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Cannes 2019: Young Lions Are Listening

Cannes 2019: Young Lions Are Listening

Danielle Smith

Danielle Smith

June 4, 2019

Two of Havas Media Ireland's leading young minds use radio to win their way to the Cannes Young Lions Festival

"The fact that we used this media in an innovative way by putting listeners in the shoes of a volunteer won it for us."

Bronagh Murphy, an account executive and Orlaith McIvor, an account manager for Havas Media Ireland are packing their bags for France to compete in the global Cannes Young Lions competition. This comes after winning their regional competition by creating Ireland’s first interactive radio play for the Crisis Text Line. At the global competition there will be a new brief with only 24 hours to create, develop, and present their idea. They share how they decided to team up, how their idea came to life, and what they are looking forward to at the Cannes Festival of Creativity this month.

 

Finish this sentence: Creativity is inspiring others.

 

How did you two decide to partner up for the Young Lions Competition?

OM: We had previously worked together on an awards entry where we had won Gold in Ireland’s Digital Media Awards. That was a great learning experience and huge accomplishment for us so we decided to partner up again to see if we could strike gold again and make it to Cannes!

 

How did you learn about the competition?

BM: It was Orlaith who told me about the competition last year when we had just missed the deadline for the regional competition, so we have been talking about entering for the last year.

 

Tell us about the assignment. What led you to your insight?

OM: I think it was the quickest 48 hours of our lives! We worked with a local charity Spun Out who are now launching a service called Crisis Text Line in Ireland – similar to a hotline people can text in at any time during the day and have a volunteer at the other end of the phone who will reply and help them out almost immediately. Our objective was to recruit volunteers for the service, we really wanted our target audience to be put right into the shoes of a CTL volunteer so they could experience how they could help others. Radio is still a hugely popular medium in Ireland where listeners often text into the show. It was just a perfect fit for our objective & audience, this lead us to come up with our campaign ‘Have You Listened’ – Irelands first ever interactive radio play! Check out our winning entry.  

 

How did you feel when you heard you won and will be representing Ireland in Cannes for the Young Lions competition?

BM: I remember Orlaith coming over to my desk and said we needed to take a phone call in the bored room. We were so nervous to find out the result, there were definitely a few screams when we found out we won! We’re both just incredibly proud and excited to represent Ireland at Cannes this year.

 

Why do you think you won?

OM:I think it was our creative use of everyday traditional media. Radio was just a perfect fit for our objective & audience, and the fact that we used this media in an innovative way by putting listeners in the shoes of a volunteer won it for us. The judges also liked the fact they could easily implement the idea too, the charity is even in talks at the moment to potentially use our idea for their launch which is very exciting!

"There is always something new to learn and embrace."

 

How did you get into advertising?

BM: I studied Marketing in college, so I was always very much interested in advertising. After I had finished a master’s in digital marketing, I was really interested in working in an agency, so I applied for an internship in Havas Media and I’ve been here since.

OM: I also did my bachelors degree in Marketing. I’d always loved all the Advertising modules and found the creativity of logic in Advertising very intriguing. After college I worked in Events for a short stint before landing an role in Havas Media nearly 2 years ago.

 

This is your first time competing at the Cannes Young Lions competition and attending the Cannes festival, what are you most excited about?

OM: The parties?

Only joking, in all seriousness we are excited to compete on an international stage and gain experience and insights from advertising professionals around the world. There are so many talks I could only have dreamed of attending before this opportunity.

 

How are you preparing for the competition at the global level?

BM: We’ve have been looking at a lot of the past winning campaigns for inspiration as well as attending a few training workshops set up by our local Cannes Young Lion representative, IAPI.

 

When heading to Cannes, what’s the one thing you will make sure to pack?

Sunglasses and Sun cream – we don’t see a lot of sun in Ireland.

 

What excites you about the advertising industry?

OM: I guess how much the industry is constantly changing and all the exciting new innovations that evolve how Media & Creative work together, they seem to come every day. There is always something new to learn and embrace.

"The fact that we used this media in an innovative way by putting listeners in the shoes of a volunteer won it for us."

Bronagh Murphy, an account executive and Orlaith McIvor, an account manager for Havas Media Ireland are packing their bags for France to compete in the global Cannes Young Lions competition. This comes after winning their regional competition by creating Ireland’s first interactive radio play for the Crisis Text Line. At the global competition there will be a new brief with only 24 hours to create, develop, and present their idea. They share how they decided to team up, how their idea came to life, and what they are looking forward to at the Cannes Festival of Creativity this month.

 

Finish this sentence: Creativity is inspiring others.

 

How did you two decide to partner up for the Young Lions Competition?

OM: We had previously worked together on an awards entry where we had won Gold in Ireland’s Digital Media Awards. That was a great learning experience and huge accomplishment for us so we decided to partner up again to see if we could strike gold again and make it to Cannes!

 

How did you learn about the competition?

BM: It was Orlaith who told me about the competition last year when we had just missed the deadline for the regional competition, so we have been talking about entering for the last year.

 

Tell us about the assignment. What led you to your insight?

OM: I think it was the quickest 48 hours of our lives! We worked with a local charity Spun Out who are now launching a service called Crisis Text Line in Ireland – similar to a hotline people can text in at any time during the day and have a volunteer at the other end of the phone who will reply and help them out almost immediately. Our objective was to recruit volunteers for the service, we really wanted our target audience to be put right into the shoes of a CTL volunteer so they could experience how they could help others. Radio is still a hugely popular medium in Ireland where listeners often text into the show. It was just a perfect fit for our objective & audience, this lead us to come up with our campaign ‘Have You Listened’ – Irelands first ever interactive radio play! Check out our winning entry.  

 

How did you feel when you heard you won and will be representing Ireland in Cannes for the Young Lions competition?

BM: I remember Orlaith coming over to my desk and said we needed to take a phone call in the bored room. We were so nervous to find out the result, there were definitely a few screams when we found out we won! We’re both just incredibly proud and excited to represent Ireland at Cannes this year.

 

Why do you think you won?

OM:I think it was our creative use of everyday traditional media. Radio was just a perfect fit for our objective & audience, and the fact that we used this media in an innovative way by putting listeners in the shoes of a volunteer won it for us. The judges also liked the fact they could easily implement the idea too, the charity is even in talks at the moment to potentially use our idea for their launch which is very exciting!

"There is always something new to learn and embrace."

 

How did you get into advertising?

BM: I studied Marketing in college, so I was always very much interested in advertising. After I had finished a master’s in digital marketing, I was really interested in working in an agency, so I applied for an internship in Havas Media and I’ve been here since.

OM: I also did my bachelors degree in Marketing. I’d always loved all the Advertising modules and found the creativity of logic in Advertising very intriguing. After college I worked in Events for a short stint before landing an role in Havas Media nearly 2 years ago.

 

This is your first time competing at the Cannes Young Lions competition and attending the Cannes festival, what are you most excited about?

OM: The parties?

Only joking, in all seriousness we are excited to compete on an international stage and gain experience and insights from advertising professionals around the world. There are so many talks I could only have dreamed of attending before this opportunity.

 

How are you preparing for the competition at the global level?

BM: We’ve have been looking at a lot of the past winning campaigns for inspiration as well as attending a few training workshops set up by our local Cannes Young Lion representative, IAPI.

 

When heading to Cannes, what’s the one thing you will make sure to pack?

Sunglasses and Sun cream – we don’t see a lot of sun in Ireland.

 

What excites you about the advertising industry?

OM: I guess how much the industry is constantly changing and all the exciting new innovations that evolve how Media & Creative work together, they seem to come every day. There is always something new to learn and embrace.

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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