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.Young Cyber Lions
IDEAS TO CHANGE THE WORLD AGUSTÍN OBREGÓN AND OSCAR JAVIER PINTO ARE THE WINNERS OF THE SECOND EDITION OF YOUNG CYBER LIONS. THE COMPETITION WAS ORGANIZED BY GOOGLE AND FILMSUEZ WHO WILL TAKE THE DUO TO COMPETE AT THE CANNES LIONS 2013 FESTIVAL AS REPRESENTATIVES OF ARGENTINA.
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h ey m et three years ago in the agency N e xt p e r i e nc e . They still work there: Oscar Javier Pinto as an art director and Agustin Obregon as creative director and editor. Together, on April 27, they won the Young Cyber Lions competition, which rewards the new talents in digital advertising and invites them to participate in a global competition in the Cannes Lions festival. The competition, held at the offices of Google Argentina, involved 32 duos which were judged by an outstanding jury, consisting of creative directors from Google and Film Suez. Sitting again in the offices of Google Argentina, they explain how their passion for advertising began. "I always had an interest in the visual and audiovisual arts. I was interested in the impact that I could print on a visual piece and on how I could pass it on to the public eye, "says Oscar, who began his career in the digital world a few years ago in Colombia, his native country. Agustín, who was the first to interact with the winning piece, explains: "I wanted to tell stories. I did not have digital advertising in mind, but I ended up deciding on it since it offered many worlds to visit. I also liked the interaction with people, which is a lot of fun. "
How was the duo formed?
AGUSTÍN: Actually, in Nextperience we work more as a team, not so much in pairs. For this project we knew that we would be the duo chosen to represent the agency. Oscar has a lot of skills for designing and animating banners and videos, so he was the best option. We knew what the order was going to be in that regard. How did you handle the contest day?
AGUSTÍN: With normality. We started at eight in the morning, a complicated schedule, but did not mind too much because we had the festival in mind. We arrived at the offices of Google, we were briefed and, at nine o'clock, we went to work. The idea was to encourage kids under 18 to submit their ideas to change the world. OSCAR: Basically, we thought about what we wanted to do, a concept and the possible graphic resource. The condition of the contest was to create the piece in eleven hours. How did you manage with the time limit?
AGUSTÍN: The truth is that we managed really well. At eleven o'clock we started to download the idea, because we knew that the execution of the piece was a very important part. It could not be something of poor quality, so we had to spend several hours on that. OSCAR: As there was not much time to plan, throughout the process we accommodated and rearranged things. We were pleased with the outcome.
Why do you think that you won?
AGUSTÍN: I think the piece is very well done: it combines conceptual understanding and simplicity in implementation. It is a piece that resolves in a little video of one minute or less. It is very clear what we want to convey and fulfills the main objective, which was the user interaction. That was what we wanted. What do you expect from Cannes?
OSCAR: We are calm, we do what we like and we know we can contribute a lot because we are a good duo. And it is awesome as an experience in itself. We're going to have fun, like we do here. AGUSTÍN: As we do not know what will be the brief in Cannes, we are watching winning pieces from previous years. We are committed, we're going to win. That's the idea. Although, in some way, we have already won. Which place does the internet occupy within your generation?
AGUSTÍN: Internet does not occupy a single place, it occupies all places. We take it everywhere, in the mobile, etc. It seems that we do not notice its presence. It is an invisible technology that solves our problems. Perhaps, it also generates them. OSCAR: It is a medium that lets you connect with your friends, family and other people you thought you could not know. From that standpoint, I think it is an essential tool for the professional development of my generation. How do you see the level of Argentinian’s advertising in the digital environment? Do you think that more complex things are made overseas?
OSCAR: Every day customers bet more and more on the digital world and that makes us grow. Some of the limitations are imposed by customers, who are the ones that allow you, or not, to go a little further. In Latin America, Brazil is the most powerful and is always one step ahead. In the rest of the region, it is fairly fought, but Argentina is ahead of other countries. AGUSTÍN: There are plenty of opportunities to grow. I do not know if digital advertising is not up to the market or if it's the other way round. But the present is good and the future too. Digital media is the future, in every way. More information: www.google.com.ar
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