This campaign is an invitation for the Finnish Young Lions competition held by Kärkimedia, the national newspaper brand. We created a press ad with a painted Cannes Lion statue on it. The Lion was painted by real blood, sweat and tears of previous Young Lion winners. We wanted to communicate that winning the award is tough but it helps your career. In addition to the press ad, we created a video on how the past winners gave a piece of themselves and how the painting was made. As a cherry on top, the actual artwork was done by an "old lion", a successful Art director and artist Ossi Piipponen, who is about to retire and give his seat to the new breed.