Creative Advertising students shortlisted for Cannes Future Lions

10 May 2021

Students from Leeds Arts University’s BA (Hons) Creative Advertising have been shortlisted for the prestigious Cannes Future Lions competition.

Five teams consisting of nine students from BA (Hons) Creative Advertising at Leeds Arts University have made this year's shortlist. They include Jasmine Pears and Issy Meir, Emma Wakely and Lily Shackleton, as well as final year students Fe De Campos and Kiara Hambali, Jessica Watson and Eliza Rymer and Hannah Hargreaves.

Image: Fe De Campos and Kiara Hambali, Legrow.

The AKQA’s Future Lions Competition is an award that aims to showcase the best young creatives working in the UK. It is a global student creative competition that challenges students to produce innovative ideas that will impact the future. More than 2,100 students from 69 counties take part. 

The students were challenged to combine existing technology, imagination and Lego’s brand message to create an idea for creative play.

Image: Jessica Watson and Eliza Rymer, Lego Creatures. 

Speaking about their approach to the brief which promotes a sustainable future for Lego, Fe De Campos and Kiara Hambali said: “The brief was all about technology, we thought we would go simple and use seeded compostable material in Lego as a way to teach kids about circular economy and give the pieces an afterlife.”

Emma Wakely and Lily Shackleton said: “We wanted to create a product for LEGO that uses background noises to inspire creativity. This gave us the idea of 'DUPLO: Sounds for Play'. Sounds for Play is a Duplo building activity where children can generate ambient background sounds as they build with bricks. The sounds will inspire creativity and the result will be that children will want to play for longer.”

Image: Emma Wakely and Lily Shackleton, Sounds for Play. 

Jasmine Pears and Issy Meir, Lego case study

In 2020 BA (Hons) Creative Advertising graduate Emma Bromley won the UK Young Lions Competition in the print category.

The five global student teams submitting the best ideas will win registration to the Cannes Lions Live festival from 21-25 June 2021 where their winning ideas will be shared on the global stage at AKQA’s Future Lions seminar.

The winners, who will present their pitch to Lego, will be announced in June 2021.