MPA Roses Student Creativity Awards

Eight agencies set eight very different briefs for this year’s MPA Roses Student Creativity Awards. Over 300 entries were received from students across the UK, but which work wouldn’t look out of place in the creative departments of the brief-setting

The judging – with a panel consisting of those agencies that submitted briefs – and event both took place on 26 March in Manchester’s Urbis, with the exhibition of the winning and commended work shown on the same night in the city’s iconic building.

Following the judging session, however, three of the student entries – Chris Banner and Steven Mansfield from the University of Central Lancashire; Rebekah Grace, also from the University of Central Lancashire; and Christopher Welch from Staffordshire University, have now been put forward to compete for Gold, Silver and Bronze at the Roses Advertising Awards on 30 April.

Here are the creative executions entered by the winning student teams. See more examples from the winning creative submissions at www.thedrum.com/events.

The Drum would like to thank The MPA’s Joan Uttley, Joanne Greenhalgh from University of Salford and Rob Taylor from Like a River for all their help over the past few months in bringing this event together.

THE BRIEFS

1. BAHOOKIE (brief set by Richard Scholey, Elmwood)

With every revised edition, the venerable Oxford English Dictionary incorporates new words. These can be serious, e.g. obesogenic – adj. tending to cause obesity. Or something you’ll more readily incorporate into your vocabulary, like bahookie – n. Scottish slang for backside.

Do some research and find out this year’s new words, then develop a campaign to promote the use or awareness of one or several of them. How you do it is up to you. Think posters, ambient, digital, viral; whatever you think would most successfully introduce your word/s to the nation.

Winner: Rebekah Grace, University of Central Lancashire

2. KNIFE CRIME (brief set by Don Smith, The Union)

Use design to reduce knife crime.

Winner: Natalie Crisp, University of Central Lancashire

3. CREDIT CRUNCHERS (brief set by Mark Beaumont, dinosaur)

It’s a new breakfast cereal. And it’s your job to launch it.

Winner: Christopher Welch, Staffordshire University

4. LANGUAGE (brief set by Harinder Bajwa, Love)

Encourage adults (25+) to learn another language.

Use any media.

Winners: Joshua Dando and Steven Dodd, Lincoln University

5. PISS UP (brief set by Karl Sanderson, Vivid)

Create a brand and ad campaign for a company that’s the opposite of Club 18-30. In other words, a responsible holiday company for young people. In the face of current media stories of drunken and debauched fortnights in Faliraki and Magaluf, can you create an alternative that would interest Britain’s younger generation?

Winners: Tom Vardy and Tom Edwards, Staffordshire University

6. BRING BACK SPAM (brief set by Lu Dixon, Propaganda)

The meat-like substance, we mean. Not Viagra-flogging emails. Use any media.

Winners: Steven Mansfield and Chris Banner, University of Central Lancashire

7. AN INVISIBLE LITTLE SIN (brief set by Billy Mawhinney, BJL)

There’s a chewing gum-dropping epidemic in this country. Wherever you find a yard of pavement, you’ll find thousands of flattened sticky blobs. How can you persuade people to dispose of their gum considerately?

Choose the client you’ll be advertising on behalf of:

The Government or local council The chewing gum industry or a leading chewing gum brand A co-ordinated effort between the two

Consider the reasons you’re advertising:

Dropping gum is antisocial. It looks awful and it ain’t much fun to peel off the soles of your Nikes, either It’s costing local councils (and hence you and me) a fortune cleaning pavements and pedestrian areas

Who are you targeting?

Who are these antisocial people who drop their chewing gum on the pavement? You never see them in action, but the evidence of their activities is everywhere. Disposing of chewing gum seems to be less obvious than dropping sweet papers and cigarette butts. Slyly disposing of gum like this has become “an invisible little sin”. You can use ambient, posters, digital or whatever else you think might help in your campaign to improve both behaviour and our streets.

Winners: Portia Elliot and Edward Bentinck, Buckinghamshire New University

8. SHOOT THE BUNNY (brief set by Rob Taylor, Like A River)

Batteries going into landfill are poisoning the environment and is wasteful. It’s your job to come up with a campaign that changes all this.

Winner: Victoria Pinnington, Blackpool & The Fylde College

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