We're excited by the work and energy of the Young Creative Council, who we hope to be collaborating with in the near future. Check out their blog about the last Bang Bang Briefs event, which took place last week..."I’ll be honest, it’s difficult to know where to begin.
I guess the best thing is to just give you a little bit of background on what it was all about, before we get into the nitty gritty…
The Bang Bang Briefs are [soon to be] a series of events where young creatives are given the chance to tackle a brief, in a short interactive burst of creativity. This is no ordinary brief. And you don’t work in a traditional ad team, but in groups of eight. This makes for some serious idea generation of epic proportions, working with some of the finest young creative minds in the business.
It’s a night for ANY students or graduates with a problem-solving mind and anyone who wants to come up with behaviour-changing ideas. Think on the level of ‘Earth Hour‘, the ‘WWF file format‘, or even the ‘Blackle search engine‘.
We were inundated with applications right up until an hour or two before the event, even though we closed entries a week beforehand, so thanks for that. Unfortunately, as ever, we were limited by space and not everyone could come along. We asked people to submit ‘Something Brilliant’, one great piece of work they’d done, and it was that piece of work that gave us our final attendees.
The night saw The YCC team up with ‘Do the Green Thing’ over at Pentagram’s offices in Notting Hill. As Pentagram is a legendary design agency and doesn’t simply shut up shop come 6 o’clock, we crept through the doors and into the back of the agency to set up. All hands were on deck, shifting tables, chairs and setting up shop in our new temporary home for the evening. We even roped in a couple of helpers from the keeno early birds [thanks for that btw, guys!].
Once everyone had mingled and eased their early evening nerves with a cheeky little tipple, the evening began. A brief intro from us and, well, you all know what we do, so we kept it brief. A fantastic intro from Naresh about Do the Green Thing [we'd suggest taking a look at their website - some brilliant ideas] and of course the reason we were all there: the brief.
Teams were put together and began to debate, discuss and conceptualise together for two hours, before presenting final concepts to the panel at the end of the night. The big issue they were considering was ‘Meat Moderation’: how can we encourage people to eat less meat?
Take beef. To produce 1kg of the stuff [enough for a spag bol for you and five mates], a whopping 34.6kg of CO2 is created and 15,000 litres of water used. And our beefy pals are a windy bunch. Farm animals [particularly cows] are responsible for 37% of global methane emissions, a gas 23 times more harmful than CO2. A serious problem of global proportions.
Throughout the night our judges Naresh [Do the Green Thing and Pentagram], Dan and Ray [Creative Directors at W+K], Matt [Co-founder at Friday] and Mike and Dani [YCC] mucked in with the best of them, helping to nurture ideas and generally push for the best, biggest and most diverse creative throughout the night.
Each of our eight teams was headed up by a ‘YCC Monkey’ and a representative from a brand. They were joined by five other buzzing, enthusiastic creatives. With Asahi beers being handed around and Absolut Vanilla Martinis in full flow, the ideas were bouncing off the walls.
After two hours, the teams were given five minutes to present their best idea to everyone else. There was a huge range of ideas, and I think fair to point out that it was nice to see work that lived outside of advertising constraints and focused media. A few giggles, meaty puns and a short deliberation from the judges meant that there were two ideas that encapsulated what Do the Green Thing was trying to achieve on the night. Teams #2 and #7 took the coveted trophies of meat, veg and champagne with a joint 1st place."
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