These coveted global awards are part of the annual Cannes Lions Festival, an event for the communications industry, which brings together the world’s biggest brands and most creative people to learn, network and celebrate the power and effectiveness of their industry. Considered one of the most prestigious events of its kind, the Young Cannes Lions Awards are an important element of this week long festival, and are aimed at young marketers aged between 18-30 from all over the world.

Marta and Lindsay won the Marketers category for the UK with their “What If” campaign, created especially for the event, and their prize is an expenses paid trip to the festival in 2021 (postponed from 2020 because of COVID-19), where they will represent the UK, competing in the global final against winners from around the world.

Lindsay said: “We were so thrilled! Beforehand we thought it would be great to be in the top six. At most, we would have been extremely happy with top three, but to win was brilliant!”

Marta added: “The UK brief was a great challenge and we can’t wait to join young talent from across the globe and test our skills on the global stage!”

Marta and Lindsay’s campaign was created to promote the industry to young people who are undecided in their career choice, and make them aware that this sector embraces individuality and people from diverse backgrounds.

They came up with a ‘What if’ campaign, which developed an analogy of ‘What if there was only one type of trainer?’ They used the trainer analogy to show young people how, without their individuality, the world of advertising (and by definition – trainers!) would be very dull.

Head of Consumer Health, Oya Canbas, was delighted to hear of the success and added: “Lindsay and Marta winning Young Cannes Lions UK award was a terrific achievement and a great reflection on them and the talent we have within Bayer team. The campaign they created to promote diversity and inclusion in the advertising sector speaks to my heart. Brilliantly done.”