Young Lions: Cyber

You can help those who can't sleep tight because the bed bugs bite.

The winning cyber team from the Globe and Mail’s 2009 Young Lions competition – Burnkit Creative’s Todd Takahashi
and Jeff Greenberg – decided to take a specific example of how donors can help Doctors Without Borders, focusing on the quality of hospital beds in countries where there’s humanitarian crises. Their animated online banner ad at first depicts a downtrodden, filthy bed – one that you wouldn’t let your muddy dog sleep on – and says, ‘This is what a maternity bed looks like for over 600 women in Haiti each year.’ Once you click on the ad, it peels back over the image of the bed to reveal a nicely made, clean bed that any sleepyhead would be happy to catch forty winks on. The caption changes to read, ‘Your donations help Medecins Sans Frontieres to give moms a bed like this.’

This year 152 entries entered the Globe and Mail’s 2009 Young Lions competition in one of the four creative categories: print, film, cyber and media. The competition tasks ad professionals and students under 28 to come up with creative under a tight deadline, and the winners are sent to Cannes to compete in a similar simulated time-framed challenge at the International Young Lions Competition. This year’s Canadian brief was linked with Médecins Sans Frontières / Doctors Without Borders, an independent international medical humanitarian organization.