The inaugural Destroy this Brief competition has been won by two entrants: Anneliese Sullivan and Melle Brandson's 'Mad Things'; and BMF associate creative director Rees Steel's 'White Dad Adoption Drive'.
Destroy this Brief is a clarion call to the industry - agencies, creatives, teams, students, directors, and production companies - to think of ways to create a more diverse advertising community.
Mad Things is an episodic web series described by Anneliese Sullivan and Melle Branson as “Mad Men x the wit of Succession x the style and heart of The Devil Wears Prada” aims to shift perceptions of advertising in pop culture and ultimately, attract the right talent.
White Dad Adoption Drive, which judge Cindy Gallop described as “nepotism for good”, aims to match young diverse talent with senior ad people to give them the professional, practical, and financial help they would give their own kids.
Steel said: “Like a real Dad, he’s got to open not only his heart, but his wallet, his home and his rolodex.”
The global jury was impressed by the quality of the entries and inspired by the passion with which the industry has embraced the challenge.
And while the joint winners have been announced, all shortlisted ideas will be shared in the coming weeks on the Only One In The Room website, with the entrants, industry peers and agencies encouraged to bring them to life.
Sunita Gloster, non-executive director and advisor at Gloster Advisory said: “It's trite to say that all the finalists were worthy winners. The reality is that one winner will not drive the change the industry wants to see on cultural diversity.
"Real change needs to see the leadership that backed all 6 industry finalists make each one a reality. That'd show this wasn't just a pursuit of an award. Who's up for that?”
Greg Hahn, CCO and co-founder of Mischief USA said: “I was blown away by the depth of thinking and the inventiveness of the top entries. They all went beneath the surface of the brief and found impactful ways to attack "the problem beneath the problem.
Jonathan Mildenhall, former Airbnb & Coke CMO, founder TwentyFirstCenturyBrand, said: “This challenge is as old as the industry itself and I’m delighted to see that the winning campaign ideas are as old as humankind itself.
"With ‘White Dads’ we lean into proactive and accountable mentorship. And with ‘Mad Things’ we lean into storytelling. With excellence in mentorship and storytelling we might, just might, change the industry for good. It’s about damn time.”
Cindy Gallop, founder & CEO MakeLoveNotPorn said: "I was blown away by the creativity exhibited by all of the finalists - a demonstration that our industry really can apply what we are brilliant at, to changing ourselves.
"I cannot wait to watch 'Mad Things', and I look forward to seeing the White Dads of the Australian ad industry stepping up to exercise nepotism for good, to turbocharge the rise of diverse talent through the ranks."
Terry Savage, The Marketing Academy & London International Awards global chair said: “I thought all of the ideas were good, and I say to the winners execute them and I say to those that did not win, execute them, because this is not about just winning, it is about changing perceptions and embracing diversity.”
Faycal Ben Abdellaziz, head of group brand NAB said: “Thrilled to have been part of the inaugural Destroy This Brief judging panel, and to be inspired by the diversity, quality and creativity of submissions to tackle the ‘diversity challenge’.
"It gives me hope that real change can be made by continuing to embrace diversity of thought, elevating underrepresented voices and bringing those different types of lived experience to the table in our creative industry.”
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