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APG 2015 Student and Young Planner Awards

Submitted by Adam Oldfield
Complete later

WHO CAN ENTER?

Students in their third year of university. Graduates if you have graduated in the last 2 years. And young planners with up to 2-years experience.

HOW TO ENTER?

Entrants need to answer the brief by submitting a written paper of up to 1,000 words or less, along with a 200 word summary. Submit your idea here.

PRIZE

For students and graduates, it's your chance to win a 6-week internship at Fallon and automatic fast-tracking to the final stage of recruitment for Leo Burnett’s graduate micro-agency, The Foundry. For Young Planners, it's your chance to win an APG Creative Strategy Award.

The brief was created jointly by Leo Burnett and McDonald's. This is a live brief issued by a senior client at McDonald's and will be active in the judging process. Explore the brief details below and submit your entry to the right once ready.

THE BRIEF

“How do you take a 47 year old product and make it relevant to young people?”

Background

The Big Mac is an icon. Invented in 1968, its recipe has never changed: the same quirky composition of 2 patties, 3 buns, lettuce, cheese, pickle and onion and the unique special sauce. It sits at the heart of the McDonald’s brand, the most famous and loved dish on the menu.

For generations it was a rite of passage burger: what you moved to from Happy Meals when you were ‘a grown up’.

Since McDonald’s have been growing the menu there’s been less focus on the Big Mac and we want to re-introduce it to the heavily-targeted youth audience.

The Task

To create a compelling new brand strategy for the Big Mac to refresh its appeal to 16- 24 year olds and to drive purchase. There’s no need to make your response fit within the existing body of work: it can be completely different, but it does need to be right for McDonald’s.

Questions to consider

  • How do you keep the Big Mac front of mind and defend its territory amongst this group?
  • How would your Big Mac strategy drive greater youth affinity with McDonald’s?
  • How would you advertise without alienating existing lovers of the Big Mac?
  • How do we reach this notoriously over-targeted audience? Where and how can we act to get their attention and drive affinity with the product? Which media channels would you use and why?
  • Which other examples of iconic products that have been revitalised would you look to for inspiration?


HOW DO YOU ENTER?

You can submit your papers until 31st May 2015. Submit your entry. Shortlisting will be completed in July and the winners notified by the end of the month. Results will be published on the APG site.

The JUDGING

Submissions will have to prove to a panel of experienced judges from the industry, the business world and our Guardian partners that their thinking is based on genuine consumer insight and would be successful amongst this audience. The panel includes: Julia Chalfen (Leo Burnett), David Hackworthy (Fallon), David Wilding (Twitter), Adam Oldfield (FutureRising), Sarah Sternberg (AMVBBDO), Jay Minns (Daniel Marks London) and a McDonald's client.

And the WINNING

Gold, silver and bronze awards will be given to the winning papers, at the discretion of the judges and the overall winner in each of the student and new planner categories will be invited to the ceremony in October to receive their awards. These entries will be published in the APG Creative Strategy Awards book for 2015.

For students and graduates, it's your chance to win a 6-week internship at Fallon and automatic fast-tracking to the final stage of recruitment for Leo Burnett’s graduate micro-agency, The Foundry.

For Young Planners, it's your chance to win an APG Creative Strategy Award.

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