News Limited announces 2012 Australian Young Lions winners - five teams off to Cannes in June

Screen shot 2012-05-18 at 10.50.49 AM.jpgNews Limited, the official Australian representative of the Cannes Lions 2012 International Festival of Creativity has revealed the winners of the prestigious 2012 Australian Cannes Young Lions competition.

Daniel Grech and Jordy Molloy from DDB Melbourne took out the Film category; Peter Renigeris from M&C Saatchi Sydney and Mietta McFarlane from Oglivy Sydney won in Print; Garret Fitzgerald, Freelance and Sam Dickson from Whybin\TBWA\Tequila, Melbourne won in Digital; David Gray from Universal McCann and Lina Nguyen from Mindshare took out the Media category; and Sirisha Pulapaka from Workstar and Helen Luoung, Audi Australia won the Young Marketer category.
Screen shot 2012-05-18 at 12.09.36 PM.jpgPeter_Mietta.jpgScreen shot 2012-05-21 at 7.46.10 PM.jpgThe five winning teams, who will represent Australia at the International Festival of Creativity in Cannes in June, were revealed last night in front of the cream of Australia's media and advertising industries.

On the Film win by Daniel Grech and Jordy Molloy (left), DDB Melbourne ECD Grant Rutherford said the boys had done an unbelievable job: "The've made me extraordinarily proud. To write, direct, shoot and edit one ad for this competition in less than 48 hours is challenge enough, but to shoot two? Coming first and second is almost unimaginable."

Ogilvy Sydney ECD Brett Howlett says of the Print winners Peter Renigeris and Mietta McFarlane (left): "I am so excited for Mietta. She's a terrific creative and this is well deserved. The Young Lions will be an amazing experience for her - lucky for Ogilvy and Australia."

Adds M&C Saatchi Sydney ECD Ben Welsh: "All the finalists did work that was better than most ads, so I'm thrilled that Peter (and Mietta) won. Mind you, last time we had a team shine at this they got nabbed by Duncan!"

Whybin\TBWA\Tequila creative director Damian Royce says of the Digital winners Garret Fitzgerald (below left) and Sam Dickson (below right): "Sam's fairly new to our industry so the Young Lions challenge in Cannes will provide him a really valuable experience. I'm very happy for him and wish both Sam and Garret well."

This year's competition was the most competitive yet with finalists chosen from a record number of entries responding to a News Limited brief in print, digital, film, media and marketing categories.

The second round of the competition saw the short listed finalists compete in a 24-hour brief, (48 hours in film) on behalf of Priceline, for their 'Priceline Sisterhood programme'‚, supporting women's health organisations.

The winning teams, chosen by a panel of Australia's leading senior creative and media executives, will receive return flights to Nice, accommodation and registration to The International Festival of Creativity in Cannes and access to all seminars and awards ceremonies, alongside the opportunity to represent Australia in the international Young Lions competition.

News Limited's director of sales Tony Kendall said 2012 was a vintage year for Young Lions programme with the standard of entries superseding all previous competitions.

"I can honestly say all this year‚s entries were outstanding in concept, creativity and execution, making judging even more difficult than usual.

"However every competition needs a winner, and congratulations go to all the teams making their way to represent their country in Cannes this year.

"The Cannes Young Lions competition is unique in the Australian creative community in encouraging and nurturing young talent, and I'm incredibly proud News Limited continues to support the future of our industry in this way."

Says Amanda Connors, Director of Marketing for Priceline: "It has been fantastic to see the brightest young creative minds in Australia develop some truly impressive campaign concepts for the Priceline Sisterhood and our charity partners, as part of the Young Lions programme.

"The quality and creativity of all the entries was outstanding, and I wish the winning teams the best of luck in Cannes."

The 2012 Australian Young Lions Winners and Finalists are:



Daniel Grech and Jordy Molloy, DDB Melbourne

Emily Lynch and Simon Gibson, Clemenger BBDO Sydney
Ryan Fitzgerald and Jim Curtis, DDB Sydney



Peter Renigeris, M&C Saatchi and Mietta McFarlane, Oglivy Sydney

Ryan Fitzgerald and Jim Curtis, DDB Sydney
Julia Spencer and Delia Mennell, JWT Sydney
Chloe Banicevic and Archana Murugaser, US Sydney



