After being chosen to represent the US in the Cannes Young Lions competition I was asked to help produce call to entry campaigns over the next few years. This is one of those :)
Each year only a select handful of talented youngsters join the ranks of the Young Lions. So we touted the exclusivity of this esteemed prize by creating an equally exclusive society known as the Lionati.
While anyone under 30 could enter, we wanted to best young talent to represent the US at Cannes and a simple email Call to Entry wouldn’t do. 500 wax sealed letters were sent out to the top agencies and most promising creatives requesting their entry into the competition. To keep things hush hush, each invitation also included a single match to entice disposal after reading.
To feed the story we placed one way of entry in what appeared to be an unassuming alleyway, but was quickly revealed to be the secret den of the Lionati. Once inside young creatives could register for the competition, see past winners' work, and explore the Hall of Elders.
And if you won? Not only did you gain admittance into the exclusive ranks of the Lionati and a new line item on your resume, but you also received a commemorative paddle signifying you badassness. Fact: there are thousands of Cannes trophies out there, but only 10 Lionati paddles.
And because we know most creatives are extremely busy and may need an extra push, the Lionati’s founding members lent us their voices to properly challenge the industry. If you knew someone you thought was talented enough to enter the competition you could have the industry’s biggest names leave them a voicemaill at your behest. Just enter their info into the secret rotary and technology did the rest.