Two young creatives have won a viral ad competition organized by the Cannes Lions International Advertising Festival and YouTube to promote Oxfam's climate change campaign. Adeline Chew from Malaysia and Guy Dayan from Israel have become 'Team YouTube', the 39th team competing in the 2009 Young Lions Film Competition.
On May 15, the competition's charity partner Oxfam unveiled a brief for young creatives across the world to create a short ad of up to one minute on YouTube to promote its climate change campaign. Creatives were given 48 hours to submit their ad and then had a further two weeks to make their YouTube ad go viral by any means necessary.
The competition received 692 entries and over 100,000 votes in two weeks. A panel of worldwide creative leaders have been assessing the quality of the ads over the last week and have selected Adeline and Guy as the winners based upon their ads' creativity, number of views and video ratings. They will now unite as 'Team YouTube' and will receive a trip to Cannes to attend the International Advertising Festival and compete as the 38th team in the Young Lions Film competition.
Rory Sutherland, vice-chairman of Ogilvy Group UK and one of the contest judges, said that it was "chastening to all of us to see that good ideas and excellent executions can be created in 48 hours."