TikTok Young Lions Competition Australia
The Young Lions Competition Australia starts with an open brief for young creative teams, culminating in five finalists competing to represent the country at the global Cannes Young Lions Competition.
In the Film category, teams are given 48 hours to concept, write, film and edit a 60-second TikTok ad.
Team
Creative — Felix Barnett
Creative — Trinity Ross
From brief to final film ... 48 hours
Shoreline—Finals Runners Up 2024
Many Australians have heard an Acknowledgement of Country that sounds more like checking a box than a genuine message—especially at corporate meetings where First Nations representation is often lacking. The Acknowledgment is great, but what action is being taken to get First Nations people into jobs?
Let’s appeal to everyday Aussies’ social responsibility, encouraging them to do more than acknowledge by donating to Shoreline—an organisation improving the educational and employment opportunities for young First Nations people.
Much like an Acknowledgement of Country being first on every meeting agenda, our campaign places Shoreline’s message as the first thing Aussies see on TikTok using Top View ad space. To grab attention, we’ve cloned the TikTok UI to create a pop-up digital Acknowledgement featuring geo-targeted Indigenous placenames. This pop-up would become a permanent in-app feature, giving the option to donate to Shoreline in-app similar to TikTok’s sticker donations.
Beyond donations, TikTok’s first Acknowledgement of Country would spark boardroom conversations, drive corporate sponsorships, and connect awareness to action—ensuring every Acknowledgement reminds Aussies that change is needed beyond the meeting room.
Our final film landed us second in Australia.
Virgin Australia—Shortlisted Entry
We’ve all heard about the rite-of-passage adventure to Europe, especially on social media—the number one source of inspiration for young travellers. But a lot of their stories sound the same—I took a long flight, got a bit sick, snapped photos of landmarks. It all quite literally, sounds cliche. Virgin Australia with their ‘Wonderful’ brand platform wanted to show young Aussies that the best travel stories and experiences can be found in their domestic network.
Let's tap into their sense of humour by spoofing TikTok's Duet feature, poking fun at travel influencers’ generic stories whilst promoting Australia as a different and better travel story. This isn’t a TVC—this works and can only work on TikTok.
Our social campaign is also a versatile, low-fi template that can target other far-flung overseas destinations with a TikTok native, user-generated feel. Long story short, catch a flight to a place worth talking about with Virgin Australia.
Our entry was shortlisted in the top five, leading us to the Australian finals.