An original campaign idea from three RMIT advertising students has caught the eye of international advertising powerhouse, Ogilvy.
Azahn Munas, Hayley Carra and Kate Gillam, all final-year Bachelor of Communication (Advertising) students, are in contact with the advertising giant after developing an innovative campaign.
Their campaign video “Drip for a Drop”, which promotes a sustainable strategy for one of the world’s most influential brands, was created as part of the 2015 Cannes Future Lions Competition.
The competition brief was to connect a chosen audience to a product or service from a global brand in a way that wasn’t possible three years ago.
Lecturer Cangie Contessa said the team’s success could be attributed to a firm belief in their concept.
“While the idea was inspired by the competition’s objectives, the team was quick to recognise their project’s potential industry appeal,” she said.
In fact, the students were so sure of their idea that they decided to pitch it directly to Ogilvy.
The students were subsequently contacted by the company in Hong Kong, and invited to meet with key executives during a tour of the head office in Melbourne.
Gillam said: “Azahn, Hayley and I really pushed ourselves for that project and eventually developed a concept that we think not only met the brief, but was something that could actually make a difference.”
Munas said: “It was an amazing experience and a fantastic opportunity to network.
“Ogilvy now have our digital portfolios on file and would like to come along to our pitch night at the end of the semester.
“We have been given some incredible feedback. Ogilvy Hong Kong really liked our idea and saw a potential to partner with us.”
Contessa said industry projects like these provided students with an opportunity to connect and build professional relationships, something the students were very grateful for.
“RMIT has opened up a lot of doors and given us direct contact to clients, which is amazing,” Gillam said.
“Some of the staff have become mentors instead of tutors, because many still work in the industry.” Carra said.
RMIT’s Bachelor of Communication (Advertising) program was ranked number five in the world and number one in Australia in 2010 (Young Guns).
It is one of the few creative advertising degrees that teaches both business and creative strategy.
Story: Emma Morgan