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Future Lions 2023For All Life with Volvo Cars

Taking pride in the future of safety.

Now in its 18th year, Future Lions, AKQA and Cannes Lion’s annual global competition, illuminates the vision of young people and their imaginative application of cutting-edge technologies for change. AKQA, together with Volvo Cars and Forbes CMO Network, set a new brief for the changemakers of the future.

Since 1927, Volvo Cars has made it their mission to make life safer for everyone. To maintain the position as a pioneer of the protection of people and the planet, Volvo invited applicants to explore inventive solutions that prioritise safety.

For lives, for living, For All Life.

Even though people are statistically more secure than ever before, they feel less safe. Feeling safe is about much more than physical safety. The rise in awareness of mental health creates more need for psychological safety, and the climate crisis raises the focus on planetary safety.

In 2023, we are asking young people to protect what is most important about our home planet – life itself. How can we pioneer the use of technology to protect people and make them feel safe?

For the first time in the competition’s history, AKQA has awarded two Grand Prix winners. The idea to combine both solutions creates one elegant world-changing idea for maximum impact.


Grand Prix

Bike Bell

A device that attaches to a bicycle and connects to the Volvo Cars app, alerting motorists when a cyclist is within reach to help prevent road accidents.

Albert Bäckman, Emil Sörensen, Rebecka Rydgren, Sandra Alwan, Clara-Fanny Nordström Pagh.

Berghs School of Communication, Sweden.

Grand Prix

Safety Noise

A new feature built into car horns to transmit a frequency that interrupts noise cancelling headphones, encouraging greater awareness of the user’s surroundings.

Sara Cavallo Bec, Victoria Lara Battista, Hannia Yaret Rodriguez Torres.

Brother and Miami Ad School, Buenos Aires, Argentina.

Winner

Head Lights

By replacing the fluorescent lights used in public digital billboards with light therapy lamps, these screens can help commuters combat seasonal depression.

Sebastian Benn.

DMJX, Denmark (Danish School of Media and Journalism).

Winner

Clean Energy Hour

A native car navigation system that helps drivers find the nearest EV charging stations supplying renewable energy.

Jaeyeon Hwang, Hong MyeongYun, Uijin Yang, Woohee Byun.

Open Learn Academy South Korea.

Black background with a small yellow circle in the top left corner containing a black stylized tiger face. Large white text at the bottom reads Brother Buenos Aires.

School of the Year.

Recognising the efforts and dedication both tutors and students give to their inspirational ideas, the institution with the most shortlisted entries is awarded the prestigious School of the Year trophy.

Brother Creativity School is named for the second time as Future Lions School of the Year.

All roads lead to Cannes.

Future Lions joined forces with Oscar-nominated director Thierry Marchand whose passion for visual storytelling has transformed this year’s theme into a whimsical hand-drawn 2D world, featuring Future Lions cubs on a mission to make lives safer, easier and happier. Each moment is intended to inspire young people to interpret the brief to make a difference – whether to the world, a community or an individual.

A lively city scene with playful lion mascots engaging in various activities—dancing, biking, painting, and climbing—amid city buildings, palm trees, a beach, and boats. “FOR ALL LIFE FUTURE LIONS 2023” appears at the top.

The Future Lions cub took on a new life, true to this year’s artistic direction. Thierry’s character design embodies the inherent playfulness and fearlessness of the cub, and brought it to life in delightful, heartwarming and humorous ways.

The Jury Room.

This year’s Future Lions award show takes place in an enchanting location inspired by the south of France, complete with white walls, painted shutters and wrought-iron balconies, dressed with olive trees and dried lavender, invoking the live judging that takes place in Cannes every year.

A modern dining room with a large oval marble table, black chairs, glassware, and plants. The space features high ceilings, gray shutters on windows, and a framed artwork on the back wall.
A black-and-white photo shows people seated at a table, smiling, as a crew member holds a clapperboard in front of them, suggesting a film or video production scene. Light streams in from a window behind them.

The roundtable format of the Jury Room created an intimate space for an informal discussion between industry experts as they explore why the winning ideas have been honoured.

A group of people pose and smile at the camera, each holding a small orange cat figurine. They stand in front of a large backdrop with a mountain illustration and the words “FOR ALL LIFE.”.
A crowd sits and stands by the seaside, applauding as two people embrace in the center, while a photographer captures the moment. Smiling faces show excitement and joy at the lively event. Yachts float in the background.
A man speaks to an audience at an outdoor event, standing next to a large screen displaying the words “BIKE BELL” and a phone image, while another person stands nearby. The setting overlooks water and boats in the background.
A diverse group of people smile and wave at the camera while holding small pig-shaped trophies, standing in front of a mountain-themed backdrop that reads FOR ALL LIFE.

The 2023 Future Lions award show can be viewed here.

  • Campaign USTwo Future Lions teams take home the Grand Prix ↘
  • AdAgeTwo Volvo safety ideas, protecting cyclists and pedestrians, win Future Lions Grand Prix ↘
  • Little Black BookFuture Lions 2023 Roars for a Safer Planet ↘
  • The StableAKQA Future Lions Prize: Two Grand Prix for the first time ever ↘

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