- 1 января, понедельник, 00-00 GMT+6
Открытие регистрации команд в каждой категории. Участники должны соответствовать критериям участия в конкурсе Молодые Львы Казахстана, Кыргызстана, Узбекистана 2024 (опубликованы на странице каждой категории)

- 21 февраля, среда, 24-00 GMT+6
Окончание регистрации команд

- 22 февраля, четверг
Объявление об общем количестве зарегистрированных команд / смена категорий по желанию участников

- 23 февраля, пятница 17-00 GMT+6
Старт конкурса для категории DIGITAL - Zoom сессия с участниками, представление брифа, ответы и вопросы (ссылка будет отправлена на электронные адреса зарегистрированных команд)

- 24 февраля, суббота, 24-00 GMT+6
Окончание приема работ участников категории DIGITAL

- С 28 февраля по 16 марта
Работа жюри

- 22 марта, 19-00 GMT+6
Церемония награждения конкурса Молодые Львы Казахстана, Кыргызстана, Узбекистана 2024

IT COULD’VE BEEN A LION
AI tool that calculates the possibility of winning the Cannes Lion

CAMPAIGN SUMMARY
«It could’ve been a Lion» is a digital campaign that provides creators with a platform to check if their ideas have or had the potential to win a Cannes Lion.

CREATIVE INSIGHT
Almost every creative and marketer came across the fact that some of their projects were never implemented and remained as concepts.
This could happen for various reasons: the project was left «on hold» or the manager did not believe in the idea.
Eventually, every creative has his or her own cemetery of «festival-worthy» ideas.

SOLUTION
Creatives will have an opportunity to test if their idea would have won or has the potential to win a Cannes Lion via «Lion probability» tool on the 42 courses website.

AI assistant Deep Thought will analyze it and share probability and feedback with creator, and eventually convince marketers of the creative effectiveness of unbought ideas.

Also it will recommend creators to take an «Advertising 101» course to increase their probability to win a Lion in the future.

The campaign will start with web banners featuring the «Lion probability» tool on professional resources for creators (Telegram channels, adsoftheworld) and brand managers (Tribune.kz, Adasia, VC, Sostav).

HOW DOES IT WORK?

1) 42 courses have an AI assistant – Deep Thought. We will teach it to analyze the probability of winning based on existing work and research.
2) Creators will have to drop their idea, category and brand that it was created for. They could also choose a year of the festival to check the idea’s potential.
3) Deep Thought will share the probability, feedback and suggest to take «Advertising 101».
4) Creators could share their results on professional social media and download the probability in PPT format to incorporate it into a presentation deck for marketers.

Description:
Our campaign, "Transform AI fear into Cannes cheer," is a bold initiative designed to address the creative community's growing apprehension about AI overshadowing human creativity. With striking digital banners placed on leading industry platforms like AdWeek and Ads of the World, we challenge creatives to reassess their unique value and irreplaceability in an evolving technological landscape. This campaign is more than a conversation starter; it's a definitive call to action, encouraging creatives to unlock their full potential through the "Advertising 101" course provided by 42courses.

Main insight:
The creative sphere is buzzing with unease as AI technology advances, sparking fears of redundancy and questioning the future role of human creativity. This underlying anxiety forms the core issue our audience faces: the existential threat of becoming obsolete in their own industry. It's a challenge that strikes at the heart of every creative professional's identity and sense of purpose.

Our solution:
To counter this, our solution is twofold: First, we offer an engaging and interactive test that not only assesses creative potential but also highlights specific areas for improvement, making the experience both introspective and actionable. Second, we introduce the "Advertising 101" course as a concrete step towards mastery in creativity, ensuring that participants not only stay relevant but excel in their field. This course promises to arm creatives with the knowledge and skills necessary to win the prestigious Cannes Lion, symbolizing their triumph over AI and securing their indispensable status in the industry.

How it works:
Our campaign begins with striking digital banners on top creative sites, capturing creatives' attention. Clicking these banners reveals an interactive test that evaluates creativity levels and identifies improvement areas, subtly spotlighting AI's challenge. This serves as a reminder that in an AI-dominated landscape, ongoing skill enhancement is essential.
The next step? Encouragement to take "Advertising 101," presented as the ultimate way to boost creative skills beyond AI's reach.
Test completion grants access to an exclusive Telegram group, a bonus for sharing ideas, networking, and support, thereby enriching the community and learning journey.
This streamlined campaign not only confronts AI apprehensions but also motivates creatives towards Cannes Lions success with "Advertising 101."

