Cannes Young Lions Competition - entry 1

The Cannes Young Lions Competition is underway with 8 days left to vote. Below is the entry, and a brief Q & A, of Wojciech Kowalik of the London College of Communication.




How did you come up with the idea?

As the brief was centered not on the sanitation and water crisis in poor countries, but on the summit that will try to tackle it, I thought it could be
a good idea to use peoples' natural skepticism towards the world leaders.

Really, just a few people are naive enough to think that those big guys really consider Millennium Development Goals more than just a PR. Public isn't stupid.



So I focused on it, and stretched it even further, showing "a world leader" after the summit - totally wasted, throwing up in the toilet of his hotel apartment.


Where do you draw inspiration from?

The idea with vomiting came from different thinking though. I wanted something funny. I knew I had to make people laugh, wasn't really thinking about winning the competition. Vomiting, although to some point funny, conveys a sense of dehydration here.

There are few things I should have made different now though, e.g. shorten the movie (max 30 sec) and show a bit more of the ID card (United Nations ID Card), got rid of that last vomiting sound at the end and maybe make that guy in toilet look like Nicolas Sarkozy or Putin or other recognizable political figure.

But really, I wouldn't have come up with this had I not been food poisoned a few weeks earlier (too much Doritos).