South African cubs on the way to Cannes Lions

L to R: Adam Abelson and Ryan Liedemanclick to enlarge

ABF gets roaring good message

Cinemart, as official local representatives of Cannes Lions, is tasked annually to choose the organisation, traditionally an NGO/NPO, that would benefit from the talent that comes through in the local Young Lions competition. This year the Advertising Benevolent Fund (ABF) got a roaring message from the winning creative team, "with the ABF your future is secure, even if your job isn't!"

"We enjoyed the brief as, for possibly the only time ever, the target market are people exactly like ourselves. This actually increased the challenge as advertising people are cynical by nature. A week has passed since we found out that we're going to Cannes, and we still haven't stopped smiling. It's a massive opportunity and we're looking forward to seeing world-class work and meeting people we've only ever read about," commented the team.

The winning workclick to enlarge

Lynne Wylie, marketing manager at Cinemark concluded, "The local selection competition is close to my heart for two reasons. We offer the talented local youth an opportunity to experience the institution of Cannes Lions and it offers local NGOs the opportunity to benefit from leading local talent, they could not otherwise afford. We congratulate the team and wish them all the best in France."