Boston's Emerson College student wins IAA InterAd creativity award

Dubai: MixedGreens from Boston's Emerson College in the United States received the World Champion award during the 40th Annual IAA World Cong-ress.

The IAA InterAd X competition is part of the IAA's Professional Development programme.

The programme received entries from 14 countries and is designed to give students a chance to test their skills with a real world client case study.

"We are committed to the training and education of the next generation of marketing communications professionals," said former IAA chairman and world president Michael Lee.

This year's IAA InterAd X client for the advertising competition was the United Nations Environment Programme (UNEP), teams were judged by UNEP project administrators and IAA professionals.

"The IAA is committed to such projects and believes in every student with a sense of optimism for the future," said Joseph Ghossoub, IAA Chairman and World President.

The UNEP case brief focused on electronic waste and challenged the students to take a comprehensive approach to developing their campaign.

"We were extremely delighted to see such creative and cool campaign ideas in this year's competition," said UNEP project administrator Solange Montillaud-Joyel.

"We hope now to find IAA members willing to take up the challenge and help us to actually produce and run the campaign."

Four other regional teams also reached the IAA InterAd X World finals and were given global runner-up awards based on their juried scores.

The runners-up are: Sublime from the American University in Sharjah came Global second Runner-up, while Think Tank of RMIT, Australia came the Global third Runner-up.

The Tie Global fourth Runner-ups were TargAd from SAWI, Switzerland and Clickers of Politecnico Grancolombiano, Colombia.

The winning entry is among the campaigns included in the Advertising Community Together (ACT) Responsible: Great Ads for a Better Future exhibition on display at the DICC concourse.

Print Ads: The campaign includes 16 print ads, 4 variations in 4 languages (English, Spanish, French and Chinese).

Ads top half page shows a chalk outline of different electronic devices with yellow Police tape stating "Police Line Do Not Cross."

The bottom half of page is black with white copy that reads SAVE A LIFE.

Website Highlights: Scene of the Crime SAVE A LIFE headline in white on black background placed above illustration of e-waste crime scene, with yellow police tape across illustration.

The page also incorporates short copy points and short copy with punch, along with UNEP logo and complementary message.