Description:
The "Make It Real" campaign is designed to inspire creative professionals and brand managers in Kazakhstan and Uzbekistan to reach new heights in advertising and marketing. Utilizing modern digital tools such as AR filters on Instagram and targeted advertising, we offer a unique experience of visualizing success by having the opportunity to "hold" a virtual Cannes Lions glory in one's hands. This not only raises awareness about the Advertising 101 course by 42courses but also motivates action, emphasizing that success is fully achievable with the right knowledge and effort. The campaign aims to break stereotypes and instill confidence in the creative community of Central Asia.

Our insight:
Creative professionals and marketers in Central Asia face a lack of international recognition, which breeds doubt in their abilities and potential. Utilizing AR technology to virtually "own" a Cannes Lion award addresses this issue, turning it into motivation to act. Presenting the award, usually perceived as unattainable, in an interactive and accessible format, helps overcome psychological barriers and inspires learning and skill development. This approach is aimed at awakening belief in oneself and one’s ideas, motivating the audience to realize that international acclaim is entirely achievable with the correct knowledge and skills.

Our solution:
The choice of Instagram as the platform for launching the AR filter and targeted advertising is dictated by its popularity among the creative community and its capabilities for success visualization. Instagram is ideal for launching innovative campaigns, thanks to its widespread reach among the target audience and the ability to create engaging content. The use of QR codes on posters in coworking spaces and creative venues increases reach and facilitates direct interaction with the content, providing instant access to the AR filter and course information.

Mechanics:
The "Make It Real" campaign launches with QR-coded posters leading to an Instagram AR filter for a virtual Cannes Lion experience, sparking interest in the Advertising 101 course. This visual engagement, complemented by targeted Instagram ads, motivates participants towards achieving professional success and course enrollment.
Strategically placed posters in coworking spaces target an audience eager for professional growth, directing them via AR interaction to actionable steps. Targeted social media ads extend reach beyond physical locations, highlighting the course's potential to unlock creative achievements.
This campaign addresses the gap in international recognition for Central Asian creatives by offering educational pathways to skill enhancement and innovation, motivating participants towards actionable goals for professional development.

First Ad Game in KZ

Summary
Introducing the first game for advertisers that playfully shows the importance of education and exposure. But what's crucial – it helps evolving the community of professionals that love the ad. Community, exposure, and knowledge of the basics are the keys to the first Lion in Kazakhstan!
It resembles popular group games like Kahoot, Quiz Please but questions are based on advertising theory. If you know the answers, you'll win. And if not, no stress – you can catch up with the leaders by taking the “Advertising 101” course.
The game boasts multiple levels of difficulty and various formats. Questions are drawn from the platform's course materials and the Cannes Lions case database. We make extensive use of the 42 courses’ Deep Thought AI, schooled in advertising theory. Participants need to correctly answer quiz questions, solve creative challenges, and crack Cannes cases.

Insight
The creative community in KZ is facing a crisis.
We're desperately lacking a sense of unity and reasons to gather together, as we used to. Around the world, people organize Cannes Predictions, watch the Superbowl, and attend countless festivals and workshops. We haven't had any of that for a long time.
Without gatherings, there's no community. You can’t network, exchange experiences, learn, inspire and get inspired with wild dreams like bringing home Kazakhstan's first Lion. To you, the Lions remain something from another world.
It seems that the essence of the Kazakh advertising industry is reduced to poor Instagram ads and low-quality courses that attract people who couldn't care less about advertising.

Solution
We'll give the market a reason to come together – by creating the first game for advertisers in Kazakhstan. 42courses positions itself as fun education – our solution is inspired by this approach.
Participate in events, train in between, climb the ranks, earn rewards as status emojis on Telegram and feel part of a large community of those who love ads – Adheads!
To draw attention to the game, we'll use reaching channels – the Tribune.kz resource, LinkedIn, and professional chats on Telegram (the most popular messenger in the industry).

