MadSteves Studio
Cannes Young Lions: LLS x Fortnite
For the 2022 Cannes Young Lions competition, the Leukemia & Lymphoma Society turned to the gaming community to raise awareness and donations for blood cancer research. Winning silver was our Battle for Blood campaign, which flipped the gaming world upside down every 3 minutes –
the same way a positive blood cancer diagnosis does.
Partner: Anna Kennedy
Cannes Young Lions: House of Gold
For the 2024 Cannes Young Lions competition, we set out to make Gen Z care about the A100 List by turning recognition into a cultural flex.
House of Gold reimagined the A100 as a fashion movement — kicking off with a Golden Gate Bridge runway takeover and amplified through TikTok-ready content hosted by New Gold honorees. The campaign invited young people to explore A100 stories, share their own style, and rep their heritage through a customizable #HouseOfGold collection.
By blending culture, fashion, and community, we transformed the A100 into something Gen Z could see, wear, and proudly claim as their own.
Partner: Anna Kennedy
