PerifaLions Launches Perifa in Cannes 2023

Mar. 23, 2023

In its second edition, PerifaLions will take four young talents from the outskirts to the largest advertising festival in the world: the Cannes Festival, in France. This year, the project is sponsored by advertising agencies Africa, Artplan, BETC Havas, FCB Brasil, LIVE, VMLY&R, and W3Haus, as well as sporting goods brand Olympikus, which will be central to the briefing for the challenge. The initiative is now also officially supported by the Cannes Festival, which is providing free event passes to the winners. Also supporting the event are production houses Paranoid and DaHouse, which produced the launch video for the 2023 challenge.

The video was created by project participants Bruna Oliveira, Daniel Magalhaes, and Victoria Damiana, alongside copywriter Danilo Maia, and was directed by Karol Maia. The video also had a special contribution from rapper FBC and beatmaker VHOOR, who were born in the outskirts of Belo Horizonte and are co-authors of a hit song that extols outskirts culture, and have allowed the producers to use the song as the video’s soundtrack at no cost.

PerifaLions was created in the year 2020 to connect talents from the outskirts to large advertising agencies and to big names in the industry. Since then, over 500 talents have taken part in their activities like workshops, talks, and the "Perifa in Cannes" challenge. The initiative was created with the goal of giving visibility to under-represented talents in order help them stand out and win awards, in addition to connecting them directly with major advertising agencies.

This year, the challenge will be to answer a briefing developed by sporting goods brand Olympikus; their proposals will be evaluated by a jury formed by the sponsors. In order to enter the challenge, talents must sign up as duos between March 15 and 26. The first stage of the process is simply to sign up by filling out the form indicated by a link in the @perifalions_br Instagram bio. After that, only those who signed up will have access to the brand’s briefing, and must submit their ideas (by the deadline) to be assessed by the jury. The winners will be announced by Perifa shortly after the evaluation.

Two duos will be chosen as winners (see the regulation) and will go on an all-expenses-paid trip to the International Cannes Festival 2023; they will further receive support to deal with their travel documentation, a refresher in English, and any support needed to fully enjoy their experience at the Festival. When they return, they will be offered internship positions at FCB, scholarships at CUCA, and an English course given by FCB.

Cannes is definitely not all they need. But it is the height of belonging. 

Daniel, winner of Perifa in Cannes 2022 said:

“The experience at the Festival is amazing; I wish every young person from the outskirts could go, some day,” .