What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Design the YoungGuns 2010 entry campaign
YoungGuns is calling young designers to create its 2010 Call for Entry Campaign for the YoungGuns International Awards (YGAward). Deadline is 13 November 2009.
There is no entry fee for submissions and anyone born after 25 November 1978 is eligible to enter.
The YGAward is the global show for young and emerging talent in digital and advertising industries, restricted to those under 30. Its philosophy is ‘YoungGuns exists to assist young and emerging talent receive global industry and peer recognition for their creativity and ideas; helping them emerge as serious talent early on in their careers.'
Through this philosophy, YGAward has managed to build a brand over the last nine years that young and emerging talent wants to engage with and the industry supports.
The awards are now calling young designers to create a campaign that will:
- Encourage past entrants (who are still under 30) to keep entering
- Grow the new award areas - digital and media
- Encourage creative directors to want to enter their young talent into the show
- Position the award as one that shows what the future holds
The campaign must focus on, among others, awareness and growth of the awards to increase their prestige to that of the more established awards such as D&AD, Cannes, Webbys, and The One Show.
Underscore
The theme must underscore the premise that YGAward rewards talent over experience and focuses on individual talent not the organisation. That it believes that the freshest and most innovative thinking comes from young talent around the world. That it wants the annual body of work awarded to scare the crap out of old creative directors who are too comfortable in their jobs.
The past two campaigns; ‘Quit In Style' and ‘Award Show Sacrifice' were successful and core to what the show is about, but very different. This demonstrates the versatility of the YGAward brand in its communication.
This year is an opportunity to find a fresh and interesting way to take the 2010 campaign to a new level and make ‘YGAward' the most coveted symbol of fame in advertising.
More details on target market, tactics and requirements can be downloaded from www.ygaward.com/pdf/2009CreativeBrief.pdf.
