WHERE GREAT IDEAS FLOURISH - BRAND SPONSORSHIP OPPORTUNITIES 2019 - National Advertising ...
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THE NATIONAL ADVERTISING CHALLENGE IS A BRIEF-BASED COMPETITION AMONG CANADA’S TOP ADVERTISING CREATIVES FOR THE BEST CREATIVE CAMPAIGN. We’re not about showcasing previously produced advertising campaigns. We are a competition where everyone starts from the same blank page. Just think, hundreds of agencies from across the country compete for the best ideas for your brand based on a brief that you write; the blueprint to help you discover intrusive, compelling communication in the form of brilliant ideas.
ESTABLISHED 2002 NAC 130 AT A 244 GLANCE BRAND PARTNERSHIPS CREATIVES TO CANNES LIONS FESTIVAL OF CREATIVITY 2015 OVER WINNER CANNES LION BRONZE 3,275 FRESH IDEAS SUBMITTED
ONE GREAT IDEA IS ALL YOU NEED Whether it’s to support marketing initiatives with limited resources or as an eﬀective way to generate thought starters for your AOR or brand team, one great idea is all you need. Campbell’s, Toronto Zoo, Children’s Wish, and Yamaha all received dozens of ideas that inspired actual campaigns that became part of their overall communication.
MARK YOUR CALENDAR NAC BRANDS 2019 SPONSORSHIPS CLOSE BRIEFS COMPLETED December 14 February 8 ENTRIES OPEN March 4 ENTRIES CLOSE March 31 JUDGING April 17 & 18 SHARK TANK TBD GALA May 2 NAC IDEAS 2019 ENTRIES OPEN ENTRIES CLOSE July 15 August 12 JUDGING September 17 & 18 GALA May 2020 NAC CARES 2019 SPONSORSHIPS CLOSE BRIEFS COMPLETED September 16 September 23 ENTRIES OPEN October 28 ENTRIES CLOSE November 24 JUDGING December 14 GALA May 2020
NAC PROCESS NAC IS A BRIEF-BASED COMPETITION, NOT AN AWARDS SHOW. It’s a think tank for brands looking for out-of-the-box marketing and advertising solutions. 01 02 Brands identify a challenge and growth opportunity. Creative brief is drafted based on objective. 03 Brief is shared with IDEATION 04 8,000 creatives at over An eminent jury 200 agencies. evaluates the ideas. 05 Top teams present to 06 brands Shark Tank style. Winners are announced 07 at the NAC Gala. Brands receive and own all ideas submitted.
TESTIMONIALS “NAC was a great way to “It’s an amazing showcase of get some fresh eyes on the creative work in a phenomenally business. Many of the ideas creative environment.” were easily implementable and SANDY WATT – NATIONAL DIRECTOR, MARKETING met our business objectives.” Children’s Wish Foundation MICHELLE CIRCOSTA – MARKETING MANAGER Hershey’s Kisses “We need to stretch our dollar “We saw a lot of really as far as we can. We’re good at interesting, colourful, bright executing but sometimes need ideas, that were definitely some help getting those fresh, on brief. There was a lot new ideas.” of inspiration.” KIMBERLY HAIDER, MANAGER, MARKETING & JENNY KESSELER – MARKETING MANAGER COMMUNICATIONS Nestlé Smarties Toronto Zoo “NAC provided an amazing event to network and meet new people as well.” DANIELLE GIORDANO – MARKETING MANAGER Nestlé Smarties
CREATIVE THINKING. NO BOUNDARIES. A gut feeling, a hunch or a eureka moment can come from anywhere, however in this case, your sponsorship will produce ideas created by the best and brightest in the advertising industry, opening your eyes and mind to endless possibilities.
THE RISING STARS OF TOMORROW Group Heads, Creative Directors, Chief Creative Officers, they all start somewhere. The NAC engages students at leading colleges and universities who represent the next generation of creative leaders. The thinking is fresh. The ideas, unbridled by industry trends, are often the most inventive.
