303Lowe Perth’s Liam Riddler + Alex Bolderoff win Silver at Cannes Young Lions Cyber comp

Australian Young Lions Liam Riddler and Alex Bolderoff were awarded silver at the International Young Lions Cyber competition announced in Cannes today.

The win is Australia’s first ever in the Cyber category, and the second Young Lions award this year, meaning 2013 is already the most successful year for Aussies in the Young Lions competition, with two categories still to come.

Riddler and Bolderoff, both from 303Lowe in Perth, were given 24 hours to respond to a brief for the World Anti Doping Agency (WADA). The challenge was to create an online/digital ad concept that encourages young athletes (under 19) to stick to the values of fair play and avoid doping and cheating. The message had to create awareness about the importance of clean sport and good decision making skills.

The pair, who have worked together for just five months, decided quickly that Facebook was the most effective platform for engaging with younger audience.

They created a trick post for WADA around the topic so when users clicked on the post, an online concept banner would then start deleting online history – highlighting how drugs can delete your sporting history.

Says Riddler: “We didn’t want to stress about it and ruin the experience of being here in Cannes, so once we’d been briefed we got out of the room and found a cabana on the beach which was quiet and beautiful. We wanted somewhere to inspire us.

“We decided quickly on what we thought was a simple, but highly effective way, of reaching that younger audience.”

Bolderoff said they used the learnings from a workshop they’d attended earlier in the day, The Logic Behind the Magic, and applied it to their creative process to land on their idea.

Says Bolderoff: “We had used similar techniques before but the information from the workshop really helped us fine tune it.”

After waiting two hours for the result yesterday morning, the winning duo said the experience had been fantastic.

Says Riddler: “The opportunity to get your work in front of those international judges is so cool. It has been an amazing experience.”

Paul Den and Kristine Ballensky, both from UM, were awarded silver in the Media Young Lions category earlier in the week.