As they say, if at first you don’t succeed, try, try again. That’s the proverb that seems to driving freelancers Amee Shah (formerly of BBH) and Scott Kaplan (not the producer, but the SVP/senior CD who left BBDO in early 2010) to give it another go with their project for Animal Defenders International. As you see in the sad case study above, the pair’s objective was to urge those Cannes Lions winners to save the $1,200 they’d normally spend on purchasing their award (only a few Lions are actually given away per entry in case you didn’t know) and use the money to help rescued circus lions instead.

Well, Shah and Kaplan’s efforts helped garner a whopping $0 from the ad industry. Considering how much importance is placed on having a Cannes Lion on one’s shelf, why are we not surprised?  But as the duo says in the end of their clip above, “We thought we’d give it one more try.” Better luck this time, gang.