Traffik claims top prize in Adshel Creative Challenge 2013 with ‘Reorder the Disorder’

Last week, Sydney’s best creative minds battled it out at the annual Adshel Creative Challenge. Adam Harriden (far left) and Nick Blair (near left) from experiential agency Traffik took out number one with their ‘Reorder the Disorder’ concept. The winning concept will be used in a $100,000 Adshel campaign to help Brainwave drive community engagement and raise awareness on the impact of paediatric brain disease and brain injury on children and their families.

The winners from Traffik will not only have boasting rights over their peers, they have also won a trip to the US to attend the 2014 New York Festivals’ International Advertising Awards. For their efforts, the team has also won their agency five licenses of the latest Adobe Creative Cloud.

The ‘Reorder the Disorder’ concept allows commuters to play an interactive game which requires them to reorder images on an Adshel panel to piece together a whole face. The audience will also have the option to offer a potential donation to Brainwave at the end of their play.

Says winner, Nick Blair, art director, Traffik: “We wanted to create an experience that addressed the brief, simply and honestly. We also wanted it to be engaging for audiences of all ages.”

The winning concept was judged by a panel of industry experts and advertising gurus, which included Adam Ferrier, founder partner of Naked Communications; Damian Damjanovski, founder/strategy director at Common Ventures; Kevin Macmillan, founder/creative director at The Works, Nicole McInnes, director of marketing at Adshel and Brainwave chairman, David Blackley.

Says Kevin Macmillan, founder/creative director at The Works, who sat on the judging panel this year: “The Adshel Creative Challenge is just about the best thing out there for ambitious creative people. Take the simplest medium and give young creatives one hour to crack a great idea. It’s dynamic, no nonsense and brings out the best in good intuitive thinkers. The winning concept stands out because it is on strategy – it utilises the potential of outdoor, succeeds in providing a positive and engaging message and you can actually read it driving past at 60kmph. I never cease to be amazed at how many clients get talked into making outdoor advertisements you simply cannot read.”

The top three creative concepts delivered on the night were from Traffik, DDB and Match Media. The judges made their decisions based on clear messaging, creativity, innovation, effective use of outdoor panels and meeting the brief set out by Brainwave.

Says Nicole McInnes, director of marketing, Adshel: “Year on year, we continue to be inspired by the amazing outdoor campaign concepts that are produced by our Creative community at Creative Challenge. Out-of-home continues to be a growth area in advertising. We are the one media channel still able to effectively reach mass audience and engage without disrupting their chosen entertainment. We see this not just as an opportunity for the Sydney creative minds to showcase what they’re capable of, but to deliver impactful campaigns for a meaningful  cause with a leading edge medium. Big congratulations to Traffik on delivering the winning concept. We look forward to taking their creative to the streets next year.”