An Edinburgh College student beat off competition from her classmates to win a breakthrough award at a ceremony in London highlighting young creative talent.
With all three finalists studying at Edinburgh College, HND Graphic Design student Joy Mooney won this year’s DMA Breakthourgh Award, which is backed by the Graeme Robertson Trust and designed to attract young talent to the industry.
Joy Mooney pitched her ‘Your secret’s safe with us’ idea to the client who liked the fact it put the consumer first, while successfully managing to integrate her own vision. Natasha Ryan’s ‘Buddy the Black Box’ and Blanca Jimenez’s ‘Two Audiences’ were both awarded silver this year– the first time a joint-second place has been awarded due to the exceptional standards of both entrees.
Each year university students battle it out for the chance to impress some of the biggest names in marketing by working on a live creative brief, for a real client or business. The winner gets a cash prize of £1,000, and the potential to intern at a top agency.
This year’s brief was provided by Direct Line Group, which invited students to develop integrated marketing plans that would reposition the brand to a younger target audience.
Applicants were required to provide strategies to drive quotes and sales for new car insurance, building awareness and excitement for the brand and telematics product, and increasing understanding and awareness of telematics/’black box’ insurance.
Joy Mooney said: “The whole experience was unforgettable, from getting to pitch to the client, to attending the awards ceremony at night. Working on a live brief was such a valuable experience that has given me a taste of what it will be like to work in an agency when I graduate next year. The tutors, judges and client have all been extremely supportive throughout the process and I’m excited for the future!”
Creative Industries Lecturer Helena Good said: “I would like to congratulate Joy, Natasha and Blanca for their achievements throughout this process – they should be very proud of their hard work! For all three finalists to come from Edinburgh College was very special and shows the excellent standard of our students.”
Graham Robertson Trust joint chair Stephen Chandler added: “It was a magical, mature campaign that the judging panel all felt could win a professional industry award – this is how highly we value her work. We took a range of things into account, including: how well students communicated their campaign, their fulfilment of the brief and the creativity and quality of ideas. Joy ticked all those boxes and her approach was something we had not seen before, redefining the category in terms of exploring new creative territory.”