The site finally went live. The brief has a slightly different wording from last years. It’s now “couldn’t be conceived five years ago” instead of “way that was not possible five years ago”. Something to think about at least.
http://awards.akqa.com/futurelions/index.htm
2009
Advertise a product from a global brand in a way that was not possible five years ago—to an audience you choose. Think about what’s around now that wasn’t around then. As technology is constantly changing, this is your chance to come up with the next big thing. Invent a new medium. Use something traditional in a way no one’s thought of before.
2010
Advertise a product from a global brand in a way that couldn’t be conceived five years ago, to an audience of your choice. This is an opportunity to shatter conventional thinking and leave us with tingly chills down our spines.
-Amir
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