UTS team Momento wins IAA ‘Big Idea’ 2021
From a field of more than 150 undergraduate university students, Momento, a team from The University of Technology, Sydney (UTS) has emerged as the winners of The International Advertising Association (IAA) ‘Big Idea’ Challenge 2021.
IAA ‘Big Idea’ is a national marketing communications challenge specially created for undergraduate teams from Australian universities and colleges with courses in advertising, marketing, media and communications.
The program gives students the opportunity to hone their communication skills and talents in a career-ready learning experience. This year’s client and brief was for T2 Tea. The challenge was to create a campaign to help grow awareness and consideration of T2 products among Australia’s multicultural community, with special emphasis on Chinese speaking and South Asian audiences in Australia and to promote the T2 Tea product range as the ideal gift for all occasions.
Runners-up were Muse, from The University of Canberra (ACT) and Boomerang Two, from Edith Cowan University (WA).
The Momento team
Momento’s campaign for T2 was titled ‘Fill up their cup’ and focused on tea as being a daily ritual that promotes not only self-care but also an opportunity for sparking unique conversations with others.
T2 Tea global brand director and judge, Amy Smith, said: “T2 is honoured to have been able to participate in this years’ IAA Big Idea competition with a brief that encourages the gift of bringing people together for meaningful experiences over a cup of tea.
“The entries and effort by the student teams were magnificent. The commitment and energy all teams showed was truly inspiring. Thank you IAA for having T2 as the ‘client’ in 2021 and thanks to all the teams who participated.”
Jury chair, Steve Coll, head of creative shop ANZ, Facebook added: “In this program, the IAA have set up a wonderful opportunity. The student teams respond to a live brief from T2, and then get invaluable feedback on their answers from respected marketers. It was a challenge that brought out the very best in the students, with a high bar from all the finalists. I’d like to thank all the participants for their huge efforts, and especially congratulate Momento, the winning team from UTS.”
Kate McGregor, creative director of winning UTS team Momento, said: “The IAA ‘Big Idea’ competition has given me the confidence to dream big with my future career in advertising.
“To work with a real world client on a challenging brief gave my team and I an amazing experience to take into our future careers in the communications industry. We went in hoping to create a good campaign, not expecting much in return. To get recognised for our work by industry professionals has given us new confidence to believe in our potential.”
The winning IAA ‘Big Idea’, as well as all the ideas submitted by the students, are made available to be implemented by T2 Tea.
This year, IAA ‘Big Idea’ was supported by T2 Tea as client partner, MultiConnexions as planning partner, and Mumbrella as media partner.
The jury for this year’s competition included:
- Giorgia Butler, Nunn Media
- Steve Coll, (Jury Chair)
- Olivia Kruimel, Mumbrella
- Sheba Nandkeolyar, MultiConnexions Group (VP, IAA Australia)
- Amy Smith, T2 Tea
- Chantal Walker, Active Super
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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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