We’ve talked before on Frontier about The Living Photograph Series, an idea for Getty Images created by two AdSchool students at Media Design School. This time however we want to glow about it a bit more. Its just been awarded a prestigious Gold Young Guns Award, one of only two such awards handed out to students worldwide.
Young Guns is all about work put out by industry professionals and students who try and push the boundaries of what advertising is and can do. Or as, YGA Chairman of judges, Nick Law eloquently put it in his concluding remarks; “Clearly, the youngest in our sprawling, ever-changing industry are capable of a diversity of thinking and craft unimaginable 10 years ago. This year’s winner proves they are also capable of the sublime”. That sublime thinking is part of an ongoing shift in advertising away from interruption ideas to useful ideas. Away from using big budgets to message how great a brand is, to designing software, experiences and ideas that are about what a brand can do for people.
So one of the main challenges now for young creatives is finding something useful for people, which is also relevant to the brand. For Nike that’s meant helping people to ‘just do it’ with Nikeplus; for Ikea, that’s meant creating sleep pods featuring Ikea beds for weary drivers on French motorways; for Stiegl Beer, free public transportation ticket on beer bottles, for Vodafone, creating clothes that charge smartphones; for Chevrolet, offering test drives to stranded motorists; and for UTEC in Peru, creating water from billboards for people who live in the arid climes of Lima.
For our students, Ellie Jones and Avani Maan, it meant taking Getty Images’ core business of selling photography and using it to create a way of funding developing countries. To get true insight into everyday life in developing nations their idea was for Getty to hand over the camera to people in developing nations. For Getty users this meant authentic photos from an insider’s perspective, for developing nations it means an ongoing profit from these photos. Developing images for developing countries; Its a simple concept, not glossy, not beautiful just real and, above all, useful.
Kate Humphries has spent 20 years working on top advertising accounts in London and is now the course leader of Media Design School’s prestigious AdSchool. The AdSchool is an awards-powerhouse operating in Auckland, New Zealand and Milan, Italy. It was named the 4th best AdSchool in the world by YoungGuns and no2 in social media accordnig to the Bees Awards in San Francisco. The school is also part of D&AD – one of the most highly regarded design and advertising industry bodies in the world.