MADC FINDS CHOSEN ONE AT CREATIVE RAW
What do you get when you put a junior account executive with creativeflair together with a finished artist with a hunger for producingaward-winning advertising? The winner of this year’s The Age and MADCCreative RAW!
Reality Group junior creative team Scott Maggs andPeter Cvetkovski proved their idea was gold star worthy at theMelbourne Advertising and Design Club (MADC) Creative RAW competitionsponsored by The Age on Friday 19 September.
Scott Maggs has onlybeen in the advertising industry for four months and has quicklyrealised the creative side of business is where he would love to be.The other half of the winning team, Peter Cvetkovski, is a trainedartist with a yearning to be an art director. All they needed was theright opportunity to start achieving their dreams and this was providedwith Creative RAW.
Twenty-one teams, all with less than threeyears experience, gathered at FAD Gallery in Melbourne on Fridaymorning to battle it out for the crown of MADC Creative RAW champions. The teams received the secret newspaper advertising brief for The Ageand news of the client – which was revealed as Krispy Kreme.
Thebrief, entitled “Share some simple fun with your colleagues in theoffice by ordering in boxes of Krispy Kremes,” was met with a wholehost of creative ideas; but none better than the winners, who came upwith an idea that impressed the judges for its ability to transcendmedia channels.
“Scott and Peter came up with the concept of ‘TheChosen One’. The Age advertisement would have a post-it note which youcould take off and put on someone’s back, making them the chosen onewho has to order in the donuts for the office,” explained Emma Hill,Chairman of Judges for Creative RAW 2008.
“This idea won because itwas a bit left of field and it demonstrated a good use of media, as itis able to go beyond just the print medium and integrates other mediaoutlets,” she said.
Bruce Williams, Creative Director of RealityGroup, entered the winning duo into the competition and believes theresult reflects the amount of effort the team put in both leading up tothe competition and on the day. He described the team effort asexceptional.
“The team was just happy to get into the Creative RAWcompetition because they knew they would get a lot out of the day. Forthe two weeks leading up to the competition Scott and Peter would gettogether and work through their lunch breaks and well into the night,researching award-winning campaigns,” Mr Williams said.
CreativeDirectors and Senior Creatives from various Melbourne-based agencies,as well as the Krispy Kreme client were on hand all day on Friday toanswer questions and assist where possible; giving the teams access toexpert advice and the opportunity to network and gain constructivefeedback.
Mark Gilbert, Marketing Manager of Krispy Kreme Australia, commended every team’s efforts on the day.
“Itwas a fantastic day to be part of and to see some of the Australianadvertising industry’s best talented Copy Writers and Art Directorswork so well together in their teams. They were all very talented andwere a fantastic group; I really enjoyed meeting them and it washonestly very difficult to choose a winning team,” he said.
Mr Gilbert was especially impressed with Scott and Peter and how raw their ideas and concepts were.
“Thewinners from Reality Group came up with a print ad that answered thebrief objectives spot on, adding real value to the ad by engaging thereader with the aim to have real talkability and most importantly,fun,” said Mr Gilbert.
David Hoath, Sales and Marketing Directorat The Age, said they initially came up with the idea of thecompetition as a way of harbouring young creative talent.
“The Age,together with MADC, is committed to setting a professional standard inthe industry in Melbourne and this is an opportunity we can give toassist this emerging talent, whilst at the same time creating a renewedinterest in newspapers as an advertising communication medium,” hesaid.
The winning work by the team at Reality Group will beturned into a finished execution that will appear in The Age, plusScott and Peter also received a $1500 voucher each to be spent on Appleproducts of their choice.
“Scott and Peter are over the moon withwinning and now just want to do a great job for the client, KrispyKreme,” Bruce Williams said.
In a close competition, runners upwere Chris Ellis and Chris Rogers from Belong Group and in third placewas James Orr and Carly Williams from JWT. An Honourable Mention wasgiven by the judges and The Age to Regina Stroombergen and Annie Eganfrom George Patterson Y&R for their unique concept.
31 Comments
that’s it, what a let down, where are all the up and coming creative hotshots?
What a coincidence! The winning team come from a small shop that has the main sponsor as it’s flagship client…
To JB aka 2:28
I think you will find that with 21 teams on the day – there would have been plenty of double up on stand out pieces- this idea I’m gathering would have been awarded due to its originality as well as its overall integrity.
As for the up and coming creative hotshots:
James Orr – Award School Aus 2007 Winner
Annie Egan – Vic Award School 2008 Winner
James Orr & Carly Williams – Sirens Round 2 Winner 2008
Chris Ellis – Creative Raw 2nd Place 2007 / 2008
I’d say they are up and coming…. wouldn’t you???
Maybe you should do your research before having a dig at Melbourne’s juniors.
-F
we were there on the day,
there were two ideas that would have won before this one if it wasn’t for 6 other teams coming up with the same thing.
i’d say this is really a 5th rate idea that won because no one else presented it.
Mind you everyone did find it a little suss that the winners already had the client on their books
either way congratulations and good luck with the execution, hope it works
Sounds like sour grapes to me KK, if 6 other teams came up with the idea obviously it was original!
