SINGAPORE – Tong Wei Yue Danielle, Digital Art Director, and Freddy, Social Content Strategist, both of Grey Group Singapore, have been named Winners of the 2018 Singapore Young Lions Competition, for the Digital category.
Organized by Mediacorp, the Winners of the national Young Lions Competition will go on to represent Singapore at the upcoming Cannes Young Lions Competition in France, as part of the 65th Cannes Lions International Festival of Creativity festivities held in June. This year’s competition saw an all-time high record of 85 teams competing for top honours within the Film and Digital categories and was presided over by a panel of respected creative professionals based in Singapore.
In partnership with Food Bank Singapore, the teams raised awareness on the pressing issue of food wastage amongst local communities and were tasked to produce either a 60 second film or Digital campaign. The winning entry, a digital campaign titled #TAKEAWAYHUNGER aimed to foster empathy within Singaporeans, and hijacked the user experience on food delivery platforms to raise awareness on food insecurity. The idea being when users order food, they are fed bite-sized facts about Singaporeans facing food insecurity and reminded to order only what they can finish. They are also urged to donate to Food Bank and are directed to Food Bank’s website for more information.
“We are thrilled that two of our youngest talents have won the honour of representing Singapore at the Cannes Young Lions. Their winning digital solution for the Food Bank was such a powerful yet simple concept and one which can truly make a difference. The Cannes experience will be an amazing boost to their growth as creatives.” Said Tim Cheng, CCO, Grey Group Singapore.
The winners, Danielle and Freddy, will go on a fully-sponsored trip to represent Singapore at the Cannes Lions Festival of Creativity 2018, and compete against the best creative talent from over 50 countries.