Creativity Works: Advertising 2017 was a free, four week course for 18-24 year olds.
Working with some of the leading agencies in the world advertising, we challenged our group of 22 young Londoners to create a campaign encouraging young people to vote, ahead of the snap General Election in June.
With the help of Kati Russell, founder of The Girlhood , we worked with industry experts D&AD, Livity, Let's Be Brief and Commercial Break on a host of workshops. The group had an in-depth introduction to advertising and its many roles - from Creative, Account Management, Strategy and Production - understanding of all the different elements that make up a campaign. Participants were also shown case studies and received coaching through the process of ideation - from research to art direction, copywriting, production and pitching - and our groups were given one-to-one advice from some of the most credible creative agencies in London.
Thanks to Protein Studios, we had an industry infused Basecamp and took some trips out to meet creatives from It’s Nice That, Anyways, Creature London (who had just worked on the Green Party campaign film), BD London, Grey, Wieden + Kennedy, Mr President, and FCB Inferno.
In preparation of their pitches to an industry panel, our groups had sessions with Apple on how to create a great keynote presentation and received tips on projection and posturing for pitching by Rebecca Mackenzie.
Building on the basis of changing behaviours and creating a movement, we invited Antonia (Gal-Dem), Jermain Jackman (Winner of The Voice, now campaigning for The Labour Party), the GLA, and Take Back the City founder Rohan Ayinde.
We then primed the group for getting into the industry with some how-to's on making a great portfolio, with the founder of The Dots, Pip Jamieson, and the Young Creative Council on interview techniques.
Participants went on to do placements at BD London, Pundersons Gardens, Pretty Bird, Protein, the BBC, Don’t Panic, Livity, Buzzramp, Anyways, TMW Agency, aswell as Vice portfolio reviews and some graduating onto D&AD’s New Blood Shift course.
To see some of the pitches, click below...