Young Lions Czech Republic 2021
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Client: The Czech Vegan Society
About the competition:
Young Lions is a national championship for brand communication professionals aged 31 or under. The participants compete in solving the creative brief, coming up with the “right“ idea and executing it within a 24-hour timeframe.
Brief:
The Czech Vegan Society aimed to encourage people to try going vegan for 30 days.
Insight:
In the Czech Republic, people often visit their grandparents on Sundays, where they are offered meat-based heavy lunches. Given the traditional and familial nature of these meals, saying no becomes a significant challenge.
Idea:
The greatest challenge when going vegan is really just saying no to your grandma's lunch.
Art Director: Alena Srostlikova | Copywriter: Ondřej Doskočil