YouTube, CineMARK, and the
Cannes Lions International Advertising Festival have announced that Adeline Chew (27) from Malaysia and Guy Dayan (27) from Israel have won the viral ad competition to promote Oxfam's climate change campaign and will now become 'Team YouTube', the 39th team competing in the 2009
Young Lions Film Competition.
On 15 May, Oxfam was unveiled as the competition's charity partner and unveiled a brief for young creatives across the world to create a short ad of up to one minute on YouTube to promote their climate change campaign.
Creatives were given 48 hours to submit their ad and then had a further two weeks to make their YouTube ad go viral by any means necessary.
The competition received 692 entries and over 100 000 votes in two weeks. A panel of worldwide creative leaders have been assessing the quality of the ads over the last week and have selected Adeline and Guy as the winners based upon their ads' creativity, number of views and video ratings. They will now unite as 'Team YouTube' and will receive an all expenses paid trip to Cannes to attend the
International Advertising Festival and compete as the 39th team in the prestigious
Young Lions Film Competition.
- Adeline"s video, entitled 'Listen, don"t watch', can be found at
www.youtube.com/watch?v=S79k-mf0VwA- Guy"s video, entitled 'The YouTube climate thermometer', can be found at
www.youtube.com/watch?v=hYLv5zPd_YQ&feature=channel_page Anna Bateson, Head of Marketing for YouTube in EMEA, said: "We are delighted with the creative community's response to this competition. Around 700 young creatives from across the world used YouTube as a way to create innovative and powerful ads for Oxfam's climate change campaign and then made it go viral. We are now sending a unique YouTube team to the
Young Lions Film Competition where they will be competing with the finest young creative minds."
Rory Sutherland, Vice-chairman, Ogilvy Group UK and one of the contest judges, said: "It is chastening to all of us to see that good ideas and excellent executions can be created in 48 hours."
Nicky Wimble, Oxfam's Creative Communications Specialist, said: "We at Oxfam were amazed by the overwhelming participation of creatives from around the world. This once again shows that citizens in every country recognise the urgency and importance that leaders sign an ambitious, fair and safe climate deal at Copenhagen."
Notes to Editors
1. To speak to Adeline or Guy please contact Ben Novick at YouTube on +44 207 881 4692 or at bnovick@google.com or Amanda Benfell at
Cannes Lions on +44 207 728 4040 or at amandab@canneslions.com.
2. Launched in 2006, The
Young Lions Film Competition is an integral part of the week-long
International Advertising Festival, which sees teams of two from 38 countries aged 28 or under, who have just 48 hours to shoot and edit a one-minute commercial on behalf of the client - a charity or not-for-profit organisation. The experience is intense, but winning can be rewarding both personally and professionally.
3. Oxfam was chosen as the competition's charity partner because of its multi-national presence and appeal and because climate change is an easily understood and topical issue, which would inspire creativity.
4. The YouTube Contest Judges were:
Rory Sutherland - Vice Chairman, Ogilvy One (United Kingdom)
Alexandre Gama - Chief Creative Officer and Founder, NeoGama BBH (Brazil)
Stéphane Xiberras - President and Executive Creative Director, BETC Euro RSCG (France)
Nick Law - Executive Vice President, Chief Creative Officer North America, R/GA (USA)
Yuya Furukawa - Executive Creative Director, Dentsu (Japan)
Ariel Abramovici - Copywriter, BBDO Argentina (2008 winner
Young Lions Film Competition)
Bruno Acanfora - Art Director, BBDO Argentina (2008 winner
Young Lions Film Competition)
5. The Timeline for the competition was:
15 May, midnight: brief unveiled by Oxfam
17 May, midnight: submission deadline
17 May - 1 June: Entries had two weeks to spread the word and make their ads go viral
1 June: End of viral period
5 June: Winners announced
21-27 June: Go to Cannes - attend the 56th
International Advertising Festival and compete in the
Young Lions Film Competition as 'Team YouTube'.