Young Lions
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Advertising Association
In the twilight hours of our (read: my) 20’s, we found each other - just in time to squeeze one chance to enter the Young Lions competition. And shall we get the elephant in the room out the way? No. We didn’t place. But we did create some work that we were 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.
