LLYC Duo Wins at Young Lions Portugal and Earns a Ticket to Cannes

“Stay in the minds of those who know.” This theme from  the Tangity Young Lions Portugal 2024 awards  inspired Beatriz Raposo and Rita Paulo, both from the Brand & Ads team in Lisbon, to create a standout PR proposal in just 48 hours. They promised to make their mark, and they delivered by winning in the PR category.

Beatriz and Rita were among seven duos competing in the PR category at the Young Lions Portugal 2024 bootcamp. The event took place over four days, from April 19 to 22, at the NTT DATA group’s facilities in Lisbon. During this time, each duo had 48 hours to respond to challenges from notable brands, including EDP, NOS, Worten, and others. This required quick thinking, bold ideas, and a creative approach to problem-solving.

Their winning proposal began with a brief from EDP, focusing on countering climate activists’ criticism and promoting energy literacy among Generation Z. The duo’s innovative solution revolved around paint, a common protest tool, suggesting a new movement where young people could trade paint for future solutions. This concept, called “TROCA-A-TINTA,” became a program designed to financially support youth-led projects to combat the climate crisis.

Their creativity and boldness impressed the judges, among whom was Marlene Gaspar, General Manager of LLYC Portugal, showcasing the impact of out-of-the-box thinking. The launch campaign for TROCA-A-TINTA started with a teaser, followed by the reveal and then the inspiration phase. This strategic approach led Beatriz and Rita to the top of the podium, demonstrating the power of innovative public relations and its role in addressing global challenges.

In June, Beatriz and Rita will represent Portugal at the 2024 Cannes Lions International Festival of Creativity, taking place from June 17 to 21. This stage brings together creative talents from across the globe, offering them the chance to showcase their work and connect with industry leaders. We wish them the best as they prepare to take their bold ideas to the international stage. Good luck, and let’s fly!