McCann Worldgroup & Coca-Cola have launched their brief for AdFest’s first-ever Lotus Seeds program for tertiary students. Students can submit their entries online until January 31.
A jury consisting of McCann’s top regional creatives, plus key Coca-Cola clients, will select 10 finalists who will travel to AdFest 2020 to take part in a full-day mentoring program, hosted by McCann Worldgroup, followed by an exclusive Q&A session with Coca-Cola.
McCann will cover travel and accommodation expenses for the 10 Lotus Seeds finalists attending AdFest 2020, which runs March 18-21 at PEACH (Pattaya Exhibition and Convention Hall) in Thailand.
The brief is to inspire Asian youth to drink coke and bring to life the power of Coca-Cola’s promise –positively uplifting people, bringing them together.
“We’re challenging students to express the power of Coca-Cola’s promise in a new, relevant way that makes the next generation of drinkers – the younger, more cynical consumers – understand and connect with Coca-Cola’s promise and ultimately give Coca-Cola a try,” explained Steve Llewellyn, creative excellence head of design, Coca-Cola Greater China.
AdFest’s vision for the Lotus Seeds program is to unearth and nurture the next generation of creative leaders by giving students the opportunity to work with iconic brands and agencies.
“To be selected as a finalist, we encourage you to think big and iconic and research, research, research. You need to really understand your audience if you’re going to nail your insight. The medium is up to you, but your idea needs to get the next generation of drinkers excited and talking about the power of Coca-Cola’s uplifting positive energy. If your idea feels like the kind-of-thing you’d hear about on Reddit, then you are on the right track,” explained Alex Lubar, president, McCann Worldgroup Asia Pacific.
On Day 4 of AdFest 2020 (March 21), all Lotus Seeds finalists will present their ideas on stage individually. The top three winners as judged by McCann and Coca-Cola will win a Lotus Seeds awards certificate at the AdFest Lotus Awards.
McCann and Coca-Cola are looking for ideas that will appeal to 18-24 year-olds who don’t watch much TV, are skeptical about marketing claims, don’t currently buy Coca-Cola, and didn’t grow up with the values and promise of Coca-Cola. They seek experiences and brands that are real and authentic, and favour brands that add value and make a positive a positive impact on them and their world.
To take part in the Lotus Seeds program, you must be a post-secondary level student (design school, college, university or equivalent) currently enrolled in academic institutions in Asia Pacific or Middle East region only. There is no restriction on age limit or academic faculty, and the fee is THB1,000 (approx. USD$33) per entry. Students must enter as individuals, not as part of a team.
The deadline for submissions is January 31, and finalists will be announced in mid-February.