The Globe and Mail’s 2022 Young Lions Qualifying Competitions comprised of 448 registrants, competing for the chance to participate, at the official Young Lions Competitions in Cannes. The charity selected this year was Youth Mental Health Canada (YMHC), a community-based, youth-led, non-profit based organization in Hamilton, Ontario. They support a proactive and hands-on approach to addressing the issues of mental health for Canadian youth. Their focus is on youth, family, and community engagement for mental health education, support, advocacy, and change.

Teams were challenged to create a big idea (product, service or proposition) to create awareness of the issue of youth mental health and the solutions available through YMHC that also linked to their brand’s business objectives. For Media, competitors were tasked with developing a creative media strategy that would engage the target audience in ways that would make them pay attention and act and leverage the services offered by YMHC. There were some great pieces of work submitted, see below for the most notable and the winning teams work.

Gold Digital

Reena Feldman, Copywriter, FCB Canada
Erika Jee, Art Director, FCB Canada

Silver Digital

Geneviève Jetté, Copywriter, lg2
Tyran Trieu, Art Director, lg2

Bronze Digital

Kennedy Choi, Art Director, Rethink
Jenai Kershaw, Copywriter, Rethink

Gold Film

Félix-Antoine Belleville, Copywriter, lg2
Zacharie Turgeon, Freelance Director, lg2

Silver Film

Maxine Hood, Assistant Editor, Sid Lee
Mac Thomson, Assistant Editor, Sid Lee

Bronze Film

Émile Lavoie, Director / Conceptor, Colossale
Camille Mongeau, Freelance Conceptor and Copywriter

Gold Media

Tristan Bonnot-Parent, Data Analyst Assistant, Cossette Media
Anastasiya Matuk, Media Design Assistant, Cossette Media

Silver Media

Eileen Bui, Assistant Digital Strategist, OMD
Camilo Trujillo Sanchez, Digital Supervisor, OMD

Bronze Media

André-Félix Barriault, Supervisor, Omnicom Media Group
Alexandra Cloutier, Associate Director, Omnicom Media Group

Gold Marketers

Omar Elmezaini, Marketing Manager – Mtn Dew & 7up, PepsiCo Beverages Canada
Kush Gandhi, Marketing Manager – Miss Vickie’s, Smartfood, Sun Chips, PepsiCo Foods

Silver Marketers

Matt Bissonnette, Marketing Analytics Manager, McDonald’s Canada
Lily Shui, National Marketing Consultant, McDonald’s Canadan

Bronze Marketers

Melisa Bayrav, Senior Brand Manager, Corona & Modelo, Labatt/AB Inbev
Michelle Skea, Senior Brand Manager, Stella Artois, Labatt Breweries of Canada