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DDB Melbourne wins AdShel Creative Challenge with idea to tackle street violence in Melbourne

DDB Melbourne has emerged as the winner of the annual AdShel Creative Challenge, an award for creativity in outdoor.

This year, Melbourne’s creative community was tasked to come up with a campaign to combat street violence.

DDB Melbourne creatives Daniel Grech and Eamonn Dixon won with their “Night Shift” concept, an idea using an Adshel panel as the vehicle to alert authorities of street violence in the area.

The idea will be used to drive not-for-profit organisation Step Back Think’s anti-violence message with a $100,000 Adshel campaign.

“It was important to make sure we could deliver the message in a simple yet impactful way. We wanted to focus on engagement and interaction with the outdoor media so that the target audience could actively participate in the campaign,” said Dixon.

“We were up against a lot of tough competition, and only having one hour to deliver was a real adrenaline rush. It was a wonderful opportunity for us to make a difference by helping Step Back Think communicate the consequences of street violence to young Aussies – an issue we both feel passionately about,” he said.

The runners up were female specialist agency Hello, I’m Venus and digital shop Visual Jazz Isobar.

The winners get a trip to the US to attend the 2013 New York Festival’s International Advertising Awards and have won their agency five licenses of Adobe Creative Cloud.

The panel of judges includes Matt Batten, national ECD at Wunderman, Adam Ferrier founding partner of Naked Communications, David Ponce de Leon, creative director at BDnetwork and Anathea Ruys, MD of Mindshare Melbourne.

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