The creative consistency test. We finished 5th in the world.
8 months. 8 briefs. Every month is judged and awarded points. The overall winners are the ones who have the highest total point tally, so being consistently brilliant is the key. The insanely talented Sebastian Covino and I were proud to finish 5th globally in the Professional Category, scoring the most podium finishes out of any team in the world. Below are all of our responses - click the thumbnails to view.
Brief 1 — Connect to disconnect.
Use social media as a weapon against itself. Using the tools on the platform, find a way to encourage people to spend less time behind their screen, and more time doing something in real life.
Silver — Instagram Plus
Brief 2 — Make diversity part of the everyday.
Provide a solution for creative agencies to have to make diversity something they strive for in their workplace. Sebastian spent the first 10 days of the month in Vegas, and Bella spend the last 18 in Europe, leaving a collective five days to get it done.
Gold — Match by Rare
Brief 3 — Make bugs as ‘craveable’ as burgers.
They’re the food of the future, yet people still shy away from eating them. So how can we help people by making bugs accessible and even more so - enjoyable.
Brief 4 — Interfere with the US Presidential election.
Do this by using Facebook and it’s partner programs to get unregistered voters to vote in the election. In 2016, only 58% of eligible voters were registered. Ultimately, how can we use Facebook and its parent platforms in a positive way to help get voters on board?
Gold — Freedom on Facebook
Brief 5 — Get American millennials to travel to South America
At the moment, most American’s go to Miami and Mexico, but none of them venture to South America. The brief was to create a campaign using any medium to get them to go further south.
Bronze — Scroll Saver
Brief 6 — Create a marketing stunt for Space Jam 2
It’s already going to be the most anticipated release of 2021. It’s already iconic. It’s already got star talent. But the movie feels like it should have a campaign that created word of mouth in itself. Do something that gets people talking about Space Jam 2 in its own right.
Silver — LeBron’s Secret Stuff
Brief 7 — Oasis is reuniting.
They’ve got a new album coming out, and you have to promote it. You don’t know any of the songs, or even if it’s going to be good. The job isn’t to get streams, it’s just to get people as excited about the return of the Gallagher brothers and the rest of the band as possible.
Brief 8 — Promote a game about moving out, when the world is in lockdown.
Moving Out is a new game made by SMG studio, and they needed hype and awareness built around it in a time where everyone is doing their bit by staying home.
Bronze — The Moving Out Sale
