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YCN Awards 0809                         YCN Awards 2008/09
Brief guidelines…                       Please read the information on this page carefully as it contains new
Submissions Deadline                    details on eligibility, judging and timings for this year’s YCN Awards.
27 March 2009
                                        Introduction
Submit To                               The annual YCN Design & Communication Awards exist to inspire, support and showcase emerging creative
YCN. 72 Rivington Street,               talent, and to connect it with the creative industries. The awards centre around a collection of live creative
London, EC2A 3AY.                       briefs, written each year by partnering organisations, and spanning broad creative disciplines.
United Kingdom
                                        The Call for Entries for this year’s program was launched on 15th October 2007.
Please ensure you have completed,
and signed, an Entry Form and affixed   The Deadline for Submissions is 6pm on Friday 27th March 2008.
an Item Label to each part of your
submission. These are available to      How work is Judged
download at ycnonline.com               Work submitted in response to each brief is closely examined by the organisations that wrote them, often
                                        alongside the agencies with whom they work. They are asked to draw up a shortlist of the submissions
                                        felt to be the most outstanding from all those received in response to their brief. The originators of these
                                        submissions are awarded with a Commendation.

                                        This judging takes place over April and May, with Commendations published at www.ycnonline.com, sent
                                        to course tutors and sent in writing to entrants in June 2008. Certificates of Commendation, created each
                                        year by a different designer are also sent out at this time.

                                        Commended Exhibition
                                        Every Summer, an exhibition of all Commended work is hosted in central London. The venue for the
                                        exhibition changes each year. Most recently the event was hosted by Village Underground. The event
                                        presents all work Commended as part of the most recent awards, alongside much more besides. The
                                        intention, as ever, is to put Commended work in front of as many senior figures from across the creative
                                        industries as possible – with a big celebratory Private View!

                                        As part of the 2009 Exhibition all those to be Commended as part of the Awards will also be invited to
                                        showcase a broader representation of their work at the show.

                                        Placement, and Professional Development Programme
                                        The Professional Development aspect of the Awards has been extended once again this year to foster
                                        links between those Commended and leading creative organisations internationally. An impressive group
                                        of agencies, and other partnering organisations (including some of those who have written the live briefs)
                                        will offer a raft of professional development, work experience and other project based opportunities to
                                        those whose work is Commended. More details on this program, and the agencies involved, can be found
                                        in the main Awards section of the YCN website.

                                        Book
                                        The annual YCN Book presents all work to have been Commended as part of the previous year’s awards,
                                        alongside a showcase of broader creative projects produced by YCN and our members over the past 12
                                        months. The publication is distributed to leading creative agencies internationally, as well as to a network
                                        of Universities, Colleges and Art & Design schools.

                                        Eligibility
                                        Submissions are invited from anyone not working full time in a creative department (i.e at a design or
                                        advertising agency). If you are undertaking work experience or a creative placement then you are
                                        welcome to enter. There are no age restrictions.

                                        Entry details
                                        The deadline for submitting work is 6pm on the 27th March 2008.
                                        There is no entry fee to submit work. All submissions must be sent, or brought, to:
                                        YCN, 72 Rivington Street, London, EC2A 3AY. United Kingdom.

                                        You may respond to as many of the briefs as you wish. All submissions must be in the English language.
                                        You may submit work as an individual or as a team. Teams can consist of as many people as you wish.
                                        Submissions are welcomed from overseas. Logos and other information listed in individual briefs, can be
                                        found online in project packs that accompany each brief.

                                        Conditions, Entry Forms and Item Labels
                                        Entry forms and labels to affix to your work can be found online. Entry forms and item labels must be fully
                                        completed. A label must be attached to each item and numbered clearly if it forms part of a series.

                                        It may be that the organisation to whose brief you respond wishes to discuss with you the further
                                        development and use of your work. Organisations and agencies involved in the awards recognise the
                                        importance of including originators in further development or implementation of work. YCN will encourage
                                        full communication between parties and assist in discussions regarding licensing and copyright where
                                        appropriate.




Page 1 of 1
              Deliverables
              Please adhere to the following guidelines governing the submission of work:
              — Artwork should be mounted on boards.
              — Films, animation and other moving-image work should be on a Mac-readable format on a CD or DVD.
              — Interactive work should be on a Mac-readable format on a CD or DVD.
              — If you upload any interactive work you should supply a full URL and details of any plug-ins needed to
                view the work.
              — Radio scripts should be typed, and any recordings should be submitted on tape, minidisk or as a Mac
                readable audio format on a CD or DVD.
              — Any additional support materials, written or otherwise, should all also be clearly labeled.
              — Any models or other potentially fragile submissions should be carefully packaged to avoid damage.
              — You may submit as many items as you wish.

              Key dates
              Submission deadline: 6pm, March 27th 2009.
              — Initial round of examination and assessment: April and May 2009.
              — Commendations published and Certificates of Commendation awarded June 2009.
              — Summer Exhibition hosted in August 2009. Placement and professional development opportunities
                offered at this time.
              — Book 0910 published to showcase all Commended work in the Autumn of 2009.

              Return of work
              Work will be available for collection from June 2009. Dates and arrangements for collection will be detailed
              at www.ycnonline.com nearer the time.

              We appreciate that some will be unable to collect work in person, and may need this for degree shows.
              Individual arrangements can be discussed by emailing info@ycnonline.com

              Work that has not been arranged to be collected by the end of September 2009 will be recycled.

              While absolutely every effort is made to ensure the safety of work, YCN cannot accept responsibility for loss
              of or damage to work submitted.




Page 1 of 1
                                    Encourage people to play more table tennis

YCN Awards 0809                         Background
Anomaly Brief                           Butterfly Corporation is the world leader in Table Tennis Equipment. They make everything from rackets
                                        (paddles in the US) to tables and from sneakers to glue. The company was formed in 1950 by Hikosuke
Submissions Deadline                    Tamasu, a Japanese Table Tennis player. Butterfly has headquarters in Tokyo and Germany but outlets all
27 March 2009                           around the world. This brief is for the US and UK markets.

Submit To                               Ping Pong is currently having a mini renaissance, particularly in the US. The Chinese Olympics no doubt
YCN. 72 Rivington Street,               helped the sport as have two recent Hollywood films about the subject: Balls of Fury and Ping Pong Playa.
London, EC2A 3AY.                       There are small organisations opening up in cities such as New York like Naked Ping Pong and Celebrity
United Kingdom                          Ping Pong that are seeking to engage an urban trendsetting audience.

Please ensure you have completed,       The Business Issue
and signed, an Entry Form and affixed   Everyone enjoys playing table tennis, or ping pong. Whether it’s a spot of family fun in the basement,
an Item Label to each part of your      a sporting occasion at school or a club, or over a few beers in a bar; most people when asked if they
submission. These are available to      would like to play will reply positively. After they have played they will say that playing was fun and yet
download at ycnonline.com               most people never play regularly. As leaders of the market if we can grow the Table Tennis Market by any
                                        significant amount this will greatly benefit Butterfly. This is not about saying why Butterfly is better than
                                        any of its competitors - the main one being Stiga.

                                        So. How can we turn once a year players into five times a year players? How do we turn casual players
                                        into regular players? And how do we turn serious, regular players into semi-pro players? It may be that you
                                        choose to concentrate on one of these areas, that’s fine, but your response shouldn’t put off any of the
                                        other groups. For example if you want to create a line of clothing designed by a famous fashion designer
                                        to get casual players to play more often then that must not put off professional players.

                                        Creative Output
                                        At Anomaly we have no preconceived ideas as to how to solve a business issue. We try to surround
                                        the issue with as many different creative disciplines as possible, brainstorm and then try to come to
                                        some conclusions. So it might be that your idea is simply to rename the sport, or to create a new brand
                                        of footwear, to do a deal with a TV network, or to pay celebrities to play outdoors in front of crowds.
                                        Even though we are not looking for traditional ideas, the basic rules still apply. Your ideas must be
                                        communicated clearly and effectively and most importantly, work. Good luck. Go play some ping pong.

                                        References
                                        www.butterflyonline.com
                                        www.cppmag.com
                                        www.nakedpingpong.com

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                        Design a logo to celebrate the 25th Anniversary of Arsenal in
                       the Community. You may also wish to create materials to bring
                         both the Club’s community work and your new logo to life

YCN Awards 0809                         Background
Arsenal Brief                           Since its inception in 1985, Arsenal in the Community has been at the forefront of innovative development
                                        in the local community and the Arsenal community worldwide. For over 20 years, Arsenal in the Community
Submissions Deadline                    has developed a range of sport and non-sporting projects; the success of which is testament to the
27 March 2009                           commitment and dedication of its staff and the power of football and Arsenal Football Club to touch
                                        people’s lives. Presented below is an overview of the various strands of work undertaken by Arsenal in
Submit To                               the Community.
YCN. 72 Rivington Street,
London, EC2A 3AY.                       Sport
United Kingdom                          Arsenal in the Community provides a wide range of sporting activities to encourage children to keep fit,
                                        make new friends and have fun. Arsenal Soccer Schools for girls and boys have been running for over 20
Please ensure you have completed,       years in the UK and now have schools across 16 countries including Australia, Egypt and Thailand. The
and signed, an Entry Form and affixed   Club’s disability sports programme highlights Arsenal in the Community’s approach that there
an Item Label to each part of your      should be no barriers to sport. Arsenal also hosts bowls sessions for senior citizens
submission. These are available to      at the Club.
download at ycnonline.com
                                        Education & Training
                                        The Arsenal Double Club is an award-winning education and football programme which offers a range of
                                        curriculum subjects, together with football coaching.

                                        Arsenal Double Clubs usually run as after-school clubs but the modules are increasingly being used
                                        during lesson time. They are also being used in weekend clubs, holiday programmes, prisons and as part
                                        of alternative education schemes such as pupil referral units. The sessions use football scenarios in the
                                        classroom as exercises and are always combined with a parallel programme of football coaching. The
                                        Arsenal Double Club has modules in literacy, numeracy, geography, history, health & fitness and modern
                                        languages to name a few.

                                        Other education initiatives include Premier League Reading Stars which encourages families to read
                                        together led by a first team player at the Club who chooses his favourite adult and childhood read.

                                        Arsenal’s Study Support Centre based at a local school and the Learning Centre based at Emirates
                                        Stadium allow adults and youngsters to improve their ICT skills in a sporting environment. Arsenal in the
                                        Community is also involved in several training initiatives with partners which prepare young people for work
                                        in the sports industry.

                                        Other schemes are designed to encourage those who have become dis-engaged with the traditional
                                        school setting.

                                        Social Inclusion
                                        Using the Arsenal brand and the power of sport has proven to be an effective combination in addressing
                                        many of the challenges young people face when growing up in an inner-city area.

                                        The Positive Futures programme sees Arsenal in the Community sports officers coaching football up to
                                        five nights a week on estates as well as engaging young people in a wider range of activities such as DJ
                                        workshops, basketball, cricket and recreational trips.

                                        The Arsenal Kickz initiative brings together the football industry with police and other partners to help
                                        young people realise their potential. Arsenal Kickz has rapidly evolved since it began in Islington in 2006.
                                        Volunteering, accreditation and employment pathways are key aspects to the scheme. This programme
                                        has also been a catalyst for regeneration in the area.

                                        Diversity
                                        Whilst supporting organisations such as Show Racism the Red Card and Kick It Out, Arsenal is working
                                        towards achieving the intermediate level of the ‘Racial Equality Standard’ this season in conjunction with
                                        Kick It Out for its ‘Arsenal For Everyone’ initiative which aims to celebrate diversity at the Club.

