This is the second in a series of blogs where I’m sharing the briefs and winning work, along with insights from each of the Cannes Young Lions competitions this year.
This blog covers the Young Marketers Competition, where 18 teams from all over the world tackled a brief for the Movember Foundation – the only global charity focussed solely on men’s health that has raised over $770m since 2003. They invest in areas critical to men’s health including prostate cancer, testicular cancer, mental health, and suicide prevention.
Movember is the annual fundraising & awareness campaign that takes place every November during which men grow a moustache.
The brief for the young marketers was to encourage Movember Foundation supporters to create their own social content and activate their followers to sign up too. The teams were directed to explore potential partnerships for the charity.
The competitor field was truly international with entrants from Belarus, Belgium, Brazil, Canada, Chile, Dominican Republic, Finland, Georgia, Hungary, Ireland, Poland, Slovakia, Spain, Sri Lanka and Vietnam.
Teams from in-house brands included Anheuser-Busch InBev and Johnson & Johnson.The full brief they tackled is here Movember Final .1
With the winners as follows:
PORTUGAL – gold – Ana Rita Almeida of Worten and Diogo Vasques of Caixa Económica Montepio Geral
INDIA – silver – ITC’s Raisa Chakravarty and Anupama Sharma,
AUSTRALIA – bronze – The Commonwealth Bank of Australia’s Jill Elizabeth Harmon and Nathan Kwok
The jurors who shared their insights with us were Adriana Valledares, President & CEO, Burson-Marstellar, Ruth Yeardsley (Ketchum, who also sponsored the competition) and Movember’s Sarah Coughlon, the client who wrote the brief and shared her feedback with the teams.
The Portuguese entry partnered with the retailer Sport Zone to bring to life a Portuguese saying: ‘I’ll give you a moustache!’ ‘Vou-te dar bigode!’
MEANING: Winning something (a match or any kind of competition) by a large margin. It’s about challenging yourself and the others to overcome difficulties and barriers (a bit like fighting cancer or a mental disease). Never settle.
Their idea was to create a line of vintage football t-shirts with iconic player’s moustaches. These would be retailed through Sport Zone, and also worn by players, who would celebrate by ‘showing the mo’ on the inside of the shirt. See their work here Portugal Young Lions Marketers Winners Young Lions 2018
The silver winners partnered with a popular snack range – Bingo – to speak to their target audience in their market. The idea is to launch new ‘Mo-Fit Chips’ with 5% Proceeds for Prostate & Testicular cancer research. The new product – Bingo “Mo-Fit Chips” – is made of super foods that help in prevention of testicular & prostate cancer with chips shaped like moustache. See the work here Young Lions Marketers Silver winners 2018
This work was my personal favourite in this competition – it felt really innovative, fresh, insightful and also playful, which is a difficult line to walk given the subject matter.
Their idea was ‘The MO’Note. The world’s first Movember Bank Note. But instead of actually creating the currency (which let’s face would be pretty much bound up in red tape) the idea is simpler to execute but no less effective. The product is plastic sleeve that covers any Australian bank note and transforms any bank note into a ‘Mo note’ for Movember. This team work for the Commonwealth Bank of Australia and I loved how they used their knowledge of their own industry to develop this product.