As part of the Cannes Lions 2014 presentation at Minsk Concert Hall the winners of the Young Creatives 2015 contests were announced.
This year the customer was UN Population Fund, which came up with the "Fathers on Parental Leave" brief for the participants. The assignment was to create a communication product, which would speak of the importance of and will motivate men to spend more time looking after and taking care of their children, take parental leave, besides it should make the society aware of the fact that men and women have the right to decide independently, without any disapproval from others, who would stay home with the child during the first years, and if necessary split their parental leave.
Registered teams competed for participation in the international advertising festival Cannes Lions in the following categories: Print, Film, Design, Media, Client, Cyber and PR. The teams had 24 hours to complete the assignment, and for the film category 48 hours were given.
The participants in the Film category had a time limit of 60 seconds. In the Print category both single illustrations and series were accepted. The designers had the task to come up with a sign for the campaign encouraging men to take parental leave. The participants in the Media category had to develop a media strategy, and the teams in the Client category had to think of a product, which the company could manufacture and which would increase the clientele, and the PR team had to develop a suitable strategy.
"Our task as a UN agency working on the topic of gender equality is to call the attention of the public to such high-priority themes as responsible parenthood and splitting responsibilities not only through analytical materials and working with opinion leaders but also through the use of state-of-the-art creative tools, which would arrest the attention of the general public. We are glad that the competition brief was perceived so enthusiastically by the participants, and we like the product we have as a result. We will most certainly use much of what the contestants presented in our work", said Elena Kasko, Assistant Representative at United Nations Population Fund in Belarus.
Velcom team composed of Nikolai Maksimenko and Olga Korzyuk won in the Client nomination. Nikita Bukrei and Karina Leikina from PRKVADRAT Agency won in the PR nomination. According to the international jury, the best design was presented by the team of Olga Zapekina and Anna Valui from AVC (Agency of Visual Communications). The best in the Cyber category were Maksim Gorbikov (Getbob Digital Agency) and Viktoria Kovalevich (PRKVADRAT). The best media strategy was developed by Anna Tishkevich and Alexei Ventskevich from TDI Group. Nikita Ivanov and Yulia Pankova representing Primary JWT Agency were announced winners in the Print category. The best film, according to the jury, was created by Alexei Anokhin and Vitaly Yeronsky from Practica Agency.
All winners will represent Belarus in the respective nominations from 27 to 27 June 2015.
Desigm
Команда 3
Команда 5
Команда 6
Команда 2
Команда 5
Команда 6
Оля Мысливчик
Катя Кулакова
All wirks you can find here.
