Clever 'Abolish the Penny' idea leads to Gold Medal for Australia's Young Media Lions


Australians Lauren Cassar and Tristan Burrell of Universal McCann have won the Gold Medal in the Young Lions Media Competition. Silver went to Belarus and Bronze to the US.

The competition asked the 25 international teams to create an innovative media/contact strategy to raise awareness and funding to help feed 59 million hungry people for the World Food Program, the United Nations frontline agency in the fight against global hunger. 

Their winning entry 'abolish the penny' revolved around prompting people to donate their lowest form of currency - the one cent, two cent and five cent coins or pennies stored in jars at home because they are too small to use - to the WFP.  This would then be applied across different nations to 'abolish' the smallest form of currency in that particular nation.

UM communications strategist Cassar said they are shocked about winning.  

"We knew that we had a strong idea and we hoped that it would please the judges but we knew that there was really tough competition in the category," she said. "We are extremely pleased to have done Australia proud and we are appreciative to News Limited and our agency, Universal McCann to have given us the opportunity to compete. The brief was delivered with such intense passion that we wanted to give the challenge justice and were inspired to build a strategy that truly could help to eradicate the world hunger crisis."
Her teammate, Burrell, who is a media planner at UM, added that the competition was harder than he expected.

"But it was a really motivating brief, and that kept us motivated. The idea came out of a casual conversation, and we just got cracking on it."

The duo will receive their Gold Medal tonight during the Media, Radio and Outdoor Lions Awards Ceremony.  Judges were Hee-il Shin, executive director, Samsung Electronics France, Steve Blakeman, chief planning officer, Mediabrands Singapore, Alan Cohen, CEO of OMD, USA, and Bonnie Barest, EVP and managing director of Optimedia US.


Anonymous said:

That's a great idea

Alex said:

That is complete genius. So simple. Love it.

Well done.

Anonymous said:

Awesome work guys! Well done!

Matt said:

Loz you're a freak. Congratulations. You deserve it. Tick Mo

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