Roaring with Creativity
Cannes Lions Young Lions Competition 2024
The Young Lions Competition is designed to challenge emerging creatives from every corner of the communications industry and showcase the next generation of advertising talent on the global stage.
In the winter of 2024, my agency was recruiting young creative duos to enter. I joined forces with Cori Greenfield, a fellow creative and an ambitious Art Director, to represent TPN. Together, we conceptualized the campaign “Uncover Greatness” as our application to Team USA in the Print Category at the Cannes Lions International Festival of Creativity.
The Competition
The Submission
We were tasked with conceiving and designing a captivating, one-page print ad to generate awareness of Gold House’s A100 list, which honors the Asian Pacific leaders who have made the greatest impact on society over the last year. Specific goals include:
1. Educating Gen Z on the list’s significance
2. Driving traffic to Gold House’s website
We wanted to inspire Gen Z to uncover the greatness around them that too often goes unseen. We decided what better way to do that than physically giving them the means to do so. We printed our ad on thermal paper so that the consumer can discover their own power to uncover AAPI greatness as they run their hand over the ad, increasing the impact of our message.
Final submission
As users rub the page, the phrase “Uncover Greatness” gradually becomes the larger message “There’s uncovered greatness all around us,” highlighting that there’s no lack of Asian Pacific achievement in our society, just the acknowledgment of it.
The thermal paper, which returns to its original state after a few seconds, acts as a subtle nod to the resilience of AAPI individuals and the continuous effort we must make to give them the platform they deserve.
Concept break-down
“Uncover Greatness” was submitted in competition against 900+ creative duos to join Team USA at the Cannes Lions International Festival of Creativity in June 2024.
Although the campaign was not evolved further by Team USA, “Uncover Greatness” resonated with my own pursuit of excellence and became a personal triumph in a season of aspiration and professional change.