This first appeared in the September/October edition of AdNews. Subscribe here to make sure you get your copy.
For the July/August issue, AdNews teamed up with AWARD School. We asked students to answer a brief to match our cover story on ‘When creativity meets diversity’.
Altogether there were over 120 ideas submitted nationally - a phenomenal result!
The AWARD School Heads then blind judged the work and selected three finalists for AdNews to choose from: William Labourier (NSW 2021); Sarah Vanderschoot (VIC 2020 Alumni); and Isaac Redway, Jack Robertson, Ryan Doray, and Gaby Hanna (WA 2021).
AdNews was blown away by the quality of entries and while choosing from the three finalists was hard, we landed on Labourier’s brain concept. AdNews would like to thank AWARD School staff and students for their incredible ideas and also a very special thank you to illustrator Bea Crespo and The Illustration Room for bringing the cover to life.
He shares more about what went into the cover below.
What were your initial thoughts on the ‘When creativity meets diversity’ brief at hand?
The issue of diversity is nuanced and complex. But I strongly believe that it’s a topic that should be addressed in the advertising industry to reflect what’s happening worldwide. Encouraging difference is often the key to innovation and creativity.
Post first brief chat, what went through your mind(s) and what were the next steps you took as a team?
I wanted to find ways to visually represent creativity and diversity; two very broad terms. I thought the best path to explore this was in the image of a brain. I then focused on integrating the diversity component of the brief.
How did you know you’d landed on the best concept?
I started by going wide and looking for lots of ways into the brief. I shortlisted it down to five ideas, then submitted my favourite three - putting the brain concept as my frontrunner entry. I’m still learning about how to spot great ideas, but I definitely felt my favoured concepts were visually interesting and had the right message about the power of bringing people of diverse backgrounds together.
Who from the team was largely involved and what were their roles?
Once my idea was selected, National AWARD School co-heads Mandie van der Merwe and Jack Nunn helped with the production part of the project. Mandie and I created an illustration brief. The M&C Saatchi production team helped connect us to the right illustration talent. Which is how the Spanish illustrator Bea Crespo represented by The Illustration Room entered the project and gave life to the visual. Jack shared some insight on the headline and subhead copy. Simone Goldstein (professional development manager at the Advertising Council Australia) kept the project rolling.
What were the biggest hurdles to making this a reality? Any challenges?
Tight deadlines!
Tell us about the actual creation techniques. How did it come together?
We had a few conversations with Bea to get the ball rolling. She was quite spot on in her first executions of the brief. We directed a few tweaks to the illustration and it all came together very naturally.
Biggest challenges with the whole process? Did anything keep you up at night?
As a photographer, my first instinct is to be a little more hands on with production. The challenge for me was letting go of my initial vision to allow space for Bea Crespo’s interpretation of the idea - which turned out to be engaging and rewarding!
Best bit about the process?
The incredible opportunity to create the cover of AdNews and the privilege of collaborating with a highly accomplished team of creatives early on in my advertising career.
AdNews July/August 2021 cover
CREDITS
AWARD School Student 2021 (NSW): William Labourier
Illustrator: Bea Crespo, represented by The Illustration Room
Creative Directors: Mandie van der Merwe (ECD, M&C Saatchi) and Jack Nunn (CD, DDB Sydney)
AdNews Cover Finalists:
Sarah Vanderschoot (2020 VIC AWARD School Alumni)
Isaac Redway, Jack Robertson, Ryan Doray, and Gaby Hanna (2021 WA AWARD School students)
Check out the other two finalists' ideas below:
Sarah Vanderschoot - NewAds
Isaac Redway, Jack Robertson, Ryan Doray, and Gaby Hanna - Guess Who's Getting In?
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.