The Design Exchange, Canada's Design Museum, and Royal Bank of Canada Foundation are launching the initiative, which is open to up-and-coming Canadians in all design disciplines.
The winner receives $10,000 as well as an exclusive opportunity to exhibit their work at the Design Exchange in January 2014 and an online feature with AZURE Magazine.
Fong will be on the first judging panel, which also includes Omer Arbel, Patty Johnson, Philippe Meunier, and John Tong.
They'll evaluate initial entries and select up to 25 contenders for final review by a second judging panel comprising Coupland, Marcel Wanders, and Heather Reisman.
Those interested must have a maximum of five years of professional experience in their respective industries.
Pre-registration is required by Sept. 1 through the DX website, www.dx.org.