The IPA Scotland Student Advertising Awards scheme has helped to attract the next generation of talent and extend the IPA in Scotland’s links with academia. Now in its second year, this year’s competition brief centred on promoting body confidence amongst Scottish youth.
The winning duo, who are both studying for an MSc in Creative Advertising, take home a cash reward and paid advertising industry internship for their 'I am not a robot' digital campaign. The campaign uses the everyday mechanism of a Captcha, a computer program that asks Scottish teenagers to prove that they are not a robot, to encourage them to contribute to a human online conversation about body image as part of a national week-long campaign to tackle body confidence issues. View the winning campaign here.
Additional prizes were given to second place winner Alicia Gonzalez from Edinburgh College for her ‘Animal pride’ campaign idea and third place winners Elliott Parry and Louise Cox, also from Edinburgh Napier University, for their ‘Can’t retouch this’ campaign idea. View the campaigns here.
Says Nigel Henderson, Chief Executive of the mental health charity Penumbra who endorsed the brief: “This has been a fantastic competition to be involved with. The quality of the entries was consistently high and it was very difficult to decide on the winners. Sadly, issues around negative self and body confidence are increasingly common amongst young people today, but all the entries we received prove we have the creativity and ability to tackle this issue positively.”
Says Brian Coane, former IPA Scotland Chairman and Awards founder, "We launched the IPA Scotland Student Advertising Awards in 2016 to strengthen the links between our agencies and the fantastic universities and colleges on our doorstep. The success of the awards will mean that we’re bringing more creative thinkers into the industry in Scotland. That's good for our economy, but as the entries show, advertising can also be a powerful force for good in our society by helping to tackle social issues like body image.
The judging panel was made up of IPA Scotland member agencies including Dentsu Aegis, Frame, The Gate Interactive, Leith Agency, Material, MediaCom Edinburgh, Republic of Media and The Union.*
Full details about the winning entries can be found at: http://www.ipa.co.uk/page/Student-Advertising-Awards-2017. Or on Twitter: @IPAScotland #IPAScotAwards
Nigel Henderson, Chief Executive, Penumbra (Chairman of Judges)
Claire Wood, Associate Planner, Leith Agency and Former Chairman of IPA Scotland Talent Forum
David Martin, Key Sector Manager for the Creative Industries, Skills Development Scotland
Eilidh MacDonald, Deputy Creative Director, Frame
Chris Marsh, MD, Dentsu Aegis
Troy Farnworth, Joint Creative Director, Leith Agency
Steve Hill, Creative Director, The Gate Interactive
Sera Miller, CEO, Material
Gordon Eldrett, Business Development Manager, MediaCom Edinburgh
Simon Watson, Head of Digital, Republic of Media
Euan Auld, Deputy Creative Director, The Union