How does it work?
Our tools will guide users towards consideration and purchase.
1. Game Website
You can gather with colleagues or dive into the game with the whole professional crowd, just like at "Quiz Please!" Scan a QR code to join the game. Between rounds, feedback appears – the site provides a link to Advertising 101 course for those who answered incorrectly.
2. Personal Coach
In Telegram, Deep Thought connects to a chatbot. It sends daily questions and challenges and, based on your responses, recommends suitable courses, including Advertising 101.
3. Team Coach
The bot can also connect to chats – you can play a mini-round with colleagues and test your knowledge.
4. Emoji Statuses in Telegram
Tournament winners receive awards – mini versions of real creative awards. Displayed as statuses in the profile, they signify that the person is "one of us" and knows their stuff in advertising.

Campaign Summary:
We decided to create the AI Person, who will help win the first Cannes Lion. His name is aiDos (Dos means "friend" in Kazakh) and he is the best friend of the creative. It has uploaded data on all significant works from the Cannes Lions and it can evaluate the work of the creators close to the judges of the festival.

Insight:
Kazakhstani creativity lacks global integration and creators have little opportunity to get objective feedback about their work. And we will give them this opportunity.


Solution:
aiDos is Kazakhstan's hope to win the Cannes Lions. This is an AI based on Chat GPT-4 Turbo, it is trained on the basis of 42courses courses and data on all significant works from the Cannes Film Festival and their ratings are loaded into it. Based on these data, he forms an understanding of how festival works are evaluated.

How does it work?
We will upload data on all the winners of the Cannes Lions to the bot, as well as our 101Advertising course.

We will send free invitations with access to the bot to all creators and agencies from countries that have never won the Cannes Lion

We will publish information about this on our social network. Any creator from a country that has not previously won the Cannes Lion can register and use the bot. (The process requires country verification)


Creators and agencies can practice and evaluate their work through this bot and check their ideas even before the presentation stage to the client and filter out the least creative works.


The bot, after each evaluation of the creators' work, will recommend the 101Advertising course, which he himself studied.

PROBLEM

Nowadays, creators in Kazakhstan don’t seem to strive to show their work in a global arena. Creative professionals believe that awards have no practical value or are sure that Kazakhstani’s performance level is no match for global competition.
As a result, Kazakhstan shows low participation in festivals and does not strive to level up to international industry practices.


CREATIVE INSIGHT I
The best way to inspire action is to get motivated. The best way to get motivated is to see the reward at the end of the road. We’ll show this reward to our creators up close… After a little challenge, that is.


CREATIVE INSIGHT II
Most of our target audience work a standard 40 hours, 5 business days a week which can be quite challenging and exhausting. After a 9 to 5, we all want to take a break and relax. But we feel baWe have developed an app called Lion Hunt that aims to inspire Kazakhstani creators to showcase their work globally. The app offers five different scenarios based on the stories of Cannes Festival winners. Each scenario allows players to make decisions and influence the plot, leading to a desired reward. At every step, players will gain new skills and knowledge powered by Deep Thought, 42courses AI assistant.

We promote Lion Hunt mainly on social media, using marketing influencers and Instagram Ads to communicate with creators. The app emphasizes two main points: awards indicate professional skills and require hard work, and every award is achievable with small steps.

At the end of each story, creators receive an award and are encouraged to pursue Advertising101. They will travel to 42courses to learn more about the possibilities. With Lion Hunt, we aim to motivate and inspire Kazakhstani creators to aim for global recognition.d about wasting our time on games, so we strive to choose entertainment that also provides educational content.

SOLUTION
Lion Hunt is a role-playing game that allows you to experience the real stories of the winners of the Cannes Festival. Players will be able to complete 5 different scenarios based on the stories of real winners. Each scenario allows players to make decisions and influence the plot. As you might guess, each story leads to a desired reward, unless the player is giving up completely and starts over. After the Lion is obtained, the game congratulates the player for getting the first Lion in Kazakhstan and how to make it true by getting a Advertising101.

In every step of the journey, players along with their digital «winners» will gain new skills and knowledge powered by Deep Thought, 42courses AI assistant. You may think of our app as a master class by Cannes Lions winners themselves.


HOW DOES IT WORK?
We promote Lion Hunt mostly on social media, where creators spend most of their time, looking for trends and fresh ideas.
Marketing influencers and Instagram Ads are used as
main channels to communicate with creators.

Creators get to play one of the five scenarios while getting
marketing tips from Deep Thought. Every scenario articulates
two main points of the campaign:
1) Awards indicate level of professional skills and take lots of work.
2) Every award is achievable as you get to see that it
always starts small.

At the end of the story creators got the award and offered to take this journey into his careers with Advertising101. They travel to 42courses to learn more about possibilities.
Game is over – let’s get to work!

