One Yellow Pencil was awarded in the advertising category of the New Blood Awards. It went to Cara Dawson from Kingston University, UK.
The brief: introduce Ted Baker to any country chosen by the student.
Creative challenge: “Ted Baker is continuing its plan for global growth, with new locations opening in China, Japan, the USA and the Middle East – each time taking a little bit of Britain with them.
When opening a new location in another country, it’s not easy for a brand like Ted to translate its unique cultural flavour. It’s your job to bring its British sense of humour and unique approach to fashion to another country – which country is up to you.
Your campaign will need to activate potential shoppers to visit Ted Baker stores and Ted Baker online; interact with the brand; and most importantly to shop and share.”