You’re looking good Gilbo.
Glad to see the donuts aren’t having an adverse effect on your manly good looks.
Exactly the point KK? Did you want to split the prize in six? What do you suggest? Work harder KK and may your sour grapes turn sweeter for the rest of your career. You’re gonna need it. That goes for all of you.
Dear 3:44, no doubt there’s some up and coming talent in the list you mention but the winning idea sounds average at best (don’t they stick post-it notes on The Age every second week anyway?) Without any of the runner up ideas for display here it sounds like a bit of a farce.
Come to think of it most of the MADC initiatives for juniors of late have been farcical. The 2008 MADC mentorships seemed to disappear without trace… Meanwhile junior teams who applied for RAW this year who are recent AWARD and AdSchool grads mysteriously didn’t get in while the winning team of RAW included a suit who has been in the industry for four months if I read the press fluff above correctly. Oh, and who’s agency conveniently had the sponsor as a client as someone pointed out above.
Let’s hope the new committee starts steering the floundering ship MADC back on course.
And don’t mind me, i have to get back to peeling sour grapes.
A suit won? Ha ha ha. Never let it be said that this industry was hard to get a gig in….
Well we were part of the day, didn’t win but had fun none-the-less. I will say most of the other teams would have been looking forward to getting this posted, because no one could work out the idea at the time!
Having said that, congrats to the team, for us it’s impossible to judge because we didn’t get to see everyone else’s work, which for us was one of the reasons we do a day like that, it’s great to see how other people tackle the same idea. Sure we can learn from the masters around us, but it’d be nice to see how us young ‘uns handle the pressure too.
Anyway, with one under our belt, we’re looking forward to next year, we know what to expect now, and how to work it.
Perhaps if you all spent less time complaining and more time crafting your ads, you might actually get your own article in campaign brief . – Your mum.
well done to Snott Scaggs and Peter Cvetko-whatever – kickin the big boys in the doughnuts. Now stop your grinnin’ and drop your linnen.
A suit winning a creative award? What next? Creatives doing timelines and estimates?
Those guys must have won it because their client sponsored the event. Surely it wasn’t wasn’t the strength of the idea or the fact that Krispy Creme loved it.
By suggesting that the winning team won only because the sponsors are clients of the firms you are not only doubting the impartiality of the judges, but the quality and originality of the work done by the winning team. As for your comment about the ‘suit’ only being in the industry for four months – I did not realise that industry experience was a cosnideration. Indeed, I was under the impression that the competition was to encourage those people who had only been in the industry for a short period of time.
the idea that won is a great idea.
like 10:11 said, less whining more winning
Ooh yeah, Wiltshire!!
Sounds like there is alot of jelous people out there!!!!
I’m sure the judges didn’t get it wrong! I personally think the idea is brilliant!!!!!
good luck to the winners!
5:57, with grammar and spelling like that which you have displayed, I sure hope you’re the art director. Either way, I weep for the slipping standards of English teaching in our schools…
The Age from last Friday, Saturday & Sunday all had post-it notes on the front.
Noteworks must be making a killing.
Given we were supposed to find new ways to use the Age (which was the real brief!) I’m not sure how a post-it note is new?
Yeah, we had them on our list – as did about 4-5 other teams, but I’ve seen about 20 in the last 4 months, so didn’t bother going with it. Oh well, such is life.
FWIW, the runners up stuff was great. Thought it was the pick of the day. And it involved stool samples. +1
After drinking the wine from all the sour grapes posted above, perhaps it is time for a couple of points of clarification.
Krispy Kreme is actually NOT a client of Reality Group, although we would love to have them. Reality Group do work on certain projects for The Age, who sponsored the day, however this connection had absolutely nothing to do with the result – this is something I would far more expect from the Murdoch Press.
Well done maggs
Ummm, “PJ”, perhaps that’s a bit too much of the sour grape wine you’ve had there, but even as a bitter creative I can give you a bit of business advice … I wouldn’t go around bagging out the Murdoch Press in an agency capacity on industry blogs, lest you find yourself presenting to them to do some catalogue that has fallen with the other crumbs from the Murdoch table
and your competitors include this quote from you in their pitch…
Can anyone post up what came third? We were over the otherside of the room and couldn’t see it, but it looked interesting?
I agree post-it-notes are so 2007, how unoriginal. But I just did a little research and realised that news papers are even older than that. One article I read on some paper said that some newspapers are as old as sour grape analogies and date back to 1996, that’s right the age of Ace of Bass and Independence Day.
The winners advertising campaign was obviously a good one, so effective that it hasn’t even come out yet and I feel like hooking in to doughie. Delish. I feel sorry for all the school kids in Melbourne who are going to eat that many doughnuts from the successful ad campaign they’ll need to upsize their skinny leg jeans.
C.E.O! C.E.O! C.E.O!
Well done Scott and partner Karen P
Do a mad skid
I have a degree in marketing and I think Scott Mcgaggs did a great job. I wasn’t there but, I just think that.