Saturday, September 09, 2006


Marmalade junior team, Lauren Doolan and Frances Webb, have topped the class at the inaugural Creative Raw event held recently in Melbourne.
The secret brief, revealed on the morning of the workshop, was for Dodoni Feta Cheese, a product of the Elco Food Group.
The twenty teams, all with less than three years experience, dispersed around the Fad Gallery where they had the day to crack the newspaper advertising brief for The Age with only a materials pack from Eckersley’s.
Creative directors and senior creatives were on hand to answer questions and assist where possible, and praised the high standard of work.
"Creative Raw was designed to unearth and cultivate Melbourne’s best upcoming talent and inspire creative teams to create standout newspaper advertising," says Chairman of Judges and Clemenger BBDO Chairman Ron Mather.
"Looking at the diverse responses to this brief, and the high standard of work completed within the time frame, we can safely say that the future of advertising creative in Melbourne looks to be in safe hands," he said.
The Age’s Advertising Director, David Hoath, who started a similar event in the UK called Creative juice, echoed Mather’s sentiments: "The Age wants to work with the MADC to help agencies train their creative talent and improve the creative standard of Melbourne," said Hoath.
"Creative Raw has given us the opportunity to inspire young creative teams, and arms them with the confidence and tools to push creative boundaries in this city," he said.
The winning work [top] will be turned into finished executions that will appear in The Age, plus Doolan and Webb win an all expenses-paid trip to the Caxtons in New Zealand.
Runners up were Connor Beaver and Ben Keenan from Grey Worldwide [second from top], with third place [third from top] going to Glenn Peters and Adam Liddiard from Singleton Ogilvy & Mather.


Anonymous Anonymous said...

Some good ideas there.

However, in a city famed for it's Greek population it's hard to understand how an assumption that nobody can read Greek is going to work in a print ad in The Age.

6:36 PM  
Anonymous Anonymous said...

Ah, I seen now that the Greek is also meant to say something.

My bad.

7:27 PM  
Anonymous Anonymous said...

i'd hit it.

7:59 PM  
Anonymous Anonymous said...

More hot Aussie sheilas - where do they all come from?

7:04 AM  
Blogger Captain Obvious said...

The workshop's a decent concept, but the winning ad isn't.

8:50 AM  
Anonymous Anonymous said...

See, Neil does your head in for a reason.
Well done guys.

9:25 AM  
Anonymous Anonymous said...

Maybe they can now get a job in an agency that isn't called 'Marmalade.'

9:41 AM  
Anonymous Anonymous said...

Is it just me, or does Ron Mather look like Peter Hellier in 20 years?

3:20 PM  
Anonymous Anonymous said...

No, sometimes Neil does your head in for no reason.

10:15 PM  
Anonymous Anonymous said...

"hot Aussie sheilas"

I love chicks dressed in Miller cowboy shirts.

2:36 PM  
Anonymous Anonymous said...

Is anyone else surprised that young creatives with less than 3 years experience all did ads that look like they were written by a 40 year old man?
Great headlines, but I thought kids of today were being all groovy and clever with wild and crazy new ideas that are meant to scare all the rest of us?

7:34 PM  
Anonymous Anonymous said...

Maybe it's 40 year old men they're trying to impress....

11:38 PM  

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