Award School is the premier course for creativity in Australia. It’s a 12-week course for budding creatives, to compete against one another all whilst getting lectured and tutored by those working in ad agencies.

I’m not a Creative (although I finished in the Top 5), but I love the ideas we get to work with every day and Award School helped me learn about the process of generating ideas, how fragile they are, writing better briefs or providing constructive feedback.


Deliverable: A Single Poster

Client: Windex Original Glass Cleaner

Target Audience: Anyone who wants their windows crystal clear.

Proposition: For the cleanest glass.

Deliverable: Magazine Print Campaign

Client: carsales.com.au

Target Audience: Anyone looking for a used car at a good price.

Proposition: There’s a used car for every driver.

Deliverable: 30” Film Ad.

Client: IKEA

Service: Ikea will buy back your used furniture and give you a voucher in return.

Target Audience: Sustainably minded people who don’t want their old furniture to go into landfill.

Proposition: Give your old furniture a second life.

Deliverable: 30” Radio Ad.

Client: Heaps Normal Beer

Product: Non-Alcoholic Quiet XPA

Target Audience: People who feel like a beer but don’t feel
like getting drunk.

Proposition: Beer without the consequences.

Deliverable: A Social Idea that works on Facebook and/or Instagram.

Client: Nicorette

Product: Nicorette Gum

Target Audience: Smokers who are ready to quit but need support.

Proposition: Nicorette helps break your habit.

Deliverable: A PR Idea

Client: Tourism New Zealand.

Service: A winter holiday in New Zealand.

Target Audience: Australians who want to experience a different kind of winter holiday.

Proposition: Winter is different in New Zealand.

Deliverable: A digital idea that encourages people to build their website on Squarespace.

Client: Squarespace.

Service: Professional Website Builder.

Target Audience: Anyone with an idea that needs an audience online.

Proposition: Don’t just dream it, build a website.

Deliverable: A Direct idea across one or several touch points depending on your solution that gets people to take out HCF Insurance for their pet/s.

Client: HCF.

Service: Pet Insurance.

Target Audience: Those who cherish their cats and dogs like family.

Proposition: Pets are part of the family, too.

Deliverable: 3 or more components executed across at least 3 platforms, such as TVC, radio, press, live stunt, banner ad, website, app etc.

Client: Taronga Zoo.

Product: Day Pass to Taronga Zoo

Target Audience: People who love animals, and want to support wildlife conservation.

Proposition: Every ticket to Taronga Zoo helps animals in the wild.

Deliverable: Come up with a product, business or entrepreneurial idea.

Task: Come up with an idea for a product, business or entrepreneurial idea. It might be really big. It might be tiny. It might be a niche product.

Brief: You will need to use one of these as the basis of your insight to come up with your product, business or entrepreneurial idea.

1. Australian society is now made up of more people over the age of 65 than ever before.

How can we help this huge group of retirees stay healthy and happy into old age?

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