Garret Fitzgerald, Freelance and Sam Dickson, Whybin\TBWA\Tequila, Melbourne

Brett Walsh and Jake Ranallo, Tongue
Liam Riddler and Emma Clowes, 303Lowe



David Gray, Universal McCann
Lina Nguyen, Mindshare

Highly commended
Catherine Rushton, Mindshare
Sam Geer, MediaCom

Highly commended
Benjamin Burrett, Mindshare
Kristine Ballensky, Universal McCann

Toby Fisher, Razor
Camilla Wallace, OMD

Mitchell Long, PHD
Kiara Fogliani, Initiative

Andrew Da Silva,  MediaCom
Tim Farmer, Carat

Rob Dickens, MediaCom
Emily Young, OMD

Lachlan Kent, Universal McCann
Olivier Mok, The Brand Agency

Young Marketer


Sirisha Pulapaka, Workstar
Helen Luoung, Audi Australia

Sarah West, Proctor & Gamble
Laura Bindon, AMP Capital


Danielle W said:

Awesome guys. Big congrats to Mietta and Peter.

Ohmmm said:

Where's the work?

Wooo! said:

Well done Sam and Garret!

TSW said:

Le great stuff Sam

Con Frantzeskos (@ConFrantzeskos) said:

Well done Dan and Jordy!

Collingwood Magpies > Cannes Lions

Katie said:

Well done to all Young Lions. Such an achievement. Such an exciting experience. Big ups Mietta!!! You gorgeous little legend!!

Andrew said:

congratulations to all...

but especially to Mietta!! you killed it! really happy for you.

have an amazing time in Canne you lucky shit

dan w said:

good work Jr Sr, and nice one Walshy

The male population said:

Mietta is a babe

Colin watts said:

Well done hels on young marketer of the year, it was never in doubt, enjoying nicking the soaps and towels in Cannes. Col

the population said:

and the nicest girl you will ever meet

All aboard the G-Train said:

Well done Garret you big cannes repeat offender you

Annie said:

Garret, that makes 2!!

Congratulations, awesome effort.

Brief 'young client' had to crack... said:

From the website:

You have 24 hours to create the impossible brief. You need one of those propositions that says we're all about something, but we can't say we're all about something because that will cannibalise another product which is all about something.

You need a list of reasons to believe and proof points that completely contradict each other and would make no sense even being on the same planet. Remember, you're paying the bills, so stick them there. We suggest you stick as many bizarre reasons to believe as you like, for example, 'pineapple princess elephant'. Rather than confusing the creative team, it will make you look creative and cool, like those gang signs you do in agency meetings.

You must point out that every proof point, every reason to believe and every proposition is important, and you need to make them all stand out. This allows you to say awesome stuff like "that's my challenge to the agency" or "that's why you drive the Porsche and I drive the Lexus". Remember, unless there are at least 5 things to remember from each individual ad, you're not being effective with your media spend. This also applies to 5 second sponsorship blitzes and banner ads.

Make sure you leave plenty of room to shift the goalposts down the line. This can be achieved by a vague proposition, or a long list of proof points, just incase your boss suddenly decides one of those points is more important than all the other really important proof points. Then you can say 'it was on the brief'. We suggest sticking a whole bunch into a footer to make your life easier.

Make sure to include reminders of 'branding'. It's important the ad features your colour, especially on radio, so people know who the ad has come from.

Extra points for the best multiple single minded proposition and random left-field request.

Recent winning examples:
Proposition: The fast and powerful way to slow down and unwind.
Left-field request: Can't say slow down, fast, powerful or unwind, or any variation of those words. Still has to convey it's the fast and powerful way to slow down and unwind.
Product: Dutch Ovens.

Proposition: The fun way to a safe and powerful driving experience.
Left-field request: Must feature a crocodile. My son likes crocodiles.
Product: Tooheys New.

Proposition: Everyone else has got one, what are you a fucking loser or something?
Left-field request: Can't make our target audience feel like losers by making other people look too cool. Need to achieve this subliminally and use our corporate font: Webdings.
Product: Rectoscopes International.

awesome said:

Pete, get ready for stardom! You kick asssssssss!!!

#1 fan said:

Got to see the work first hand. Pete - you're a genius. You deserve this. CANNES! WOOT WOOT! Can't wait to see what you do next.

Rebook. said:

Mietta you'll make your grumpy old man proud. Congratulations.

Bondi Hipster said:

Congratulations Mietta & Peter- it was a very well deserved win. Take the world by storm!

All the girls say said:

Pete's a spunk. Sigh.

ramadas said:

Sirisha You are making us proud.Excellent achievement

jp said:

@Brief 'young client' had to crack.


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