AWARD School 2021
National and State (VIC) Winner.
First Ever Commercial Creativity Brief 10 Winner.
“Matthew’s work consistently showed strategic thinking, simple creative and sharp arguments, it was just a very smart book overall”
- Cam Blackley, CCO @ M&C Saatchi Australia
BRIEF ONE
Deliverable: A single poster
Product: Vanish NapiSan
Target audience: People who do laundry
Proposition: Effective against all stains
Mandatories: Branding - either the logo or packshot & a call to action
BRIEF TWO
Deliverable: Magazine print campaign
Product: 13SICK, National Home Doctor
Target audience: Parents of young children
Proposition: When you can't get to a doctor but they can get to you
Mandatories: Branding & call to action - download the app
BRIEF THREE
Deliverable: 30 second Film Ad
Product: Northern Territory Tourism
Target audience: Aussie millennials, who yearn for adventure
Proposition: More than just a big rock
Mandatories: Branding & call to action - book a trip
I love the simplicity of some of your print and your television. Simplicity is the ultimate form of sophistication. People think it's easy but it isn't.
Damon Stapleton, CCO @ The Monkeys NZ
BRIEF FOUR
Deliverable: 30 second radio ad
Product: LEGO
Target audience: Parents
Proposition: Where imaginations start
Mandatories: Branding
You need to trademark “Imagination just clicks with Lego” Bill Bernbach would’ve been proud!
Jimmy Smith, CEO & CCO @ Amusement Park
BRIEF FIVE
Deliverable: An ambient and or experiential idea
Product: MINI Cooper S, 3-Door Hatch
Target audience: Affluent Aussies in their mid 30’s and up
Proposition: Rediscover the fun of driving
Mandatories: Branding, call to action (CTA) to book a test drive
BRIEF SIX
Deliverable: A Social Idea that works on Facebook and/or Instagram
Product: THE ICONIC
Target audience: Nonbinary people, of any age, who use fashion to express how they feel
Proposition: Dress for who you are on the inside
Mandatories: Branding, direct the consumer to shop online at THE ICONIC via their app
BRIEF SEVEN
Deliverable: An Integrated Digital Campaign
Product: Fair Coffee
Target audience: Ethically conscious consumers of any age who love making a cup of coffee at home (and currently opt for
various pods/beans/ground coffee products).
Proposition: Change the world one coffee cup at a time
Mandatories: Branding, direct the consumer to buy coffee at faircoffee.com.au & a minimum of three different digital touchpoints.
BRIEF EIGHT
Deliverable: Direct Marketing idea across one or several touch points - solution dependant
Product: Nimble Loans
Target audience: People with low credit scores or people who need money fast
Proposition: The loan for people who seize the day
Mandatories: Branding and a call to action
BRIEF NINE
Deliverable: A big idea executed across a minimum of 3 different channels that work best for your idea and audience.
It could be TVC, radio, press, live stunt, banner ad, website, app, etc.
Product: AWARD School
Target audience: Potential students for AWARD School 2022
Proposition: Discontent can be the start of something great
Mandatories: Branding and a call to action. Applications close 24 February 2022
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BRIEF TEN
Deliverable: Come up with a product, business or entrepreneurial idea
