IAA ‘Big Idea’ Challenge winner announced

Charles Sturt University students won the International Advertising Association’s 2017 Big Ideas Challenge last week, beating teams from across Australia with a campaign for cloud document services aimed at teachers.

The winning Kajulu Red team:
Students: Olivia Foti, Mary Hall, Eliot Parker, Sharntelle Uren, Jordan Van der Heide,
Jonathan Watson, Ashleigh Coates (absent from photo)
Faculty Advisor: Anne Llewellyn

The release;

The International Advertising Association (IAA) has announced Kajulu Red team from Charles Sturt University as National Champions of the IAA ‘Big Idea’ 2017 Challenge.

From a field of more than one hundred and fifty undergraduate university students from 5 states around Australia five teams emerged as finalists in the competition: CSU (NSW) teams, Kajulu Red and Kajulu Blue, ECU (WA) teams, Boomerang One and Boomerang Two, and University of Canberra (ACT) team, Construct.

Kajulu Red team won IAA ‘Big Idea’ 2017 with their innovative marketing communications campaign for Adobe Document Cloud directed to the target audience of school teachers – featuring “Sheet Happens” as the concept to drive product awareness of Document Cloud on a large scale and position the product as a tool that can help teachers to make the most effective use of their time. The use of a primarily digital and social media campaign was conceived to educate teachers on the specific functional benefits of the product and encourage them to become advocates for Document Cloud.

The team was presented with their trophy at a special event at OMD Australia, hosted by CEO Aimee Buchanan, the jury Chair, and was attended by 40 IAA ‘Big Idea’ finalists who came from Perth, Canberra, Sydney and Bathurst to present their “Big Ideas” to the judging panel and IAA directors.

IAA ‘Big Idea’ 2017 is Australia’s only national marketing communications challenge specially created for student teams from Australian universities and colleges with courses in advertising, marketing, media and communications to foster the professional development of the upcoming generation of communications practitioners, which is central to the IAA’s ongoing mission and commitment to education in the industry.

IAA ‘Big Idea’ gives students the opportunity to hone their communication skills and talents in a real world, career-ready experience that is critical training in the preparation of graduates for transition from university into professional practice.

Adobe was the real-life client and national sponsor and Chandra Sinnathamby – Head of Document Cloud, and member of the IAA ‘Big Idea’ jury said:

What a fantastic afternoon it has been with some amazing presentations!!!

Today we have seen a sample of the next generation of marketers and I am sure you will agree that I feel the industry can look forward to some amazing talent that will contribute immensely to the on-going success of this industry. With that I would like to thank all the students and educators that have invested their time and effort to be involved, and I hope you have found the experience thoroughly rewarding, all of you did amazing work, and a big congratulations to all the finalists, well done.

I am happy to say, with the quality of work I have seen today, the students have done an amazing job, and very creative and innovative with their campaigns… and thank you for making documents sexy once again!!

In closing, I would like to once again thank both the IAA and the students for their involvement in the Big Idea, it has been our absolute pleasure to be involved. ”

IAA ‘Big Idea’ 2017 Jury Chair and OMD Australia CEO, Aimee Buchanan said:

“it was an absolute honour to chair and judge the IAA Big Idea Awards.  The calibre of thinking, creativity and passion reinforce the level of talent we have coming into the industry.  If this event is anything to go by, we have a bright future ahead.”

The jury for this year’s competition included; Chair of the Jury Aimee Buchanan, OMD Australia CEO, with a judging panel of Chandra Sinnathamby, Adobe, Head of Document Cloud APAC, Donna Magauran, Adobe Head of Strategic Marketing,  Gayle While, Clemenger BBDO Melbourne, Acting CEO, Stewart Heys, News Limited Head of Ad Products,  and Paul Wallbank, Mumbrella News Editor.

Commenting on the Big Idea competition, IAA Chair Heather Leembruggen said:       “ In the 15th year of the IAA ‘Big Idea’ challenge, we are very proud that this is highly valued by over 150 university students about to embark on a career in marketing communications, proving this competition equips them with a hands-on, career-ready, real-life learning experience that will stand them in good stead.

It is also immensely gratifying for the IAA and all the teams, who contributed so enthusiastically, to have the opportunity to provide innovative ideas to raise awareness of and promote Adobe Document Cloud, generating some concepts that Adobe plan to take to market. My congratulations to all those who participated in the IAA ‘Big Idea’ 2017 challenge – you all won an amazing experience!”

The winning IAA ‘Big Idea’, as well as all the ideas submitted by the students, are made available to be implemented by Adobe.

This year, IAA ‘Big Idea’ has been proudly supported by Adobe and Mumbrella as partners in this national competition.

From an IAA release


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