How would young talents judge the Cannes entries? The Loudest Roar is bringing back its gamified Cannes Lions for a second year to provide a space for young talents to test instincts, develop perspectives, and learn from industry veterans. It’s based on the belief that by learning how to judge why something’s great, we all can feel more inspired to create great work ourselves.
The gamified platform invites participants of all ages to share insights, vote for favourite campaigns in this year’s Cannes Lions shortlists, and gain valuable perspectives. With 350 participants from 25 countries and 20 industry veterans already onboard, 2024 presents an even bigger opportunity to inspire change.
This year, The Loudest Roar is also creating jury room simulations led by past Cannes Lions judges. These sessions help participants develop teamwork and critical thinking skills, while testing their prediction accuracy with the official Cannes Lions jury.
The Loudest Roar community has expanded with new participants and past judges, such as Alice Chou, CCO at Dentsu Taiwan; Ronald NG, CCO at MRM; and Ari Halper, global ECD and head of creative excellence at R/GA, among others. Some of the most valuable tips include New Innovation must always balance novelty with familiarity, by Innovation Lions judge, Tracey Follows, and Be subjective but open to change during discussions, by Film Lions judge, Mihnea Gheorghiu.
This year, two Hyper Island graduates, Samita Balakrishnan and Mingus Lion, also join Chirag Khushalani, Tobbi Vu, Teena Mathews, and Jack Rogers, in expanding the community.
Founder of The Loudest Roar, Chirag Khushalani, stated, “My vision is to make the platform the official hub of Cannes Lions for discussions and learning among young talents. Similar to fantasy leagues for sports, it engages, inspires, and ignites excitement among emerging talents, creating greater interest in the creativity festival.”
The game went live this year on June 4, at the same time as Cannes Lions released its first round of shortlists.
Participants view shortlisted case studies on the platform, and vote for Grand Prix winners in five trend-setting categories that inspire the future of our industry – Titanium, Innovation, Glass, Creative Effectiveness, and Creative Business Transformation.
Voting closes a few hours before Cannes Lions officially announces its winners on June 20. In the spirit of guidance, past Cannes Lions jurors share category-specific tips to assist participants in making informed choices.
“Everyone loves to have a say, but until now, there’s been a divide in where young talents and industry veterans voice their opinions. The Loudest Roar believes in the value of every voice and provides a platform for everyone to unite.”If great ideas can come from anywhere, so should opinions about those ideas,” stated Chirag Khushalani, ideator of The Loudest Roar.
Participants compete for prizes such as $250 Amazon gift cards and mentorship from a network of 600 mentors at The University of Planning. Each player receives a personalised juror badge for sharing their pride on social media. The Loudest Roar seeks partnerships for additional rewards such as scholarships and educational programs.
Last year’s predictions:
In 2023, young talents showed a unique perspective on winning campaigns, with just a 13.2% prediction match to actual results. This sparked discussions on the need for more knowledge sharing. In the Innovations category, while 15% voted for eventual winner, Mouthpad, many favoured Mammoth Meatball, citing its timely focus on food sustainability and innovative approach to artificial meat.
All participants can sign-up and predict on www.TheLoudestRoar.io
The Loudest Roar serves as a research project, bridging the knowledge gap between emerging talents and industry veterans through dialogue and understanding of judging great work. It plans to collaborate with advertising schools to integrate these discussions into their curriculum, empowering the future of advertising.
