THE CHALLENGE

They say a picture is worth a thousand words – so why are some people still using

text?

“Photos have always been used to save important memories and

life moments, but thanks to the advent of smartphone cameras,

now they are used for talking.

Mobile phones enable us to have “instant expression”

- Evan Spiegel.

THE BRIEF IN ONE SENTENCE

Create a movement & make talking with pictures the lead form of mobile communication in Australia.

HOW?

Leverage camera natives (Gen Z’s and Millennials) to advocate the power of talking with pictures and educate the older audiences.

WHY WE BELIEVE IN THIS

Over the top (OTT) messaging services took over SMS back in 2012

Snapchat has proven that camera first communication,

and lack of vanity metrics make

people happier

Millennials already spend up

over an hour a week ‘talking with

pictures’

Source: Apposphere, Murphy & Snapchat, 2019 Source: USA Today tech, 2017Source: Mobile Marketer

KEY MESSAGE

Talking with pictures is now one of the most intimate conversation pipelines available today.

FINE PRINT

Snapchat is to form part of your

digital first approach.

Creativity is key.. and worth 50% of

your judging criteria

Submission max word count is

1500words & no more than 10

slides.

ten young lions tips in ten minutes

one find a good teammate

two answer the brief

three then, when you get to cannes, forget the brief

four don’t bother sleeping

five leave time to make the thing

six outnumber your competition

seventap into existing behaviour

eight keep it simple

nine too many cooks

ten cannes is what you make of it

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