FAIR

LIONS


It's time for Young Lions Brazil to change the creative competition.


The Young Lions competition opens up a lot of career opportunities. But in order to have the chance of representing their countries in the Palais, young creatives need to go through a local brief based competition and prove they are the best.Seems fair, right? Well… Not in Brazil.

In our country, the selection has been happening through a flawed, outdated process for more than 20 years. A process that doesn’t give the opportunity for small agencies creatives to show their true potential. A process that is by no means inclusive or diversified.









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Our official delegation is chosen through nonanonymous portfolio analysis. The jury is composed by former Young Lions that are predominantly white males. Gossip and predictable outcomes surround the whole process.

This year, the creative delegation is again composed only by men. Mostly white.


Despite all protests and alternatives suggested by creatives, agencies, and activists, the Young Lions Brazil Program organization insists that the lack of diversity in the Brazilian delegation is just a reflection of our industry and there is nothing they can do.

We do not accept this excuse and firmly believe that the Cannes Lions is today the only institution capable of demanding a fairer and attractive selection process, truly challenging so we can make Young Lions in Brazil relevant again.




NUMBER OF ELECTED
YOUNG LIONS SINCE 1995
E

432




PERCENTAGE OF ELECTED
WOMEN SINCE 1995
E

15%




NUMBER OF ELECTED
WOMEN IN  2018 


Zero








Mark






How long will the future take to arrive?
If it depends on us, not much.


Our objective is for the Young Lions Brazil  to adopt the same selection
process as many other countries in the  creative competition, starting next year.








PORTFOLIO ANALYSIS

Today all participants submit their portfolios containing 6 projects each to jury analysis. In the second round, the 50 best-evaluated creatives have their portfolios reevaluated by a smaller jury. 







ONE BRIEF TO RULE THEM ALL

Creative brief for each category to be cracked in 24h or 48h. The brief can be made in partnership with clients,  agencies and former Young Lions, so it will be more challenging and competitive.


LACK OF DIVERSITY

By the current rules, the jury is only composed of former Young Lions. In the first round, they give grades from 1 to 5 to all participants. In the second round, nine of them discuss the portfolios and decide which ones are the bests. 






ADD DIFFERENT POINTS OF VIEW

Diverse and inclusive jury made not only of former Young Lions. We want to know what black people, women and LGBT+ have to say about our work. 







EXPENSIVE AND NONANONYMOUS

The registration fee is unsuitable for our country's reality. It costs almost 25% of the initial salary of young creatives.

Plus, the registration is not anonymous, which means all portfolios are identified by name in both rounds. It can lead to a biased jury that won’t rule only the work, but the person as well.






AFFORDABLE AND ANONYMOUS

Let's make the competition affordable with free registrations or registrations beared by the agencies.

Plus, all participants should be identified by number, so the idea can speak by itself.






FEW MEASURES FROM AGENCIES

Few agencies pay the registration fee for creatives or conduct mentorship programs.

Apart from the social media, the former Young Lions doesn't have a good platform to share their experiences and contribute with the participants.








MENTORSHIP PROGRAMS

Mentorship programs for all the underrepresented groups in partnership with agencies and sponsors.

Former Young Lions can also offer free consultancy.
They may not have gone through the same selection process but participated in a similar competition in Cannes.






IDEA IS THE BOSS

Everyone can help change our industry. We want to do this by valuing the best ideas. And we believe that our proposals are a fairer way to them. Because we are starting to open doors so that talents from all classes, genres, colors, and agencies can have a better chance to shine. And we bet they will.








Mark


I G N I T E    T H E    C H A N G E






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