afaqs!

Mumbai college girl to fly to Cannes, courtesy CreativeLand Asia

By , agencyfaqs!, Mumbai | In Advertising | May 12, 2008
As per Fresh Pick 2008, a contest organised by CreativeLand Asia amongst college students, the winner, a Sophia College girl, gets the opportunity to take an all expenses paid trip to Cannes Lions 2008

The & #BANNER1 & # results for Fresh Pick 2008 are out. The winner is Priyanka Prabhakar, a commercial art graduate from Sophia College, Mumbai. Her work was adjudged the best among 200 entries that came in from more than 15 art and design colleges all over India. Shortlisting the finalists took over a week and, finally, nine students were chosen for a personal interview. Three of them went into the final round.

Prabhakar's campaign for Shure Lapel Microphones (Invisible yet Heard) took the judges by surprise because it was professionally executed and had the maturity of a real life campaign, reveal CreativeLand Asia executives. She used the idea of Braille (the language of the visually disabled) and juxtaposed it with something being "invisible, yet being heard where it matters". Her finesse helped her score over the other two finalists who, incidentally, were also from Sophia.

As winner, Prabhakar will get an all expenses paid trip to Cannes 2008 and a two year contract as an art person with CreativeLand Asia. She says, "I knew my work was good, but this is unexpected."

Fresh Pick was open to final year students of art and design colleges in India. It was organised by ad agency CreativeLand Asia, and the big prize is an all expenses paid trip to the seven day Cannes Advertising Festival 2008. It is an attempt at discovering young art and design talent at the right time and nurturing them to be the most able creative professionals of the future.

Fresh Pick 2008 marks the beginning of a movement spearheaded by CreativeLand Asia to unite young creative people under one roof. According to Raj Kurup, founder and chief creative officer, CreativeLand Asia, "Youth will fuel the creative industry with their fresh perspective. They are the future. And we will help whenever we can to nudge them along."

The response to Fresh Pick 2008 has led the agency to turn it into an annual event.