Creative teams from Grey and AJF Partnership Melbourne share top prize at MADC Raw

The best of Melbourne’s young talent sweated it out  at this year’s MADC Raw at The Local Taphouse in St Kilda.

The brief was a socially led, fund raising campaign for One Girl, helping educate young women in third world Africa. The brief centred on a birthday pledge strategy.

13 teams competed, well supported by leading Melbourne creative mentors who generously made their time available on the day, as did chairman of Judges Pat Baron, the CCO of McCann. Each team presented their thoughts, but in the end, judges Evan Roberts, ECD, Clemenger BBDO, Glen Dixon, CD, DDB and Emma Hill, CD, Charles Grenfell Group were split between the ideas of two teams.

Sophie Horne and Ryland Summers from Grey created “The Selfless Selfie” and Nicola Simmons and Joel Wyatt from AJF Partnership presented “Donate, it’s a piece of cake.” The runners up were Lucy Downs and Emma Borland from Cummins and Partners.

With a tied result, the winning teams will get an extra week to expand on their ideas before a winning concept is chosen. This year Mr Smith have generously agreed to produce the work, under the direction of creative partner Brendan Guthrie.

For more photos of the day head to MADC Facebook.

(L-R 1. Winners: Ryland Summers & Sophie Horne, Pat Baron Chairman of Judges, Joel Wyatt & Nicola Simmons AJF; 2. Morning mentors: Sarah Vincenzini (Marmalade), Georgie Hanby (freelance), Ed Carveth (freelance), Emma Park (Isobar) and Brent Liebenberg (freelance); 3. Runners up Lucy and Emma from Cummins with James Wills from GPY&R, one of the afternoon mentors, along with Anthony Moss CHE,  Shane Dawson GPY&R and Deborah Frenkel CHE; 4. Pat Baron (R) and judges with CEO Morgan Koegel (L) and Katy Le Gall from One Girl)