                                        ‘World on our Doorstep’ is a diversity initiative aimed at younger children in the Arsenal community.
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                                        Arsenal in the Community staff give morning assemblies at participating local primary schools and deliver
              innovative lesson plans which aim to celebrate the diversity of school children living in the Borough of
              Islington. Children are asked to enter a competition on the theme and winners are invited to Emirates
              Stadium to put their questions on multiculturalism to an Arsenal player.

              The challenge in three words… consolidation, celebration and awareness
              Despite a 25 year history, the work of the department is still not clear to the average supporter or journalist
              since headlines are often made by what happens on the pitch at Arsenal Football Club. The wide range of
              sports and non-sporting activities which take place in different locations make it difficult to consolidate the
              work and house it under one identity.

              Target Audience
              The target audience is very broad and includes Arsenal supporters, staff, local residents, overseas
              partners, journalists, council and government agencies and participants of the many Arsenal in the
              Community initiatives.

              Tone Of Voice
              This is not a corporate piece of CSR (Corporate Social Responsibility) work. It’s about celebrating a
              milestone and recognising outstanding achievements by individuals and teams together.

              Creative Requirements
              The only compulsory creative requirement is to create a logo to celebrate the 25th anniversary which can
              then be adapted in subsequent years to remain as Arsenal in the Community’s ongoing identity.

              You are also welcome to create materials that incorporate and showcase your new logo, and publicise the
              work of Arsenal in the Community.

              If you wish to incorporate the existing Arsenal crest into your work you are welcome to do so, but this is
              not mandatory. Either way, your logo should have a strong Arsenal identity. The crest, along with brand
              guidelines, can be found in the project pack at the ycnonline.com

              Considerations
              This logo would be used in Club literature such as the Official Arsenal Magazine, the Arsenal Official
              Matchday Programme, Arsenal.com, on Arsenal TV, 25th anniversary collateral, newspapers and
              magazines and flyers promoting ad hoc community activity to name a few.

              Further Information
              For a full breakdown of Arsenal in the Community activities and latest news visit
              www.arsenal.com/community. Arsenal Football Club has a style guide which can be found in the
              project pack at ycnonline.com

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                       Create a compelling campaign that communicates asos.com’s
                       brand values in an inspired way; and encourages men within
                          our target market to visit, purchase and love the brand

YCN Awards 0809                         Background
asos Brief                              Launched in 2000, asos.com has become the largest independent online fashion and beauty store
                                        attracting four million visitors a month. asos.com has developed a loyal fashion following of people that
Submissions Deadline                    regularly visit the site to get the latest fashion pieces, style news and outfit inspiration.
27 March 2009
                                        asos.com has four “shops” onsite; menswear and grooming, womenswear, beauty and asos Red which
Submit To                               sells discount designer brands at a fraction of the cost.
YCN. 72 Rivington Street,
London, EC2A 3AY.                       Brand Value
United Kingdom                          — Authority. Staying one step ahead of the fashion zeitgeist whilst giving customers what they want when
                                          they want it.
Please ensure you have completed,       — Choice. Over 18,000 products online at any one time and representing over 600 brands covering high
and signed, an Entry Form and affixed     street, designer and premium brands. A wealth of choice in one easy-to-shop online fashion store.
an Item Label to each part of your      — Value. Great value, directional own buy product complimented by leading fashion brands.
submission. These are available to      — Best friend. Communication should feel personal.
download at ycnonline.com
                                        Target Market
                                        Fashion forward 16 to 34 year olds.

                                        Challenges
                                        Although awareness of asos.com is fairly equal amongst our target audience (males 40% females 44%),
                                        asos is still seen by many as a female brand. Although men in the target market are comfortable shopping
                                        online, they would be more likely to be shopping for electronics or music.

                                        Brief
                                        Consider this the ultimate creative brief! We want you to help asos lead the online fashion revolution and
                                        become THE fashion store of choice for men aged 16 -34 in the UK.

                                        This is your chance to help shape the future of fashion and we want you to be at your most dynamic. You
                                        should produce a campaign to engage the target audience, communicate to them the asos brand values,
                                        and encourage them to visit, purchase and love the brand.

                                        Familiarise yourself with our current marketing platforms; namely the site, our menswear magazine and
                                        customer newsletter but feel free to demonstrate your campaign in any medium, or combination of media,
                                        that you think best engages with the target audience.

                                        Where appropriate you should incorporate the asos logo into your work, available in the project pack at
                                        ycnonline.com.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                            Visually dramatise the unison of art and music to challenge
                              and inspire young people to interact with Beck’s Fusions

YCN Awards 0809                         Background
Beck’s Brief                            Beck’s bottled pilsner has been a brand of choice for young consumers in the UK since the early 80s, when
                                        it was launched in conjunction with a German art exhibition. This triggered Beck’s long association with the
Submissions Deadline                    ever-evolving world of contemporary arts. The driving force behind our activity has always been to support
27 March 2009                           up and coming artists.

Submit To                               Our involvement in the arts has included a range of spectacular co-commissions such as Rachel
YCN. 72 Rivington Street,               Whiteread’s plaster cast of an East London house and an ongoing series of artist designed labels, with
London, EC2A 3AY.                       contributions from Damien Hirst, Tracy Emin and the Chapman Brothers to name just a few. Following on
United Kingdom                          from this activity, Beck’s has had a 7 year relationship with the Institute of Contemporary Arts culminating
                                        in the influential Beck’s Futures programme and most recently partnerships with the Contemporary Arts
Please ensure you have completed,       Society and the Royal College of Art.
and signed, an Entry Form and affixed
an Item Label to each part of your      In 2007 to broaden the reach and relevance of our art association, music was added to the mix. Beck’s
submission. These are available to      Fusions is our dynamic collaborative programme uniting pioneering musicians and contemporary artists. At
download at ycnonline.com               its heart is a series of unique live experiences. The live events however are just the tip of the iceberg within
                                        an integrated campaign that champions creativity and aims to inspire our consumer’s interaction with
                                        Beck’s. You can find out
                                        more at www.becks.co.uk.

                                        Objective
                                        Visually dramatise the fusion of art and music for use across all of our communications channels.

                                        The work must reflect the contemporary, vibrant, dynamic and unexpected nature of the shared live
                                        experience. The work should be versatile enough to operate across a diverse range of communications
                                        channels and as the base for the campaign’s visual identity for the next three years.

                                        Creative Requirements
                                        The work must illustrate that Beck’s Fusions is a very different experience to the melee of summer festivals.
                                        Additionally the visuals you produce must be able to accommodate and work alongside additional
                                        communications; such as line-ups, and other written/visual content.

                                        The strength of the campaign depends upon a really cohesive look and feel that can be translated
                                        across all of our touch-points. As a consequence the work must be able to effectively enliven the
                                        Beck’s Fusions concept across a wide range of potential communications channels including; print,
                                        outdoor, broadcast and digital media, as well as our online hub, point of sale materials and promotional
                                        packaging. Additionally, demonstrating how the work could embrace progressive or innovative media and
                                        communications opportunities will be a genuine benefit.

                                        Ideally for continuity the work will feature the existing Beck’s Fusions logo - available in the project pack at
                                        ycnonline.com

                                        Who are we talking to?
                                        Legal drinking age to 34 year old men and women with a progressive, optimistic outlook and who value
                                        independent thought. Constant discovery and a hunger for fresh social experiences drives this group,
                                        whether that’s at a club, gig, gallery or cinema.

                                        Tone & Character
                                        Beck’s communications always strive to challenge our audience and are unconstrained by the ways in
                                        which beer brands typically operate. Beck’s should always communicate as an equal with its consumers.

                                        Tone of voice: light hearted/inclusive/original/unexpected and leading edge
                                        Aesthetic: progressive/urbane/design led

                                        For direction on colour palette and logo treatment please see the guidelines available in the project pack
                                        at ycnonline.com.

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              Considerations
              Communicating responsibly with consumers is extremely important to us. There are a range of guidelines
              and regulations that dictate how an alcoholic brand can communicate with the public (these can be found
              in the project pack at ycnonline.com).

              Beck’s defines itself with its advertising creative platform of ‘Different By Choice’. Your work should support,
              enhance and, should you wish, incorporate this message.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                             Effectively communicate Opti Stud technology within
                                 Berghaus footwear to the potential customer

YCN Awards 0809                         Heritage
Berghaus Brief                          Newcastle 1966: Two keen climbers/mountaineers (Peter Lockey and Gordon Davison) open their first
                                        specialist outdoors store – The LD Mountain Centre. Taking its name from the founders’ initials, the centre
Submissions Deadline                    quickly gained a reputation for designing, testing and manufacturing the best gear in the business. This
27 March 2009                           innovative, performance driven and high quality kit went by the name of Berghaus. It was performance
                                        wear before performance wear was even around. It’s still performing over 40 years later and is recognised
Submit To                               as one of the top specialist outdoor brands in the world with aspirations of being in the top five global
YCN. 72 Rivington Street,               outdoor brands. As UK outdoor market leader, Berghaus product is stocked in over 800 stores. Trading in
London, EC2A 3AY.                       Europe since 1975 it is now represented in over 19 EU countries. The most recent success in distribution has
United Kingdom                          been through Asian markets, with Korea, Japan and China embracing the brand and further enhancing
                                        international growth.
Please ensure you have completed,
and signed, an Entry Form and affixed   Brand
an Item Label to each part of your      The brand’s vision statement is, “We are on top of the world’s highest mountains. We are at home in the
submission. These are available to      most inhospitable places on earth. We are found on the backs of the best outdoor athletes out there. We
download at ycnonline.com               are in front of everyone else. This is where we have been for over 40 years and it’s where we are going.
                                        We’re on an adventure. Join us.”

                                        The Berghaus brand is built on a set of 6 values that are highlighted below to demonstrate the brand’s
                                        approach and commitment to producing performance gear.

                                        Product Ranges
                                        Utilising close links with some of the world’s most experienced climbers, mountaineers, universities and
                                        research centres; our product range continues to go from strength to strength. Back in the 1960s Berghaus
                                        originally focused on the development of rucksacks, establishing the brand as an innovator in outdoor
                                        performance products with the development of arguably the first rucksack with an internal frame and more
                                        recently the award winning ‘Bio-Flex’ range. During the 1980s we launched our clothing range, Extrem –
                                        serious mountaineering products for serious mountaineers. Our clothing ranges now cover the full outdoor
                                        spectrum from the serious mountaineer, to the regular hill walker, to the everyday outdoor enthusiast and
                                        make up the largest proportion of our sales.

                                        Footwear
                                        In the mid-1990s Berghaus launched its first footwear collection. Key styles such as The ‘Storm’ were soon
                                        regarded as the definitive three season fabric hiking boot. Our footwear collection has grown from strength
                                        to strength, building on initial success in the three season boot area, moving up the mountain with the Kibo
                                        (popular with Alpine mountain guides), and down into the highly competitive multi-function area where
                                        we compete with the likes of Scarpa, The North Face, Merrell, and Salomon. As with our clothing ranges,
                                        we understand that our products must perform on a variety of different terrains to meet the ever more
                                        demanding needs of today’s outdoor athletes. With this in mind, we have developed a number of different
                                        technical performance solutions that work across our ranges.

                                        Our mantra for footwear within Berghaus fits with the rest of the brand in that it is all about the
                                        performance: Better fit, better comfort, better protection, better construction and better grip.

                                        Grip
                                        But what is grip? To our athletes, grip is key. It is the difference between being on or falling off,
                                        accelerating forwards or slipping back and being in control or feeling unsteady. It is the tactile interface
                                        between you and the ground – you and the outdoors. Grip must be optimised for speed, pressure
                                        distribution, direction and weight. It therefore goes without saying that it must be made of the right stuff!
                                        Our research and understanding of ‘Grip’ led us to develop ‘Opti Stud’ – a major breakthrough in traction
                                        technology and a concept developed in conjunction with sport scientists to give our customers the best
                                        grip in all conditions.

