AWARD School
Founded in 1983, AWARD School is a globally recognised 12 week program for storytellers, strategists, and aspiring creatives in advertising – people with big ideas.
Below are a few ideas yours truly concocted for the course.
Application Question 1
Why do you want to do the course?
Application Question 2
Find a bad print ad and create a better version for it.
Application Question 3
Product – Who Gives A Crap
Goal – Get people to switch to a toilet paper subscription that gives back to charity
Proposition – Your toilet paper shows that you care about the world
Poster Brief
Product – Ironclad Legacy Pan
Proposition – A non-stick pan that will last
Target audience – Anyone who needs to buy or replace a non-stick pan
TVC Brief
Product – AncestryDNA Kit
Proposition – Find the real you
Target audience – Anyone curious about their genealogical ancestry
Deliverable – 30s film advert
Social Brief
Product – LIFX Lightbulbs
Proposition – Control your mood
Target audience – Young people who are feeling the stresses of modern life
Deliverable – A social media idea that works for either Instagram or Facebook
Digital Brief
Product – Bumble dating app
Proposition – The dating app that empowers women with every connection
Target audience – Women 18-35
Deliverable – A digital idea that communicates the benefits of the Bumble App
PR Brief
Product – Flavedo & Albedo (makeup)
Proposition – Cosmetics shouldn’t come packaged in single use plastic
Target audience – Anyone who wears makeup
Deliverable – A PR idea that inspires people to take action
Direct Brief
Product – Tesla Model 3
Proposition – Make up your own mind about whether an EV is right for you
Target audience – Electric vehicle sceptics
Deliverable – An idea that debunks the concerns of Electric Vehicle sceptics
Integrated Brief
Product – Exceptional Alien Travel Playbooks
Proposition – Curators of culture are now your travel guides
Target audience – Travellers 25-45
Deliverable – A big idea, executed in three different mediums
Deepest gratitude to my wonderful AWARD tutors:
Georgia Payne & Tiger Hongmung (Cummins&Partners)
Jim Coumans & Cam Watson (CHEP Clemenger BBDO)
and de facto tutors at work:
Connor Beaver & Adam Slater (The Monkeys Droga5)
Zenon Predecki & Cody Naetzker (The Monkeys Droga5)