Y&R and Wunderman Singapore win Cannes Chimera 2014 Challenge
20 October, 2014
Global competition calls for ideas to engage Millennials in effecting change
— Like the eponymous chimera, Y&R and Wunderman Singapore came together in a winning combination at 2014’s Cannes Chimera Challenge
. The sole team from Singapore to be awarded, they triumphed against 870 entries from 66 countries to emerge as one of only four ideas chosen from across the globe.
This is Y&R Singapore’s second consecutive win, making Y&R Group the only network in Asia to have nabbed the accolade twice.
The team, comprising Hari Ramanathan, chief strategy officer at Y&R Asia, and Rohan Routroy, regional account planner at Wunderman, dreamt up ‘The Finish Line’, a way to eradicate global health and development problems by breaking them down according to geography, demographics and actions. ‘The Finish Line’ presents these problems as viable steps towards achieving immediate goals, making them seem defeatable and, most importantly, making the effort needed immediate and result-oriented.
“We as human beings are wired to be more motivated and put in that extra spurt of energy and determination if we can see ‘The Finish Line’,” said Ramanathan. “Working on that insight, we proposed a plan where we build a platform to highlight issues which require immediate action, rather than telling millennials ‘almost a fifth of the world’s population lacks safe drinking water.’”
“These issues will be churned using existing data while working with partner NGOs,” Routroy explained. “Though we are really happy to have won this, the real reward will be when we make the project come to life. That’s our ultimate goal.”
Ramanathan and Routroy receive up to $100,000 to further develop their idea. They will also be mentored by previous Cannes Lions Grand Prix winners at exclusive workshops at the Bill & Melinda Gates Foundation in Seattle. Challenge winners are invited to pilot their ideas over the next six months and submit a proposal to the Foundation for funding to implement their plans.
Organized by the Cannes Chimera Initiative, the Cannes Chimera Challenge is a four-year-old partnership and competition focused on finding innovative communication approaches that help address critical global development problems. This year’s creative brief was launched during the 61st Cannes Lions International Festival of Creativity in June 2014, with a bid for new communication concepts that can inspire Millennials to eliminate global health and development problems for good. The entries were judged by an international jury made up of previous Cannes Lions Grand Prix winners.
The winning projects for 2014 are:
Singapore: The Finish Line — Y&R, Wunderman
UK: Personal Social Responsibility — Manning Gottlieb OMD
Australia: Watch for good — Naked Communications
China: Plight Map — BBH
Regional Communications Director
Tel: +65 6671 3106
Mobile: +65 9029 9271
Regional Communications Coordinator
Wunderman Asia Pacific
Tel: +65 6671 3167
Mobile: +65 9477 2724
About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Korea, Vietnam, Indonesia, Thailand, India and Malaysia. Y&R Asia was the region’s most awarded network for innovation in 2013. These included the collaborative work with VML and UDKU for Y&R Singapore, one of only two agencies in Asia shortlisted for the inaugural Cannes Lion for Innovation. Y&R Asia also had its best ever showing at the pan-regional Agency of the Year awards, taking home a total of eight Awards, having been shortlisted for 16 overall – and having met the stringent win criteria to make the coveted ‘Asia Pacific Creative Network of the Year’ shortlist. Four offices won Agency of the Year Awards, and members of the regional team were honoured including ‘Asia Pacific Creative of the Year’ for Marcus Rebeschini.
Consistently ranked among the world’s top digital, CRM and mobile agencies, Wunderman delivers deeply connected brand experiences, consumer engagements, data and insights, and healthcare marketing solutions that build brands and businesses. We blend creative, data and technology to connect customers and brands. Founded by Lester Wunderman in 1958, the agency now has 175 offices in 60 countries. Best Buy, Citibank, Coca-Cola, Ford, Microsoft, Pfizer, Telefónica, Shell, United Health Group and leading local brands are among our clients. Wunderman is part of WPP (NASDAQ: WPPGY) and Young & Rubicam Group. Learn more at www.wunderman.com