The Young Cyber Lions competition finished last week, and as a sign of hope for our talent-starved industry, the round of 2011 brought a record number of entries. The winning team’s entry, conceived and produced within 24 hours as per the rules, can be seen here.
Two things stood out for me as Chairman of the jury. Firstly, the very deserved winning team was from Perth, which produces a good crop of talent (100% of Cyber and 50% of the Media winners). Perth might just not be able to hold onto it for too long. Secondly, the Cyber entries still only amount to 25% of the print entries, grossly misrepresenting the type of work flowing through almost every agency in the world.
Still too many young Australian creatives find making a great poster more achievable, or even more interesting. But at the same time, we label them ‘interactive natives’, view them as part of a well-connected generation. Even the most senior participant couldn’t have been older than 15 when sending his first email or browsing for her friends party photos.
What’s certain is that the odds of winning a Cyber ticket to Cannes were still a lot better than in any other discipline. In the interest of ever growing creative field, let’s hope the race in 2012 will be a much tougher one.