This statement by Laura Javier has been front-of-mind as we explored Opportunity-Based Learning (OBL) in the Creative Process unit as part of the Advertising & Media course at Macleay College, culminating in a creative pitch to the Creative Director, Cherie Davies of Sudler & Hennessey.
The creative solutions – borne from a fast-paced OBL workshop – were well-received by Cherie who recognises the value of responding to a ‘problem-based’ question as it requires us to dig deeper to uncover a clear insight.
During the 1-hour workshop, the small cohort of students researched the question posed; determined an insight; and reframed the original question with this insight. The workshop included empathy maps, triangulated research, user-centred design and design thinking techniques.
The students then worked in groups to develop their prototypes and iterate their concepts. They were grateful for the opportunity to present their mixed media campaign solutions at the Sudler & Hennessey advertising agency in Sydney.
“Presenting to a Creative Director of Cherie’s standing was a daunting yet beneficial experience and the feedback we obtained was invaluable – not only to the current assignment, but also how I’ll approach future campaigns”, said Macleay College advertising student Jamie-Lee Carter.
Cherie shared a snapshot of her stellar career journey since completing Award School in 2006, then offered some useful tips, especially in relation to hunting through creative briefs for the kernel of an idea, and the importance of a key insight and big idea that can be extended across multi channels and executions.
Recently nominated to Judge at Cannes Lions* 2018, we’re extremely grateful for the time Cherie invests in our programs at Macleay. Our partnership with agencies like Sudler & Hennessey supports our commitment to preparing our students for purposeful employment in a VUCA (volatile, uncertain, complex and ambiguous) world.
*Cannes Lions is the world’s largest festival and awards for the creative and marketing communications, entertainment, design and tech industries.
By Julieann Brooker
Creative Process Lecturer, Advertising & Media