MONTREAL and CANNES, June 20, 2013 – The World Anti-Doping Agency (WADA) was the selected charity to set the creative brief for the Young Lions Cyber competition in Cannes Lions 2013.
The Young Lions Cyber Competition is open to a copywriter and a web designer aged 28 or under, who have 24 hours in Cannes to create an online campaign. This year 35 teams from around the world participated in the competition.
The brief was disclosed to all competitors on Monday 17 June and the Cyber teams then worked between 8am and 8pm the following day to create their work.
“The teams that competed are among “the best of the best” worldwide, having been selected to represent their respective countries through national competitions,” said Rob Koehler, WADA Director of Education and Program Development, who represented the Agency as a “client” in the Cyber Competition.
Koehler briefed the teams, giving context for their role in the fight against doping in sport.
Teams were asked to base their creative work on WADA’s Play True Generation Program, with the target of the campaign a global audience of athletes and youth under the age of 19 who have an interest in sports.
“Play True encapsulates WADA’s core values and is intended as a guiding principle for all athletes at every level of competition,” said Koehler. “It was exciting to see the different ways these young creatives communicated that message. WADA thanks the organizers for the opportunity to participate in this event, and for awarding us the ‘prize’ materials to take home as well.” Koehler added, “We are always trying to find ways to get our messages to youth, I am pleased to say that after this event we have some remarkable material to reach the young athlete.”
The campaigns created for WADA by the Gold, Silver and Bronze medal winners will be posted on the Festival’s Web site alongside work done by past Young Lions Cyber Competition winners, including the 2012 Gold medal award-winning campaign created for the Bill and Melinda Gates Foundation.
The World Anti-Doping Agency (WADA) is the international independent organization created in 1999 to promote, coordinate and monitor the fight against doping in sport in all its forms. The Agency is composed and funded equally by the sports movement and governments of the world. Its key activities include scientific research, education, development of anti-doping capacities and monitoring of the World Anti-Doping Code – the first document harmonizing regulations regarding anti-doping in all sports and all countries.
60th Cannes Lions International Festival of Creativity, 16-22 June 2013, Cannes, France:
The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.
As the most prestigious international annual advertising and communications awards, over 34,300 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy, a global benchmark of creative excellence, for Film, Print, Outdoor, Interactive, Radio, Design, Promo & Activation, Film Craft, Mobile, Branded Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium, Creative Effectiveness and Innovation ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. More than 11,000 delegates from 95 countries attend a week-long programme of exhibitions, screenings and talks by worldwide thought leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communications.
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WADA Media Contact:
Ben Nichols Senior Manager, Media Relations + 1-514-904-8820 firstname.lastname@example.org
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