Playing off the Art Directors Club prestigious Cube award, students will be asked to respond to a brief for the new Nissan cube, a car targeted at the 18 - 24 year old market.
Entitled ‘Cube Mobile Device concept,' the brief asks students to consider cube as one of the devices that connects the target audience with their friends and brings the world to them. The single most important message students should communicate is that Nissan cube is a mobile device that enhances a person's life, just as their digital devices do.
“This creative challenge goes to the heart of marketing to today's young adults,” said Ami Brophy, CEO, Art Directors Club. “There's a unique social element to the Nissan cube and that offers an inspiring canvas for students. Nissan has been a great partner in helping us create a new avenue of recognition for the creative leaders of tomorrow.”
Participants will develop a creative campaign or concepts for the US market that make the Nissan cube part of the target audience's life, using channels and communications vehicles they feel most appropriate to the target's lifestyle and what the model represents. International students must respond to US market conditions.
A US$2,500 ADC scholarship will go to the grand prize winner, and ADC Gold, Silver and Bronze Cubes will also be awarded by a five-person jury made up of executives and key creatives from Nissan North America and TBWA\Chiat\Day, the car company's ad agency.
All Gold, Silver and Bronze ADC Cubes in the competition will be included in the distinguished Art Directors Annual and the Annual Awards Exhibition at the ADC Gallery in New York and winners will be invited to attend the 89th Annual Awards Gala in April 2010. Winning work will be included in the travelling exhibition and related advertising and promotional materials, and permanently highlighted in the ADC online archive.
Deadline for submission is 29 January 2010. Entry fee is US$35 each, or US$25 each with 10 or more entries submitted as a group. For entry and more information, go to www.adcglobal.org/education/competition.
