Our Voices

CANNES 2022: A COUNTRY BECOMES A BRAND

Communications Project Manager
The Cannes Young Lions competition highlights the innovative minds and diverse perspectives of young creatives all over the world.
This year, Art Director Joana Santos and Copywriter Joao Almeida from Havas Lisbon are set to compete in the Film category at the global competition taking place this week. Read on to hear their thoughts about their winning campaigns and what they’re looking forward to about heading to Cannes.

Finish this sentence: Creativity is… the act of playing God.

How did you two decide to partner up for the Young Lions Competition?

To be honest, we were encouraged by our Creative Director to participate together – and even though neither of us were thinking of participating, we’re very glad we did. Thank you, José Vieira.

Tell us a little bit about the assignment. Why do you think you won?

The pandemic left many people without work – and the tourism field is no exception. So, the goal of our work and what we based our film pitch around was to create awareness about this issue and attract people – mainly from Portugal but also from abroad – to come to our country to work in tourism.

Our campaign, concept, and idea all centred around this topic, and you’ll find them below:

Campaign

Our campaign asked, “If Portugal’s beaches, gastronomy, and culture are attractive enough to invite tourists to visit our country, why not also talk to our young people to come and work on our brand?”

Concept

Portugal is hiring.
And this is your place.

Idea

The narrative is simple: Portugal as an employer, face to face with a young person, as if they were in a job interview.

But, of course, with a twist.

Film 1 – Nature

Vicentine Coast sea is hiring.
And this is your place.

Film 2 – Portugal’s History

Padrão dos Descobrimentos is hiring.
And this is your place.

Film 3 – Lisbon’s Landscape

Lisbon light is hiring.
And this is your place.

Film 4 – Gastronomy/Culture

Portuguese hospitality is hiring.
And this is your place.

As for why we won? We know there were a lot of great ideas – and maybe the judges saw something fresh and new in ours!

How did you feel when you heard you won and will be representing Portugal in Cannes for the Young Lions competition?

First, we did not believe it – and then we screamed. A lot!

What excites you most about heading to Cannes?

We’re excited to just be at the festival itself. And soak up the sun. And be at the beach. And attend the parties!

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