Alfred Malmros

Cannes Lions‘ film category in their Young Lions competition works a bit differently than the entry systems for the other categories. In the Film category you get 48 hours to film a piece of content, and phase two is about getting it viewed. They jurors take both view count and the quality/idea of the film in account when they award a winner. Since the briefs are always for charities this makes a lot of sense, because the films actually are live, and by adding an incentive to share the film they do active work for the charity in question. It’s not just a battle of ideas, but a battle of doing, which is what advertising should be about. The brief this year was for Wateraid, to make people aware of the water crisis in the world and I’ve seen many cliches and even more just flat ideas. But this one really stood out and I thought I would try to do mine to help these guys go to Cannes.