                                        The Opti-Stud technology - links high force studs to smaller low force studs with support bars. When
                                        loaded with a ‘sheer force’ this system prevents stud distortion on impact and gives a better grip on rough
                                        terrain. A clever geometry delivering efficient mechanical grip.

                                        The Opti-Stud system is engineered to match the user’s movements and pressure contact with the ground
                                        – where you exert higher loads, there are larger studs. Where you exert smaller loads, there are smaller
Page 1 of 2
              studs. This allows for more consistent ground penetration, and higher comfort.

              What do we need from you?
              Opti-Stud is a key innovation for the brand and a technology platform which will
              enable us to grow our presence and credibility within the outdoor performance footwear market – where
              we currently are not market leaders. The technology is highly differentiated in the market and has received
              fantastic feedback from our athletes and in gear tests – it is a key technology platform that will underpin
              our footwear and brand message and position us as an aspirational authoritative footwear provider.

              We are looking for a communication solution which will effectively and creatively communicate the
              benefits of the Opti-Stud system to the outdoor performance user from the aspiring athlete to the everyday
              hill walker.

              The communications approach should be flexible enough to be utilised in marketing campaigns in store as
              well as online and in the outdoor press. Don’t be held back. Berghaus is all about passion and innovation;
              we prefer to lead, not follow. Your recommendation could be demonstrated in any medium that you deem
              appropriate to communicate with the target audience.

              Who are we talking to and in what tone?
              Our audience is primarily the outdoor user. Our consumers are very much defined by what they do rather
              than who they are, less by age and more by attitude and less by profession and more by passion. Visit
              www.berghaus.com to learn more.

              Our consumer segmentation approach is based on the above philosophy so we do not define our
              consumers by traditional demographics but by the level that they participate within their chosen activity
              and therefore plot them on a figurative mountain – from the low level ground through to the summit. The
              Opti-Stud technology is a performance related technology and it is therefore with the outdoor user (high
              level hill walkers, mountain bikers – anyone to whom grip is important) that this will resonate the most.
              Those outdoor enthusiasts lower down the activity scale respect the performance credentials of the brand
              that commands the loyalty of the users further up the mountain.

              Mandatories
              The Berghaus logo and Opti-Stud logo should be included on all artwork (available in the project pack at
              ycnonline.com).

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                                        Redefine what it means to ‘give’ to charity

YCN Awards 0809                           Background
Ctrl.Alt.Delete Brief                     The vast majority of British young people are keen to understand and get involved in global development
                                          issues but whilst there are a growing number (85% in a recent poll) that care about the world in which they
Submissions Deadline                      live, many do not know how to effect change.
27 March 2009
                                          Ctrl.Alt.Shift is harnessing this passion and energy by embarking on a radical UK first: an experimental
Submit To                                 youth project aimed at raising awareness of issues of global poverty amongst young people in the UK.
YCN. 72 Rivington Street,
London, EC2A 3AY.                         The initiative aims to create a global community of proactive, outspoken agitators seeking change – an
United Kingdom                            uncompromising movement of young revolutionaries who can and will make a difference.

Please ensure you have completed,         Target Market
and signed, an Entry Form and affixed     Ctrl.Alt.Shift aims to engage 16-25 year olds from across the UK.
an Item Label to each part of your
submission. These are available to        Objective
download at ycnonline.com                 We want to radically redefine the way we encourage a new generation to engage around the following
                                          issues;

                                          — HIV+Stigma
                                          The United Nations has committed itself to making the treatment, care and support of people living with HIV
                                          universally accessible by 2010. With just over two years to go, the majority of people living in developing
                                          countries remain unaware of their HIV status, and those that do often fail to access treatment, even when
                                          it is free. For millions of people, fear of HIV forces them into denial and secrecy – such is the stigma that
                                          plagues testing and treatment.

                                          — Gender+Power+Poverty
                                          In many societies across the world, women have no voice. They are excluded from the decision making
                                          process within the family, community and political process. They are far less likely to be educated than
                                          boys, likely to suffer higher incidence of malnutrition and poor health and often lack the power to decide
                                          who they will marry. There is an increasing trend in the rise of atrocities committed against women
                                          expressed as rape, mental and physical abuse, trafficking of women and girls, infanticide, and foeticide.
                                          This systematic exclusion deprives women from accessing and developing their potential.

                                          — War+Peace
                                          Today many people around the world are going through struggles for the most basic human rights. As an
                                          organisation with a mandate to challenge and change the systems which favour the rich and powerful
                                          over the poor and marginalised, Ctrl.Alt.Shift cannot shy away from these conflicts. Violence affects
                                          people in many different ways. Men are often killed or forced into armies or militias, 75 – 80% of the
                                          world’s refugees are women. Children suffer family separation, displacement and the trauma of war, boys
                                          especially, although girls too, may be forced to become child soldiers. We are not unthinking idealists, we
                                          recognise that conflict is sometimes inevitable but we will continue to work towards a world where conflict
                                          can be dealt with constructively without violence.

                                          Creative Requirements
                                          Ctrl.Alt.Shift is about responding to world issues in a passionate, outspoken and uncompromising way. The
                                          challenge in this brief is to raise the awareness of one or more of Ctrl.Alt.Shift’s key issues (outlined above)
                                          in an engaging manner that speaks to the target market.

                                          The brief has been deliberately left very broad and you are free to respond and create communication or
                                          content in any medium or combination of media that you wish.

                                          Mandatories
                                          You should include the Ctrl.Alt.Shift logo within your work, available in the project pack at ycnonline.com

                                          Further Information
                                          You can find further information, stories and discussion about Ctrl.Alt.Shift and its campaigns at our
                                          website www.ctrlaltshift.co.uk.
Page 1 of 2
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              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                            Create adverts for Current themed around ‘Participation’

YCN Awards 0809                         Background
Current Brief                           Having launched in the USA on August 1st 2005, Current is now a year and a half old in the UK. During that
                                        time, it has helped many an aspiring film-maker on their way to a career in the industry, as well as offering
Submissions Deadline                    the opportunity for creative talent to contribute to the channel by making promos, creating adverts, and
27 March 2009                           even directing the news agenda.

Submit To                               The short films on Current explore the people, places, events and issues of interest to a generation of
YCN. 72 Rivington Street,               people who have grown up in this new media age. The programming covers subjects rarely found on TV,
London, EC2A 3AY.                       and in a voice the audience recognises— its own.
United Kingdom
                                        From diplomacy to Diplo; hardcore to parcour; BASEjumping to bhangra; subculture or culture; the
Please ensure you have completed,       prerequisite of Current’s films is that they stimulate, educate and inspire our audience.
and signed, an Entry Form and affixed
an Item Label to each part of your      Target Audience
submission. These are available to      Rather than viewing Current’s target audience as just a demographic group of 16-34 year-olds, it is much
download at ycnonline.com               easier to view them as a group of people who have a thirst for knowledge that they’re also keen to share;
                                        who have an open mind they’re keen to keep expanding; and who care about the culture they live in, and
                                        that of others.

                                        Viewer Created Content - VC²
                                        Current aims to elicit quality content from the grass roots upwards, offering its audience and a generation
                                        of young film-makers the chance to create their own content, and have it exposed to a wider viewership.

                                        Over a third of Current films are generated by their audience, uploaded via the website www.current.com,
                                        and then voted on by the community to make the transition to broadcast.

                                        In a similar way, viewers are also encouraged to create channel promos using film, animation, motion
                                        graphics or other techniques.

                                        Viewer Created Ad Messages
                                        Current’s non-traditional approach to TV is also reflected in its approach to advertising. Whilst it does
                                        contain standard 30 second spots, we also run a programme called VCAM (viewer created ad messages),
                                        allowing the creative community to make ads according to actual client briefs. The results speak for
                                        themselves - www.current.com/vcam.

                                        Current News
                                        As an extension of the channel’s mission to involve myriad contributors in its output, Current News
                                        launched earlier in the year. Users can clip or contribute their own stories to the website, and the wider
                                        community will vote on whether they are of interest. The most popular stories in turn get aggregated to
                                        form an hourly bulletin which goes out on the channel.

                                        The Challenge
                                        One of the key components of Current is participation, whether this be via viewers creating content;
                                        viewers directing the news agenda; or even on the most literal of levels; when referring to our audience.

                                        So, we would like you to create content for Current themed around ‘Participation’.

                                        Creative Requirements
                                        Campaign materials focusing on ‘Participation’. This brief is being kept deliberately very broad -
                                        participants should use our channel and its objectives as inspiration and come up with concepts free from
                                        tight constraints.

                                        We are looking for a multimedia approach to the concept of ‘Participation’, or what it can mean to
                                        participate, but with preference for a motion based approach at its core. This may be in the form of a
                                        traditional ad or promo spot (up to 60 seconds). Other media such as interactive, print or outdoor can also
                                        be considered, either as a stand-alone concept - or as ancillary support to the main treatment.


Page 1 of 2
              Creative Considerations
              The Current cursor logo (available in the project pack at ycnonline.com) may be used as a narrative device
              to link different thoughts or concepts; or adapted as entrants see fit.

              Mandatories
              End frames, or straplines should contain the Current logotype (available in the project pack at ycnonline.
              com), with the aim of driving audience to sample our channel (Sky 183, Virgin 155), or engage with our
              website - www.current.com. The channel is also available to view online via an interactive player.

              Further Information
              General - www.current.com
              VC² - www.current.com/make
              VCAM - www.current.com/resistance2
              News - www.current.com/news

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                       Break the rules of packaging and point-of-sale and bring the
                          Doritos brand to life in the stores and shops it is sold in

YCN Awards 0809                         Overview
Doritos Brief                           Doritos is the third biggest snack brand in the UK; it’s bold, informal, fun, unconventional and great to
                                        share, and as such is one of the most loved brands by young adults.
Submissions Deadline
27 March 2009                           Background
                                        Launched in the UK in 1994, Doritos has always stood out as distinctive and different from other snacks and
Submit To                               crisps. Most recently Doritos turned over its TV advertising to its consumers in the “You Make It, We Play It”
YCN. 72 Rivington Street,               campaign which saw the winning ad, “Tribe”, broadcast on ITV and beamed into space! All the entries can
London, EC2A 3AY.                       be viewed at www.youtube.com/doritosyoumakeit.
United Kingdom
                                        Doritos distinctive triangular corn chips come in fantastic bold flavours (see www.doritos.co.uk) and are
Please ensure you have completed,       sold in big bags to share with friends, single-serve bags and also multi-packs. Doritos also makes a
and signed, an Entry Form and affixed   delicious range of dips too! Supermarkets tend to sell big bags and multi-packs and smaller corner-shops,
an Item Label to each part of your      newsagents and pubs tend to sell the single-serve bags. There are many competing products and it is a
submission. These are available to      huge challenge to stand out in the store and grab the consumer’s attention.
download at ycnonline.com
                                        The Brief
                                        Break the rules of packaging and point-of-sale and bring the Doritos brand to life in the stores and shops
                                        it is sold in. Feel free to consider everything from the form and function of packets, the boxes that chips
                                        and dips are delivered in, in-store presentation and even where and how they are sold. We want you to
                                        creative, daring and bold; the key thing is to break the norms and make Doritos really stand out.

                                        Considerations
                                        Make sure that people can quickly identify that it’s Doritos and what flavour it is – there’s nothing worse
                                        that getting the wrong snack! Different shops and stores sell Doritos in vastly different ways, bear this
                                        in mind when coming up with your idea. Think about how to stand-out against a highly competitive set.
                                        Consider how the flavours of Doritos and dips could be sold together.

