Young Lions
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Advertising Association
In the twilight hours of my 20’s, I found one last chance to enter the Young Lions competition. And shall we get the elephant out the way? No. I didn’t place. But I did create some work that I’m proud of.
The brief? Advertise advertising.
Change the face
of advertising
2023
Young Lions
🦁
Young Lions 🦁
The UK is a melting pot of culture, class and colour - and to stay relevant in this diverse market, advertising needs fresh and varied talent to bring in their perspective.
This new generation consume advertising in new ways, so a traditional print campaign won't show up in the right place to communicate with our target audience - so we wanted to create a poster designed to be agile enough to show up in disruptive places.
We'll put this new generation directly in the advert, by printing stickers, that when placed on mirrors, create a poster with the viewer as the hero talent. And we'll put the stickers in the places that they actually are - student unions, libraries, LBGT+ safe spaces, community centres etc. So they'll be able to see themselves - as they present in that moment - in the advert itself.
We empower them with a message that makes them believe they can be the change to bring advertising into a modern era. We ask them to change the face of advertising, literally.
Then as they interactive with it by sharing their pictures to social, we’ll repurpose this UGC as a traditional print/360 campaign to drive virality and greater desire to engage. Creating hundreds of unique adverts that feature a plethora of real young people from across the UK - making the microcosm the macrocosm.
