As Ad Age prepares to bring back its Young Creatives contest, it is switching up the rules to recognize the increasing importance of branded video. The advertising publication has teamed up with TikTok to launch a short-form filmmaking competition that will be tied into the annual Cannes Lions festival.
For more than a decade, the Young Creatives contest has presented marketing professionals under 30 with a blank canvas. In the past, Ad Age asked Young Creative contenders to design covers for its annual Cannes issue, but this year’s competition will switch the focus to short-form video. Entrants will have 60 seconds to explain what they think the “future of creativity” looks like. The creators of the best videos that fit Ad Age‘s brief will be celebrated at a Cannes Lions lawn party in June.
“From primetime TV status quo to an overwhelming ocean of content, the old ways for brands to break through and reach audiences are rapidly evolving,” reads the Young Creatives landing page. “Brands are looking for new creative methods to tell their stories. The advantage now lies squarely with the end user, the audience, and the community. And you.”
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@adage Ad Age is teaming up with @tiktokforbusiness ♬ original sound – Ad Age
TikTok’s participation in the annual contest will highlight the platform’s potential as a marketing solution for savvy brands. The business end of the video app had a busy month in February: TikTok rolled out new marketing goals to serve the needs of small businesses, and it showed off an array of brand-facing tools at a Super Bowl tailgate.
Students, agency professionals, and creative freelancers are all eligible to submit to Young Creatives — the only catch is that potential entrants cannot submit if they will be over the age of 30 on June 19, 2023. Submissions are free and will be accepted until 5 PM ET on April 10. If you plan to enter, be sure to follow Ad Age‘s official instructions and read the contest’s FAQ page.