                                        Target
                                        Doritos core consumers are 18-24 year old young adults who love socialising informally with their friends.
                                        Doritos consumers are very creative and love expressing who they are, and live 24-7 lifestyles.

                                        Additional Information
                                        For more information about Doritos check out:
                                        www.doritos.co.uk
                                        www.facebook.com/doritos
                                        www.bebo.com/doritos

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                            Grab everyone’s attention and put a smile on their face by
                                        spreading some Feelgoodness

YCN Awards 0809                         Background
Feel Good Brief                         In 2002 three friends who worked together at Coke, Steve, Dave and Chris decided to leave the world’s
                                        biggest soft drink company and form their own business. Their simple aim was to make healthy drinks that
Submissions Deadline                    actually tasted good, to create a friendly, positive brand and to build a business that made coming to work
27 March 2009                           enjoyable. The name Feel Good Drinks quickly followed.

Submit To                               In 6 years our team has grown to 26 feel good people. The We make 4 different ranges of Feel Good Drinks;
YCN. 72 Rivington Street,               a range of fresh juice called Feel Good 100% Juice, a still and sparkling range of Feel Good Juice Drinks
London, EC2A 3AY.                       and a recently launched range of juice drinks for children, called Feel Good Kids. Every Feel Good Drink is
United Kingdom                          packed full of natural fruity goodness, with absolutely no artificial nasties or added sugar.

Please ensure you have completed,       The business has grown really quickly over the last 6 years to the point where we now sell over 1 million
and signed, an Entry Form and affixed   Feel Good Drinks every month. There are over 20,000 outlets in the UK including all the big supermarkets,
an Item Label to each part of your      high street stores like Boots and WHSmith, cafes, sandwich shops and over 1,000 pubs all stocking
submission. These are available to      gorgeous Feel Good Drinks.
download at ycnonline.com
                                        The one consumer insight which is most relevant to Feel Good Drinks is:

                                        “Today most of us are richer, healthier, and have better homes, cars, food and holidays than ever before.
                                        But we are no happier than we were fifty years ago”*

                                        That makes our aim to make people smile and to spread a little Feelgoodness more relevant now than
                                        ever before.

                                        *Source; Happiness: lessons from a new science by Richard Layard

                                        The Challenge
                                        One word… Awareness. Feel Good Drinks are still relatively unknown despite being in widespread
                                        distribution. We know that because the drinks look great on shelf and are full of gorgeous tasting, natural
                                        ingredients, once aware of the brand, consumers will buy the drinks.

                                        We are looking for creative ideas that will raise awareness of our drinks with large numbers of consumers.
                                        These ideas need to get noticed, make people smile and encourage people to join in. You should base
                                        your ideas on our creative platform, which we call ‘Spreading Feelgoodness’.

                                        Spreading Feelgoodness
                                        Feeling good is infectious and if you have one iota of it in you, you should spread it round a bit. Spreading
                                        Feelgoodness is about enjoying doing something small to make someone else smile. The best part about it
                                        is that it’s a win/win, you feel good » you do something good » you make someone smile » you feel
                                        even better!

                                        Spreading Feelgoodness should get people involved, it MUST be fun (if it isn’t it won’t catch on) and it
                                        should make people smile.

                                        Feel Good Drinks are doing their bit to spread Feelgoodness with a range of activities such as giving 5
                                        Feelgoodness days per year for everyone in the team to give their time for something they care about.
                                        We also do our bit to spread some Feelgoodness by funding Trees for Cities initiatives in the UK, where
                                        communities come together to give their area a green make over. There’s loads of other good stuff such
                                        the use of glass bottles which obviously can be recycled forever and most importantly the fact that all Feel
                                        Good Drinks taste great and are actually full of goodness.

                                        The Tone
                                        Feel Good Drinks isn’t a campaigning business that’s trying to change the world, we sell great tasting
                                        healthy drinks, enjoy what we do and try to do some good stuff that makes people smile. The tone should
                                        always be positive; after all you can’t call yourself Feel Good Drinks and be miserable! The message should
                                        always be friendly and fun and above all it should encourage people to join in. It must never feel preachy
                                        or too serious. It’s just about talking to people at their level, making a connection and making people smile.
Page 1 of 2
              Mandatory
              — Have Fun. If working on this brief isn’t enjoyable then something is going wrong.
              — Keep it Simple. Because the best ideas always are.
              — Be Bold. Feel Good Drinks are up for big ideas, we haven’t got the biggest budgets though, so the ideas
                really need to offer bang for their buck.
              — Be Original. The best ideas are the memorable ones, so aim to do something really unique that will
                cut through.

              Don’t forget what we are trying to do, it’s all about raising brand awareness. This means people have to
              recognise the brand and the products. Feel free to incorporate the Feel Good Drinks logo, and images of
              our bottles into your work where appropriate. These are available in the project pack at ycnonline.com.

              Target Market
              16-34 year old adults, who are happy to pay a little more for a healthy, natural soft drink, from a company
              they like. They are a positive, sociable, life’s-for-living bunch who try to do their bit when they can, but are
              always struggling for time. Digital (web, email and mobile) is a big part of their lives and an increasingly
              important communication, entertainment and retail medium for them.

              Creative Requirements
              The idea is to SPREAD Feelgoodness, so formats that get people involved and can be passed on to others
              will always work well. Digital media lends itself to spreading Feelgoodness perfectly, because good ideas
              will always get passed on and spread to others. However you can also consider other traditional media,
              on-pack and even point of sale if you want to. Often the best ideas have the potential to work across all
              manner of channels.

              Additional Information
              Examples of some of our recent creative work, as well as further information about the brand can be
              found in the project pack at ycnonline.com. These are intended to be of interest, but you needn’t let them
              influence your own creative approach.

              Feel Good Drinks will be reviewing all entries, with the view to commissioning some of the best work.
              We also politely request that you refrain from publishing any of your work widely (i.e. - on sites such as
              YouTube and Flickr) until the Commendations are announced.

              www.feelgooddrinks.co.uk

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                            Communicate the opportunity for students to receive a free
                                     subscription to FT.com via Facebook

YCN Awards 0809                         Background
The Financial Times Brief               The Financial Times is one of the world’s leading business newspapers and is recognised internationally
                                        for its authority, integrity and accuracy. Providing extensive global business news, comment and analysis;
Submissions Deadline                    the newspaper has a daily circulation of 448,241 (ABC figures, April 2008) and a readership of more than 1.3
27 March 2009                           million people worldwide.

Submit To                               FT.com was launched in 1995 in response to changing media habits and to capitalise on new advertising
YCN. 72 Rivington Street,               revenue opportunities. FT.com is the definitive home for business intelligence on the web, providing an
London, EC2A 3AY.                       essential source of international business news, comment, data and analysis for the global business
United Kingdom                          community. FT.com is the digital version of the newspaper, with the same values and proposition, but
                                        with advantages that the newspaper alone cannot fulfil such as breaking news and real-time updates,
Please ensure you have completed,       extensive archives, powerful tracking and research tools, email alerts to push content via RSS feeds,
and signed, an Entry Form and affixed   podcasts, video, discussion boards and blogs. FT.com attracts 7.1 million unique users, generating 72
an Item Label to each part of your      million page views (ABCe figures, March 2008).
submission. These are available to
download at ycnonline.com               Last year saw the launch of the Financial Times’ new advertising campaign with the endline ‘We live in
                                        Financial Times’. The campaign was developed to support the newspaper refresh and achieve objectives
                                        including; addressing negative brand perceptions amongst a younger business audience, addressing
                                        product issues such as ease of reading and updating our image amongst readers, advertisers
                                        and agencies.

                                        The award winning campaign was developed to support the wider brand proposition of “In a world driven
                                        by business the FT gives you the edge”. This proposition or brand truth, recognises both the centrality of
                                        business in the modern world and the role the Financial Times plays in helping its readers achieve success
                                        in this environment.

                                        What are we advertising?
                                        A free FT.com standard subscription to students. Students who are members of college networks can
                                        subscribe to FT.com free of charge via Facebook.

                                        Target Audience
                                        Postgraduate students at top business schools (global) e.g. Harvard, London Business School, Wharton.
                                        Undergraduate students at universities (global) studying relevant courses such as business and finance,
                                        politics and media.

                                        What can we learn from FT editorial?
                                        The FT provides an invaluable and authoritative source of information to help students in their studies and
                                        give them the edge over their peers. It is a trusted information source that will help them throughout their
                                        careers – the most successful and respected business leaders in the world read the Financial Times.

                                        Students around the world can benefit from all that FT.com has to offer including:
                                        — Access to Financial Times content online
                                        — In depth: context and background on world events and business topics, with our analysts
                                          illuminating coverage
                                        — Indispensable news tracking tools
                                        — FT 5 year archive for instant research
                                        — Video and audio via FT.com video, podcasts and audio downloads
                                        — FT Alphaville providing instant market insight and real-time discussion of today’s top stories

                                        What are the objectives?
                                        To achieve 10,000 applications from students within the first month of the campaign going live. To achieve a
                                        send-to-friend ratio of 2 (for every 10 users the application is forwarded to 20 friends).

                                        Tone Of Voice
                                        The tone must support the core brand values of the FT brand specifically intelligence, authority, integrity,
                                        trust and wit.


Page 1 of 2
              Media
              Feel free to create your communication for any medium, or combination of media, that you think will best
              engage with the target audience.

              Mandatories
              All work must include the ‘We live in Financial Times’ endline and must also support the core brand values
              of independence, trust and authority.

              Traditional business stereotypes such as business men with pinstriped suits, bowler hats and briefcases
              should be avoided, we want to position the FT as dynamic, modern and relevant to business people today.

              Should you wish you can include the FT logo in your work - available in the project pack at ycnonline.com.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                             Design ways for customers to quickly and easily find
                                   and buy what they want from hmv.com

YCN Awards 0809                         Introduction
HMV Brief                               The first HMV shop was opened in 1921 at 363 Oxford Street, in one of London’s most prominent shopping
                                        districts. Since then, we’ve developed into one of the world’s leading retailers of music, video and games
Submissions Deadline                    with stores across the UK. We focus on providing an authoritative breadth and depth of offer that is, we
27 March 2009                           believe, superior to that of our competitors.

Submit To                               Launched in 1998, hmv.com is now one of the most visited retail sites in the UK. It offers a massive selection
YCN. 72 Rivington Street,               of music, video and games as well as digital products like the HMV player – a streaming music service with
London, EC2A 3AY.                       access to over 4 million tracks. As the world becomes more digital, HMV is adapting and growing our online
United Kingdom                          services to remain at the forefront of new retailing.

Please ensure you have completed,       Who We Are
and signed, an Entry Form and affixed   Over the years we’ve changed a lot about how we look and feel to customers. Most recently, we’ve
an Item Label to each part of your      updated and revitalised our brand under the Get Closer banner. New colours, new graphics, new stores
submission. These are available to      and new approaches combined with our new focus – get closer to the music, film and games you love –
download at ycnonline.com               have positioned HMV in a place we know and love.

                                        The stuff we sell has to be some of the most exciting products on the planet: the music that defines who
                                        you are, the movies that change the way you view the world and the games that let your imagination soar.
                                        And it’s not just our customers who love it. We’re passionate about it too. Our staff live and breathe music,
                                        movies and games and spend a lot of their free time immersed in all three.

                                        Some things don’t change though. We’ve still got Nipper, our beloved mascot. We’ve still got a store on
                                        Oxford Street. And, most importantly, we’ve still got to sell great stuff that people want, in the way they
                                        want it.

                                        Challenge
                                        Our challenge is a digital one. While keeping within our brand, and adhering to the highest standards of
                                        usability, design ways for customers to quickly and easily find and buy what they want from hmv.com.

                                        We know this is a huge task so we are happy for people to focus on one or two specific areas and provide
                                        ideas.

