The European Association of Communications Agencies (EACA) and the European Institute for Commercial Communications Education (edcom) are delighted to announce the finalists of the 12th edition of the annual international advertising student competition, Ad Venture.
For this years’ edition, students in the field of commercial communications were challenged to create a communications campaign to increase the corporate reputation of Coca-Cola Czech Republic and Slovakia on the topic of zero waste. Their task was to find innovative solutions to create local behaviour change with the goal to bring about positive environmental impact and position Coca-Cola as a pro-active leader of the waste problem solution.
On 22 April 2020, six juries comprised of academia, advertising professionals and brand owners chose three finalists out of the Top eleven selected campaigns.
This year’s finalists are from two different universities: Team Beyond and Team Square from École Supérieure de Publicité- France and Team Loss from Hogeschool Utrecht- Netherlands.
Congratulations to the three teams for the good research, innovative strategies and for the creative visual and audio-visual materials.
ABOUT THE 3 CAMPAIGNS:
*In alphabetical order
Team BEYOND with the campaign name –Nothing is Lost Everything is transformed– proposed to change the image of Coca-Cola by turning them into pro-active actors for ecology. To achieve this, a collaboration between Coca-Cola and Adidas is being suggested to create an exclusive collection of recycled clothing and shoes. They are going to make the citizens of Prague and Bratislava actors of this action as well by encouraging them to bring plastic bottles back to Adidas stores. The bottles will be collected and turned into a collection of clothes and shoes for the consumer to buy.
Team LOSS named their campaign– Collect to Coonect- they propose a collaboration with NGOs, influencers and Coca-Cola employees, all participants will clean- up the river Vltava from plastic pollution. This action is the starting point for the campaign: This “raw content” created will be used for a documentary about the river. The documentary not only portrays the river and its culture but also the river’s plastic pollution created by people. Coca-Cola’s role in this is being the initiator of the clean-up. The brand acts as a saviour of meaningful Czech places and inspires to a more conscious behaviour.
Team SQUARE named their campaign – The Red Collect– their idea is about setting up special collection bins for plastic bottles in the city centre of Bratislava. The material collected will then be transformed into a bike path.Ideally, this solution should be replicated in other cities in Slovakia and then in other European countries with low recycling rates.
For the first time in the Ad Venture history, the third round judging will take place online. A dedicated jury of 7 senior level professionals from academia, client and agency will assess the virtual pitches on 18 May 2020.
The winner team will be awarded with passes to the largest festival in creative marketing, the Cannes Lions Festival. Because of this year’s special circumstances, the Cannes Lions Festival has been cancelled, the winning team will therefore be rewarded with travel, accommodation and a ticket for next year’s edition of the Cannes Lions International Festival of Creativity in June 2021.
We wish the TOP 3 teams best of luck and fun for their virtual pitches!