MADC Creative RAW winners’ work released

The winning work from the MADC Creative RAW competition has been revealed and, as part of the prize, will run in The Age.

Psembi Kinston and Louise Khong (pictured below) won the competition, which challenged juniors with less than three years’ experience in the industry to crack a surprise brief in under eight hours. The competition is sponsored by The Age and is designed to encourage creative ways of using newspaper as a medium.

The mystery client was Billy Tea and the challenge was to announce their partnership with Legacy Australia.

Fourteen teams competed in December, with both Billy Tea Senior BrandManager Micaela Pinkerton and major sponsor David Hoath, Sales andMarketing Director of The Age, on hand to offer advice.

MADC President Dave Klein was one of the judges on the panel and says all the work was of an incredibly high standard.

“But Psembi and Louise presented an idea that all the judges agreed wasa great example of classic print advertising. A simple, straightforward message done in an arresting way,” he said.

Micaela Pinkerton says they were excited about having fresh eyes look at one of Australia’s oldest brands.

“Billy Tea’s been around for a long time and we are really proud of our association with the Diggers through Legacy,” she said.

David Hoath says The Age is a keen to support young talent in the advertising business.

“I get such a thrill at Creative RAW when I see the innovative ideasyoung people present- something surprises me every year,” he said.

Billy Tea has a long connection to the advertising industry. WaltzingMatilda came to mainstream fame because Banjo Paterson’s poem was putto music for the Billy Tea advertising jingle at the turn of lastcentury.

The winning work will appear as full-page ads in The Sunday Age onSunday, 6th February and in the new Life & Style magazine in TheSaturday Age on 12th February.