award school
AWARD School, established in 1983, is a globally recognised 12-week national course for storytellers, strategists, people with big ideas and of course, aspiring advertising creatives.
When I sent my AWARD School application in, answering question one “why are you applying to this course?” with a facetious admission of my addiction to stress - I didn’t yet know the meaning of the word.
I think back to walking into our first feedback session at Wunderman Thompson, bright eyed and bushy tailed, with a sketchbook full of drawings of garbage bags. I had absolutely no idea how humbled I was about to be by this experience. Balancing AWARD School alongside my final year of full time study, working long hours and finding time to walk my dog, was no easy feat.
After countless sleepless nights, a drastic increase in caffeine consumption and a fair few tears shed along the way, I can honestly say that this has been the most challenging, stressful, exhausting, incredible experience that I have had the pleasure of suffering through.
the application
Q1
Why are you applying for this course? If your answer is in writing, please keep it to less than 50 words. Avoid using the words ‘passion’ or ‘dream’.
Q3
Using a black pen and paper only, create a print ad for the following brief:
Product
Post-it Sticky Notes
Goal
Get people to pick up a pack of Post-its for their home or office
Proposition
You never forget to do it when it’s on a Post-it
Q2
Find a bad print ad, poster, or billboard. Something you can provide a picture of. An ad so bad that you know you could’ve done it better. Using pen and paper only create a better ad for the same product.
Q4
Using a black pen and paper only, create a print ad for the following brief:
Product
Samsung Galaxy Z Flip3 phone
Goal
Get people to consider a Samsung flip as their next phone
Proposition
The smartphone that folds in half.
the portfolio
Brief 1: Outdoor/Poster
Deliverable
Print ad
Client
Glad
Product
Tuff Stuff garbage bags
Proposition
The toughest garbage bags
Brief 2: Print Campaign
Deliverable
Poster campaign
Client
Cadbury
Product
Cadbury Favourites
Proposition
There’s something for everyone in a box of Favourites
Brief 3: TVC/Cinema
Deliverable
30 second film ad
Client
RYOBI
Product
Hedge trimmer
Proposition
The fastest way to get your hedge in shape
Brief 4: Audio/Radio
Deliverable
30 second radio ad
Client
Australian Red Cross
Product
Blood donation
Proposition
Your blood is more powerful than you think
Brief 5: Social Media
Deliverable
A social media idea that works for either Facebook or Instagram
Client
ROLLiN’
Product
Car insurance
Proposition
Now anyone can borrow your car
Insight
Since Covid state border closures have come to an end, more young people are travelling within Australia, or moving to a new city to experience the lifestyle in other states.
Idea
Inspire young Australians to take the scenic route, with the ease of instantly adding anyone to their car insurance.
Execution
ROLLiN’terstate is a Facebook group designed to connect young Australian’s who want to see the incredible sights that Australia has to offer. Road trips can be really expensive, but with Rollin’, you can instantly add a car full of people to your insurance policy, so you can share all the costs of the drive. Once you’ve found road trip buddies, the Rollin’ Chatbot can help plan your route, find places to stay and the ‘Instagramable’ sights along the way.
Members will inevitably share their journey to social media platforms, creating a conversation around ROLLiN’terstate which will lead to more Aussies making the switch to Rollin’ car insurance.
Brief 6: PR
Deliverable
A PR idea that inspires people to take action
Client
Greenpeace
Product
End plastic pollution
Proposition
Single use plastic created today, will be in the ocean tomorrow
Insight
165 million tonnes of plastic currently circulates in Earth's oceans. Of that, only 1% of marine litter floats, everything else sinks to the sea floor, or is consumed by marine life.
Execution
Greenpeace will place green bins at all the most popular scuba diving sights around the world. The bins will serve as a reminder that single use plastics are causing our oceans to die. Soon, plastic pollution will cause the remainder of our marine life will die out, and all the incredible underwater sights will cease to exist.
Brief 7: Digital
Deliverable
A digital idea that communicates the benefits of the Subway app
Client
Subway
Product
Subway app
Proposition
Get your subway without the wait
Insight
Regulars at Subway already know exactly what ingredients they want on their sub. What they don’t want, is to be stuck in a queue, waiting to order.
Idea
Allow Subway customers to skip the queue, by creating a fun new way to build their sub within the Subway app.
Execution
An in app game that takes 60 seconds to complete. The aim of the game is to steer your submarine through a sea of ingredients, by tilting your smart phone left and right. Colliding with an ingredient will add it to your sub, as your submarine begins to transform into a delicious Subway Sandwich. Upon completing the game, your sub will automatically be added to your cart. You can choose to proceed with your order, or play again.
Brief 8: Direct
Deliverable
An idea that gets car lovers to get all their auto supplies at Supercheap Auto
Client
Supercheap Auto
Product
10,000 items for car lovers
Proposition
with over 10,000 items, you’ll always find something new for your car
Insight
The world of car enthusiasts has many subcategories, and what they need for their vehicle is as different as their hobbies.
Idea
Create a customised shopping experience for the various categories of car enthusiasts.
Execution
Targeting Supercheap Auto customers through Instagram posts and stories, the customer will be prompted to take the My Auto, My Way quiz, to find out which category they’re in. In doing so, their VIP account will be tailored to the specific needs they have for their car and hobbies, and they’ll be notified whenever items in their category are reduced, so they always get the best price.
Brief 9: Integrated Advertising Campaign
Deliverable
A big idea, executed in three different mediums
Client
Qantas
Product
Direct flights from Sydney to London
Idea
Sell London to Sydneysiders as a parallel universe.
Proposition
Fly from Sydney to London non-stop
Insight
Sydney was voted the greatest city in the world for 2023. However, most of the iconic locations Sydney has, London had first.
Brief 10: Commercial Creativity
Deliverable
Come up with a product, business or entrepreneurial idea
The Task
Come up with an idea for a product, business or entrepreneurial idea. It might be really big. It might be tiny. It might be a niche product. It might be a business concept that solves a consumer problem. It might be a business concept with a charitable aspect. It should be something that demonstrates interesting thinking.
The Springboard
Immersing ourselves in the environment and nature are proven to boost our mental health, how could we create a product or a service that takes advantage of this fact?
Insight
Anxious or reactive dogs can miss out on experiences that other dogs get to enjoy, because it causes them too much stress. Exposure to stress or triggers can worsen their anxiety long term.
Idea
Provide anxious dog owners with a tool that allows them to take their dog on hiking trails, whilst lowering the risk of exposure to triggers, such as other humans and their dogs.
Execution
Tails on Trails is an app to help dog owners find the perfect hiking trails. The app will provide a catalog of all the dog friendly trails in your city or state, with an overview of all the important trail details. You’ll be provided with a live dog tracker, using location data from registered dogs microchips, so you know exactly how busy each trail is. If your preferred trail is too busy for your dog, you can be updated when it’s completely free.
