The Young Lions Film Competition Gold medal was conquered by Argentina. The team formed by copywriter Ariel Abramovici and art director Bruno Acanfora, both from BBDO Argentina, had their work pointed out as the best among 27 competitors from many different countries.

The briefing requested a viral style piece for MTV’s Switch campaign, launched in 2007 by MTV Networks to inform youngsters about the climatic impact of certain human actions and stimulate them to “save the planet”.

In the Argentinean film, characters were presented as they sang in the shower, using toothbrushes, shampoo flasks or even the little shower as a microphone. Although, different than what one might expect, the characters showed their talent – or lack of talent – with the water turned off. At the end of the film, the message “Sing before the shower” was perfectly adequate to the briefing.

The American pair, formed by David Brown, junior art director from R/GA New York; and Jeremy Diessner, art director from TAG SF ended up with the Silver, followed by the Italian team, Christian Popodi, Saffirio Tortelli Vigoriti’s art director; and Bruno Vohwinkel, DDB’s copywriter, with the Bronze.

The Argentineans will win, besides the gold medal, a Nokia mobile phone, an iPod and a 2009 Cannes Festival registration as delegates. Brazil was represented by Mariana Alves de Araújo, freelancer advertisement director; and Marcelo Jun Sato, Talent’s copywriter.