havas Content printed form Havas - The Download - https://download.havas.com/posts/cannes-2019-young-lions-think-outside-the-bottle/
Agency Life

Cannes 2019: Young Lions Think Outside the Bottle

Cannes 2019: Young Lions Think Outside the Bottle

Danielle Smith

Danielle Smith

June 12, 2019

Two teams from HOY are headed to Cannes to compete in the Print and Digital categories.

"We are really proud of our work and thrilled to represent Argentina with our talent."

This year, HOY is sending two teams from Buenos Aires, Argentina to compete in the Cannes Young Lions global competition. One team, competing in the Digital category, is Juan Francisco Marzari Bellusci, a junior copywriter, and Nicolás Jorge Feldman, an art director. The other team, competing in the Print category, is Laura Valle García a creative art director   and Ekaterina Olortegui Chavez a creative copywriter at HOY. Below, the four young creatives share their thoughts about their winning campaigns and what they hope to accomplish and experience.

 

Finish this sentence: Creativity is…

Juan Francisco Marzari Bellusci(M) & Nicolás Jorge Feldman(N): …Our job. We are pretty lucky!

Laura Valle García (L) & Ekaterina Olortegui Chavez (E): …Courage.

 

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

MN: We are both crazy. Crazy people stick together.

 

LE:We had already taken part last year and we had been selected as finalists. This year was our last chance since both of us are 30, so when the agency let us participate we didn’t hesitate.

 

How did you learn about the competition?

MN: We learned about it when we were studying advertising. It has always been a dream of ours to win the competition. Not just in Argentina, but globally.

 

LE: Every year, more and more young people are competing so we didn’t want to be left out of such an incredible experience.

 

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

MN: The client was Fanta, and the brief was Fanta targeting kids. Usually–when brands talk to them–they try to copy their codes and end up messing up. So instead of trying to act like them, we decided to back them up in some way. That’s how we ended up using memes.

 

LE: The problem presented in the assignment was that we had to talk to two completely different targets: the teens and their mums. Finding the link through which both groups could be identified with was the real challenge. That was the starting point for our insight.

 

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

MN: Imagine that you bought a lottery ticket and didn’t win.

Well, we felt exactly the opposite to that.

 

LE: It took awhile for it to sink in for us, but we are really proud of our work and thrilled to represent Argentina with our talent.

 

Why do you think you won?

MN: We took it a step further and made sure we wrapped our minds around doing a piece that we would be proud of, and not just something that we thought would win.

 

LE: For us, we think the key was the way we approached the assignment since it was different from our competition’s. We also had a strong insight that helped us make the impact we had been looking for to create a winning campaign.

"...forces us to look for a great insight that is clear and understandable worldwide, and to make it in a creative but simple way."

How did you get into advertising?

MN: It was really strange. It feels like it just sort of happened naturally, but since the first day I woke up with this job we’ve been happy and we haven’t left since.

 

LE: We are both from different countries. We studied advertising at university and in 2013 we met each other at an Argentinean advertising school here in Buenos Aires. We clicked and since then we have been working as a team.

 

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

MN: Competing, being surrounded by great creatives, and free food.

 

LE: The most exciting thing would be both of us traveling back to Argentina with the Cannes Lions Gold Medal. It is going to be a great challenge.

 

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

MN: An hour of daily meditation and praying, and NO carbohydrates.

 

LE: The fact that we are going to be judged globally and have only 24 hours to come up with an amazing print ad forces us to look for a great insight that is clear and understandable worldwide, and to make it in a creative but simple way.

 

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

MN: A Racing Football Team t-shirt and a notebook.

 

LE: Our passports, hahaha.

 

What do you hope to learn while there?

MN: A lot about advertising and, hopefully, how to ask where the bathroom is in French.

 

LE: Spending a week surrounded by so many talented people from our industry will be for sure enlightening.

 

What excites you about the advertising industry?

MN: The possibility.

 

LE: Good ideas.

"We are really proud of our work and thrilled to represent Argentina with our talent."

This year, HOY is sending two teams from Buenos Aires, Argentina to compete in the Cannes Young Lions global competition. One team, competing in the Digital category, is Juan Francisco Marzari Bellusci, a junior copywriter, and Nicolás Jorge Feldman, an art director. The other team, competing in the Print category, is Laura Valle García a creative art director   and Ekaterina Olortegui Chavez a creative copywriter at HOY. Below, the four young creatives share their thoughts about their winning campaigns and what they hope to accomplish and experience.

 

Finish this sentence: Creativity is…

Juan Francisco Marzari Bellusci(M) & Nicolás Jorge Feldman(N): …Our job. We are pretty lucky!

Laura Valle García (L) & Ekaterina Olortegui Chavez (E): …Courage.

 

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

MN: We are both crazy. Crazy people stick together.

 

LE:We had already taken part last year and we had been selected as finalists. This year was our last chance since both of us are 30, so when the agency let us participate we didn’t hesitate.

 

How did you learn about the competition?

MN: We learned about it when we were studying advertising. It has always been a dream of ours to win the competition. Not just in Argentina, but globally.

 

LE: Every year, more and more young people are competing so we didn’t want to be left out of such an incredible experience.

 

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

MN: The client was Fanta, and the brief was Fanta targeting kids. Usually–when brands talk to them–they try to copy their codes and end up messing up. So instead of trying to act like them, we decided to back them up in some way. That’s how we ended up using memes.

 

LE: The problem presented in the assignment was that we had to talk to two completely different targets: the teens and their mums. Finding the link through which both groups could be identified with was the real challenge. That was the starting point for our insight.

 

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

MN: Imagine that you bought a lottery ticket and didn’t win.

Well, we felt exactly the opposite to that.

 

LE: It took awhile for it to sink in for us, but we are really proud of our work and thrilled to represent Argentina with our talent.

 

Why do you think you won?

MN: We took it a step further and made sure we wrapped our minds around doing a piece that we would be proud of, and not just something that we thought would win.

 

LE: For us, we think the key was the way we approached the assignment since it was different from our competition’s. We also had a strong insight that helped us make the impact we had been looking for to create a winning campaign.

"...forces us to look for a great insight that is clear and understandable worldwide, and to make it in a creative but simple way."

How did you get into advertising?

MN: It was really strange. It feels like it just sort of happened naturally, but since the first day I woke up with this job we’ve been happy and we haven’t left since.

 

LE: We are both from different countries. We studied advertising at university and in 2013 we met each other at an Argentinean advertising school here in Buenos Aires. We clicked and since then we have been working as a team.

 

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

MN: Competing, being surrounded by great creatives, and free food.

 

LE: The most exciting thing would be both of us traveling back to Argentina with the Cannes Lions Gold Medal. It is going to be a great challenge.

 

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

MN: An hour of daily meditation and praying, and NO carbohydrates.

 

LE: The fact that we are going to be judged globally and have only 24 hours to come up with an amazing print ad forces us to look for a great insight that is clear and understandable worldwide, and to make it in a creative but simple way.

 

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

MN: A Racing Football Team t-shirt and a notebook.

 

LE: Our passports, hahaha.

 

What do you hope to learn while there?

MN: A lot about advertising and, hopefully, how to ask where the bathroom is in French.

 

LE: Spending a week surrounded by so many talented people from our industry will be for sure enlightening.

 

What excites you about the advertising industry?

MN: The possibility.

 

LE: Good ideas.

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.

contact our office

Call:

Stop by:

Connect:

Cookie Settings