JURY Some of the most notable figures in advertising comprise the National Advertising Challenge jury. These experts help brands looking for fresh ideas select the winning entry. JOSEPH BONNICI CHRIS HIRSCH HELEN PAK Bensimon Byrne LG2 Grey Canada & President Grey Toronto DENISE ROSSETTO JEFF HILTS CATHERINE ALLEN CRAIG MCINTOSH BBDO Toronto FCB Toronto Zulu Alpha Kilo Cossette Toronto ALLEN OKE NICOLAS QUINTAL SAMANTHA SIMPSON Huge Canada Rethink Montreal Wingman VFX
CREATIVE C’mon, like you don’t enjoy creatives fighting over you? The NAC is an opportunity for fresh thinking to push past creative boundaries and to unlock potential ideas. Depending on the category, you’ll receive dozens of advertising campaigns that are immediately implementable. HOW IT WORKS WHAT YOU GET ɧ We send your brief to thousands of creatives ɧ Logo exposure to 8,000 Creatives and and 200 advertising agencies. Media Planners. ɧ Our strategic experts will assist you in ɧ Full page ad in Gala magazine. writing the brief with your direction. ɧ Recognized as a leader promoting creativity ɧ Receive dozens of brilliant advertising in advertising. campaigns that are immediately ɧ Frequent posts in social media. implementable. ɧ 4 tickets to the Gala. ɧ Your brand owns all the creative. ɧ Promotional item in swag bag. ɧ Our strategic team and a member of the ɧ Shark Tank presentations to your brand Jury will debrief you on the highlights of the by finalists Judges' deliberations. $30,000
STUDENT This is an opportunity to engage with the 10,000 generation z and millennial advertising and design students in universities and colleges across the country. HOW IT WORKS WHAT YOU GET ɧ We send your brief to thousands of ɧ Frequent posts in social media. students across Canada. ɧ Full page ad in Gala magazine. ɧ Our strategic experts will assist you in ɧ 2 tickets to the Gala. writing the brief with your direction. ɧ Promotional item in swag bag. ɧ Logo exposure to 8,000 Creative and Media Planners. $15,000
MEDIA COMPANY? WE SHOULD TALK Renew old friendships, slide into some new ones. Put your media where your mouth is by providing ad space to promote the Challenge and its winners. HOW IT WORKS WHAT YOU GET ɧ Logo exposure to 8,000 Creative and ɧ Frequent posts in social media. Media Planners. ɧ 2 tickets to the Gala. ɧ 1/2 - page ad in Gala magazine - you can push ɧ Promotional item in swag bag. for a full page, not that you guys negotiate. $20,000 IN MEDIA
A WORLD OF OPTIONS RETAIL SHOPPER BIG IDEAS CAMPAIGN DIGITAL STUDENT DIRECT EXPERIENTIAL VIDEO MOBILE NOT FOR PROFIT OUT OF HOME PRINT PROMOTION (CONTESTS) BRANDING RADIO SOCIAL MEDIA WILD CARD
THE AD EVENT OF THE YEAR We not only push creative boundaries, we also celebrate great ideas in style.
WHEN YOU’RE AS NATURAL AND BRIGHT AS SMARTIES ARE, WHY WOULD YOU HIDE BEHIND A BOX? NEW BRIGHTER SMARTIES WILL GO ‘AU NATUREL’ WITH A NEW CLEAR BOX THAT ALLOWS THEM TO BARE IT ALL. SMARTIES CLEAR BOX - GOLD WINNER 2017/ WILD CARD - TAXI Dave Fontaine & Aaron Niven
Travelling, like working at McDonald’s, enriches international work experience, discovering your life, teaching you skills that last forever. how the McDonald’s business adapts to different By taking advantage of McDonald’s worldwide markets and learning new languages through locations, we can elevate young employees’ daily customer interactions. During their travels, job experiences by sending them to work they would gain independence, learn decision at the international McDonald’s locations of making skills, and discover new perspectives their choice. There they would be able to gain on life. ENTRANT 1: CARLY OUELLETTE, BENSIMON BYRNE ENTRANT 2: CAROL HUNG, K9 STRATEGY + DESIGN MCDONALDS - SILVER WINNER 2016/ BIG IDEAS - BENSIMON BYRNE Carly Ouellette & Carol Hung
THE STACKED COMBINATION There’s no better combination than Pepsi & Lays, so why not sell them together? Stacked. The Snack Stack is the sensibly proportioned all-in-one party kit for any occasion. Not only will the product be created but the campaign will be expanded through “stacked” executions in print, DM, digital and OOH. PLACE ARTWORK HERE (20” x 24”) OOH: The Snack Stack Mobile The Snack Stack Mobile will drive across the country visiting festivals and delivering free samples. Digital: YouTube Takeover Create your own vertically stacked mash-up on Youtube. Drag and drop artists of your choice into the mixer and share your combinations on Facebook and Twitter. Print: Newspaper Printed in entertainment and sport sections in newspapers, DM & In-Store: Netﬂix Partnership The Snack Stack is revealed as the star at any social event. Exclusive Netﬂix content will be converted to 3D. Glasses and a coupon offer will be distributed through direct mail and in-store purchase. CATEGORY: CAMPAIGN PEPSI/LAYS - GOLD WINNER ENTRY CODE: EmYwz 2015 / CAMPAIGN - THE BLUE HIVE Dylan Silvestro & Tiffiny Li
