Brief 7 – Get Kids to persuade their parents to BUY healthy food. (Feb–Mar 2005/2006)

This month’s challenge was to encourage older children to ditch junk food and become advocates of healthy eating. And despite the difficulties of the brief, the competition produced a shortlist of strong, original ideas, with remarkably few resorting to the well-worn idea of using celebrities endorsement.

The winning idea, from 18-year-old UK advertising student Chloe Slade, turned to one of children’s favourite mediums, the computer game. Her idea of creating a “Yum-Run”, where participants could be “powered up” by healthy food, landed her the GBP 1000 top prize.

But there were plenty of other inspired campaigns which all, unusually, also came from the UK. Joint runner up Sebastian Hill was praised for “Big Fat Juicy Bribes” while other runner up David Roberts scored highly with his “Here’s a question for you” campaign. Also commended was Damian Simor and Chris Boyd for their “Amazing Animals” idea.

The judges faced with the arduous task of selecting a winner included: Greg Delaney, chairman of UK agency Delaney Lund Knox Warren & Partners; Dianne Thompson, chief executive of UK lottery operator Camelot; Ford Ennals, chief executive of Digital UK; Tim Ashton, creative director of London creative consultancy Antidote; Steve Henry, creative director of international advertising group United and 14-year-old Josh Bednash.

Jo Smith said: “This was one of our hardest challenges in the ‘World’s Toughest Briefs’ series but it produced some of the best work we have had in the past year.”

Winner

Chloe Slade
'Yumrun campaign'

Chloe was originally from Fressingfield in Suffolk, and began studying for a BA (Hons) in Advertising and Brand Management at the University College for the Creative Arts in Farnham, Surrey last September. She became interested in advertising when she took a Graphics GCSE at school and studied point of sale displays. In future, she would like to work as a creative, but is keen to get experience in all aspects of the industry.

She said: ”I think OpenAd is a great opportunity for people like myself to share their ideas with others, as it gives us the chance to experience real briefs and clients. I'm really excited to be chosen as the winner, especially on such a difficult brief, and I hope it encourages more people to submit to OpenAd.net in the future.”

Runner-up

David Roberts
'Here's a question for you'

David,19, is also a first year advertising degree student at the University College for the Creative Arts in Farnham, Surrey. His home is in London, but he lives in Farnham most of the week. He said, “Being selected as a runner up in the Financial Times' 'Worlds Toughest Brief' competition is a great compliment to someone starting out in advertising. I will definately be submitting more ideas in the near future. Openad is a great way for advertising agencies to see the work of young creatives who hope to become part of the industry.”

He added: “The advertising and brand management’ degree course at UCCA is one of the best advertising courses in the country and we frequently have top industry people giving lectures and setting live briefs. Whilst studying at school for my A levels I was fortunate enough to do several work placements at M&C Saatchi and I have a week’s placement at Bartle Bogle Hegarty coming up soon. I'm looking for work during the summer and would welcome any offers to gain more experience and to help pay off the student loan.”

Runner-up

Sebastian Hill
‘Big fat juicy bribes'

Seb Hill is a senior art director at Chemistry Communications in London. He graduated in architecture at Leeds University (1997) but his buildings didn't stand up so he decided to pursue advertising instead, where his ideas did. He enlisted help for his campaign from Jacob Hill-Gowing, his 14-year-old brother who is currently revising for his GCSE mock exams.

Seb said: " I asked my much younger brother Jake what would make him eat healthier food - he said with conviction that bribery always works. I wanted something that let kids make a healthy choice on their own terms rather than being patronised and dictated to. Parents have been bribing kids for years and the thought of switching roles with the kid being in charge was very strong. I love the concept of OpenAd.net and this was a fantastic brief."

