Jun 19, 2017
Each year, Cannes hosts an annual worldwide competition that challenges students to create the future - Future Lions. Contestants are presented with a brief they must provide a creative solution to. This year's brief asked entrees to connect an audience of their choosing to a product or service from a global brand in a way that wasn’t possible three years ago. Five winning teams are granted full access to the Cannes Lions Festival and are honored with a prestigious Future Lions trophy.
We're proud to announce that one of our design interns from Y&R NY, Minyoung Park, is among the top five winning students who were selected out of more than 2000 entries.
Minyoung is a graduate student at the School of Visual Arts (SVA). Minyoung and her two teammates from SVA drew from the insight that kids are always asking questions and developed a solution to provide clear, simple answers: Google Kids. Their idea builds on the growing technology behind voice-activated assistants like Siri and Google Home, but with a playful twist making it so simple that even children can use it.
Here's what Minyoung has to say about her inspiration and what drew her to advertising.
What inspired your idea?
It all started with my three-year-old niece. As an adult, I have a duty to answer everything my niece asks whenever she’s curious. However, the more her questions piled up, the more I got exhausted, and sometimes she asks questions that are not within my breadth of knowledge. The hardest part is always coming up with answers that are clear enough for her to understand.
What was your solution?
The starting point for our idea was to make Google familiar to kids. As the largest information service, Google helps people solve problems by providing the answers they're looking for. However, the amount of information is massive and some responses are not verified. The biggest issue is that there are too many professional terms, which makes it hard for kids to understand. That's when I started to question: what if Google helps kids by filtering out massive and difficult information?
What drew you to advertising?
I've always loved being creative and tried to stand out from my peers. Art was my favorite class since elementary school because it's what I loved and made me remarkable in class. I even loved reading comics, rather than regular books. As I grew up, when I saw art, I was attracted by creative concepts, not beautifully skilled ones. Fun commercials were another motivation, but the biggest motivation was bad commercials. Bad advertising pieces made me think, “If I were the director in charge, I wouldn’t have done it like that. I could have made it more fun and creative.” I also began to think of advertising as a way to entertain people while selling products or services at the same time. Since then, I've wanted to jump into the advertising field.
What inspires you?
I love anything visually enticing. As an art school student, I like art museum and gallery hopping. Whenever I travel, I love to track famous artists’ footsteps because I believe there's always inspiration in where they've stayed. I capture the inspiring moment with my film camera or digital camera, based on my mood. I also get inspired by all the experiences that I have been through. All the cherished moments with family, friends and even when I’m alone, influence me when I'm coming up with creative ideas for a brief.
For more info, visit: https://www.futurelions.com/