                                        Objective
                                        The ultimate objective of everything we do is to offer our customers the best experience we can. Our belief
                                        is that the best online experience, combined with great products, leads to profitable sales. We measure
                                        this in a number of ways, but would like you to focus on the following: conversion rates (the number of
                                        customers who actually purchase goods), average transaction value (the amount of money spent in each
                                        purchase) and unique visitors (the number of customers on the site).

                                        Your goal is to design online sales experiences that improve one, two or, ideally, all three of these
                                        measures. Please make sure you clearly outline how your online experience will make a positive financial
                                        impact.

                                        For example, adding ratings and reviews to products improves conversion because customers want peer-
                                        generated information on the product before purchase.

                                        Mandatories
                                        —   Everything must fit within our existing brand
                                        —   All processes and designs must meet the highest standards of usability
                                        —   All designs should be DDA accessible
                                        —   Designs should be achievable, practical and affordable
                                        —   Processes and designs should assume the use of existing digital tools
                                            (our current search engine, CMS, etc)

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
Page 1 of 1
                                        judging process and associated timings can also be found online.
                            Create images for the front of the ICA’s Christmas cards

YCN Awards 0809                         Mission statement
ICA Brief                               The ICA is the home for the best new art and culture in Britain and from around the world.

Submissions Deadline                    A meeting point for artistic exploration and audience engagement, the ICA examines the questions that
27 March 2009                           shape our culture, our society and our individual lives.

Submit To                               The ICA believes in creative adventure. In exploration and discovery. In art as inspiration. Ultimately the
YCN. 72 Rivington Street,               ICA is not so much a place as a principle. A belief in the new. An enduring faith in the power of creativity.
London, EC2A 3AY.
United Kingdom                          Background
                                        As a charity the ICA would like to produce Christmas cards for sale as a fundraiser. These cards will be
Please ensure you have completed,       aimed at two markets:
and signed, an Entry Form and affixed   — The corporate market - this market likes a largish card (A5 plus) so that it has room inside for a
an Item Label to each part of your        corporate logo plus employee signatures
submission. These are available to      — Individual consumers who prefer a slightly smaller card
download at ycnonline.com
                                        The challenge here is to design the cover images for the front of these cards. Your images may appeal
                                        to one, or both of these markets. The images need to reflect and represent the nature of the ICA,
                                        outlined below.

                                        ICA Brand Properties
                                        Cutting edge
                                        New
                                        Innovative
                                        Intellectual/academic
                                        Creative
                                        Exchange/multi disciplinary/multi media
                                        Questioning/probing/challenging
                                        Aesthetically pleasing
                                        Now
                                        Agenda setting
                                        You saw it here first
                                        Experimental
                                        Stimulating

                                        ICA Communications Tones
                                        Bright and friendly.
                                        It’s not for everyone but everybody is welcome.
                                        The work is challenging enough so the communications must be really accessible, clear, simple
                                        and engaging.

                                        Creative Requirements
                                        The challenge is to create one or more images to appear on the ICA Christmas cards. You should be limited
                                        only by your imagination, but be pragmatic when it comes to execution as the images and cards will need
                                        to work within standard printing formats.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                        Design a new ident to be added to ITV2’s existing set, based
                              on a moment in the life of a typical 24 year old

YCN Awards 0809                         Background
ITV2 Brief                              Launched in 1998, entertainment channel ITV2 was the first digital channel to be created by the ITV
                                        Network. It has gone on to become the No.1 digital channel (or the sixth biggest channel) in the UK,
Submissions Deadline                    available via Freeview, Sky and Satellite.
27 March 2009
                                        Although ITV2 is often predominantly known for spin-off shows and catch-ups from its parent channel,
Submit To                               ITV1, ITV2 has been building a reputation for lively, original programming made specifically with its younger
YCN. 72 Rivington Street,               target audience in mind. ITV2 today is all about original programming made for the channel like the Katie
London, EC2A 3AY.                       and Peter fly-on-the-wall documentary series, original drama series Secret Diary of a Call Girl, reality
United Kingdom                          entertainment like Coleen’s Real Women, and US acquired programming like Gossip Girl, Supernatural
                                        and Entourage.
Please ensure you have completed,
and signed, an Entry Form and affixed   Target Audience and Values
an Item Label to each part of your      ITV2 is ITV’s more youthful channel aimed at delivering a 16-34 year old audience. But rather than focus
submission. These are available to      on the age bracket, focus on our proposition: fun at heart. Whatever we do as a channel, whether it be
download at ycnonline.com               commission, acquire programmes, talk about the channel we ask ourselves ‘where’s the fun in that?’. We
                                        are never cynical, judgemental or dark. Our values are glamorous, sensational and fun.

                                        The Creative Challenge
                                        ITV2, like many digital channels, lacks a strong sense of identity with its audience. It is often seen as merely
                                        a platform where different shows are broadcast than a well-defined brand in its own right. Despite being
                                        packed full of freshly made programming for its 16-34 target audience, it has yet to shrug off its historic
                                        reputation as a just a channel with ITV1 repeats and extension shows.

                                        As a TV channel, there are many opportunities for ITV2 to express itself, reinforce to viewers what it stands
                                        for, the type of channel it is and its personality. On-air idents are one of these opportunities. Idents are
                                        between 5-20 second in length and appear at the top and tail of programmes throughout the day on ITV2
                                        (usually in conjunction with a channel voice-over pointing to forthcoming programming).

                                        Importantly, the idents reinforce to the viewer the channel they are watching by strong integration of
                                        the ITV2 logo. They are also one of the predominant opportunities to create distinctive branding and
                                        personality around the channel.

                                        The current six idents ITV2 has are based on different executional styles and different ‘youthful’ scenarios
                                        (all based on a moment in the life of a typical 24 year old) - ‘lust’, ‘dancing’, ‘getting ready to go out’,
                                        ‘holidays’, ‘music’ and ‘open 24/7 society’. Stills of current idents can be seen in the project pack at
                                        ycnonline.com.

                                        To reflect the transient and disposable nature of a youthful audience, we have an opportunity to
                                        continuously update our idents with new ideas and style.

                                        Requirements
                                        This brief is to design a new ident to be added to ITV2’s existing set. The ident should be based on a
                                        moment in the life of a typical 24 year old and a style that best expresses that idea. You could also develop
                                        a new expression of one of our existing moments (e.g. ‘dancing’) if you prefer.

                                        The look and feel needs to reflect vibrant colour in a white world (with gloss). To reinforce the channel
                                        logo, green should be predominant amongst the colours.

                                        Mandatories
                                        All executions must include the ITV2 logo, available in the project pack at ycnonline.com.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.



Page 1 of 1
                            Create the next set of on-pack designs and illustrations
                                     for Kleenex boxes and pocket packs

YCN Awards 0809                         Background
Kleenex Brief                           Since the Kleenex® brand came on the market in 1924, it has been the No.1 brand of facial tissue in
                                        the world and has become a genuine global icon. For decades it stood for reliability and formed the
Submissions Deadline                    benchmark for the facial tissue category – and it still does today. For a long time the brand had sold itself
27 March 2009                           on the promise that when you’re not quite in control, Kleenex is there to restore order and give people their
                                        composure back.
Submit To
YCN. 72 Rivington Street,               The brand has recently embarked on a journey focused on making the brand more emotionally connected,
London, EC2A 3AY.                       uplifting and modern. The strategic change came to fruition with the “Let it Out” campaign, which
United Kingdom                          demonstrated the value of liberation from symptoms, from inhibitions, from constraints and anxieties. It
                                        was about encouraging people to let go of their inhibitions and emote more freely. The idea was based
Please ensure you have completed,       on the human understanding that release feels better than control. The very presence of Kleenex® helps
and signed, an Entry Form and affixed   facilitate consumers ‘letting it out’ both emotionally and physically.
an Item Label to each part of your
submission. These are available to      This extremely successful campaign effectively modernised the brand and helped people to feel closer to
download at ycnonline.com               it again.

                                        The Challenge
                                        Kleenex Collection is a range of boxed tissues focused on three different age groups; 16-24, 25-39, 40 plus.
                                        Each design is different to reflect the design tastes of these different ages and every 4 months one of the 3
                                        designs changes to ensure continuous design refresh.

                                        The design strategy for Collection focuses on targeting women and men who have an interest in design
                                        and home décor and like to use home décor as a means of self-expression. Placing a box of tissues with a
                                        great design to a room helps make a style statement, similar to adding candles, photo frames or a vase of
                                        flowers to a room to enhance its mood or décor.

                                        The design in the range aimed at the younger age group (16-24) has the objective of making a definitive
                                        expressive statement. Past designs have included the very popular COW and SHEEP designs; see the
                                        project pack for these designs. These designs can be very polarising but it is their quirkiness and fun loving
                                        expression which makes them so popular.

                                        Next year Kleenex will also be launching a range of designed pocket packs. The target audience for these
                                        is young women for whom their possessions represent an expression of themselves and their lifestyles.
                                        What’s in their handbag is therefore important to them - a funky designed pack of tissues is a perfect
                                        addition to their other personalised possessions.

                                        Your challenge is to create the next set of on-pack designs and illustrations for our boxes and/or pocket
                                        packs, that will appeal to the target audience. Remember; our boxes need to appeal to 16-24 year olds of
                                        both sexes, while our pocket packs are aimed at young women.

                                        Target Audience
                                        Young women (primarily) and men who take an interest in how their accessories express their style and
                                        personality (in the home or out and about). Since design is subjective it can appeal to any age - we
                                        therefore think about people’s attitude to design rather than their age or socio-demographic profile.
                                        The desired design attitude incorporates the following: quirky, fashion conscious, loves colourful things,
                                        interest in what their home décor looks like, proud of their possessions, design aware, into music etc.

                                        Creative Requirements
                                        You are free to produce any on-pack graphics that you think will most effectively connect with the target
                                        audience.




Page 1 of 2
              Brand Values
              Optimistic and warm with a sense of humour
              Genuine
              Non judgemental

              The Kleenex ‘Let it Out’ advertising and brand values can be found in the project pack at ycnonline.com.

              Mandatories
              Feel free to demonstrate how the Kleenex logo would sit within the context of your designs. It is available
              in the project pack at ycnonline.com.

              Your designs will need to work on current packaging formats. Examples of these can be found in the
              project pack.

              The design needs to work in a European context so no use of text or language specifics.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                               Persuade young men to use and buy more tissues

YCN Awards 0809                         Background
Kleenex Brief                           Since the Kleenex® brand came on the market in 1924, it has been the No. 1 brand of facial tissue in
                                        the world and has become a genuine global icon. For decades it stood for reliability and formed the
Submissions Deadline                    benchmark for the facial tissue category – and it still does today. For a long time the brand had sold itself
27 March 2009                           on the promise that when you’re not quite in control, Kleenex is there to restore order and give people their
                                        composure back.
Submit To
YCN. 72 Rivington Street,               The brand has recently embarked on a journey focused on making the brand more emotionally connected,
London, EC2A 3AY.                       uplifting and modern. The strategic change came to fruition with the “Let it Out” campaign, which
United Kingdom                          demonstrated the value of liberation from symptoms, from inhibitions, from constraints and anxieties. It was
                                        about encouraging people to let go of their inhibitions and emote more freely. The idea was based on the
Please ensure you have completed,       human understanding that release feels better than control. The very presence of Kleenex® helps facilitate
and signed, an Entry Form and affixed   consumers ‘letting it out’ both emotionally and physically.
an Item Label to each part of your
submission. These are available to      This extremely successful campaign effectively modernised the brand and helped people to feel closer to
download at ycnonline.com               it again.

