To guarantee the quality of entries, not just quantity, we ran provocative press in creative titles, partnered with D&AD to make our brief the Student Pencil award, and teamed up with the Youth Creative Network to tell every film and art college in the UK. A personalised DM was sent out to the advertising and film production industry. Mainstream TV and digital, supported by social media, advertised the £200,000 prize money. Everything lead to an online site where entrants could find licensed resources, watch video tips from industry pros, and, most importantly, check out the competition.

The campaign delivered deep consumer engagement, with over five million visitors to the site, over 200,000 shares of content on Facebook and a 26% uplift in sales of Doritos, year on year. The winning entry “Attack on Westminster” had exceptional recall and was recently showcased as one of ITV’s Top 20 ads of 2010 in an independent consumer poll.