The campaign was created by 11:11 and honors everyday creativity
Young Lions 2022 launched its communication campaign for this year, encouraging diversity and the inclusion of young people in the project that will take those selected to the Cannes Festival 2022, which takes place between July 20 and 24, on the French Riviera.
The campaign “Young Brazilians are born with a diploma in creativity”, is signed by 11:11. The pieces bring examples of day-to-day “marketing” in Brazil that won the networks, such as the “O Senhor dos Pastéis” tent, and other similar examples.
“The campaign honors ideas that became hits on the internet and that were born from creative minds, but probably without any academic background or experience in the advertising and marketing market,” said Wilson Mateos, partner and coCCO of 11:11 – and participant of the first Young Lions Brazil class.
“We want to encourage the new generation of Brazilian creatives to participate, showing that creativity knows no limits, be they geographic, budget or any other”, added Mateos.
According to Mateos, the idea of using so-called memes in this year’s campaign came about because they are currently “the great generator of popular culture”.
For the Young Lions 2022 edition, the organization maintained the selection dynamics, adopted in 2021 and whose main objective is to be more diverse and inclusive, offering more equal conditions for all interested parties.
“The Young Lions 2022 edition wants to be the most democratic ever. Therefore, the selection now takes place online, with the same briefing for everyone, and no longer just through portfolio analysis”, highlighted Emmanuel Publio Dias, Young Lions coordinator in Brazil.
Celinha Camargos (RedHook School), who also coordinates Young Lions in Brazil, emphasized that, in addition to seeking the diversity and inclusion of young professionals, participants will be judged in a process that guarantees 100% anonymity.
Young Lions 2022 applications close April 13 and can be carried out by the website.
Interested parties, as long as they have been working in the advertising industry for more than two years and were born after June 24, 1990, can apply in 10 categories: Service & Business, Design, Digital, Film, Live Marketing, Marketer & Advertisers, Media, Planning, PR and Print.
