It was a battle between rising advertising stars when third-year RMIT Advertising students challenged students from the University of Technology, Sydney, on The ABC’s Gruen Planet.
The two student teams each created a 45 second TV spot that aired on the Gruen Planet. The ads were featured on The Pitch segment of the hit ABC show, and judged by the Gruen panel.
The brief to both teams was to come up with a fictitious campaign, regarding issues for refugees in Australia. With less than two weeks to generate and develop concepts and take them into production, the teams were under pressure from the start.
As one of the RMIT team members, Emma Borland, said, “It was a big challenge for us because we had to do the whole ad from start to finish. We even got to work with a production team and cast our own extras, then go out and shoot.”
The RMIT student team, in their final year of the Bachelor of Communication (Advertising) degree, consisted of Emma Borland, Isabella Caruso, Lucy Downs, Ellen Fromm and Ryan Graff.
RMIT Advertising lecturer, Kerin Elsum, helped the students manage the project. Industry partners from a number of Melbourne advertising agencies also provided support and resources.
“This has been an exciting real-life opportunity for students who were frantically developing, producing and editing the 45-second spot within really tight deadlines,” Ms Elsum said.
The finished advertisement was a collaborative effort between the students, RMIT media lecturer Paul Ritchard and media graduate Lauren Pell. Lauren, who is now working as TV producer at Whybin TBWA, assisted with the production and editing of the TV spot.
Production took place in Melbourne and students were flown to Sydney for the recording of the show. Although the UTS team won on the night, the RMIT students were delighted to have had such an amazing experience. Each team member also has a great piece of work to add to their portfolios.
Ryan Graf summed up the experience, saying, “This was a perfect chance for all of us. We’re so happy we got into the RMIT course… and then ended up on Gruen!” The students’ submissions, along with a look inside the production process, can be seen at the Gruen website.