PROBLEM
Сreators in Kazakhstan often get frustrated by showing their work to a global community. They might believe that getting the skills that required to win Cannes Lion is near to impossible. what leads to a massive frustration that stops them from even to try.


CREATIVE INSIGHT
Any job can be tough, so we often think about a good vacation abroad, where we can truly relax. Seeing Ads of tours to Europe or Dubai always puts as in a dreamy mood. And if we see a good deal – that sure does grab our attention.

SOLUTION
We offer an SMM communication strategy called «Fly to Cannes for just 80 000 tenge» (exact cost of Advertising101 without subscription). We share visuals in Ads, promote our «tour» by influence marketing and partnership posts in most popular social media blogs linked to marketing and creativity.

For this campaign we chose Instagram as it’s the most popular social media platform across creators and marketing specialists. Although, this campaign can be implemented in other social media as well.

HOW DOES IT WORK?
We share key visuals of our campaign all over Instagram as Ads, partnership content, and native content in influencers’ accounts.

Promotion leads to an Instagram page made especially for the campaign, full of vacation/air travel-styled content related to creative marketing and winning the Cannes Lions award. Here we connect people to the community and create strong communication in a fun,
engaging way.

Through many interactions via Instagram creators learn about Advertising101 course and 42courses way of doing things.

Constant positive interactions will inspire young professionals so that over time they’ll become more confident about inviting international creative methods into their work. Over time they will be ready to tap a link and travel to 42courses to continue their journey.

“Let’s save The Cannes Lion”

Challenge
The Cannes Lions is a coveted award for most creators in Kazakhstan. In the short time of the creative industry's development, there have been several instances where local talents almost brought the 'Lion' home, but the trophy remained unclaimed. Why? Unfortunately, the creative industry is far from being a priority here; it is limited to a couple of organizations initiated to showcase how talented Kazakhstani creators are. They just need to improve their skills and realize that the Cannes Lions are much closer than they think. 42courses is ready to help and provide the necessary knowledge to achieve this and many other creative awards

Idea
In Kazakhstan, there is acute concern about the problem of disappearing animals such as the snow leopard, Pallas's cat, and tigers. To address this issue, a government document has been created, known as the Red Book, which catalogs all rare species of fauna. But what if another animal were to be added to this list? Our campaign is aimed at the conservation of one of the rarest animals in the country—the Cannes Lion. The extensive Digital PR campaign, "Save the Cannes Lion," is designed to attract the attention of young creators. By undergoing training with 42courses, they can acquire the necessary skills to achieve creative awards.

Strategy
During the campaign, we will transform the main page of the canneslions.today website (the official Cannes Lions website in Kazakhstan) into a landing page with information on how to save the Cannes Lion. Yes, just like WWF! Interested users will be able to learn about the history of this rare "animal" and discover a solution on how to save it. The main message, which will be the "red thread" running through the entire storytelling on the website, will convey the idea that the user themselves could be the Cannes Lion. All they need to do is click the "Save the Cannes Lion" button, which will redirect them to the 42courses website and the "Advertising 101" course.

Promotion
1. A series of articles in the media with attention-grabbing headlines like "Another Animal Added to Kazakhstan's Red Book" and "Another Rare Species Captured on Camera in Kazakhstan."
2. Influencer marketing with Key Opinion Leaders (KOLs) urging people to save the "Cannes Lion" by visiting the canneslions.today website.
3. Spreading information through popular messaging apps in Kazakhstan.

Bonus: We can produce an inspiring video with a parody of social media videos about the disappearing Cannes Lion. The protagonists will be young creators, freelancers, and agency workers.

“0:1”

Background
The cherished dream of a creator is to win the Golden Cannes Lion at a major advertising festival. However, in pursuit of the award, many forget that advertising is not just a challenge, but a powerful tool that, beyond commercial gain, can make the world a better place.

Idea
To demonstrate that advertising is more than just an award at a festival, we will gather social advertising cases that have not received any creative awards but have made the world better place.


Strategy
We will place a series of posters on digital banners with partially obscured messages. To view the message in its entirety, users need to scan the QR code and, using AR technology, they will see the full message. For example: Advertising campaign "Mission Impossible" 0 advertising awards. After scanning the QR code, the second part of the banner appears: "3 million liters of water for developing countries."

Additionally, along with the augmented part of the banner on the phone screen, users will see a button "make the world better place», which leads to the 42courses website.

