We all come across campaigns that get awarded for pushing boundaries and setting new standards, but rarely do young talents have a say in choosing them. In a fast-paced digital age where having an input is the new currency to stay ahead,
The Loudest Roar provides 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.
After a successful 2023 launch, our immersive gamified platform is back, inviting participants of all ages to share insights, vote for favorite 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.
What’s new?
The Loudest Roar is creating a jury room simulation led by Jennifer Fischer, 2022 Innovation Lions jury member. This session will help young talents learn the art of judging and develop their teamwork and critical thinking skills. At the end of the session, The Loudest Roar’s ‘jury’ will submit their collective predictions of winners, and test their prediction accuracy with the official Cannes Lions jury.
The Loudest Roar community expands with new participants and past judges like 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 Tracey Follows, an Innovation Lions judge, and ‘Be subjective but open to change during discussions,’ by Mihnea Gheorghiu, a Film Lions judge.
This year, two Hyper Island graduates, Samita Balakrishnan and Mingus Lion, join Chirag Khushalani, Tobbi Vu, Teena Mathews, and Jack Rogers, in expanding the community.
Founder of The Loudest Roar, Chirag Khushalani said, “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.
Voting Process
The game went live this year on June 4th, at the same time as Cannes Lions released their first round of shortlists.
Participants view shortlisted case studies on the platform, and vote for Grand Prix winners in 5 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 their winners on June 20th. 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.” – Chirag Khushalani, Ideator of The Loudest Roar.
Prizes
Participants compete for prizes like $250 Amazon gift cards and mentorship from a network of 600 mentors at The University of Planning. Each player receives a personalized 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 favored Mammoth Meatball, citing its timely focus on food sustainability and innovative approach to artificial meat.
2023 winner, Louie Smit, a Miami Ad School graduate, said: “This platform and the judges’ tips taught me how to see ideas in a whole new light, such as, how it reaches audiences, shapes culture and solves real-world problems. I’m applying these insights to my own portfolio case studies as well”
Post-Cannes Lions Discussions
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.
Born to drive change in the advertising industry, The Loudest Roar now allows the future of advertising to have their input too.
All participants can sign-up and predict on www.TheLoudestRoar.io
