Cannes Young Lions
Beginner’s luck?! In 2020 I took part in Cannes Young Lions for the first time and, despite Covid-19,
we won and will be representing Ireland in the Digital category at Cannes 2021.
The brief was set by youth mental health organisation A Lust For Life and sponsored by Facebook.
We knew that social media was the perfect (only) way to reach today’s youth. With words like “vote”
and “poll” already part of Instagram’s user interface we realised that we could create a powerful
youth vote. We decided to create the world’s first digital vote The Happiness Referendum to be
held through Instagram on World Mental Health Day.
Jessie de Boe
Sacha Noyes
Special Thanks Boys + Girls
Jessie de Boe 2022 ©