48-Hour YouTube Cannes Young Lions Ad Contest Opens
YouTube will be running a 48-hour viral film contest to create an ad for a well-known international charity whose identity will be kept secret until 14 May, when the competition begins. On 16 May, the competition will close and contestants will then have one week to generate as many votes for their entry as possible. Two winners will be selected by a panel of international advertising experts who will judge the ad based on creativity and public votes. The winners will unite as team YouTube and receive an all-expenses-paid trip to Cannes to attend the 57th International Advertising Festival and a chance to compete as the 42nd team in the prestigious Young Lions Film competition.
At midnight on 14 May (GMT), YouTube will release a brief for up to a 60-second viral ad aimed at raising awareness for the charity, on www.youtube.com/canneslions. Creatives 28 years of age or younger have until midnight of 16 May (GMT) to submit their ad to this channel.
There will be a one-week period between 16 May and 23 May for entrants to create a viral buzz around their video to drive as many public votes as possible by whatever means.
Between 24 and 27 May, a panel of advertising leaders will judge the shortlisted entries and select two winners based on the overall creative execution of the brief and the videos' public votes.
The two winners will be announced on 1 June. The prize for the two selected winners is an all-expenses-paid trip to the Festival to take part in the Young Lions Film Competition as Team YouTube, offering fantastic exposure for young creatives looking to carve a role in the advertising or film industry. Team YouTube should be available to attend the Festival 20-26 June 2010.
Anna Bateson, head of YouTube Marketing, EMEA said, “Last year's competition generated a lot of interest amongst young creatives eager to showcase their skills through the wide reach, social and viral power of YouTube. We are delighted to be working with Cannes Lions for the second year in a row. This competition is a great opportunity for young creatives to join forces as a YouTube team and challenge the best advertising talent in the industry.”
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 41 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 organization. The experience is intense but winning can be rewarding both personally and professionally.
Last year the 48 Hour YouTube Cannes Young Lions Ad Contest received 692 entries and over 100,000 votes and was won by Adeline Chew from Malaysia and Guy Dayan from Israel.
22 April: launch channel
14 May (midnight GMT): brief unveiled by global charity
16 May (midnight GMT): close submissions/open votes
16 May (midnight GMT) to Sunday 23 May (midnight 23 May): Spread the word and vote phase
23 May: Vote phase finished
24-Thursday 27 May: Judging
1 June: Winners announced
20 – 26 June: attend the 57th International Advertising Festival and compete in the Young Lions Film Competition
For more information, go to www.youtube.com/canneslions.