Tag Archives: Hackathon

Young Lions Cracked the Code to Get to This Year’s Cannes Lions Festival Six Seconds at a Time

In a few short weeks, representatives from the world’s top agencies will descend on the south of France for the 64th Annual Cannes Lions International Festival of Creativity. In an effort to part of the action, 100 young creatives from across the globe went head-to-head in the inaugural Young Lions Bumper Hack to compete for two coveted spots to this year’s festival, and an opportunity to go on to compete in the Young Lions Film Competition.

This wasn’t any ordinary hack; the brief challenged the next generation of creative talent to tell a story to their future selves. But there was a twist. They had to tell this larger-than-life story using a bite-sized format, YouTube’s :06 bumper ad format. Each entry had to include three :06 films to bring their ideas to life.

YouTube introduced the :06 format last year to help advertisers capture attention in today’s mobile world. Bumpers have shown significant impact when it comes to brand metrics like ad recall1, but creatives wanted to put it to the test to see if six seconds could indeed tell meaningful and emotional stories. So we asked creatives and filmmakers to create for the format at this year’s Sundance Film Festival and SXSW, and they illustrated that bumpers were an untapped creative canvas.

But it was time to give the young guns a crack at it. The Cannes Lions jury carefully reviewed the submissions, which included a wide variety of creative interpretations of the brief, furthering the notion that six seconds is limitless when it comes to storytelling. However, the 2 sets of films that stood out to the jury offered sage advice to the future creatives these youngsters aspire to be. “For me, the best ones were from the creatives who shared a message that extrapolates their own ego, but draws attention to something bigger like giving value to people and the planet, for example,” said Yuri Mussoly, one of the jury members and Digital Creative Director at Africa. “For me, this is the future of advertising.”

That theme was clear throughout the films from Vittorio Perotti of Italy, which were a simple testament to not forget important values as his career progresses. The films, appropriately named “Slap Yourself Now,” highlight the importance of relationships, career and ethics and the necessity to not forget one’s values regardless of success. Perotti explained that “the brief made me think about what I want to be in the future and what I should not forget. I'm afraid to lose some important values in life because people often ignore them when they grow up. If I did the same, I would slap myself.”

               "Slap Yourself Now" by Vittorio Perotti, Designer & Art Director, Sagmeister & Walsh, Italy


The submission from Lance Francisco of the Philippines played on the daily demands that creatives are often faced with and flipped them into a positive mantra to remind him why he set out to be a creative in the first place. “By unlearning these learnings, we can get back to the core of creating again,” said Francisco. And going back to basics is exactly what creating for 6 seconds challenged the young creative to do. “Six seconds forces you to be strikingly simple. It is just enough time for you to give out a clear message and forces you to find a clever way to communicate the message.”

               "Untitled" by Lance Christoper C. Francisco, Art Director, Publicis Jimenezbasic, Philippines


“The two winners stood out for avoiding clichés and for delivering on the brief with punchy typographically driven pieces,” said Chris Clarke, Young Lions juror and Deputy Creative Officer at The Guardian. Perotti and Francisco will will get to heed their advice at Cannes Lions this year as they compete as a team in the Young Lions Film Competition. The winning Bumper Hack films, along with many of the other submissions will be featured at the YouTube Beach during the Festival.

While Perotti’s and Francisco’s films took the grand prize, all of the submissions showed the breadth of creativity that six seconds can offer. Take a look at a few other favorites as we applaud these young creatives and their approach to bite-sized creativity.

                                     "Duck" by Ashley Wilding, Copywriter, CHE Proximity Sydney, Australia


                                 “Brevity Can Stir Your Imagination” by Yukina Oshibe, I&S BBDO, Japan

                 "Start Today" by Tristan Viney, Copywriter & Seamus Fagan, Art Director, Ogilvy, Australia
As the world gravitates toward mobile content, creatives will be challenged with telling big stories through condensed formats. The creative revolution has only just begun; who’s in?

Posted by Noël Paasch, Marketing Manager, Agency Marketing, YouTube




1 In a study of over 600 campaigns, 9 in 10 bumper ads measured globally drove a significant increase in ad recall. Across all campaigns measured, average increase was 38%. (Source: YouTube Internal Data, Global, July 2016)

Creativity in Constraint: Two U.S. Creative Teams Emerge Victorious From YouTube’s Global Creative Hack

When two creative teams from the U.S. arrived in Singapore last month, they knew they’d be facing stiff competition and absurd deadlines. The teams from Deutsch and Grey had just flown halfway across the world to take part in the inaugural YouTube Creative Hack competition as part of Spikes Asia.

Spikes Asia is a yearly event comparable to Cannes Lions that brings together 2,000+ industry leaders from 26 countries to celebrate creative excellence across the Asia Pacific region. This year, the conference focused on YouTube, celebrating the most creative and innovative campaigns on the platform.

Creativity was on display throughout the conference’s keynotes and award presentations—never more so than during the YouTube Creative Hack competition sponsored by YouTube and Young Spikes. Fourteen teams of young creatives came together from across Southeast Asia, Japan, India, and the U.S. for some friendly competition.

