Four final-year advertising students took first place in the EACA AD VENTURE Competition.
Team ‘Brutha’ won the European competition with their campaign “Nothing Despicable About Me”, which borrowed the ‘Minions’ from ‘Despicable Me’ to help internet users to understand Online Behavioural Advertising.
Ben Gardiner, Rosa Greenslade, Paul Martin, and Sean Bone are the brains behind the campaign. Their campaign was chosen from 68 submissions from across Europe. They participated in three rounds of competition before taking first place. According to the competition website, the jury for the final round chose the CMC students’ work for their “brilliant BIG IDEA and high quality of presented material”.
AD VENTURE is an annual competition by the EACA, which gives students a chance to develop their own advertising agency and get a sense of what it’s like to work in the industry. As winners, Gardiner, Greenslade, Martin & Bone had the opportunity to spend a week in Cannes for the Cannes Lions International Advertising Festival in June.
This year’s competition challenged teams to design a campaign that raises awareness about Online Behavioural Advertising (OBA) and increase transparency of this technique, which provides ads to users based on their previous browsing behaviour. OBA is meant to deliver advertising content to relevant internet users, thereby cutting down ‘waste’ and irrelevant advertising.
You can find Brutha’s campaign here and below you can see Gardiner and Bone of Brutha talk about winning this year’s AD VENTURE.
The EACA is the European Association of Communications Agencies, which brings together the advertising, media and sales promotions agencies across Europe. The organisation aims to foster international experience and allow for issues to be shared and dealt with on a pan-European basis.
(Photos from AD VENTURE competition website)