Saturday, April 4, 2009

Hyper Island students represent Sweden in Cannes

Earlier this week, three former Hyper Island students won gold in Young Lions 2009 (Young Creatives Sweden)!

Congratulations for winning gold in the Print category!
Christian Egnell, Art Director at Ottoboni and Johan Gustafsson, Art Director at Jung von Matt, both former Hyper Island students in Crew 9 (Digital Media 2005).

How come you ended up working together?
- Because we are cool. No, awesome.

What's your favorite part of the assignment?
- The creative freedom, it allows you to make ideas that might not be 100% on strategy but the joy of making them shine through. And the fact that it’s lion in the name of the award. I want to be a lion.

Why do you think you won print, when your education is based mainly in the digital industry?
- It’s mainly idea based competition. So as long there is strong idea behind the solution the media doesn’t matter.
Hyper Island also teaches the value of good idea.

See their winning submission here!

Read about the winners and the jury's motivation in Dagens Media! (in Swedish)

Congratulations also to Joakim Norman, graduated Interactive Art Director 2008 student, and Martin Ericson, both at Lowe Brindfors, for winning gold in the Web category!

Why did you decide to submit work to this year's Young Lions?
– I guess the same reason as everyone else, trying to prove my worth. Being a hypernaut amongst traditional ad students makes it even more important to prove that I can hold my own in creativity and idea.

What was your favorite part of the assignment?
– My favorite part of the whole weekend was when Martin made a crack at the dinner table at Den Gamle och Sjön, a snobbish seafood restaurant, and I threw my hands up and then down in the air of laughter, accidentally pressing the end of my fork and launching a large chunk of spaghetti and crawfish at myself. Kind of like a pasta catapult. I had a bright shirt.

What's your web idea about?
The name of the idea, Goggle Maps, really explains it all. When you donate your glasses, you get a code that you can enter into Goggle Maps, our Google maps mashup, and it shows you where your glasses went and who’s wearing them now. Then you can browse around for other peoples donations etc. It’s so simple it’s almost stupid.

How do you think your education at Hyper Island helped you in developing ideas?
I think I received a very different perspective from most creatives in Sweden, nearly everyone being ex-Berghs students. Which helps me in being original, but also forces me to continue to educate myself. The knowledge they teach at Berghs is equally important to the ones we recieve at Hyper Island. And I need both.

How thrilled are you?

See their winning submission here

Read about the winners and the jury's motivation in Dagens Media! (in Swedish)

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