A team of two young PR professionals from Golin Hong Kong will be attending Cannes Lions in June to take part in the Young Lions competition, following their victory in the first ever Young Lions competition held by the Council of Public Relations Firms of Hong Kong (CPRFHK).
The Hong Kong PRPA (Public Relations Professionals Association) was a supporting partner. The winning team and two runner-up teams will also receive passes to Campaign Asia-Pacific's upcoming CampaignComms conference on 13 June in Hong Kong.
The competitors were asked to devise a campaign for a fictitious NGO that rescues edible surplus food from restaurants and other sectors of the food industry. Following strict guidelines, the food is then prepared as hot meals and redistributed to those in need in Hong Kong.
The call for entries went out in April, and shortlisted teams presented their ideas to a panel of judges on 18 May.
ideas ranged from a fictitious character called Big Jack that encouraged consumers to not waste food to the winning programme, which was based on the Cantonese word gau (够, meaning 'enough').
Winning team from Golin:
Runners-up from Racepoint Global:
Runners-up from FleishmanHillard:
“The winning team developed a strong idea based on a real understanding of what is driving the waste food problem in Hong Kong," the judges reported. "Their entry stood out because it was highly original and their theme was cleverly woven into every aspect of the campaign, ensuring its sustainability over the longer term. Fundamentally, the judges believed the idea would work. The team also delivered a convincing performance, bringing their idea alive with passion and energy.”