{"id":86359,"date":"2025-05-29T03:58:17","date_gmt":"2025-05-29T03:58:17","guid":{"rendered":"https:\/\/www.advertisingcapstonechallenge.com\/2024-front-page\/?page_id=86359"},"modified":"2025-06-15T23:51:50","modified_gmt":"2025-06-15T23:51:50","slug":"2024-winners","status":"publish","type":"page","link":"https:\/\/www.advertisingcapstonechallenge.com\/2024-front-page\/2024-winners\/","title":{"rendered":"2024 Winners"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;571434&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;186936&#8243; column_width_pixel=&#8221;750&#8243;][vc_row_inner limit_content=&#8221;&#8221;][vc_column_inner column_width_percent=&#8221;70&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;159341&#8243;][vc_custom_heading text_color=&#8221;color-206062&#8243; heading_semantic=&#8221;h3&#8243; text_font=&#8221;font-181735&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;700&#8243; text_height=&#8221;fontheight-179065&#8243; uncode_shortcode_id=&#8221;513137&#8243; text_color_type=&#8221;uncode-palette&#8221; heading_custom_size=&#8221;60&#8243;]<span class=\"font-181735\">2024 Brief: TBWA\\Melbourne <strong><span class=\"JCzEY tNxQIb\"><span class=\"CSkcDe\">\u2716<\/span><\/span><\/strong> NAB<\/span>[\/vc_custom_heading][vc_empty_space][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;&#8221; uncode_shortcode_id=&#8221;147256&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;113598&#8243;][vc_single_image media=&#8221;85742&#8243; media_width_percent=&#8221;90&#8243; media_ratio=&#8221;four-three&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;166988&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;973836&#8243;][vc_icon icon=&#8221;fa fa-cross&#8221; size=&#8221;fa-2x&#8221; uncode_shortcode_id=&#8221;171393&#8243;][\/vc_icon][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;-3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;644216&#8243;][vc_single_image media=&#8221;85741&#8243; media_width_percent=&#8221;90&#8243; media_ratio=&#8221;four-three&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;108665&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;0&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;989342&#8243;][vc_single_image media=&#8221;86362&#8243; media_width_percent=&#8221;100&#8243; media_ratio=&#8221;sixteen-nine&#8221; uncode_shortcode_id=&#8221;197238&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; desktop_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;461947&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;836442&#8243;][vc_single_image media=&#8221;86362&#8243; media_width_percent=&#8221;100&#8243; media_ratio=&#8221;sixteen-nine&#8221; uncode_shortcode_id=&#8221;166142&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; desktop_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;163982&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;192766&#8243;][vc_custom_heading text_color=&#8221;color-206062&#8243; heading_semantic=&#8221;h3&#8243; text_font=&#8221;font-181735&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;700&#8243; text_height=&#8221;fontheight-179065&#8243; uncode_shortcode_id=&#8221;132280&#8243; text_color_type=&#8221;uncode-palette&#8221; heading_custom_size=&#8221;75&#8243;]<span class=\"font-181735\">2024 Brief: TBWA\\Melbourne <strong><span class=\"JCzEY tNxQIb\"><span class=\"CSkcDe\">\u2716<\/span><\/span><\/strong> NAB<\/span>[\/vc_custom_heading][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;&#8221; uncode_shortcode_id=&#8221;147256&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;113598&#8243;][vc_single_image media=&#8221;85742&#8243; media_width_percent=&#8221;80&#8243; media_ratio=&#8221;two-one&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;152940&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;973836&#8243;][vc_icon icon=&#8221;fa fa-cross&#8221; size=&#8221;fa-2x&#8221; uncode_shortcode_id=&#8221;171393&#8243;][\/vc_icon][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;-3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;644216&#8243;][vc_single_image media=&#8221;85741&#8243; media_width_percent=&#8221;80&#8243; media_ratio=&#8221;two-one&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;820153&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;280694&#8243;][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;188852&#8243;]<span class=\"font-181735\">Partner: TWBA\/Melbourne<\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;140089&#8243;]<span class=\"font-112418\">TBWA\\Melbourne and their client, NAB, created a challenging, fun and exciting brief entitled Gen Z Awareness. They asked student teams to develop a strategy that would find new and creative ways to reach, connect and engage with Gen Z, in ways that are meaningful to them, ultimately making them feel positive towards NAB (and remember who NAB are).<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;734738&#8243;]<span class=\"font-181735\"><strong>Brief Objectives:<\/strong><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;842228&#8243;]<\/p>\n<ul>\n<li><span class=\"font-112418\">Commercially Gen Z is a future growth pipeline for NAB. If NAB can grow awareness and appeal with this audience, it will set up future growth as they mature (along with their banking needs).\u00a0<\/span><\/li>\n<li><span class=\"font-112418\">Reach at least 85% of P18-28<\/span><\/li>\n<li><span class=\"font-112418\">Increase Awarenes of NAB with P18-28 by 250K<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;155242&#8243;][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;791009&#8243;]<span class=\"font-181735\"><strong>Winning Pitch: Pocket money (You got #NABBED)<\/strong><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;119872&#8243;]<span class=\"font-112418\">Key insight: To Gen Z, cash in their pocket is different from balances in the bank.<\/span><\/p>\n<p><span class=\"font-112418\">Key idea: Get into their Gen-Z\u2019s minds through their pockets through &#8216;reverse pickpocketing&#8217;. Trained agents (professional magicians) will slip actual cash ($500,000) into the pockets of jackets and coats of Gen audiences at music festivals and in shopping malls, in unobtrusive and ethically vetted ways. The cash will be &#8216;marked&#8217; with a removable sticker saying, for example, &#8220;You&#8217;ve been reverse pickpocketed &#8211; \u00a0#Nabbed&#8221;. People will experience joy of the windfall cash and can keep the money (and use it after removing the sticker). Backed by an intense social media campaign, the campaign aims to reintroduce Gen-Z to NAB\u2019s clever, cool, street-smart banking apps and services.<br \/>\n<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;211421&#8243;]<span class=\"font-181735\"><strong>Winning Team\u00a0<\/strong><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;559526&#8243;]<\/p>\n<table style=\"border-collapse: collapse; border: none;\">\n<tbody>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">Team Name<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">Bullseye<\/span><\/td>\n<\/tr>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">Student Names<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">Amber Ayers-Hughes, Logan D&#8217;Souza and Levi Mcmillian<\/span><\/td>\n<\/tr>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">University<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">Auckland University of Technology (AUT)<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;100&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;465790&#8243;][vc_column column_width_percent=&#8221;100&#8243; 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