The structure was simple: Teams of two had to concept, write, and produce a mini ad campaign in just seven hours. They would create three ads to fit YouTube’s new six-second bumper ad format, all using existing long-form video assets from a brand whose name, objectives, and target audiences were kept secret until the competition briefing session.

Right before the clock started, the client was revealed: the Singapore Tourism Board. In just seven hours, all 14 teams, including the jetlagged U.S. duos, had to present their ads to a panel of expert judges who would determine the winners.

Neither of the teams from the U.S. had ever been to Asia, and now they had to create ads convincing people to come visit Singapore.

The team from Deutsch based their ads on the insight that millennials like to show off to their friends when they’re having a great time. “We started concepting around this feeling of travel envy—that jealousy you feel when looking at pictures and videos from your friends’ awesome vacations. We all hate those friends. That shared hatred/jealousy led us to the line, ‘Singapore. You can be mad, or you can be here,’” shared Andrew Kong, copywriter at Deutsch. Kong and his partner, Curtis Petraglia, art director were able to turn this simple insight into a fun and polished six-second ad, which showcased fun things to do in Singapore while getting the message across quickly.


Alternatively, Grey used the fact that this was their first time in Asia to land on a simple insight: Singapore is very similar to some of the world’s other big cities like New York, London, and Los Angeles, but with particular advantages. “The creative hack was a fun challenge that forced us to trust our guts and whittle down the ads to the core insight," said Will Gardner, art director at Grey. Their scrappy campaign portrayed that simple message through clever supers and playful iconography. The six-second ads were designed to target users by home country.


The results? The teams snagged first and second place, making the Creative Hack a huge success for the U.S. teams. Despite the challenges a new country and new ad format presented, the team from Deutsch won the jury over, taking top honors unanimously. The Grey campaign also impressed the judges, with its relatable and dexterous execution, earning the team the second place honors. "Initially, we had no idea what to expect from bumpers and this opportunity showed us the possibilities of being creative within constraints. We're excited to expand on the experience and take what we learned back to our teams,” said Robert Jencks, designer and junior art director at Grey.

Leaning into the creative constraints of the six-second bumper ad format helped the U.S. teams transcend language barriers and local nuances. Having just six seconds to play with meant the teams had to focus their creativity and create pithy ads rooted in simple human truths. Regardless of platform, audience, country, brand, or time limit, that’s the kind of creativity that will always win.

Posted by Noël Paasch, Agency Marketing Manager, YouTube

Haskell Hacking in the Google Zurich Office

The Google Open Source Programs Office recently co-sponsored a three-day hackathon for Haskell, an open source functional programming language. Johan Tibell from Google’s Zurich office talks more about the event below.



On the weekend of May 29th, 120 Haskell enthusiasts got together for the 5th installment of ZuriHac, a yearly open source Haskell hackathon held in Zurich, Switzerland. This year we were back where it all started in 2010: the ground floor of the Google Zurich office.


The schedule was packed solid, and we also put together a complete three day experience for the many beginners in attendance. One room was dedicated to beginner talks and staffed by volunteer mentors (thanks all of you!) that made sure everyone had someone to turn to for questions or just some casual chatting about Haskell. Videos from three of those talks are now online: Monads by Example, Beginning Web Programming in Haskell, and Performance.


The main event featured a mind-bending talk about interesting implementations of sorting algorithms by Edward Kmett (slides) and a deep-dive into writing high-performance binary serialization code by Duncan Coutts (slides).


20150529_131051.jpg
We ran out of whiteboards so we had to use flipcharts!



After the intense hacking sessions, we had organized barbeques down by the Zurich lake. We had a very good turnout, taking over a large part of the park.


2015-05-29 18-38-22.JPG
Sharing a public barbeque with the locals.



All in all it was a very intense and enjoyable weekend, and we’ll try to organize the event again next year. Perhaps we can beat the current 120 attendee record!

By Johan Tibell, YouTube team


(edited 23 July 2015 with a correct link for the Beginning Web Programming in Haskell video. Thanks to our sharp-eyed reader who commented!)

Hacking for EU democracy

It’s hackathon time in Brussels. Applications are open now here for the fourth annual EUhackathon. Apply before October 2. This year’s event, scheduled for December 2 and 3, 2014, focuses on increasing democratic participation and how to increase European citizens’ involvement in the European Union policy-making process.



Previous EUhackathons also addressed pressing policy issues and built bridges between policymakers and the world of coders. The 2011 edition aimed to enhance transparency around broadband Internet access; the 2012 edition created child safety solutions; and the 2013 edition promoted transparency around government surveillance of online communications.



This year’s Hackathon entrants will be asked to produce apps that increase democratic participation. They might allow citizens to participate in public consultations or in policy-making debates held at EU (and possibly national) level. They might promote transparency, enable the mining and analysis of responses and positions published in the public consultation process or legislative debate.

Selected applicants will be invited to Brussels for the two day event. Sponsors will cover their travel and accommodation costs. The winner will receive EUR 5,000. European Parliamentarians Eva Paunova (EPP, Bulgaria), Julia Reda (Greens/EFA, Germany) and Marietje Schaake (ALDE, Netherlands) will host the award ceremony.