• Reconnect MILO with young adults who still love the product but have begun to leave the brand and its childhood associations behind.
• Position MILO as the ultimate celebration of choice and personalisation, recognising that everyone has their own way of making and enjoying it.
• Develop a bold, surprising tactical idea that sparks high-conviction, low-stakes debate, encourages people to choose a side and puts MILO at the centre of the conversation.
• Use culturally relevant touchpoints—such as out-of-home, social, partnerships, packaging or a stunt—to generate attention within a $30,000 production budget.

• 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). 
• Reach at least 85% of P18-28
• Increase Awarenes of NAB with P18-28 by 250K

Key insight: To Gen Z, cash in their pocket is different from balances in the bank.

Key idea: Get into their Gen-Z’s minds through their pockets through ‘reverse pickpocketing’. 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 ‘marked’ with a removable sticker saying, for example, “You’ve been reverse pickpocketed –  #Nabbed”. 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’s clever, cool, street-smart banking apps and services.

• Encourage Australians who currently vape to quit.
• Reduce the amount of young people taking up e-cigarettes
• Discourage overall e-cigarette use among 14-24 year olds within NSW.

The winning pitch from the Swinburne University of Technology presented their big idea ‘Why I won’t’, an emotional campaign that shares real stories from real young people that explain why they won’t use e-cigarettes.

• Drive visitation and increase bookings.
• Rebuild desirability for cities as a holiday destination.
• Ultimately build collective confidence of domestic travel.

The winning pitch from the Swinburne University of Technology presented their big idea ‘mateship’. Combining this idea of mateship with a charming Aussie persona and unforgettable experience to convey a campaign which encouraged Australians to “see the city, support the country”.

• Increase brand salience amongst an Australian audience.
• Develop a platform which would increase brand consideration.
• Ultimately drive sales of the current range.

The winning pitch from The University of Queensland presented their big idea ‘For Fun’s Sake’, with the campaign tagline, “The Next Big Thing”. They adopted a quirky, light-hearted approach to spread the message and boost retention.

• Cement McDonald’s as a preferred fast-food destination by improving the brand’s love and trust scores
• Have Aussies choose McDonald’s without hesitation because it’s a feel good choice
• Change the idea that convenience is a road-block to sustainability and eco-friendliness

The winning pitch from The University of Queensland presented their big idea to ‘Go Green and Gold’, with the campaign tagline, “Small Changes. Big Difference. Still the Same Maccas”. They created a celebration of Aussie pride by combining the uniquely Australian McDonald’s experiences with a detailed plan for waste reduction and sustainability education.

• Improve the brand’s image through social responsibility perceptions and consumer recommendations
• Maintain current sales growth trajectory of 7% year-over-year growth
• Increase positive sentiment towards Lion marketing campaigns through key retail partners such as: Coles, Woolworths and 7Eleven

The winning pitch came from Swinburne University of Technology who presented their campaign, ‘GOT GUILT?’, which used humorous storytelling to make light of environmental guilt. Through their sustainable design strategy and creative catch-phrases, they used relatable consumer experiences to showcase Dare’s increased drive for eco-friendliness.

• 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.

• Spread awareness of the WBBL as its own entity
• Increase audience and viewership of broadcasted WBBL games
• Inspire the next generation of players by increasing female participation

The winning pitch came from The University of Queensland, who proposed the idea of a “New Daddy-Daughter Day”. This connected the existing passionate cricket audience with a younger potential audience, and created a campaign that would also address the social issue of the communication gap between fathers and daughters.