Australian Advertising Lions Roar In Cannes

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13th July 2009, 10:00am - Views: 790





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Australian advertising Lions roar in Cannes


Two RMIT University students have become the first Australians to win the

prestigious Cannes Future Lions student advertising competition.


Jason Deacon and Ebony Holmberg developed their entry, “The Great Expedia

Warm Up”, as part of coursework in Advanced Art Direction for their final-year

Advertising studies.


The annual Future Lions competition challenges students to develop an idea for

advertising a global brand in a way not possible five years ago. There are no rules

in terms of media or technology; no restrictions around product or target audience. 


The students developed an engaging video clip presenting their strategy and

concept. It showed teams of young people using a mobile phone GPS application,

racing around Melbourne’s iconic sights to find a hidden code and win a free trip

with online travel agency Expedia.


“We tagged the entry ‘The treasure hunt that warms you twice’, to highlight the

connection between Expedia and travelling to fun in the sun,” Mr Deacon said.


Ms Holmberg said travelling to the Debussy Theatre in Cannes to receive their

prize was a thrill. 


“As part of the prize, we received a video camera to use to document our journey

and create a blog,” she said.


Lauren Murray, Acting Dean of RMIT’s School of Media and Communication,

congratulated the pair: “Jason and Ebony’s win is an outstanding outcome. We’re

very proud of them and their achievement will no doubt be an inspiration to all

students in our Advertising program.


“A Future Lion redefines the medium and the message, and influences the way

media is consumed in the future.”


Rei Inamoto, Chief Creative Officer of San Francisco-based AKQA, which

organises the competition, said “Warm Up” was one of five Future Lions winners in

2009. “We had a record year in terms of the number of entries so it definitely was

not an easy competition. Congratulations!”




For general media enquiries: RMIT University Communications, David Glanz,

(03) 9925 2807 or 0438 547 723.

13 July, 2009   






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