Young Lions
We’re representing Sweden at Young Lions
For the second year in a row (!) Daga Simonsson and Julia Holtback Yeter represent Sweden in the digital category at the Cannes Lions competition for the next generation of creative stars.
The idea that brings them to Cannes is for Dröm Stort (Dream Big), an organization with a clear goal: to help children stay away from crime in Sweden. A pressing issue that’s been at the top of the country’s agenda for years since the criminal gangs are growing and their recruitment methods to reach young people have become even more ruthless.
Children are approached by young adults from the criminal networks, pretending to want to make friends by treating them to something as innocent as a pizza. From there, it quickly escalates to forcing them to commit severe crimes.
The Recruitment Pizza is an integrated campaign, printed on pizza boxes and distributed in pizza parlors across areas where network recruitments are common. Using the criminal network’s own recruitment model to attract new members to Dream Big.
Arriving at Cannes Lions International Festival of Creativity, Daga Simonsson and Julia Holtback Yeter will be given a brief and have 24 hours to create a campaign that will blow the minds of the Young Lions Jury consisting of top-level creatives from leading agencies selected from among the Cannes Lions Shortlist Jury. Good luck!