With the approach of the Cannes Lions International Festival for Creativity, and the first ever Cannes Lions Young Media Academy, BPN decided to challenge our young media professionals with a Radical CommonSense Creative Challenge.
Employees under 29 were able to participate by creating a potential campaign for one of BPN’s Global or North American clients. Participants then submitted a two-minute case study about their campaign for a chance to attend the Cannes Lions Young Media Academy.
The winner was Alexandra Brusovanik, BPN’s Social Media Coordinator, who created a campaign for Magic Hat, a North American Breweries company.
What inspired your idea to collaborate with street musicians?
BPN is constantly creating campaigns that have a philanthropic aspect. Growing up in New York City, I have always appreciated the street musicians that give NYC that extra bit of flavor, so I wanted to do something that gave back, but not in the traditional way we think about today. Additionally, as media is always evolving, I wanted to use an unexpected medium that would be effective and have an impact.
What was the reasoning behind your execution strategy?
The beer bottle organ and musical scavenger hunt are both ways for people to engage with the brand in a way that has intrinsic value for the consumer. I believe that today advertising is about conversation; and media is all about creating new and interesting conversations.
What are you most excited about in attending the Cannes Lions Young Media Academy?
Attending the Academy is going to be an amazing experience. I am most looking forward to the knowledge about the industry that I will walk away with and be able to apply at BPN. The Young Media Academy has lined up an amazing panels of speakers including our very own Global CEO, Mauricio Sabogal.