DDB Sydney team Sick Schticks wins round 3 of Young Glory with Lioness concept for Cannes

Worldwide chief creative officer of DDB Amir Kassaei has awarded DDB Sydney team Sick Schticks as the Gold winners of Young Glory round three.

The brief was ‘Change the Conversation Around Sex’. The winning idea submitted by DDB Sydney challenged Cannes to create a Lioness that would reward campaigns that change the culture of objectifying women in order to sell stuff.

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Says Kassaei: “Thanks to everyone who submitted their ideas. I think the sheer number of entries indicated that the topic was at least as enticing as it is relevant.

“There were a lot of similar ideas – and some that were really out there. Partnerships with Google and Durex were the most common. I was most impressed with the student ideas.

“The challenge was really quite difficult. It really makes you think about how we communicate with each other when discussing a topic that isn’t talked about and is so masked in innuendos and gender bias. And focusing particularly on the young generation, it’s even more elusive.

“In the end it was as always a question of freshness and what ideas would really work, both the technology and relevance to people’s lives.”

Says Phillip Thomas, CEO, Cannes Lions: “I love when great minds think alike. Cannes Lions have been working hard, together with the industry, on a big idea that we’ll be ready to announced in the next two weeks. It’s really encouraging to see that the whole industry – veterans, rookies, male and female – is at a stage where we want to fight for the same vision.”

Click here to see Round 3 winners.