UNDP Seoul Policy Centre (USPC) partnered with the Korea chapter of Cannes Lions, the world’s largest International Festival of Creativity, to launch this year’s Young Lions Competition (YCL) in conjunction with UNDP’s “Don’t Choose Extinction” campaign. The competition called upon young Korean creators under the age of 31 to propose innovative ideas to widely promote the campaign’s message to abolish fossil fuel subsidies and call to climate action.
Hye-Jin Park, Communications and Partnership Specialist at USPC, took part in the screening process along with five other judges from leading creative agencies in Korea such as Cheil, HS Ad, Innocean Worldwide, Jung von Matt Hangang, and Hanwha Group. “We are grateful to all the young Korean creators who submitted easy-to-understand and visually impactful ideas to amplify UNDP’s message to the ‘silent majority’ to take climate action so critical to ensure a sustainable future for all,” she remarked.
A total of seven entries were awarded in four categories: Media, PR, Film and Print. The winning team in each category was given the ticket to represent the Republic of Korea in the YLC global finals scheduled in May.
Woo-joo Kang and Yoon-seo Kwak (Innocean), who won gold in the media category with their ‘Deadly Discount’ piece, presented the idea of publishing virtual discounted travel packages on a reservation site to divulge the hidden truth that fossil fuel subsidies are a fatal discount policy that damages travel destinations and our planet.
In the PR category, team Joo-hyuk Maeng and Sung-eun Lim (Cheil) won gold. They planned a ‘#WeatherFail’ insurance product offered by accommodation booking sites that compensates for losses and damages caused by sudden weather changes at travel destinations caused by fossil fuel-induced climate change.
Yoon-mi Kang and Cho-won Jeon (Innocean), who won the gold medal in the Film category, produced a ‘Realtime Extinction Video’ that disappears second by second, as an analogy of Earth and mankind going slowly extinct due to climate change.
Si-eun Lee and Woo-jin Lee (Innocean), who won gold in the Print category, expressed crude oil as human-spilled blood in their piece, ‘Dangerously Expensive’. They delivered the message that air pollution caused by fossil fuel usage causes widespread diseases such as bronchitis and lung cancer.