WHERE GREAT IDEAS FLOURISH - BRAND SPONSORSHIP OPPORTUNITIES 2019 - National Advertising ...
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WHERE GREAT IDEAS FLOURISH BRAND SPONSORSHIP OPPORTUNITIES 2019
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 VFXCREATIVE
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.
$30,000STUDENT
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.
$15,000MEDIA 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 MEDIAA 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 NivenTravelling, 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 HungTHE 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 LiALEXANDRA 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 SAMURAITHE 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 PencoQueens
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 PeriscoIF 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: adam@nationaladvertisingchallenge.com
M: (416) 938-9782Ideas born in Canada.
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