In the field of advertising, only a select few can call themselves “Young Lions." Once bestowed, this title allows access to a whole new world of recognition, connections and opportunity.
So to showcase the competition's exclusivity and effect we created the Majestic Order of the Lionati, a powerful and secret society comprised of advertising's elite. The requirement for acceptance into this hallowed fold: winning the USA Today Cannes Young Lions competition.
Judges please view video first →
Click each portrait for details. Please view all steps.
To kick off the campaign, we sent out some 500 wax-sealed letters bearing our url and a mysterious message signed by some of advertising's leading lights. To complete the effect, a match was provided to keep the letter's contents from falling into “unworthy hands." These invitations were also found hidden in web banners and sent in the form of unexpected e-mails.
Recipients were directed to 1954cannesblvd.com, the clandestine ritual retreat of The Lionati. This was presented as a fully-explorable 3D environment that utilized Microsoft's Silverlight technology.
Loading screen
After receiving a call, you gain entrance through the secret alleyway into to the Den of the Lionati
Elevator: Complete with toe-tapping muzak
The Foyer: here users could register and view previous winners work
Registration page
Registering unlocked a hidden voicemail, a profile badge, and social media sharing
Navigation window for previous winners’ work
The Hall of Elders
Choose an Elder, talk to them directly and preview their voicemail
Send a friend or co-worker a voicemail/email from an Elder
Send another voicemail or brag about your conversation with David Droga on facebook
Boarded-up alleyway entry, post competition
We recruited some of the advertising's most recognized leaders and cast them as “The Council of Elders" – a small, exclusive circle that presided over the daily affairs of The Lionati. We had these Elders record personalized voicemails that challenged young creatives to register. Users could send these voicemails to friends and co-workers by entering their information online..
Click to Play Voicemails
Chuck Porter
Colleen DeCourcy
Jeff Goodby
Mark Tutssel
Bob Scarpelli
PJ Pereira
Laura Desmond
Matt Seiler