Ogilvy Sydney digital creative James Crawley one of five winners of Cannes Lions YouTube Good Work competition – wins a trip to Cannes in June

June 1 2011, 8:30 am | BY Lynchy | 13 Comments

Screen shot 2011-06-01 at 3.33.59 PM.jpgOgilvy Sydney digital creative James Crawley has been selected as one of the top 5 finalists of the worldwide YouTube GoodWork 2011 competition, winning a trip to Cannes. His entry was the ‘Interactive Music Machine’, with his flatmate played the leading role.

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ETMLA.org is an organisation that believes every child should have access to music in school. Crawley told CB: “My entry was simply a mirror of what ‘Education Through Music’ does in the real world – allow kids to make their own music. By hitting the keys on your keyboard you can use the YouTube as an instrument.“

Launched this year to provide a global platform and bring together creative minds, the YouTube Cannes Good Work competition exceeded expectations receiving hundreds of entries. The competition saw a dedicated channel, set up in collaboration with creative agency Ralph, which worked around the “blank page” concept showcasing briefs from 278 global non-profit organisations seeking creative support to increase public engagement. The competition issued a call to arms to creatives around the world inviting them to submit a one-minute (or less) video to address one or more of the briefs.

Responsible for judging the competition was a team of worldwide top creatives:

Craig Davis, Co-Chairman, Chief Creative Officer, Publicis Mojo – Jury Chair

Agnello Dias, Chairman, Co-founder, Taproot India

Tom Hauser, Associate Interactive Creative Director, Crispin Porter + Bogusky

Keith Ho, Executive Creative Director, Grey Hong Kong

Gerry Human, Executive Creative Director, Ogilvy & Mather Worldwide

Jens Mortier, Partner, Creative Director, mortierbrigade

Meera Sharath, Executive Creative Director UK, Momentum Worldwide

Commenting on the Good Work competition, Jury Chair Craig Davis says: “The Good Work initiative was an important signal of the opportunities for brands and businesses to engage with social entrepreneurs and not for profits who are grappling with some of the world’s biggest challenges.”

“The flood of entries proves that there’s a vast pool of creative talent out there who really care about issues beyond selling stuff. And it’s a healthy sign that Good Work can develop as a movement that lives beyond the boundaries of the festival,” he continues.