Young Ones Student Awards

The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

2022 Young Ones - Young Ones ADC

The Cry Baby Paradox

School Berghs School of Communication / Stockholm

Client Mojo


Design for Good / Interactive

Annual ID



BRIEF: Launch a campaign for Swedish semen analysis start-up Mojo, that challenges toxic masculinity norms.

BACKGROUND: Male fertility is declining.

INSIGHT: Crying reduces stress hormones that are bad for your sperm.

IDEA: The Cry Baby Paradox, a campaign that shows men that a good way to make your sperm quality better, is to show emotions.

2022 Awards

Total Points: 3

Student Bronze Cube



Fabian Luthander

College / University

Berghs School of Communication / Stockholm
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