Two Media Design School AdSchool teams – Tom Anderson/Ru Haworth and Sylvia Humphries/Jake O’Driscoll – plus a team from the advertising paper that AdSchool introduced into its Bachelor of Media Design (Nick Van Beyere/Gabrielle Love) have made the shortlist for the Future Lions in the UK.
London agency AKQA, which runs the challenge, will over the next fortnight select the five best globally shortlisted teams to win the tickets to Cannes. The number of global finalists chosen is not publicised – but the MDS AdSchool winners have got to be in with a definite chance.
Run by AKQA agency in London, and sponsored by Google, the Future Lions challenges students to “connect an audience of your choosing to a product or service from a global brand in a way that wasn’t possible three years ago”.
The judges – AKQA International ECD Duan Evans, Group CD Ian Wharton, head of emerging technologies Andy Hood, and Torsten Schuppe, Google’s marketing director for North and Central Europe – have spent the last month going through hundreds of entries from around the world “looking for a new approach” and “a razor-sharp insight into the audience you’re talking to”.
“The challenge”, says AdSchool CD Kate Humphries, “ is a tricky one, particularly given that the bulk Future Lions entries come from Northern Hemisphere schools coming to the end of their courses, whereas for our guys it’s the first proper advertising brief we give them, so it really is an enormous achievement – and we couldn’t be prouder of them.”
The entries, Stink Jeans for Levis, Crying out Loud for Kleenex, and Google Martians can be viewed below.
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