In October and November 2013, the BBC World News Service put out a global challenge to young creatives based outside of the UK to develop an advertising campaign to encourage young audiences to engage with the international arm of the British broadcaster. JWT South Africa encouraged their interns to enter, and not only did they exceed the brief, Tal Halili, Katherine Andrews and Thandeka Kunene won top honours, and were named victors of the competition.
A BBC statement reads “We had a brilliant response to the Global Creative Challenge, and were overwhelmed with the amount of outstanding, creative entries we received, from all corners of the globe. The winning entry was chosen to win due to its particularly pertinent insight into the youth of South Africa (and possibly the youth of the developed world). It also ties in very well to their creative concept around promoting the BBC to this particular audience.”
As JWT Johannesburg’s Creative Director Ronnie Malden explains, “When the BBC World News Service called for applications to bring their World News Service to life amongst youths outside of the UK, Senior Art Director John Meyer and I knew it was a perfect opportunity for our young stars from the AAA School of Advertising to put what they had learned to the test.”
The overarching insight that drove Tal, Katherine and Thandeka’s idea presented to the BBC, centered on the increasing global phenomenon of FOMO – the Fear of Missing Out. Their premise was that with the BBC World News Service, FOMO would be a thing of the past.
“The brief’s deadline actually coincided with the end of their internship. Through learning modules during their internship we had mentored them on every step of the process – how to put together a presentation and how to write a strategy that underpins the creative idea,” says Ronnie.
“We take our internship responsibilities seriously and are absolutely thrilled that the guidance and coaching they received whilst at JWT resulted in the students winning the overall challenge. The brief from BBC was genius. Our interns were able to take on a real live brief and put an entire presentation together, developing additional production, sound and editing skills in the process. We are proud of what they have achieved.”
The project culminated in global exposure and £3000 prize money.
The winning entry can be viewed on the BBC World Service’s website http://goo.gl/ylV1Qh
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