Student creativity is fuelling the most exciting time in the history of advertising

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Many people in the ad business tell you that it is one of the most exciting times to be in the business. Sure the competition is intense. Sure Brands are bringing creative capability in-house. Sure margins are becoming razor-thin. However, creativity is at an all-time high because to tools available for creation are more plentiful each and every-day. Moreover, consumers have developed an appetite for design beauty, entertainment in their daily life, and purpose in the Companies they buy products or services from. Agencies, especially smaller ones, are well placed to provide this service to the business community at large because they can shelter themselves from numbers-driven thinking that many companies are drawn to given their margin-squeeze operating models.

A testament to the optimism shouted by some in the industry is the incredible creative acumen coming out of ad schools the world over. I have shared many cases over the years (some of the more recent are here and here), and there are even events/festivals dedicated to celebrating this emerging talent such as Cream. The ability to easily and inexpensively put together very polished case study videos has given students very powerful vehicles to showcase their thinking, and Brands the opportunity to tap brilliant ideas. Coming out of Cream 2013 are some brilliant examples of this. The videos below are a combination of a collection of these and a recent Coke student idea from the Miami Ad School.

To further bringing happiness to the world at large, students decided to create the biggest personalised happy-birthday song. The Miami Ad School students are Justin Steinburg and Alex Schwartz. Have a look.

Open Birthday Happiness from Alex Schwartz on Vimeo.

The next two examples are from a Swedish creative team: Jacob Bjordal and Jim Nilsson. Their ideas are for Visa and Google. I particularly love the Visa idea given its conscious consideration of technology usage insights.

The next idea is for Yamaha and was developed by another Swede: Olof Lindh. The idea helps champion more music creation by providing tools to those that may have music inside them, but don’t have the knowledge or skills to release it. Olof should hook up with the guys from Stockholm’s Pause Audio – see here

A Capella Loops by Yamaha from Olof Lindh on Vimeo.

The next idea is called the Megabus Book and was created by UK students Marc Rayson and Callum Pryor. The ingenuity of their idea got them notoriety within the London creative scene.

The last idea is for Ikea by Duncan Brookes and Steve Lownes. A very funny take on Ikea packing efficiency applied for the Easter holiday ๐Ÿ™‚


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