In the world of creative branded communications, winning a Cannes Lion is everything—the ultimate achievement of the creative set, and often, a pinnacle of a creative’s career. The Young Lions Competition, by contrast, gives those earlier in their careers the opportunity to compete for a gold medal for their country, a distinction capable of jumpstarting any millennial’s career. This is where entrants’ concepts materialize as meticulously crafted briefs, presentations, and films, pulled together by the under-30 élites in only 24 hours in Cannes. At its core, it’s not just a frenzied competition, but also an intimate look at both the next generation of creators and how creativity itself is rapidly evolving.
And this year, our documentary crew will follow four talented groups of Young Lions as they sprint to the finish line.
Deloitte Digital and WIRED have teamed to bring the story of these unique creators and the evolution of their craft to life with a short film called Future Face of Creativity. As these talented creatives share personal stories about the passion, drive and commitment that compels them to create, Future Face of Creativity will also explore the way collaboration, workflows, idea-generation and even the nature of creativity itself are impacted by today’s rapidly-changing, ever-connected world.
Like actual lions, Deloitte Digital will also be nurturing the Young throughout the event. Senior creative and marketing leaders will be mentoring in the Young Lions Academy, as well as attending the Young Lions events to mix and mingle with the contestants. Outside of the Young Lions Academy and competition, Deloitte Digital is hosting a VR experience, exclusive networking events and socials, and big-name panel discussions around disruption and transformation, open to the Young Lions as well as all attendees. Sparking creative whimsy is part of the goal too; Deloitte Digital will also let the Young Lions tinker with the Heatbot. Created by Heat, a nine-time Lion-winning full-service creative agency, the Heatbot is a GIF-generating chatbot that is part therapist and part art installation that provides a little “self-care, inspiration, and a touch of surprise.” You have to see it to believe it.
While the competition ends on June 24th, this is only the beginning of the company’s exploration on the evolving nature of creativity. “Creativity is an asset for any company, and the more broadly it is encouraged, the more impactful the benefits are likely to be,” says Alicia Hatch, CMO of Deloitte Digital.
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As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of our legal structure. Certain services may not be available to attest clients under the rules and regulations of public accounting.
This story was produced by WIRED Brand Lab for Deloitte Digital.
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