Adrian Fitz-Simon, Creative Director
Havas Creative Director Adrian Fitz-Simon is the winner of the inaugural Cannes Grey Lions aimed at tacking ageism in advertising. The final stage of the competition saw six short-listed teams present their work.
Adrian responded to the brief in a truly innovative and immersive way. The campaign idea encourages people to “Add your voice to the campaign to help cure loneliness."
Adrian tapped into a key insight about loneliness being felt in ordinary places, even when surrounded by many people. By running the campaign in local supermarkets, on buses, sports grounds etc. the campaign has the potential to raise awareness of the loneliness older people can feel in everyday situations.
Sharon Smyth, Head of Marketing for sponsor Standard Life said “the experiential nature of the idea has the potential to shock people into awareness of chronic loneliness and start a national conversation. By showcasing the stories of individual volunteers, we begin to understand the benefits of volunteering. I believe “Add Your Voice” gives ALONE a fantastic opportunity to make befriending more appealing and drive volunteer uptake"
Adrian's entry impressed the judges so much he has won a full-pass and expenses-paid trip to the Cannes Lions International Festival of Creativity, 2020.
In 2005, while working at Chemistry, Adrian and his creative partner Emmet Wright were the first creatives in Ireland to win a Gold Cannes Lion and it was clear that Adrian brought all these many years’ of vast experience and skill to bear on the Cannes Grey Lions brief.
Gerry Kennedy, Copywriter
Michael Walsh, Creative Director
Simon Richards, Founder / Creative Director
Steve Payne, Brand Consultant
Thomas Ryan, Head of Social Media
Sean Boyle, Copywriter
Mark Nutley, Creative Partner
Dave Kelly, Senior Art Director
Brian Carolan, Digital Integration Manager
Terry Pattison, Creative Director
To tackle the age-old issue of ageism in adland, IAPI, in partnership with Standard Life, created Cannes Grey Lions - a first of its kind competition aimed at raising the profile of over-50s advertising talent.
ALONE Ireland pitched their brief to the competitors - all advertising, marketing and media professionals over the age of 50 who were given just 48 hours to formulate a creative campaign idea for the charity.
The Cannes Grey Lions initiative has proved so successful it is expected to be included in the Cannes Lions Festival of Creativity in future years.