Execution

Being a non-profit event we had to beg for favors from a variety of suppliers in the industry. We then made this film, put it up on the website and used the link to encourage all students and CDs to come along through email invitations that were specific to the recipients.

Results

In 2014 we hosted the event in Johannesburg again and in Cape Town for the first time and attracted 56 CDs and 170 students. It may not sound like a lot but we found ourselves at capacity and had to turn people away.

All the videos from around are rated on likes and while ours was only live for a pretty short period it was voted one of the best in the world.

Insight, Strategy & Idea

The target audience was divided in to final year creative students and advertising creative directors.

We wanted the CDs to give up their time to mentor the students. And we wanted to encourage the students to attend and wow the CDs with their portfolios. So we set up the boxing metaphor of the old vs. the young, the experienced vs. the novice and dramatically demonstrated that everyone who participates wins.