This morning (July 9th) saw the start of an initiative called the Big Creative Hug which will run all week at the IAB offices.
As part of the initiative, the 14 graduating students from Watford's Creative Advertising Course have been set briefs by a selection of the UK's leading creative agencies. Agencies taking part are: BBH, CHI, Dare, DLKW Lowe, Hometown, Hypernaked, McCann, Mother, St Luke's, TMW, Tribal DDB, WCRS and Work Club.
Each brief is designed to tackle a real social problem. Example briefs include challenges to get dads more involved in the running of a primary school in East Hertfordshire; to make Paddington cool; to encourage commuters to walk around London rather than taking the tube; and to explore new ideas for allotment space around the burough of Wandsworth - all projects that need a creative idea to help them out.
The IAB has also submitted a brief to raise awareness of the CARE New Media Challenge, a team building challenge for those who work in the digital media or marketing industry who want to raise money for disaster relief agency CARE.
Watford Course director Tony Cullingham comments: “The point of the event is to give something very personal back to people in the industry as a thank you for all the help they have given the course over the past year. It’s our way of giving a hug”.
Sophia Amin, director of marketing and communications at the IAB, adds: "Creativity and innovation is the lifeblood of our industry. Having personally worked with excellent ex-Watford Students over the years, the IAB is proud to be involved in this community based initiative."
At the end of the week (July 13th), the creative directors from all the participating agencies will be invited back to see the students' responses to their briefs. If you would like to attend this event please contact firstname.lastname@example.org.
Keep up with regular updates about the event on Twitter using the hashtag #creativehug.
View pictures from the initiative on the IAB's Flickr feed.
For more background on the Watford Advertising Course read Tony Cullingham's blog: http://cullingham.blogspot.co.uk/