                                        The Challenge
                                        Kleenex tends to be used largely by families and bought primarily by women of all ages. The products
                                        which sit within the portfolio today target different need-states, from the functional nose blowing to the
                                        more emotional decorative boxes. Although the current Kleenex product portfolio stretches across a wide
                                        age spectrum there are still some opportunity gaps.

                                        Men have been identified as one area to explore as they currently represent an underpenetrated category
                                        within facial tissue: not many men buy tissues and not many men use tissues. More specifically it is the age
                                        range of 15-30 which is most underpenetrated.

                                        These men are highly mobile, always out and about and unlikely to have tissues either in their home or on
                                        them. Traditional means are not effective at trying to target them; they do not tend to be the main shopper
                                        of the household and shop in regular supermarkets and buying tissues will certainly not be at the top of
                                        their agenda.

                                        The challenge is therefore to explore how we can get young men to use and buy more tissues.

                                        Understandings
                                        We have some understanding as to why men are currently not using tissues. Examples are:
                                        — Men don’t tend to be the main shopper and it’s not a product which is top of mind for them. Tissues tend
                                           to be bought for them by their partners or mothers
                                        — Tissues in general are not seen as a priority by men
                                        — Men forget to think of buying tissues so when the need arises go for the nearest alternative - whether
                                          that be Starbuck’s napkins or their sleeve!
                                        — Substitutes are multiple, easy & convenient (toilet roll, dinner napkins, Starbucks or McDonald’s
                                          tissues, sleeves)
                                        — Some men still have a cotton hanky habit
                                        — The current pocket packs are quite bulky, they don’t easily fit into a guy’s pocket or bag, the designs
                                          aren’t appealing
                                        — Using tissues is seen as effeminate and “uncool” - a guy won’t put a box of decorative tissues on display
                                          in his home or have a pack of tissues in his bag
                                        — In the younger age group (15-22) there are many other items which they could be spending their money
                                          on and tissues are not at the top of the priority list
                                        — Men are less worried about hygiene than women




Page 1 of 2
              In addition we have some understanding as to what potential triggers could be to make young men use
              tissues more:
              — Making them more linked to image/appearance which is important to young men
              — Making them more gadget and toy like which may appeal to those that are digital and techno savvy
              — Making them aspirational; using an opinion leader or celebrity to endorse
              — Showing them as versatile e.g. wiping sweat, mopping up coffee spills, cleaning hands after applying
                 hair gel, spills on mobile, cleaning gaming consoles, cleaning ipod/iphone screens, use after sex etc.
              — Focusing on new/different distribution channels
              — Making them more aware of germs, hygiene versus the current substitutes they use
              — Cold and flu - focus on man flu
              — Using sex, humour, sport, role models

              Target Audience
              Men cover a large age spectrum. There are 6m males aged 15-29 in the UK. Young men can be split into
              three age groups; 15-17 attending school, 18-21 attending college or Uni, 22-24 first time jobbers. However
              we encourage you to produce communication that has broad appeal.

              Creative Requirements
              You are free to produce or design anything that you think has broad appeal with the target audience of
              15-29 year olds and will most effectively connect with them at the times, and in the places that you think
              they will be most receptive to engaging with the brand.
              — You can consider all communication opportunities - channel or creative (traditional media, digital,
                 on pack, on shelf, point of sale)
              — You can consider product and packaging design - what would appeal to young men and drive them
                 to trial and purchase?
              — You can consider distribution - where would the young men go to buy their tissues?
              — You can consider tone of voice - what language should we be tapping into to attract trial
                 and purchase?

              Brand Values
              Kleenex
              Optimistic and warm with a sense of humour
              Genuine
              Non judgemental

              The Kleenex ‘Let it Out’ advertising and brand values can be found in the project pack at ycnonline.com.

              Mandatories
              Designs should incorporate the Kleenex logo, available in the project pack at ycnonline.com.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                                  Create exciting and innovative applications of
                                           the Ministry of Sound logo

YCN Awards 0809                         Background
Ministry of Sound Brief                 Ministry of Sound is an iconic, world-renowned brand, synonymous with dance music.

Submissions Deadline                    The club opened in London in September 1991 as a pioneering and unique venue at the forefront of a
27 March 2009                           youth culture revolution, and over the past 17 years has played host to the biggest artists and DJs in
                                        the world. The record company which followed is now the biggest independent label in the world with
Submit To                               countless No.1 albums and singles, and award-winning videos.
YCN. 72 Rivington Street,
London, EC2A 3AY.                       Today you can access Ministry of Sound through a range of products and media. It has international
United Kingdom                          venues, national and international tours, releases over 170 compilations and chart topping singles
                                        annually, a radio station, collaborations with mobile networks, a music download site, electronics/audio
Please ensure you have completed,       ranges, clothing, vodka, fragrance ranges and ministryofsound.com.
and signed, an Entry Form and affixed
an Item Label to each part of your      The brand was established with a vision to do things better than, and different from, everyone else, and
submission. These are available to      this belief is carried through everything we do. We are not afraid to break new ground, be provocative and
download at ycnonline.com               challenge convention.

                                        The Challenge
                                        We have a history of unusual and creative brand awareness campaigns, from guerilla advertising to virals,
                                        all based around the distinctive logo. With so many new and varied products coming out, we feel it’s time
                                        to do this again, reminding people what the brand is all about and what it stands for.

                                        We want to see exciting and innovative uses of the logo, that will gain the maximum amount of attention
                                        and get across to people what a unique and creative brand this is. We are open to all solutions and will
                                        pick and action the best idea for summer 2009.

                                        The challenge is to demonstrate how the existing logo can be applied to different environments and media
                                        spaces. The brief is not to redesign the logo itself.

                                        You can find the logo in the project pack at ycnonline.com

                                        Brand Attributes
                                        — Authentic. Coming from an original vision, remaining always relevant and giving you something to
                                          believe in that ultimately makes you feel good.
                                        — Iconic. The desire for people to love us and hate us while competing with others to be the best.
                                        — Hedonistic. Fearlessly seeking pleasure through intensifying the here and now.
                                        — Confident. The belief in our knowledge and expertise and the conviction to pursue an ideal.
                                        — Maverick. Behaving deliberately non-conformist because it ‘feels right’ to nurture an
                                          entrepreneurial spirit.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                             Create a campaign which challenges perceptions and
                            encourages ‘pop-in’ visits to the National Portrait Gallery

YCN Awards 0809                         Background
National Portrait Gallery Brief         The National Portrait Gallery houses the world’s largest collection of personalities and faces, from the late
                                        Middle Ages to the present day. The Collection begins in the early sixteenth-century with the great Tudor
Submissions Deadline                    courts and continues through to the present day with contemporary portraits, which reflect the diversity,
27 March 2009                           inventiveness and multi-culturalism of modern day Britain.

Submit To                               The Gallery on St Martin’s Place in London offers a superb visitor experience with three floors of gallery
YCN. 72 Rivington Street,               space, an IT Gallery where visitors can further explore the Collection and the roof-top Portrait Restaurant
London, EC2A 3AY.                       with amazing views across Trafalgar Square. As well as the Collection which is permanently on view, the
United Kingdom                          Gallery stages six major exhibitions and more than ten special displays a year and runs a full and varied
                                        programme of events, conferences, family activities, music evenings and talks. Admission to the Gallery
Please ensure you have completed,       is free (apart from some special exhibitions) and we attract over 1.6 million visits a year, with a further 15
and signed, an Entry Form and affixed   million annual visits to the website.
an Item Label to each part of your
submission. These are available to      Mission
download at ycnonline.com               Our aim is to promote through the medium of portraits the appreciation and understanding of the men and
                                        women who have made and are making British history and culture and to promote portraiture in all media
                                        to the widest possible public.

                                        Brand Values
                                        Welcoming, inclusive, fresh, inspiring and enriching.

                                        The National Portrait Gallery’s brand personality can best be expressed as the perfect host, the Collection
                                        being the embodiment of the perfect party guest list, with the Gallery acting as benign host and master
                                        of ceremonies.

                                        Our visual style is contemporary classic. It combines heritage and tradition, with contemporary relevance
                                        and openness to new ideas.

                                        Tone of voice – warm, clear, informative, accessible as well as lively and stimulating.

                                        Brand Perceptions
                                        The strengths of the Gallery’s brand, as perceived by current attenders, are the combination of the historic
                                        and contemporary and the human interest created by our focus on people. Visitors like the bright, modern
                                        building and the intimate, non-intimidating ambience. The Gallery is seen as a haven from the hustle and
                                        bustle of the West End offering peace, tranquillity and immersion. The central location also encourages
                                        incidental visits and enables a ‘drop-in’ culture.

                                        Negatively, the National Portrait Gallery is perceived by non-visitors as, old-fashioned, dark, dreary,
                                        sombre and serious, with repetitive rooms containing portraits of ‘dead old men’. However, when non-
                                        visitors come to the Gallery their experience far exceeds their expectations, both in terms of the content of
                                        the Collection and the nature of the Gallery itself.

                                        Campaign Background
                                        Currently 8% of visits are made by people who work or study locally. 56% of visitors spend less than an
                                        hour at the Gallery, and research has shown that regular visitors enjoy ‘bite-sized’, ‘drop-in’ visits.

                                        The Gallery is open daily 10.00 to 18.00, Thursdays and Fridays until 21.00. There is an ongoing, year-round
                                        programme of talks, events and workshops including lunchtime gallery talks and lectures. On the late
                                        nights, in addition to being able to view the main Collection and temporary exhibitions, special talks are
                                        held on Thursday evenings and free music events on Friday evenings. Please see www.npg.org.uk for
                                        more information about the Gallery’s programme.




Page 1 of 2
              Campaign Objective
              Encourage more ‘locals’ to make ‘bite-sized’ visits, by promoting our brand strengths and benefits and
              highlighting what they can see and do on a short visit, perhaps on their lunch break or after work.

              Create a campaign that promotes the Gallery’s brand and helps to bridge the brand gap between
              negative non-visitor perceptions and the actual experience.

              Target Audience
              People who work or study locally – Trafalgar Square, Covent Garden, Soho, The Strand, Whitehall etc,
              especially those who work in the media and creative industries (20-35 years old, culturally aware,
              young professionals).

              Media
              We are open to ideas about the media or format you think is most appropriate to reach the target
              audiences. But ideally we would like any creative to work on print and online.

              Creative Considerations
              The work must be consistent with the Gallery’s brand guidelines and include the National Portrait Gallery
              logo. Portraits from the Gallery’s Collection must not be altered or distorted. Our brand guidelines and logo
              can be found in the project pack at ycnonline.com

              Further Information
              To find out more about the Gallery and to search the Collection visit www.npg.org.uk or why not make
              a ‘bite-sized’ visit! We are on St Martin’s Place, London, WC2H 0HE nearest tube Charing Cross or
              Leicester Square.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                               Bring to life the idea that ‘we’re better, connected’

YCN Awards 0809                         Background
O2 Brief                                We believe a more connected world is a better world. From the birds and the bees, to smashing the Berlin
                                        wall, all human beings share the instinct to connect.
Submissions Deadline
27 March 2009                           That’s why everything we do is there to make connecting simpler. With the people you like. Or the things
                                        you love. From music, movies and games, to football, rugby and facebook. If we can, we’ll put you there in
Submit To                               person. Like at our Wireless festival in Hyde Park. Or with priority tickets to The O2.
YCN. 72 Rivington Street,
London, EC2A 3AY.                       We all like joining up. Doing things by yourself is ok, for a while. But we’re better, connected.
United Kingdom
                                        Creative Requirements
Please ensure you have completed,       There are no limits. We’re open to anything that brings the idea to life. If you want to script a short film, fine.
and signed, an Entry Form and affixed   If you think you can bring the thought to life on a poster, go for it. Or if you want to invent a new product
an Item Label to each part of your      that no-one’s thought of yet, be our guest. The only limitation is that we’d like to share the best ideas
submission. These are available to      around O2, and maybe make some of them a reality. So whatever your idea is, it would be nice if we could
download at ycnonline.com               showcase it.

