Isabel Evans (left) and Ana Pareja (right) of Fenton Stephens in Melbourne have taken the only Professional Gold award in Round 5 of Young Glory.
They were joined by Ogilvy Sydney’s Lucas Fowler and Jack Burton (Silver) and Tom Macphail and Nathan Moraza (Finalist), as well as Bronze winners Bella Plush and Sebastian Covino of SDWM Melbourne.
The Round 5 brief was judged by Inbrax Chile’s co-founder and CCO Pancho González, who tasked participants with getting young American’s to choose a South American holiday over a North American one. Teams from Russia, Ukraine, Sweden, Canada, Singapore and the UK were also awarded.
Says González: “After reviewing more than 150 entries, in the initial stage I concentrated on seeing which ones accomplish the brief and had an original approach to the great challenge and cultural change that meant reaching American millennials to take their vacations in Latin America.
“In the professional category, the campaign “Wear Patagonia in Patagonia” [by Evens and Pareja] presented an idea with a purposeful brand such as Patagonia to an action that practically forces you to travel to the South of Latin America for a reward that goes beyond a simple product.”
Round 7 of Young Glory is currently live, with a brief by Spotify creative director Noel Yeo.