The winners of the 12th Young Lions Finland competition were announced 11th May in an award ceremony held in Sanomatalo’s Mediatori. A total of 111 entries were submitted to the competition.
Organised by Sanoma Media Finland, Young Lions Finland is one of the most prestigious advertising competitions in Finland. With the competition, Sanoma wishes to promote Finnish marketing communication and help young talent to go abroad to learn and test their wings.
In the Young Lions Finland competition, the client is always an active player in society, often a union or an organisation. The client brief of 2017 was provided by the Association for Finnish Work. The competition provides the client with young professionals’ views on how it should promote the appreciation of Finnish work.
The winning teams of all five competition categories will be sent by Sanoma Media Finland to the Cannes Lions International Festival of Creativity to compete in the international Cannes Young Lions competition.
“The winners and the medallists were decided quite unanimously. After all, success in Cannes requires an extremely sharp focus and an idea, a presentation and a performance that stand out so that all of the redundancies are eliminated,” President of the Media & Marketers jury Tomi Wirtanen.
“In addition to an idea and insight, we hoped that the pairs would understand how high the bar must be raised so that the winning pair can proudly be sent off to compete in the world championships. The most challenging category to judge was Cyber. The winning entries are undoubtedly the best in their respective categories, but the pairs that will represent Finland must train like athletes to reach a world-class competition condition,” President of the Print, Cyber & Film jury Kari Eilola.
Congratulations to all the winning teams and good luck in Cannes!
…and the winners of 2017 YLF competition are:
PRINT, CYBER AND FILM
“This entry believes in the idea and the power of text. The striking, strong realisation arouses the reader’s interest. All in all, a clear winner.”
“The work stood out with its visuality. The idea is not new, but it works perfectly.”
“The coherent set has been thought through. The works in the series form an appealing set.”
“The greatness of the idea lies in its simplicity. It is a fully realisable entry that in all likelihood would even work. Excelling in the international arena would still require further refining of the insight to perfection.”
“A positive and easily understandable work. It would still require some further work in terms of the idea and innovative solutions.”
“The judges were impressed by the sharpest insight in this category and a loyalty to the idea. The team possesses the conceptual outlook required in an international competition.”
“A clear idea and the best manuscript in the competition. The production would require some refining.”
“The work stood out with its technical skill, one of the best in the competition in terms of production value. The narration could have been more concise.”
Stand up for Finnish work
Noora Kangas and Jukka Ahola, Polar
“This work is exactly what we were looking for in the Marketers category. We saw highly energetic performers and an idea that had been honed to perfection. This work and its creators have the chance to prove their worth as young lions on the international stage.”
Over the Finnish line
Riikka Pakarinen and Laura Rosenberg, SOK
“Integration of the idea into the company’s business activities convinced the jury. The concept was carefully thought out and can be utilised in business almost as it is.”
Scoopful of success
Elina Nokelainen, Unilever Finland Oy and Johanna Pajala, Lumene Oy
“The competitors made the jury excited about the creative idea of the campaign and we could see that their proposal represents thinking outside the box.”
The tribute goes to Unilever Finland Oy. For years, the company has encouraged its young employees to believe in the power of ideas and to hone their skills to perfection by taking part in the Young Lions Finland competition.
“The clear insight and creative idea convinced the judges. The plan was concretised in a way that speaks to every consumer. The total package from the media strategy to the mobilisation of the campaign truly impressed the jury. It is easy to award the brightest medal to these winners and send them to Cannes.”
“A creative idea was linked to an extremely functional realisation. The strong set would still need refining in terms of media strategy.”
“This work acknowledged the possibilities of utilising data and its potential in the improvement of the consumer experience. The jury especially valued the open-minded thinking and ambitious attitude.”
The tribute goes to Dagmar where young talent has been encouraged to take part in Young Lions Finland in large numbers. Such a large group of competitors from one company also says something about its business culture: the desire to challenge its employees to develop and surpass themselves.
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