Melbourne-based agency Leo Burnett asked teams to create the next ‘big thing’ for their client, Slurpee. This brief focussed on how digital platforms can be used to expand product reach, and attract sales from the target audience of university students.

• Raise the stakes and give Slurpee a competitive edge, namely improving BYO Cup Day
• Increase Slurpee’s reputation as the ‘most exciting brand in frozen beverages’
• Renew the public’s appreciation for the ‘Slurpee experience’

The winning pitch was from Swinburne University of Technology, who came up with a campaign called ‘Slurp-Tea’. Their multi-channel campaign used natural design aesthetics to promote a focus on health and organic ingredients which would revitalise the Slurpee experience during even the coldest time of year.