                                        Other Things We Should Let You Know
                                        We believe in keeping things fresh, positive, and simple. As a brand, we aim to be warm and optimistic. Like
                                        a breath of fresh air. That’s the feeling we’d like to get coming through in your work.

                                        Any ‘Brand Guidelines’ To Bear In Mind?
                                        Not really. If our brand was a colour, it’d be blue. But the blue of a beautiful sky on a summer’s day. If you
                                        want a visual metaphor for O2, you could use oxygen bubbles, but there’d be others.

                                        When it comes to words, keep it natural. Fresh, positive, simple.

                                        And if you’re looking for a phrase that holds it all together or sums it up neatly, use ‘we’re
                                        better, connected’.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                            Compel people to take time out to address their savings
                                 gap and plan for the retirement they want

YCN Awards 0809                         Background
Prudential Brief                        The Prudential is 160 years old. Prudential plc is a UK based financial services company. The company has
                                        over 21 million customers worldwide. Recently Prudential started to use the established marque of the face
Submissions Deadline                    of Prudence after a break of several years and this proved to be very successful, increasing return on
27 March 2009                           investment. People obviously recognise this marque despite the fact that it hasn’t been around for a while.
                                        You can use this icon in your work if it supports your approach.
Submit To
YCN. 72 Rivington Street,               The Brief
London, EC2A 3AY.                       Compel people to take time out to address their savings gap and plan for the retirement they want. Create
United Kingdom                          a 21-40 second TV commercial and demonstrate how it might also be rolled out online. Both executions
                                        should drive consumers to the Prudential’s online retirement planning tool.
Please ensure you have completed,
and signed, an Entry Form and affixed   Proposition
an Item Label to each part of your      Planning for your later years is desirable, rewarding and empowering - something you really want to do
submission. These are available to      and talk about. It’s as important to think about the lifestyle, ambitions and experiences you want to have in
download at ycnonline.com               40 years time as it is for the things you want to achieve now.

                                        Mandatories
                                        Drive people to Prudential’s saving gap calculator www.pru.co.uk/retireyourway

                                        Considerations
                                        Six million adults in the UK don’t believe that they will ever have the means to retire. 30 million people
                                        have less than sufficient savings. Everyone knows that there is a savings gap, but most people do not
                                        know what their own savings gap is. Many people will spend as many years in retirement as they do in
                                        work, but they fail to think about it. We need to bring the future forward in their minds so that it competes
                                        with the preoccupations of the present and they begin to visualise the kind of lifestyle they would like to
                                        have in retirement. People are bombarded with financial information, interest rates and products. It can
                                        all be very confusing. You need to be able to encourage them to find out more from Prudential without
                                        scaremongering and making people panic. Can you make the audience feel good about doing it?

                                        Retirement often brings to mind clichéd images of pipes and slippers. Your work should avoid this. There
                                        should be a call to action with a sense of immediacy, but without conveying a negative view of ageing.

                                        Prudential would like to be seen as the champion of this societal change where people do something
                                        about their savings gap and save for their retirement. This would be similar to Dove’s ownership of the
                                        ‘Campaign for Real Beauty’.

                                        Target Audience
                                        30-40 year olds. Those who are working and reaching their peak earning potential, saving a bit and
                                        spending on their home, first child etc. Not currently focusing on planning or saving for the future.

                                        Brand Values
                                        Integrity is important. Prudential is seen as part of the fabric of society, an institution, a prudent and
                                        cautious company on behalf of its customers that historically has not made mistakes with their money.

                                        Trust. People find Prudential accessible and therefore are more likely to go and talk to them about their
                                        financial plans and issues.

                                        Further Information
                                        The prudential logo can be found in the project pack at ycnonline.com.
                                        www.prudential.co.uk
                                        www.pru.co.uk/retireyourway

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.


Page 1 of 1
                            Show us your vision of why Skype is better than a phone

YCN Awards 0809                         Background
Skype Brief                             Founded in 2003, Skype is revolutionising the way people communicate around the world. Skype has more
                                        than 338 million registered users globally who use Skype software to communicate for free through voice
Submissions Deadline                    and video calls as well as instant messages. Skype generates revenue through its premium offerings,
27 March 2009                           such as calls made to and from landlines and mobiles, voicemail, call forwarding, and SMS. Skype is
                                        used in almost every country on Earth, and people have made more than 100 billion minutes worth of free
Submit To                               Skype-to-Skype calls. Conversations can take place on computers, mobile devices and Skype Certified™
YCN. 72 Rivington Street,               hardware. Skype certifies and sells hundreds of hardware products from more than 50 partners, and works
London, EC2A 3AY.                       with hundreds of third-party developers who have created plug-ins to extend Skype’s functionality.
United Kingdom

Please ensure you have completed,       The Challenge of Freeing Conversations
and signed, an Entry Form and affixed   We’re about more than just ‘free’ and ‘calls’. We’re about ‘freeing’ and ‘conversations’. It might be a subtle
an Item Label to each part of your      change of words, but the difference in meaning is great. Whilst ‘freeing’ also means free, it stands for much
submission. These are available to      more. Freeing is about liberating.
download at ycnonline.com
                                        It’s about freeing people from time and place, from taking the call right now, or from being stuck in Paris
                                        when you want to take a call in Rio. Freeing is about being able to see that special someone on a video
                                        call instead of just hearing a voice. Freeing is about being able to have a big old chat with all 58 lawyers
                                        in your group or exchanging information pertinent to the M&A; or to discuss the merits of a Mojito vs a cold,
                                        refreshing beer. We’re freeing people from being held to ransom by a hotel for making a local call. We’re
                                        freeing them by enabling them to send files to whoever they’re talking to. You see, we’re trying to free you
                                        up, by managing all that information going in and out from you, your computer and your brain, every
                                        single day.

                                        Audience
                                        All existing and potential Skype users.

                                        Objective
                                        We want you to show us your vision of why Skype is better than a phone. Be creative, you can use any kind
                                        of media to display your ideas.

                                        Supporting Information
                                        Our tone of voice in Skype is straightforward, natural and pioneering. We are honest, clear, approachable,
                                        local, uncynical, positive and idealistic. When we talk, our voice is human. And we do things with a passion
                                        or not at all.

                                        Brand Identity
                                        Download our brand book at www.skype.com/go/brand. Login details can be found in the Skype project
                                        pack at ycnonline.com.

                                        Mandatories
                                        You are free to incorporate the Skype logo into your work if you wish, available in the project pack at
                                        ycnonline.com.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                      Outcome - Our target audiences recognise Standard Life is
                      seriously exceptional in the way it supports emerging talent

YCN Awards 0809                         Background
Standard Life Brief                     Standard Life is a major asset managing company with operations around the world. Established in 1825,
                                        the Standard Life group provides pensions, investment management, banking and healthcare insurance
Submissions Deadline                    products to over seven million customers worldwide. The Group has over 10,000 employees across the UK,
27 March 2009                           Canada, Ireland, US, Germany, Austria, India, Hong Kong and mainland China.

Submit To                               Our Sponsorship Objective
YCN. 72 Rivington Street,               Supporting emerging talent in the arts.
London, EC2A 3AY.
United Kingdom                          Braveart/ROAR!
                                        ROAR! is a unique and innovative public exhibition in London recognising excellence in art and design.
Please ensure you have completed,       The exhibition is an excellent example of how Standard Life supports emerging talent. Formerly Standard
and signed, an Entry Form and affixed   Life Braveart, the annual art and design exhibition was created by Standard Life in 2003 to give graduates
an Item Label to each part of your      in Scotland the opportunity to present their work to a wider audience in one of the top art centres of
submission. These are available to      the world. Following the successful introduction of design graduates last year, the exhibition has been
download at ycnonline.com               permanently extended to include design as well as fine art. The exhibition has been renamed ROAR! in
                                        recognition of this significant addition to the programme.

                                        The business’ primary objective for ROAR! is to build awareness and knowledge of Standard Life’s support
                                        of emerging talent. This in turn will build liking for Standard Life as a brand through the warmth felt as a
                                        result of this investment in emerging talent.

                                        Objective
                                        At the moment ROAR! has been promoted in the run up to the exhibition and private view; however we
                                        are looking to create awareness for the exhibition throughout the year to demonstrate Standard Life’s
                                        commitment to supporting emerging talent.

                                        Target Audience
                                        We have audience groupings that are all equally important to us:
                                        — The General Public
                                        — Business Executives
                                        — Graduates from art and design colleges
                                        — Art & Design professionals (such as academics, journalists, commentators)

                                        The Creative Challenge
                                        We are looking for ongoing communications based on the existing visual identity
                                        and concept.

                                        Brand Values
                                        — Holistic. To take a whole view of the person, their needs and how these can be met… to think holistically.
                                        — Flexible. To develop innovative products, services and solutions that allow for change and evolve with
                                          customers needs… to be flexible.
                                        — Performance. To be a better place to grow their assets… to deliver performance.
                                        — Integrity. To communicate in a straightforward, transparent and consistent way… to act with integrity.

                                        Tone of Voice
                                        Approachable, not over-friendly, conversational, straightforward, explanatory but not dispassionate
                                        (Standard Life has an opinion).

                                        Media
                                        You are free to demonstrate your thinking in any medium, or combination of media, that you think will best
                                        engage with the target audience.

                                        Please also send in high resolution artwork with your work where appropriate.




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              Mandatories
              The ROAR! Visuals and concept must be incorporated into your work. Another important consideration is
              how you position ROAR! as being created by Standard Life. Where appropriate you should incorporate the
              Standard Life logo. All these elements are available in the project pack at ycnonline.com.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                            Choose something close to your heart, and advocate it
                                      on the side of a telephone box

YCN Awards 0809                         Background
Street Talk Brief                       There are over 50,000 telephone boxes in the UK and 25,000 carry advertising on the side. It’s the closest
                                        thing you can get to guerilla style marketing and tends to carry more irreverent, urban, edgy and
Submissions Deadline                    street creative work. For example Adulthood was launched on the network, JD use them for trainers and
27 March 2009                           urban wear, the government use them for benefit, drink, drug and crime messages and Oxy used them with
                                        the strapline from Zitty to Pretty. It’s seen largely by a younger age group as phone-boxes are located
Submit To                               in areas where young kids congregrate - town centres, housing estates and outside shops, cinemas
YCN. 72 Rivington Street,               and bars and clubs. And as they are located where groups congregate they are fanatastic to get word
London, EC2A 3AY.                       of mouth going - something we marketers call advocacy. And people pay highly to get positive word of
United Kingdom                          mouth going. We call the phone boxes with advertising - StreetTalk - as we think this sums up the attitude
                                        and relevance of the brand to the younger audience.
Please ensure you have completed,
and signed, an Entry Form and affixed   The Creative Challenge
an Item Label to each part of your      The challenge is to create an ad that you think will get your issue, belief, things that touch your life, stuff
submission. These are available to      you like, new things, new fashion, new music talked about via StreetTalk. Talk the talk, do the walk and
download at ycnonline.com               shout or whisper, but get noticed. And remember it’s a poster, so no long copy, no words that can only be
                                        read by a bloke with a pair of binoculars strapped to his head and make it stand out from the crowd.

                                        Creative Requirements
                                        A template for the canvas you have to work with can be found in the project pack at ycnonline.com. The
                                        visuals you create must be suitable to be applied to it dimensionally. The subject matter is entirely up to
                                        you - what you choose to advocate may be a cause, an issue; or anything else for that matter - as long as
                                        it feels relevant and personal to you.

