As the call to entry campaign for the 2010 Young Lions competition we created a secret organization called the Lionati, an organization made up of those who "run" the advertising industry. Because when you win the Young Lions you join a group of elite creative and media personalities. Young Lions is an international competition that searches for the most talented creatives and media youngsters in the business. Included: Interactive site, banners, recruitment voicemails from some of the industries top names.
Case Study Video
Recruitment Vociemails
You could challenge your friends or young creatives to enter by having a Cannes Lion legend give them a call. And if someone was too old to enter there was one for them as well.
PJ Periera
Mark Tutsell
Mark Tutsell V2
Jeff Goodby
Colleen DeCourcy
Colleen DeCourcy - Message for those too old
Chuck Porter
Bob Scarpelli
Laura Desmond
Matt Silar
Entry Microsite
1954CannesBlvd.com was the online home of the Lionaiti. What at first look seems to be an abandoned building quickly turns into the luxorious hallways of creative legend. Here you could enter the competition, view past winners, or send a message from one of the order's most senior and awarded members.
Direct Mail
To help get the word out we sent wax sealed invitations to agencies across the country.
And since the society was so exclusive we included matches so that it could be disposed of properly after being read.
And since the society was so exclusive we included matches so that it could be disposed of properly after being read.