ALEXANDRA DE MARIA, CLEVER SAMURAI EMMANUEL TORRES, CLEVER SAMURAI ENTRANT 1: ENTRANT 2: PLACE ARTWORK HERE (20” x 24”) CATEGORY: PRINT PLACE ARTWORK HERE (20” x 24”) footage and then to extend into social media. This packaging would be printed on a limited run to be sold in stores for October, Breast peoples’ reaction to use as content for TV Cancer Awareness Month. We would film This packaging would be printed on a limited run to be sold in stores for October, Breast Cancer Awareness Month. We would film CASHMERE BREAST CANCER - GOLD WINNER peoples’ reaction to use as content for TV footage and then to extend into social media. CATEGORY: ENTRANT 1: 2015 / PRINT - CLEVER SAMURAI PRINT EMMANUEL TORRES, CLEVER SAMURAI Emmanuel Torres & Alexander Demaria ENTRANT 2: ALEXANDRA DE MARIA, CLEVER SAMURAI
THE PROBLEM THE SOLUTION Attracting indigenous students’ We bring OCAD to them. We take the iconic Sharpe Centre for Design building, shrink it down and put it on 18 wheels. Inside, we’ll feature a makeshift classroom with a large screen, where instructors can remotely teach classes. We’ll tour this mini around the country to our program OCAD all across the country, setting up shop in communities for a whole day, offering indructory courses from esteemed proffesors. is challenging for a variety of reasons. They live in communities all around Canada, some very remote, some are unaware of OCAD as a whole, and for many, the prosepect of moving to a new city where they know no one, is daunting. OCAD ON WHEELS Through this, we hope to familiarize prospective students with our school, our faculty and hopefully show them that a fullflling career in art and design is through that big white, black-checkered box. OCAD ON WHEELS - GOLD WINNER 2014 / BIG IDEA - Y & R Bhavik Gajjar & Cole Rosenberg-Pach
#FLOORSELFIES INSIGHT: People love taking selﬁes, from no make-up selﬁes to pet selﬁes. IDEA: Pledge FloorCare Wood Squirt and Mop gets your ﬂoors seriously clean, so clean you can see yourself. To demonstrate this, we will make Pledge a part of the selﬁe trend using #ﬂoorselﬁe. People will take pictures of themselves in a Pledge reﬂection at home or even on the basketball court. PLEDGE FLOOR SELFIES - GOLD WINNER 2014 / DIGITAL - AGENCY 59 Curtis Denomme & Aisling Penco
Queens of the Courts. To create excitement for the Rogers Cup we took the tournament’s 3 superstars to the places where tennis fans of all levels will certainly be, neighbourhood and club courts. At these tennis courts, murals of the superstars, made with thousands of tennis balls stuck in the surrounding chain link fences, promote the intensity and rivalry they’ll be bringing to town. On each ball, there is a call to buy tickets. FRONT BACK The murals also act as QR Codes that launch videos. Scanning the mural with your phone will cause Serena, Maria or Victoria to animate into a short video tennis lesson. (Even if 30% of the balls have been removed the code will still work.) With a QR Code app people can scan the image. The balls start to animate. Serena shows you how to improve your serve. The video ends and people can click to buy tickets. To create excitement for the Rogers Cup we took the tournament’s three superstars to the places where tennis fans of all levels will certainly be, neighbourhood and club courts. At these tennis courts, murals of the superstars, made with thousands of tennis balls stuck in the surrounding chain link fences, promote the intensity and rivalry they’ll be bringing to town. On each ball, there is a call to buy tickets. QUEEN OF THE COURTS - GOLD WINNER 2013 / OUT OF HOME - LEO BURNETT Anthony Chelvanathan & Steve Perisco
IF YOU WOULD LIKE TO BE PART OF ONE OF THE MOST EXCITING CREATIVE EXPERIENCES IN CANADA OR TO EXPLORE UNIQUE PARTNERSHIP POSSIBILITIES, PLEASE CONTACT US: ADAM DRUTZ DIRECTOR, BUSINESS DEVELOPMENT E: firstname.lastname@example.org M: (416) 938-9782
Ideas born in Canada.
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