Promotion
On social media, we will launch the #goldenlionshearts challenge. Within this challenge, people can share their ideas and use a special hashtag, while social and commercial organizations can help implement one of these ideas.

For additional promotion, we will launch a series of publications in the media titled "The Most Successful Unsuccessful Advertising Cases."
Additionally, we will launch digital versions of interactive banners in context-media advertising and on YouTube.

“How I met my Lion”

Background
In an era of information overload, standing out in the educational services market is no small feat. The Cannes Lions Festival is every creative's dream, and online dating platforms like Tinder unexpectedly emerge as marketing niches. Couse almost 10% of Kazakhstan’s population using dating apps. Hidden among Tinder's wide audience are potential participants for creativity enhancement courses — all that's needed is the right approach.

Idea
We propose leveraging Tinder not merely as a dating platform but as a tool for promoting
creativity courses and preparation for the Cannes Lions. By creating profiles with appealing photos of lecturers and creative course descriptions, we offer an innovative way to reach the hearts and minds of the creative audience where they least expect advertising.

How it works
We'll create captivating course profiles on Tinder, utilizing filters for targeting interests related to creativity. After matching, we'll offer interested users a link to the course website. This approach not only stands out but also allows for direct engagement with potential clients, increasing their interest and involvement.

Promotion
The key channel is Tinder — unconventional and memorable. We'll complement this with activities on social networks: Instagram, Facebook, LinkedIn, sharing about the courses, participant testimonials, and works. We'll organize webinars and masterclasses with creative communities. This mix of channels will amplify interest in the courses and help build trust with the audience.

"Do or Die"

Campaign summary
Why does everyone thrive to win Cannes Lions? Because it is something exceptional, something that proves that you are worth something, that your career was not useless.
Spending decades in a creative industry and leaving it with zero amount of Lions means that you are kinda buried without even a tombstone. Completely forgotten.

Creative insight
Creative professionals and marketers are emotional and expressive individuals. We are hungry, passionate and engaged — that’s why our biggest fear is leaving no mark after our career “dies”.
And in our campaign we are gonna use this fear.

Solution
We are going to remind all creative professionals and marketers that their careers are “mortal”.
Our goal is to make them face reality and start their way to the Cannes Lions as soon as possible.

How it works?
First, we announce a landing-page designed as a cemetery of creatives and marketers — via Instagram we are going to promote places in it, while on the landing itself we deliver a message that the time for learning creative skills and getting the Lion is now.

We are gonna use professional media too — for instance, we publish a series of necrologies about “classic” local creative specialists, who spent their entire career for so-so campaigns.

Finally, in order to get a massive buzz, we launch a creepy product on popular local marketplaces — we sell muslim grave-clothes specially designed for creative professionals. But users have a choice: accept that their career is dead, or buy “Advertising 101” course to boost their skills and finally get that Lion.

"Chasing the Lion"

Campaign summary
Creative professionals say that marketers are boring and “don’t got balls” to perform bright campaigns.
Marketers say that creative guys don’t understand a thing in business and only think about “useless” awards.
Well, okay, but — these pals have one thing in common, at least in Central Asia.
They. Love. Running.
And we’re (unexpectedly!) gonna use it.

Creative insight
Running is a panacea for our brain — while we run, our body releases hormones called endorphins, that positively tune us for creativity. Also, running activates our hippocampus: a piece of our brain which is responsible for memory and learning.
Luckily, a lot of creative professionals and marketers already run quite a lot. We just have to convert their passion about sports into passion about winning Cannes Lions.

Solution
We are gonna unite two sides of the advertising world — creatives and marketers — in one spot by using running.
Sport apps, maps, AI and brain with its hormones will assists us in our goal.

How it works?
Through collaboration with the 1Fit app, which is the most popular sport app in Central Asia, we launch a digital campaign named “Chase the Lion”.

Via social media we invite creatives and marketers to try a special running tracks in Uzbekistan and Kazakhstan — while running, they get access to the AI voice-overed versions of our super-useful articles on 42courses.com.

The magic happens when motivated and engaged creatives and marketers… suddenly meet at the finish of each track! Yes, we are gonna set our tracks so that they start at a specific time, at a specific place, making two sides of the ad world meet at the end.

Finally, after completing several tracks together, marketers and creatives receive a teamed-up promo code for “Advertising 101” course, that motivates them to study the course together and unite in their chase for the Lion.