We’ve all experienced that dread of running into a stressed out manager: eyes wide, wired on caffeine, and on a warpath to get everything done on deadline.
And the National Advertising Challenge (NAC) knows they aren’t making the manager’s already difficult job any easier by adding nine more briefs to the pile. It’s the premise of a 90-second online video, part of a larger campaign from Toronto-based agency Zulu Alpha Kilo, to help drive submissions to the annual competition.
“We are trying to get people to the site to download the briefs and get them talking about how this competition differs from other traditional awards shows,” said Zak Mroueh, founder and chief creative officer at Zulu. NAC is an original work competition, as opposed to awards shows that require firms to submit campaigns previously completed for a client.
The video accompanies the Canada-wide release of nine briefs. Sponsored by Canadian marketers looking for solutions in nine categories (such as print, OOH, not-for-profit, and digital), the briefs ask applicants to come up with “unconventional solutions.” Winning teams travel to Cannes in June for the International Festival of Creativity. “We know that people have crazy busy schedules. But this opportunity really opens doors for people,” said Ellie Metrick, marketing and communications manager at NAC.
This year marks the 14th annual NAC. Last year, the NAC received 200 applicants and they aim to double that number this year.
The video is directed by Pete Henderson from production company Someplace Nice and edited by Christ Parkins at Rooster. NAC will support the video with social media, e-blasts and call for entries.
The briefs went live March 2 with the deadline for submissions March 30. In early April, a panel of Canadian advertising execs vote to determine the winners.
