Edith Cowan’s ‘Boomerang Two’ win IAA ‘Big Idea’ 2020 Challenge
The International Advertising Association (IAA) ‘Big Idea’ 2020 Challenge has been won by the Edith Cowan University’s ‘Boomerang Two’ team. The ‘Money Talks Agency’ team from Curtin University came in second. ANZ Banking Group was the client for IAA ‘Big Idea’ 2020.
From a field of more than 150 undergraduate university students from across Australia, five teams emerged as finalists in the competition with University of Canberra team ‘Pivot’, Charles Sturt University team ‘Kajulu Blue’ and University of Queensland team ‘Newish Communications’ taking up the remaining three spots.
IAA ‘Big Idea’ is a national marketing communications challenge specially created for student teams from Australian universities and colleges within advertising, marketing, media and communications faculties. IAA ‘Big Idea’ gives students the opportunity to hone their communication skills and to provide critical training in the preparation for transition from university into professional practice.
ANZ’s project brief was to develop a marketing communications program with “ingenuity and original ideas that will resonate with Aussie today .… and tomorrow”, to help ANZ deliver financial services and solutions to improve people’s financial wellbeing.
ANZ head of brand strategy and marketing, Kjetil Undhjem, who was also jury chairman said: “Passion and commitment combined with strong insights and bold ideas, made this presentation from the five finalists an energy boost in what ANZ can achieve with financial wellbeing. A call out to the winners for choosing a new and different idea presented simply and compellingly. Well done to all!”
The winning team, Boomerang Two.
Other jury members for the competition were: Ricci Meldrum – TBWA managing director, Jordan Smith – PHD group business director, Brooke Hemphill – Premium Content Alliance/ThinkTV head of communications, Adam Donnelley – RXP Group chief strategy officer (IAA Australia president) and Hannah Blackiston – Media & Capital Partners senior account manager.
Team leader for the Boomerang Two team, Frida Bergesen, said: “IAA Big Idea 2020 has been the most intense, the most fun and the most educational experience I probably will have throughout Uni. To get the experience of actually working with a real brief for a real client is an incredible privilege that gives you both knowledge and confidence within the field. As a student, you go into this experience both excited and terrified, and to come out on the other side as the winning team is an achievement we will always bring with us.”
The winning IAA ‘Big Idea’, as well as all other entries are made available to be implemented by ANZ.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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