The Serviceplan Group helps up-and-coming creative talent and is therefore becoming a supporter of "The One Club" and a partner of the forthcoming "Young Ones Competition" and "Education Festival", which are both taking place in New York at the start of May 2014 as part of "One Show". Students from all over the world can submit their work until 7 March 2014 – Serviceplan has developed an integrated campaign with the slogan "Get under their skin" to advertise the competition.
Munich/New York, 23 October 2013 — With around 3,000 submissions from more than 25 countries, the "Young Ones" festival, held annually since 2005, is one of the world's largest competitions for up-and-coming creative talent and is mentioned in the same breath as the "D&AD Student Award", the "Future Lions" or the "Young Lions". The "Young Ones" is hosted by New York organisation "The One Club", which also holds the prestigious creative competition "One Show" each year.
"Supporting up-and-coming creative talent and seeking out new talent will be crucial for agencies in the future. By collaborating with the 'The One Club', we are doing both – and doing so on an international level", says Alexander Schill, Chief Creative Officer of the Serviceplan Group. "The 'Young Ones' festival is an inspiring event in one of the world's most creative cities, during which we can make contact with the next generation and meet talented young people from all fields."
The Serviceplan Group is now becoming a partner of the "Young Ones" and has developed an integrated campaign to raise awareness of the student competition all over the world; it will begin from mid-October, using various channels as part of the competition's communications strategy. There will be posters and flyers at universities, and various banners on university websites, as well as on graphics, design and art portals; the campaign will also draw attention to the competition via e-mail marketing and on various social media platforms. Serviceplan has also designed the website www.theyoungones.org, where participants submit their entries.
The centrepiece of all the marketing is motifs with colourful illustrations, which encourage entrants to work on the two creative assignments commissioned for the competition, with challenges such as "Catch Eyes", "Turn Heads", "Blow Minds" or "Melt Hearts". "The competition's slogan is 'Get under their skin' – the young talent should work from the briefs to develop campaigns that get under people's skin and stir up emotions. To achieve this, intelligent storytelling is not optional, it is compulsory– but the creative talent of the future knows that already", says Till Diestel, Innovation Director at Serviceplan Hamburg, who initiated the cooperation with "The One Club".
Two assignments – countless possible solutions
In the "Young Ones 2014" competition, entrants have a choice of two topics: with the title "Save the Arts", the open brief asks participants to develop a campaign that answers questions about why art plays an important role in our lives (for an existing or fictitious brand or a company to be advertised): whether art can make the world a better place, why it is worth paying for – there is no limit to the ideas and communication media that can be used. On the other hand, the second topic is a concrete brief for the fashion brand "Organic by John Patrick". For this topic, students may enter under a number of specified categories, from logo design or corporate identity to print advertisements and TV ads, online marketing materials or mobile apps – or they can develop an integrated concept that presents a compelling campaign across all channels.
"We needed a great campaign to kick off this year's Young Ones competition and our partnership with Serviceplan has achieved that and more," said Emily Grotheer, Education Director at The One Club. "The creative for our call for entries is fresh and funny and sets the tone for a competition whose objective is to bring out the very best creative from the student community. Our collaboration with Serviceplan has set the standard and will help raise awareness for the Young Ones."
Serviceplan will also participate in the 20th "Student Exhibition" as part of the "Young Ones Competition" at the Education Festival in May 2014. The exhibition is an annual display of the best work from selected universities and is in great demand and very popular with students, agencies and potential clients.
All the information is also available on the website www.theyoungones.org.
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