                                        Mandatories
                                        Your work should not be offensive or distasteful and you must work to the dimensions of the canvas,
                                        available in the project pack.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
                                        judging process and associated timings can also be found online.




Page 1 of 1
                                          Re-establish Style as the definitive
                                            women’s Sunday supplement

YCN Awards 0809                         Background
The Sunday Times Brief                  The Sunday Times recently launched a new brand advertising campaign that constituted a departure from
                                        the well established and much-loved strapline “The Sunday Times is the Sunday papers.”
Submissions Deadline
27 March 2009                           The objective of the new campaign is to prompt reappraisal of The Sunday Times by building its perception
                                        as a modern and relevant paper in order to get people to read more of the paper, and more often.
Submit To
YCN. 72 Rivington Street,               New Brand Positioning Manifesto
London, EC2A 3AY.                       “People don’t want to live a one dimensional life. As a nation we thrive on diversity and as individuals we
United Kingdom                          strive to be multi-faceted and to be all we can be.

Please ensure you have completed,       There is only one Sunday paper with enough sections and diversity to inform, engage and inspire all the
and signed, an Entry Form and affixed   people you are. The sports fan, the business person, the traveller, the culture vulture – you’ll find all of
an Item Label to each part of your      yourself and everything you might want to be within our pages.
submission. These are available to
download at ycnonline.com               The Sunday Times: For all you are”

                                        The new advertising campaign was launched with a new, modern way to present the Sunday Times
                                        sections; examples of which can be found in the project pack at ycnonline.com

                                        It is our desire that all communications and campaigns should be linked to this overall brand thought
                                        and that the tablets (which you will see in the creative examples) should form part of all above the line
                                        communications.

                                        The Role Of Style Magazine
                                        In the tough newspaper market, to ensure peak weekly sales, The Sunday Times had followed a pattern of
                                        large scale promotions (like CD and DVD giveaways) and has not really supported the product itself. 85%
                                        of media spend in 07/08 was devoted to promotions but 08/09 will see moves to redress this balance.

                                        The Sunday Times needs to play to its strengths in a declining market and Style is certainly a strength.
                                        Style is the jewel in the crown of Sunday magazines. It is read by more AB women than 4 issues each of
                                        Vogue, Tatler, Elle and Harpers. No other Sunday glossy comes close.

                                        Style is increasingly under threat from our competitors. Style was the first women’s Sunday magazine, but it
                                        now has Stella, You and, more recently, Observer Woman chasing its readership.

                                        Advertising Objectives
                                        To re-establish Style as the definitive women’s Sunday supplement.

                                        Target Audience
                                        25-54 ABC1 occasional Style readers, who are discerning, urban and stylish
                                        upmarket women.

                                        They mix aspiration with the practicalities of the everyday.

                                        They live busy lives during the week, filled with work, socialising, children, leisure activities, cooking,
                                        cleaning, holidays, visiting family, shopping and exercise. Many of these activities spill through to the
                                        weekend, but they do try to cram less in and avoid hard work on a Sunday.

                                        Sunday is a day when they can indulge their stylish side. They’re not just interested in one style, they love
                                        many aspects of style; from stylish clothes to stylish tableware and from haute couture to urban styles.

                                        They may not be regular Sunday Times readers, but when they do buy it, they will often turn to Style first. A
                                        large proportion of occasional readers are younger females who live in London, Dublin and Edinburgh and
                                        this is where we will find we can recruit new readers.



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              Consumer Benefit
              Style will show me the latest trends and how I can incorporate them into my life.

              Desired Consumer Takeout
              Style magazine is my weekly fashion bible.

              Mandatories
              Style has a defined graphic look and we should draw a continuous line between the advertising and
              the product.

              We also now include the end-line “The Sunday Times: For all you are” and the Style “tablet” in everything
              we do. The Style “tablet” can be found in the project pack at ycnonline.com

              Objective
              Produce a focused ad campaign that will re-invigorate the Style brand and re-establish it as the agenda-
              setting and cutting edge magazine that it has always been.

              Elicit a sales response.

              Media
              You are free to work in whichever medium or combination of media you see fit to demonstrate your creative
              thinking. You should consider which approaches are the most fitting to connect with the target market.

              It is important that campaign ideas can be applied across a range of different media (both on and offline)
              as we are always keen to avoid fragmentation in our communication.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                               Engage with 16 to 25 year olds and inspire them to
                                    take action against climate change

YCN Awards 0809                         Background
Together Brief                          Together is the UK’s leading climate change campaign and provides practical steps to make it easier and
                                        cheaper for people to tackle climate change in their everyday lives. We believe that reducing emissions
Submissions Deadline                    should be easy. That’s why we’ve partnered with some top household names such as Tesco, British
27 March 2009                           Gas, M&S and BSkyB to produce a great range of products and ideas to help consumers do just that.
                                        From low-cost eco car insurance and budget energy-saving light bulbs to free energy-saving kits and
Submit To                               easy household tweaks, each solution has been chosen because it really does make a difference. The
YCN. 72 Rivington Street,               campaign aims to help every household in the UK save a tonne of CO2 over three years.
London, EC2A 3AY.
United Kingdom                          Although people are aware of the importance of acting ‘now’ to reduce their impact on the environment,
                                        many of them are confused and don’t know what to do, they also feel like they’re being lectured and not
Please ensure you have completed,       given any active help to do something. In reality there are many pro-environmental behaviours that have
and signed, an Entry Form and affixed   a real impact and Together is specifically designed to make this easier, cheaper and more appealing.
an Item Label to each part of your
submission. These are available to      In its first year, Together helped inspire over 20 million individual climate change actions, saving UK
download at ycnonline.com               consumers half a million tonnes of CO2 and over £100m from household bills. Together is independently
                                        approved by international NGO, The Climate Group.

                                        Insight
                                        To date, Together has been successful in communicating to and gaining the support of middle-aged,
                                        middle-class home owners for whom there are a host of actions they can take up to lessen their carbon
                                        footprint. We now want to focus our attention on gaining the support of the younger generation, 16 to 25
                                        years olds, and try to encourage them to join our campaign.

                                        Objective
                                        We want more 16-25 year olds to join our campaign and become more engaged with taking action against
                                        climate change. Our communication objectives are to try and drive our target audience to our website
                                        where they can join our campaign by registering as a member of Together.

                                        Creative Requirements
                                        We are a charity so we don’t have bags of cash to spend on advertising and expensive marketing
                                        techniques. We’d like to see web ideas that will drive our target audience to our website.

                                        For example, you could shoot a short viral film or create and online game that will inspire our target
                                        audience to visit Together.com and sign-up to our campaign; something that is easily distributed online.

                                        Target Audience
                                        All 16-25 year olds that haven’t heard of or haven’t signed up to the Together campaign.
                                        We want to encourage those young adults that haven’t considered or don’t know what they can do as
                                        individuals to lessen their impact on the environment.

                                        Mandatories
                                        All communications should drive consumers to our website www.together.com, where they can become a
                                        member of the campaign. Where appropriate you should incorporate the line ‘Easy ways to fight climate
                                        change’ into your work. If you wish you can incorporate the Together logo in your work too - available in
                                        the project pack
                                        at ycnonline.com

                                        Further Information
                                        — www.together.com – there are number of fun things people can do on our site such as track how their
                                          own CO2 savings are contributing to the grand total of savings made by all Together members through
                                          our ‘Togetheriser’
                                        — www.myspace.com/togetheruk
                                        — www.facebook.com – search for ‘Together’
                                        — www.defra.gov.uk/environment/climatechange/index.htm - Government (DEFRA’s) website. Good for
                                          learning the facts about climate change and how the government are working to reduce emissions in
                                          the UK and abroad.
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              — www.energysavingtrust.org.uk – A government funded body that exists to advise everyday people on
                how they can be more energy efficient. A helpful website for researching what consumers can do to
                reduce their impact on the environment.

              Deliverables
              Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
              judging process and associated timings can also be found online.




Page 2 of 2
                          Create a direct response campaign that will communicate
                        the magic of Wales and generate requests for the Visit Wales
                                             magazine Wales View

YCN Awards 0809                         Market Context
Visit Wales Brief                       Tourism is big business in Wales. Tourists spend over £8 million a day amounting to £3 billion a year. Visit
                                        Wales is the Welsh Assembly Government’s tourism team. Its role is to maximise tourism’s contribution to the
Submissions Deadline                    economic, social and cultural prosperity of Wales.
27 March 2009
                                        The marketing role is to develop and implement communication strategies that; encourage reappraisal
Submit To                               and positive impressions of Wales for holidays and short-breaks and to guide customers to purchase
YCN. 72 Rivington Street,               a visit. UK Visitors make up for 90% of trips to Wales and account for 83% of spend.
London, EC2A 3AY.
United Kingdom                          Target Market
                                        Independent Explorers. They are free minded and don’t follow the herd. They enjoy planning their own
Please ensure you have completed,       trips so they can discover new places and have authentic personal experiences. They like to learn about
and signed, an Entry Form and affixed   the local culture and the way of life of the places they visit and immerse themselves in it. Package holidays
an Item Label to each part of your      and well trodden tourist trails are not for them. They like to explore places that are still undiscovered by
submission. These are available to      tourists. They’re looking for the Real Alternative destination. And it’s in Wales that they’ll find it.
download at ycnonline.com
                                        Brand Values
                                        The Real Alternative. Wales is the real alternative to the conventional tourist destination. We offer the
                                        unexpected and the surprising. Not the superficial, artificial and obvious. We encourage our visitors to go
                                        out and explore. No itineraries, no checklists, no must do’s. Just spontaneous discoveries and freedom.
                                        They’ll find their own experiences - rather than pre-packaged ones laid on by us.

                                        Wales is a living, breathing, working country. It’s not a plastic, pre-packaged, ‘have a nice day’ type of
                                        place. We’re a friendly lot here in Wales. We’re also very proud, passionate and straightforward. We call a
                                        spade a spade, and the bloke that drives the boat ‘Jones the boat’.

                                        The magic of Wales is not the magic of Disney. The magic of Wales is real. Sure there are a few tall tales
                                        and some mythical stories. And they’re great fun to tell. But the magic of Wales is bigger than that. You’ll
                                        hear it in our language. You’ll see it in our landscapes. You’ll feel it as you walk around. It’s the sense of
                                        the unknown. The feeling of discovery.

                                        Market Context
                                        The key short and mid term trends that are likely to be impacting on the UK holiday and leisure market are:
                                        — Tightening budgets/economic uncertainty
                                        — Shift away from expense, luxury and conspicuous consumption to real value and simplicity
                                        — Increasing environmental concerns around travel especially flying
                                        — Search for authentic holiday experiences and destinations
                                        — Consumers looking for involving and enriching experiences from holidays, breaks and leisure time

                                        We feel that Wales and our Real Alternative positioning is well placed to pick up on these trends and
                                        provide UK consumers with a positive, good value choice for their holiday or break in 2009. The economic
                                        uncertainty is likely to make the market think harder and differently about their holiday choices. There may
                                        be substitution of foreign to UK holidays. People may look to economise (e.g. cheaper accommodation,
                                        shorter stays) and to potentially defer their decisions until later.

                                        Core Proposition
                                        We are looking for our new 2009 marketing campaigns to address the market situation and brand
                                        positioning for Wales by promoting Wales at the heart of this new holiday movement. We would like to lead
                                        the debate around how holidays have changed for the better. We would like consumers to think that Wales
                                        understands these changes and offers a truer, deeper, richer experience.

                                        Creative Requirements
                                        You should create campaign elements (in any media you like) that will communicate the magic of wales.
                                        We are looking for the campaign to generate requests for the Visit Wales magazine Wales View.

                                        Deliverables
                                        Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the
Page 1 of 1
                                        judging process and associated timings can also be found online.

				
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