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Future Lions 2022Further Together with Gymshark

Now in its 16th year, Future Lions showcases inspirational ideas from the next generation of creators.

Founded by AKQA in partnership with Cannes Lions International Festival of Creativity, the program improves access to the creative industry for young emerging talent. Every edition of Future Lions aspires to empower the next generation of thinkers and problem-solvers.

A stylized, orange, cat-like figure made entirely of small spheres stands under a spotlight, casting dramatic shadows on the floor. The character has big ears, a round body, and a spiky tuft on its head.
Three animated cat characters in orange hooded jumpsuits leap energetically against a dark, smoky background, each with a fierce expression, blue eyes, and outstretched arms and legs.

A shark joins the pride

Gymshark partnered with Future Lions to unite the global conditioning community. With TikTok joining as media partner to amplify young voices around the world.

In his parent’s garage, aged 19, Ben Francis built Gymshark with a sewing machine, a screen printer and the knowledge that something different could be born. Gymshark’s purpose is to unite the conditioning community, those who give 100% today to be 1% better tomorrow.

The brief asked the next generation of creatives to put conditioning at the centre of people’s lives to achieve a healthier tomorrow. For those who are social natives who want to feel a sense of belonging in a social space, either digitally or physically.

Thousands of cubs entered. Four begin their journey to become lions.

This year four winners were chosen by the expert panel of judges all with a wealth of experience in communication and design at AKQA, Gymshark and TikTok. The Grand Prix winning team will work with Gymshark and AKQA to bring their idea to life.


Grand Prix

Ten Week Tee

An analogue product for a digital world with fitness instructions printed onto your clothing that fade over time the more you use and wash your gym kit. This allows wearers to feel more confident working out for the first time.

Nicolas Lindberg, Anna Zetterlund, Claes Holm and Fabian Luthander.

Berghs School of Communication, Stockholm.

A person wearing a long-sleeve green shirt points to printed text on the inside of their sleeve, with a light-colored wall in the background. Only the persons hands, arm, and torso are visible.

“It gives me joy and inspires me to work with the future generations’ creative minds who will set the standard for tomorrow. This year’s competition and entry underscored the importance of inclusivity and the clear desire for more companies to come forward and make efforts to support communities that feel underserved. Gymshark are proud and humbled to participate and become part of the changemaker initiatives for years to come.”

Danielle Petesic, Chief Product Officer at Gymshark

Winner

SharkShare

An app that allows you to share your gym membership with those priced out of traditional subscription models, democratising access to fitness for everyone.

Álvaro Jiménez Rodríguez, Laura Esther Conesa Fernández.

Brother, Madrid.

Winner

The Tank

A TikTok smart filter that matches you to a virtual trainer with a similar body type to you. The filter improves as you do without being faced with unrealistic body image ideals.

Jimmy Featherstone Marcheso, Ted Masterson, Tony Wong.

M.AD (Miami Ad School), San Francisco.

Winner

Shark Waves

A connected apparel that allows Deaf people to experience music-driven workouts through vibrations in their clothing in real-time.

Seth Low, Keith Samson, Athena Tan Jiaxin.

Nanyang Technological University, Singapore.

Logo on a pink background with a black abstract M shape and a yellow dot above it, next to the text M.AD SCHOOL OF IDEAS in purple capital letters.

School of the Year

Recognising the importance of education and the hard work and dedication both tutors and students put into their inspirational projects, the institution with the most shortlisted entries is awarded the prestigious School of the Year trophy each year.

M.AD (Miami Ad School) is named Future Lions School of the Year for the most shortlisted entries and a winning entry, The Tank.

The winning entries speak to the power of community. This resonates with us, as TikTok has made it easier to turn passions into communities that everyone can participate in. It’s inspiring to see how campaigns have used TikTok to build a real connection.
- Trevor Johnson, Head of Marketing, Global Business Solutions EUI TikTok

Enter the virtual den

Following the success of Future Lions Rebuild the World with The LEGO Group, we returned to the virtual production stage to shoot this years award show. Crafted using 3D CGI lion models and animations, an expansive environment in Unreal Engine features a giant lion tower, representing the community at the heart of the Further Together brief.

A stylized cartoon character in an animal costume stands with outstretched arms among four white, geometric human sculptures, set against a dark background with orange, abstract patterns.
A person stands on a dimly lit stage with another person filming them. The background displays an enlarged, textured 3D object resembling woven material and large sculpted hands lit in warm tones.
A silhouette of a camera operator filming an event, with a large, bright screen and blurry faces visible in the background. The camera and person are in sharp contrast due to the backlighting.
Three people dressed in dark clothing sit side by side, smiling and laughing, in a warmly lit setting with a blurred background.

Throughout the show, animated lions can be seen running into the scene from all directions, leaping towards and climbing the tower they helped each other build. Using RED cameras on a dolly to move around the stage creates a parallax effect between the live action and the background, seamlessly blending together in-camera to give the illusion of scale and depth. The 2022 Future Lions award show can be viewed below.

A film clapperboard labeled Cannes Future Lions 2022 rests on a shiny floor. It displays digital time code and handwritten notes about the roll, scene, take, and crew names.
A group of people sit closely together in a dimly lit room, focused intently on something off-camera. One woman gestures while talking, and others listen attentively. Equipment and drinks are visible in the foreground.
Four people stand together smiling. Two of them hold yellow cat-shaped trophies. The background features a patterned wall with warm lighting.

The graduation

The WPP Beach played host to Future Lions at the Cannes Lions International Festival of Creativity where the winning cubs became lions. Hosted by Gemma Redgrave, Marketing Director AKQA with special guests Noel Mack, Chief Brand Officer Gymshark and Trevor Johnson, Head of Marketing, Global Business Solutions EUI TikTok. Guests were captivated by a curated version of the Future Lions virtual award show including the exclusive live reveal of the Grand Prix - Ten Week Tee. Noel Mack lead the team through a deep dive into their idea for the live audience, which was followed by an inspirational keynote demonstrating how Gymshark harness the power of creativity on the TikTok platform.

A woman speaks on an outdoor stage labeled School of the Unknown to a seated audience under large umbrellas, with event lighting and buildings visible in the background.
The quality evident in this year’s entries set the stage for perspectives that matter most to a new generation. Thank you, Gymshark, TikTok and all the schools for encouraging more people into our profession and helping transform ideas into action.
- Ajaz Ahmed, CEO AKQA
  • AdAgeCannes Lions student competition gives top honor to tee that helps get newbies into a workout habit ↘
  • Little Black BookAKQA’s Future Lions 2022 winners and Grand Prix revealed ↘

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