Page 10 - AdNews magazine Jul-Aug 2021

Behind the Cover
The creative contingent of adland is the beating heart of the industry.
To fully embrace this, and with a mission to create awesome and inspiring covers, each month AdNews hand-picks an agency to work its magic.
When creativity meets diversity
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Thinking. Insights. Ideas.
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Diverse Thinking
Why altering the status quo is a no -brainer
For the July/August issue, AdNews has teamed up with AWARD School. We asked students to answer a brief to match our cover story: “When creativity meets diversity”. There were more than 120 ideas sub- mitted nationally. The AWARD School heads blind judged the work and selected three finalists for AdNews to choose from: William Labourier (NSW, 2021); Sarah Vanderschoot (VIC, 2020 Alumni); and Isaac Redway, Jack Robertson, Ryan Doray and Gaby Hanna (WA, 2021). AdNews was blown away by the quality of entries and while choosing from the three finalists was hard, we landed on Labourier’s brain concept. He shares more about what went into the cover below.
What were your initial thoughts on the “When creativity meets diversity” brief at hand?
The issue of diversity is nuanced and complex. But I strongly believe it’s a topic that should be addressed in the advertising industry to reflect what’s happening worldwide. Encouraging difference is often the key to innovation and creativity.
Post first brief chat, what went through your mind(s) and what were the next steps you took as a team?
I wanted to find ways to visually
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PAIGE MURPHY
represent creativity and diversity — two very broad terms. I thought the best path to explore this was in the image of a brain. I then focused on integrating the diversity component of the brief.
How did you know you’d landed on the best concept?
I started by going wide and looking for lots of ways into the brief. I shortlisted it down to five ideas, then submitted my favourite three, putting the brain concept as my frontrunner entry. I’m still learn- ing about how to spot great ideas, but I definitely felt my favoured concepts were visually interesting and had the right message about the power of bringing people of diverse backgrounds together.
Who from the team was largely involved and what were their roles?
Once my idea was selected, National AWARD School co-heads Mandie van der Merwe and Jack Nunn helped with production of the project. Mandie and I created an illustration brief. The M&C Saatchi production team helped connect us to the right illustration talent, which is how Spanish illus- trator Bea Crespo, represented by The Illustration Room, entered the project and gave life to the visual. Jack shared some insight on the
headline and subhead copy. Simone Goldstein (professional development manager at the Advertising Council Australia) kept the project rolling.
What were the biggest hurdles to making this
a reality? Any challenges? Tight deadlines!
Tell us about the actual creation techniques. How did it come together?
We had a few conversations with Bea to get the ball rolling. She was quite spot on in her first execu- tions of the brief. We directed a few tweaks to the illustration and it all came together very naturally.
Biggest challenges with the whole process? Did anything keep you up at night?
As a photographer, my first instinct is to be a little more hands on with production. The challenge for me was letting go of my initial vision to allow space for Bea Crespo’s inter- pretation of the idea, which turned out to be engaging and rewarding!
Best bit about the process?
The incredible opportunity to create the cover of AdNews and the privi- lege of collaborating with a highly accomplished team of creatives early on in my advertising career.
Credits
AWARD School Student 2021 (NSW): William Labourier
Illustrator: Bea Crespo, represented by The Illustration Room
Creative Directors: Mandie van der Merwe (ECD, M&C Saatchi)
and Jack Nunn (CD, DDB Sydney)
AdNews Cover Finalists: Sarah Vanderschoot (2020 VIC AWARD School Alumni) Isaac Redway, Jack Robertson, Ryan Doray, and Gaby Hanna (2021 WA AWARD School students)
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A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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