The Cannes Young Lions competition highlights the innovative minds and diverse perspectives of young creatives all over the world.
James Danson, Creative at Havas Lynx Group, won the chance to compete at Cannes this year with a project that encourages people to complete a census designed to help gather information about diversity and inclusivity in the advertising industry. James will represent Havas Lynx Group at the Cannes Young Lions global competition this week.
Finish this sentence: Creativity is… worth the effort.
How did you get involved in the Young Lions Competition?
I’d had every intention of applying for a number of years, but kept finding that it would clash with various personal/professional priorities. This year the competition fell at the perfect time, and after the organisation shared a reminder with us about the opportunity, I fiercely protected my time so I had the bandwidth to apply.
Tell us a little bit about the assignment. Why do you think you won?
Participants were challenged with creating a print campaign encouraging members of the advertising community to complete the All In Census, a survey assessing the experiences and opinions regarding diversity and inclusivity throughout the industry.
I created ‘Change the Routine’, a campaign that uses the relatable visual style of a Teams calendar, substituting meetings and appointments for the various micro-aggressions people from varying backgrounds experience within the workplace on a daily basis. We conclude the ads with a calendar listing to ‘Do something about it’ by completing the All In Census.
The concept ended up winning the competition. I largely believe this was due to its relatability, authenticity and insight, as a number of people have approached me since and shared how the work reflected their own past experiences.
How did you feel when you heard you won and will be representing the UK in Cannes for the Young Lions competition?
Honoured, dumbfound, excited, and terrified – like I needed a chair and a glass of water.
What excites you most about heading to Cannes?
The inspiration I’ll head home with.