University of Canberra wins IAA 2024 Big Idea Challenge

The University of Canberra’s TUTELA team have won the International Advertising Association’s (IAA) Big Idea 2024 Challenge.

This year’s challenge was to develop a full-scale campaign for Volvo Cars to “support a local initiative” that mirrored the brand’s purpose. As part of the challenge, the four finalist teams were required to present their work to a jury of senior marketing communications leaders, including Mumbrella’s commercial operations manager, Brittany Ferdinands; Volvo Cars’ marketing director Julie Hutchinson, and more.

“We were truly impressed by the quality of the submissions and presentations from all the finalists in the IAA BIG IDEA competition,” Hutchinson said.

“It was fantastic to hear the fresh insights and ideas from students who share our passion for Volvo Cars. Congratulations to all the finalists and winners!”

And after the presentations were given, team TUTELA – made up of Quinn Guy (team leader), Darcy Growland, Ciel Georgeievski, Dareen Attallah and Sophia Pilapil – were crowned the winners.

Team ECOADVENTURES from the University of Technology Sydney (UTS) were the runners-up. The challenge’s other two finalists were the University of Queensland’s NEWISH CREATIVES and Edith Cowan University’s BOOMERAMG ONE

Guy spoke highly of the challenge, describing it as “an incredible opportunity”.

TUTELA

“The IAA Big Idea competition was an incredible opportunity to challenge myself,” Guy said.

“Working alongside such a strong team allowed us to explore innovative ways to drive real social impact, pushing ourselves to think beyond traditional marketing. I gained invaluable insights into campaign strategy, pitching, and the power of purpose-driven ideas. The experience has sharpened my skills and inspired me to keep finding bold solutions for positive change.”

Jury co-chair, Justine Leong, also weighed in on this year’s presented work, saying that everyone displayed exceptional work ethic and teamwork.

“The presentations were truly energising, surrounded by the future talent of our industry and the fresh perspectives they brought,” Leong said.

“We witnessed a fantastic range of approaches to a real-life Volvo Cars brief, with the students skilfully and passionately showcasing insight, big ideas, and, importantly, teamwork. The competition was hotly contested, with the final decision coming down to just a few points between the teams.

“Congratulations to everyone who presented, and a special shoutout to the winning team, Tutela — well-deserved champions.”

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Big Idea Challenge 2024 Edith Cowan Univesity IAA International Advertising Association Julie Hutchinson Justine Leong University of Canberra University of Technology Sydney UTS Volvo Cars

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