The International Advertising Association (IAA) Australia has launched IAA Big Idea 2026, with Bupa as this year’s client partner. The IAA Big Idea invites teams of university students to develop and pitch a complete campaign concept in response to a live brief set by the major Australian brand. The competition, now in its twenty-fourth year, is a high-profile way to show the advertising world what you’ve got.

IAA Big Idea gives university students the opportunity to tackle a live commercial brief, working in agency style teams from audience insights and strategy through to creative execution and final presentation, developing a campaign that responds to a genuine business challenge. Rather than completing a theoretical university assignment, students gain experience solving the same kinds of strategic and creative challenges faced by professionals across advertising, media, communications and marketing.

This year’s competing teams from across Australia will respond to a confidential brief from Bupa, developing campaigns that combine research, strategic thinking, creativity and integrated communications planning before presenting their ideas to a panel of senior industry leaders.

“At Bupa, we believe great ideas can come from anywhere. That’s why we’re proud to partner with The Big Idea to champion emerging talent, inspire fresh thinking, and uncover bold new perspectives. We’re excited to see how students apply their creativity to real-world challenges,” stated Naomi Driver, general manager brand and marketing, Bupa.

President of IAA Australia, Sheba Nandkeolyar, commented, “IAA Big Idea is about bridging the gap between the classroom and the industry, giving emerging talent the opportunity to apply their thinking to a real client brief. We are delighted to welcome Bupa as our client partner for 2026 and look forward to seeing the creativity and perspectives this next generation of marketers will bring.”

The four highest scoring teams will present their ideas to a senior industry jury, with finalists also receiving one on one mentoring from leading practitioners to help prepare them for careers in the marketing communications industry.

Since launching in 2003, IAA BIG IDEA has helped thousands of Australian students gain practical industry experience, with many former participants now holding senior leadership positions across Australia’s leading brands, agencies and media organisations.

The competition opened on August 14, with submissions closing on October 12. Finalists will present their work on November 6.

Registrations are open at iaabigidea.com.