*Note: all projects marked with a star have not been publicised, they are student or personal projects.
What is Award School? A crash course in creative advertising. It is teaching creative thinking and how to come up with good ads. Without the need for a polished execution or 'finished ad', it is focussing on the idea itself. Layouts are required to be submitted in line drawings only. The course runs for 12 weeks, with weekly in-house tutoring at recognised advertising agencies in Australia.
During the course I worked on 10 briefs targeting different media. For each brief, you would come up with as many ideas as possible and select the best for a final portfolio. The briefs and my selected ideas are documented below. Two of my ideas got featured on the wall in the exhibition at the graduation.
Want to see more?
Post-course I partnered up with a Copywriter that also participated in the course. Together, we created a joint Award Shool portfolio that can be seen on Behance. We teamed up to take part in a global competition which can be viewed under 'Young Glory'. After the competition we further developed many of our ideas and created a joint website with a compilation of our favourite ideas. Visit our site JK Creative to see how we've done this.
What is Young Glory? It is an international competition for upcoming creatives in the advertising industry. Over 8 months, creatives work on 8 briefs given from 8 big name judges. Students and professionals enter in separate categories, and can enter single or as a team to win Gold, Silver, Bronze or Finalist accolades for each brief. There is an infinite number of submissions allowed in response to each brief.
I entered the competition in 2018 teaming up with a Copywriter, and myself as Art Director in the student category. A list of the briefs and our entries can be viewed below.
We participated in all 8 rounds and submitted a total of 32 entries. As a result we earned 2 silver, 1 bronze and 3 finalist badges and came 4th in the global rankings at the end of the competition.
- Entry 1: Google Skate Maps
- Entry 2: Do not google
- Entry 3: Maccas Skate Edition
- Entry 4: Fortnite
Brief 1 - Google Skateboarding
“Get the world to Google ‘skateboarding’.” — Sam Keene
- Entry 1: Master of Motherhood
- Entry 2: Ubers Fair Adjustment
- Entry 3: Fake Job Post
- Entry 4: Xero PayGap
- Entry 5: Pink Pencil
- Entry 6: GenderSplit Coffee Cups
“Make employers come to terms with [and act on] their own bias in the workplace. “ — Jordan Doucette
- Entry 1: EnvrioTax Card
- Entry 2: Plastic Kills
- Entry 3: The Real Toy Story
- Entry 4: There will be nothing like Australia
Brief 3 - Plastic Tax
“Lobby governments around the world to create a 90%+ tax on all non-recycled plastic production.” — Sergio Mugnaini
- Entry 1: Opal Play
- Entry 2: Gamefy App
- Entry 3: Woolies A-Zoo
- Entry 4: FunMailer
- Entry 5: Mecca Gaming Lounge
Brief 4 - Marketing through Games
“Create an campaign that convinces marketers around the world to consider games and play marketing as part of their marketing strategy.” — Brad Eldridge
- Entry 1: Rediscover the night
- Entry 2: Greatest Layover
- Entry 3: Imagine Singapore
- Entry 4: Match with Singapore
Brief 5 - Singapore
“Make millenials [in a city of your choice] consider visiting Singapore using outdoor media.” — Raja
- Entry 1: You are what you Read
- Entry 2: Over Gossip
- Entry 3: Celebrity Metaphors
- Entry 4: REBEL
Brief 6 - The Economist
“Make an Economist campaign for Gen Z.” — Geroge Giampuranis
- Entry 1: Sudoku Challenge
- Entry 2: The Matrix
Brief 7 - Coding for Kids
“Use direct mail to market a kids coding course.” — Patrick Collister
- Entry 1: Eco Mince
- Entry 2: Meat Less earn More
- Entry 3: Hearty
Brief 8 - End animal farming
“Accelerate the adoption of alternatives to animal farming, globally.” — Genifère Legrand
Want to see more?
Post-competition we further developed many of the ideas (including ideas from Award School) and created a website with a compilation of our favourite ideas. Visit our website JK Creative to see how we've done this.