\ WORLD'S TOUGHEST BRIEFS
Introduction Brief 7: Healthy Eating Brief 6: Hybrid Cars Brief 5: Pensions Brief 4: National Lottery Brief 3: Digital TV Brief 2: Switching Banks Brief 1: Make Poverty History Judges Terms of participation	Brief 7 – Get Kids to persuade their parents to BUY healthy food. (Feb–Mar 2005/2006) This month’s challenge was to encourage older children to ditch junk food and become advocates of healthy eating. And despite the difficulties of the brief, the competition produced a shortlist of strong, original ideas, with remarkably few resorting to the well-worn idea of using celebrities endorsement. The winning idea, from 18-year-old UK advertising student Chloe Slade, turned to one of children’s favourite mediums, the computer game. Her idea of creating a “Yum-Run”, where participants could be “powered up” by healthy food, landed her the GBP 1000 top prize. But there were plenty of other inspired campaigns which all, unusually, also came from the UK. Joint runner up Sebastian Hill was praised for “Big Fat Juicy Bribes” while other runner up David Roberts scored highly with his “Here’s a question for you” campaign. Also commended was Damian Simor and Chris Boyd for their “Amazing Animals” idea. The judges faced with the arduous task of selecting a winner included: Greg Delaney, chairman of UK agency Delaney Lund Knox Warren & Partners; Dianne Thompson, chief executive of UK lottery operator Camelot; Ford Ennals, chief executive of Digital UK; Tim Ashton, creative director of London creative consultancy Antidote; Steve Henry, creative director of international advertising group United and 14-year-old Josh Bednash. Jo Smith said: “This was one of our hardest challenges in the ‘World’s Toughest Briefs’ series but it produced some of the best work we have had in the past year.” Winner Chloe Slade 'Yumrun campaign' Chloe was originally from Fressingfield in Suffolk, and began studying for a BA (Hons) in Advertising and Brand Management at the University College for the Creative Arts in Farnham, Surrey last September. She became interested in advertising when she took a Graphics GCSE at school and studied point of sale displays. In future, she would like to work as a creative, but is keen to get experience in all aspects of the industry. She said: ”I think OpenAd is a great opportunity for people like myself to share their ideas with others, as it gives us the chance to experience real briefs and clients. I'm really excited to be chosen as the winner, especially on such a difficult brief, and I hope it encourages more people to submit to OpenAd.net in the future.” Runner-up David Roberts 'Here's a question for you' David,19, is also a first year advertising degree student at the University College for the Creative Arts in Farnham, Surrey. His home is in London, but he lives in Farnham most of the week. He said, “Being selected as a runner up in the Financial Times' 'Worlds Toughest Brief' competition is a great compliment to someone starting out in advertising. I will definately be submitting more ideas in the near future. Openad is a great way for advertising agencies to see the work of young creatives who hope to become part of the industry.” He added: “The advertising and brand management’ degree course at UCCA is one of the best advertising courses in the country and we frequently have top industry people giving lectures and setting live briefs. Whilst studying at school for my A levels I was fortunate enough to do several work placements at M&C Saatchi and I have a week’s placement at Bartle Bogle Hegarty coming up soon. I'm looking for work during the summer and would welcome any offers to gain more experience and to help pay off the student loan.” Runner-up Sebastian Hill ‘Big fat juicy bribes' Seb Hill is a senior art director at Chemistry Communications in London. He graduated in architecture at Leeds University (1997) but his buildings didn't stand up so he decided to pursue advertising instead, where his ideas did. He enlisted help for his campaign from Jacob Hill-Gowing, his 14-year-old brother who is currently revising for his GCSE mock exams. Seb said: " I asked my much younger brother Jake what would make him eat healthier food - he said with conviction that bribery always works. I wanted something that let kids make a healthy choice on their own terms rather than being patronised and dictated to. Parents have been bribing kids for years and the thought of switching roles with the kid being in charge was very strong. I love the concept of OpenAd.net and this was a fantastic brief."

\ WORLD'S TOUGHEST BRIEFS