Brief. The case study was provided by a real Charity organization called Room to Read which focuses on literacy and gender equality in education. Their latest program revolves around supporting girls to complete secondary school with the life skills they’ll need to succeed in school and beyond. The task was to create a new product that would provide a sustainable source of revenue to this new program.