Miami Ad School, Chapter One
B2B Direct Mail/Media Insert - Single
Winner: GREY Canada Art Director: Eric Carriere Copywriter: Rena Green Associate Creative Director: Ryan Lawrence Executive Creative Director: James Ansley Chief Creative Officer: Helen Pak Account Executive: Kate Beaman Post-Production: Biko Franklin
Miami Ad School wanted advertising professionals to contribute to its copywriting scholarship in a creative way. So, we tapped into an ad cliché: every copywriter has started a novel, but few ever finish the job. With this insight, we mailed the biggest names in advertising personalized notebooks and asked them to send us their first chapters. We then created a novel of unfinished novels, sold them, donated 100% of the profits to the scholarship – giving one lucky student, a free ride.