News & Views

Cannes Lions / Future Lions Awards

by Contagious Team

AKQA announces winners of highly acclaimed student competition

On Thursday evening at Cannes, AKQA took to the Grand Audi stage to announce the winners of its eighth Future Lions competition, in association with WIRED magazine. Each year the agency asks anyone to submit ideas on how brands could connect with consumers in a way that couldn't have been done five years ago.

The five best are awarded with a 'Future Lion' award and get exposure to a hungry gaggle of agency recruiters. This year the competition received an astonishing 1,500 entries. 

AKQA co-founder James Hilton was emphatic on the calibre of work and level of thinking demonstrated by the winners. He went on to say; 'Young lions look at our processes like martians arriving on earth and say...'that's insanity'. They don't have fear factor, they take risks; agencies and marketers can learn from them.' 

This year, the winning ideas all focused on improving people and making their lives better, in contrast, remarked Hilton, to most advertising and the 'unnecessary pollution' it serves. 

The five winning ideas were as follows: 

Awaken by Amazon by Konomi Tashiro: Tokyo Institute of Technology; Tatsuki TataraKenji Shimo and Taichi Nihei: Keio University; Tomoki Hayashida: Waseda University, Japan 

Editorialist by Alexander Norling and Sara Uhelski: Miami Ad School San Francisco, USA 

IBM Project Accel by Jarrett Jamison and Verenice Lopez: The Creative Circus, USA 

Keepit by Alejandro Ladeveze and Caroline Escobar: Miami Ad School Hamburg, Germany 

The Pebble: Sense Danger by Thomas Bender and Thomas Corcoran: School of Communication Arts 2.0, UK 

For the third year in a row, Niklas Frings-Rupp, Managing Director of Miami Ad School Europe in Hamburg collected the trophy.