AWARD School’s 2015 recruitment campaign via Dentsu Australia seeks greater diversity
With the aim of increasing the diversity of applicants to the 2015 AWARD School program, The Communications Council has launched a new creative campaign by Dentsu Australia reaching out to young people in broader geographical areas in NSW; targeting TAFEs in Western Sydney and South Western Sydney via social, outdoor and radio.
The campaign highlights the advertising industry as another viable career option for students studying any range of creatively-led courses.
VIEW THE PRINT ADS: AWARD SCHOOL ADSHELS.pdf
PLAY THE RADIO SPOT: AWARD SCHOOL RADIO.mp3
Says Mark Harricks, AWARD chair: “Creativity and diversity go hand in hand. It is through galvanizing different backgrounds and experiences that we are able to introduce new and fresh ways of thinking into our business. That is why diversity has been at the top of our agenda over the past year. Our work in tackling the gender imbalance has been an important first step. Now, through this new recruitment campaign in NSW, we hope to begin tackling the issue of diversity more generally by casting our net further afield.”
Adds Jen Peace, general manager at Dentsu Australia: “We found that the path into our industry was largely driven by word of mouth and therefore restricted by who you know. This has created a cycle where agencies are sometimes recruiting the same type of person again and again.”
Says Pete Ogden, creative director of Dentsu Australia and acting head of Award School: “I have visited TAFEs over the past few months, talking about AWARD School, and the response has been great. Proof will be in the pudding come the submission deadline so we’ll see how we go. Credit where it’s due, too: Andrew, Ralph and Michael have done a great job, giving a little back to the industry.”
Dentsu Aegis Network also provided media opportunities, such as targeted outdoor placements around TAFEs.
The application brief will be released this Friday 13th February, with the application deadline set for Friday 27th February.
Client: Communications Council
Professional Development Manager: Linda Anderson
Agency: Dentsu Australia
Creative Director: Pete Ogden
Creative Team: Roy Leibowitz, Lisa Wilson, Lauren Bedford and Michael Kleinman
Strategy: David Milner
General manager: Jen Peace
Account Director: Andrew Henderson
Account Manager: Laura Bigeault
Print Production:
Photography: Andrew Goldie
Design/Art Direction: Michael Kleinman
Radio:
Creative Director: Ralph Van Dijk at Eardrum
Sound Engineer: Paul Taylor at Sound Reservoir
13 Comments
How do those executions reflect a ‘call for greater diversity?’
You’d think the AWARD school call for application campaign should be on brief no?
Embarrassingly off brief.
The press ads are slightly amusing. The radio is not. And where exactly will the radio be run?
COME ON folks! Both of the names in the print ads are female. How much more diversity do you people want??!?!?!?!?
Sorry, this is fairly lame thinking exacerbated by poor production.
Why do these look like they came from the 80s?
They work for me, but print?
Srsly?
It’s 2O|5 r0b()ts, grr, get a clew.
Forget slagging off the ads – if you’re that good, throw your hat in the ring and sacrifice thirteen weeks of your private life to teach the new AWARD intake all you know.
I am a hater, *because* I am a helper. The time I volunteer is worth more than these lame ads that won’t reach past Darlinghurst and the office junior.
Off brief, yes. Also is slagging off other careers and industries really the way to win hearts and minds? Advertising people are already badly though of – this just makes us look like (even bigger) arrogant arseholes.
What a load of shit!!!! Seriously, ‘be remembered for something more creative’??
More like, ‘become a corporate slave’.
Strange, the people that are meant to educate people and critique ads have just created the World’s worst ads… These are truly embarrassing for Award. What’s with the awful design work too…
these will pick up at Award this year…