05 Jul 2016
Los ganadores del Young Media Lions en la Edición Cannes de Reporte Publicidad
Young Lions Media – Andrés Goldenberg / Roberto de León – [email protected]
What are your expectations in the competition? The first thing we look forward to is to find out what is the rest of the world’s view of advertising and to be able to learn as much as possible so as to continue to grow and improve at our job. Regarding the competition in itself, one always wants to win, we expect nothing less than the gold, nor are we going to be content with less. We
want to surpass all the participants who come from all around the world and prove to ourselves that we’ve got what it takes.
What do you believe will be the key for a good performance? We believe that the key has to do with finding the spot from which you can become most significant with regard to a target. This we learned by reviewing all the winners in recent years, among not only the Young Lions but the Cannes Lions. We studied each case and realized that an ability for synthesis, storytelling and detection of insights is present in all the proposals. It’s important to understand what the medium’s insight is, not only about what we wish to communicate, to enable the achievement of good work. The container is equally important as the message, and it’s important to be able to accommodate it to what we want to say to achieve a successful communication.
Any good‐luck formula? The same with which we went into the local competition: frying our brains studying. We didn’t believe in luck for a moment – we only have the magical neuronal connection we may be able to make and the computer in front of us. For this type of competition you need to prepare from the very day on which you register for participation.
A little exclusive secret of this team that we’d want others to imitate: every day, for at least a couple of hours, we devote ourselves to posing possible problems and how to twist the media not only the traditional ones to achieve that message that will reach people. For example, “How would you use Instagram to obtain donations?” And we write down everything that occurs to us. The fact of having had a constant feedback allowed out to possess greater agility when the time came for the competition.
With what work did you win the local competition? The work was an awareness raising campaign for UNICEF regarding the first 3 years of childhood. We think we won with an alternative thought rather than with an idea in particular. We thought: “What would you do to turn this issue into a priority at national level?”
My favorite point (says Andy) was when we proposed acting on Argentines’ breakfast by modifying 40% of the labels on the two most widely consumed products (coffee and “mate” herbs) transmitting the slogan that 40% of your emotional and cognitive development takes place at the beginning of your life… very “the medium is the message” by McLuhan, isn’t it? Another that I loved (Andy), and I think it’s what got us a differential, was to turn to the videos on YouTube in which parents tape their children playing on the iPad. We’d put a banner on them which said, “Do you prefer the Internet to raise them, or yourself ?” and a button, “Play with your child.” This very efficiently transmits the idea that in order to raise your children it’s not enough to give them things you yourself have to be there.
It was very important to take the time to put together solid work; we gave ourselves the morning to think about the concept, what we wanted to communicate and how we were going to crack the difference. At lunchtime we didn’t move forward, but rested and relaxed a while. And in the afternoon we went fullsteam into it again, to bring together everything we had thought up and load it into the presentation.
I believe (Rober) that very good stuff emerged; the fact of seeking all the beginnings allowed us to arrive at interesting and very ambitious things, but ones that at the same time we saw as doable when taking the overall view. We rejected many good ideas because they weren’t integrated into what we wanted to say. We’re very happy to know that something of what we submitted may become reality.
Fuente: Reporte Publicidad