The winners of the inaugural Destroy This Brief revealed
The Only One In The Room collective’s inaugural Destroy This Brief challenge has come to a close, naming Anneliese Sullivan and Melle Brandson’s ‘Mad Things’ and BMF associate creative director, Rees Steel’s, ‘White Dad Adoption Drive’.
The winners were selected from more than 108 entries from across the industry, which were shortlisted over a number of judging rounds. All shortlisted ideas will be shared on the Only One In The Room website in the coming weeks.
L-R: Faycal Benabdellaziz, Pia Chaudhuri, Terry Savage, Greg Hahn, Sunita Gloster, Cindy Gallop, Jonathan Mildenhall, Avish Gordon.
Sullivan and Branson describe their winning idea, Mad Things, as “Mad Men X the wit of Succession X the style and heart of The Devil Wears Prada”. The initiative aims to shift perceptions of advertising in pop culture and ultimately, attract the right talent.
Steel’s ‘White Dad Adoption Drive’ was described by judge Cindy Gallop as “nepotism for good”, aiming to match young diverse talent with senior ad people to give them the professional, practical, and financial help they would give their own kids. Speaking on the ideal ‘Ad Dad’, Rees Steel said: “Like a real Dad, he’s got to open not only his heart, but his wallet, his home and his rolodex.”
The White Dad Adoption Drive has been undertaken by The Only One In The Room collective, which will immediately commence scoping out and facilitating the idea.
Commenting on the outcome of the competition, jury member Sunita Gloster, who is non-executive director and advisor at Gloster Advisory, said: “It’s trite to say that all the finalists were worthy winners. The reality is that one winner will not drive the change the industry wants to see on cultural diversity. Real change needs to see the leadership that backed all 6 industry finalists make each one a reality. That’d show this wasn’t just a pursuit of an award. Who’s up for that?”
Jonathan Mildenhall, former Airbnb & Coke CMO, founder TwentyFirstCenturyBrand, said: “This challenge is as old as the industry itself and I’m delighted to see that the winning campaign ideas are as old as humankind itself. With ‘White Dads’ we lean into proactive and accountable mentorship. And with ‘Mad Things’ we lean into storytelling. With excellence in mentorship and storytelling we might, just might, change the industry for good. It’s about damn time.”
Cindy Gallop, founder & CEO MakeLoveNotPorn and diversity advocate, said: “I was blown away by the creativity exhibited by all of the finalists – a demonstration that our industry really can apply what we are brilliant at, to changing ourselves. I cannot wait to watch ‘Mad Things’, and I look forward to seeing the White Dads of the Australian ad industry stepping up to exercise nepotism for good, to turbocharge the rise of diverse talent through the ranks.”
Gloster, Mildenhall and Gallop were joined on the jury by The Marketing Academy and London International Awards global chair, Terry Savage; CCO and co-founder of Mischief USA, Greg Hahn; and head of group brand at NAB, Faycal Benabdellaziz.
Only One In The Room was founded in June 2021 by BMF ECD Pia Chaudhuri, Cocogun creative partner and co-founder Ant Melder and Dentsu Creative CCO Avish Gordhan to address the industry’s lack of diversity.
In late 2022, the organisation launched Destroy This Brief to tackle the industries prevalent diversity and inclusion challenges, with only 16% of people in Australia’s advertising industry being culturally diverse.
Got a tip?
topics
Anneliese Sullivan
Cindy Gallop
Destroy this Brief
Faycal Ben Abdellaziz
jonathan mildenhall
Melle Brandson
Rees Steel
Sunita Gloster
Have your say