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Draftfcb secures top prize at annual Adshel Creative Challenge

By Kevin Walker, Ant Bell and Adam Taylor of Draftfcb Auckland

Last week, our team emerged the victor as over 60 creatives from around New Zealand competed to develop a concept in response to a brief given by Surf Life Saving at the annual Adshel Creative Challenge.
We came out on top and took home the trophy, which was no easy task – teams had to develop a winning concept within one hour.
The stakes were high as the winning team is given the opportunity to have their concept fulfilled in conjunction with Surf Life Saving and Adshel.
As well as a trophy, we were all awarded a free trip to Wellington, accommodation, a meal at one of the city’s finest restaurants and VIP tickets to Semi-Permanent 2013.
The brief was to find a way to increase donations for Surf Life Saving, and the strategy behind our team’s final concept was to make use of the one thing Surf Life Saving has lots of, stories.
The idea involves creating news headlines around surf lifesaving stories, where beachgoers are put in a life-threatening situation. At the close of each article there would be a short call to entry, “To find out if she survived, txt 933 to donate to Surf Life Saving”. After each reader texts the given number, they are sent the rest of the news story and any proceeds go towards supporting Surf Life Saving.
It was a tough night, and the room was filled with a whole heap of talented creatives. But the simple message and strong call to action won it for us. It’s great to come up with an idea that will be of real financial benefit for Surf Life Saving, and we can’t wait to work with them in the future.