MARMALADE TEAM TOP CLASS AT MELBOURNE’S CREATIVE RAW

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.