Disciplines: Meaningful Promotion, supported by Design / Community / PR / SoMe

The Audience / conversation partners

Occasional beer drinkers in small urban areas (corner-shop buyers).

Small shop owners serving their neighborhoods.

The Challenge

Lost habit: People forgot to return 0.5L bottles; they throw them away.

Convenience: No home space for storage; no return routine; shopkeepers also lack space.

Missed moments: At shops, people enjoy 0.5L glass with neighbors; at home, they buy 2L PET as “better value”.

Context

RGB = Returnable Glass Bottle: washed, refilled, reused (20–50 cycles). Not recycled → reused.

Available only in small shops, not in big retailers.

Rural areas recycle more than urban.

Perception: “corner-block beer” → social, affordable, everyday.

Glass = authentic, chic, better than plastic.

Budget

200,000 EUR → prizes for the promo campaign.

Use it as an investment in community well-being.

Mandatory

No “Buy. Scratch. Win a BMW.” kind of a mechanism for the promo.

The campaign must:

Stay simple, meaningful, impactful, human.

Solve real issues of buying–depositing–returning bottles.

Improve daily life for neighbors, shop owners, communities.

Make prizes & mechanics practical, relevant, fun, culturally & anthropologically rooted.

To Do

Create a promo campaign with prizes that motivates both consumers and shop owners to use and return the 0.5L RGB bottle, while improving the experience and their lives in the process.

Show the bottle as:

A social connector, aligned with Ursus’ 140+ year legacy (a natural social glue for the neighbors, shop owners, friends’ lives)

Functional & aesthetic (glass feels and looks better), as their deposit spaces should.

A community builder (shops as hubs)

Sustainable - reusing the same bottle for 20-25 times before being destroyed, means the conscious option)

Deliverables

I. PDF (max 2 pages)

Idea (1 line).

Insight (3-4 lines): habits, challenges + why this moment matters (grounded in local culture).

Strategy:

2-4 lines: how to drive buying & returning, respecting people’s real needs.

2-4 lines: design + community activation.

Promo Mechanism (3-4 lines): what you say & what you offer (consumers + shop owners) to join the Returning-the-Glass-Bottle Movement. Keep it light, joyful (it’s beer, not ink).

Expected Outcome 2026 (2 lines).

II. Three Visual Items

Poster or outdoor – to announce the promo for those enrolled in the Returning Movement.

One visual of your choice for the digital space. Your choice of format and exposure space (insta-tiktok-games will be the indicator of what’s the best media to amplify the message.)

One large-scale design solution – pick one (or propose your own):

New bottle storage idea (home or shop).

New look for bar/outside shop/terrace (landscape, outdoor, upcycling).

Visual statement (e.g., mural).

Experience improvement for small neighborhoods.

III. A3 Board

Team name + Catchy campaign title.

Sections: Idea | Insight / Tension | Promo Mechanism | Strategy

Include at least 3 best visuals.

Samples: A3 boards from different competitions.

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until April 1st at andra@thealternativeschool.com

Recommendations

Make life better for people, shop owners, communities.

Use design: murals, interiors/exteriors, shop-as-bistro, storage units.

Prizes should be meaningful for local lives.

Think about time:

Best launch moment (traditions, seasonal peaks).

Long-term vision (evolving campaign, maybe series-style).

Build on EQ & warmth: small shops = trust, gossip, neighbors, homecoming.

Beer = social glue, it’s not just about generic prizes.

PR twist: What if, for once people don’t win prizes for themselves, but for others? On a dedicated platform, prizes can be given by locals to locals (best shopkeeper, best neighbor, best friend, best wife, best mother-in-law, best football-watching buddy).

From the media perspective - expose the content of the promotion in relevant yet unexpected contexts, so every outdoor / poster / mural or digital content to make sense and be highly specific for this campaign

RGB Cheat Sheet

History: Dominant until 1970s → replaced by PET → eco-comeback today.

Advantages: sustainable, authentic, premium, circular economy.

Disadvantages: heavier, fragile, storage needed, less convenient.

Market: Works best where return culture is strong → Romania can grow.

Explore more about BAM here: https://thealternativeschool.com/news/bam-cia-s-first-program

Disciplines: DESIGN / LOBBY & PR via strategy, SoMe & more

1. Tension / Insight
   Romanian women carry a double story: admired for their looks, underestimated for their talent, brains and contribution.
   At the same time, many women under 35 grow up in a culture of anxiety, social comparison, economic pressure and “easy way out” options (like videochat or under-potential jobs). Role models who mix brains, beauty, courage and global performance are there, sometimes exceptional, performing globally, however but too quiet, too scarce, too disparate, with the social media noise covering their acheivements.

Young Lady is The Alternative School’s x LoveAndLobby.com answer:

A creative platform (digital-print-events) that reframes Romanian beauty as the visible expression of a powerful inner world – talent, skills, character, values.

Key words: beauty, identity, career choice, stereotypes, social pressure, flipping the script, private diplomacy.

1. Young Lady’s mission / purpose:
   Reposition beauty – in general, and Romanian beauty in particular – as the expression of talent & a rich inner world. #BrainsAndBeauty
   Challenge clichés about Romanian women and Romania, and position “Romanian beauty = Romanian talent” on the global stage. #Brains&Beauty

3.Who are we talking to?

Primary audience: Young women in Romania, up to 35, from creative fields, business, tech, STEM, fashion, PR, marketing, art, especially those dealing with insecurity, lack of direction or pressure to choose “easier but emptier” paths.

Secondary audience: Romanian and international creative & business communities, Media & influencers, Foreign audiences who still see Romanian women mainly through beauty clichés, BRANDS that can resonate with the goal of the program, signing “The Pledge for Beauty”, where Beauty is repositioned as expression and talent as subject.

Tertiary audience: Brands and decision makers who have the power to fund, host, amplify and normalize this new definition of beauty.

WHAT’S YOUR TASK:

Create the cover of the Young Lady Magazine. It should mirror or complement the LadiesFirst Cover, for very often they will be distributed together.

Pick one or several brands that could make sense to team up with Young Lady and create a campaign amplifying the Young Lady mission, while bringing the partner brand(s) consistent benefits.

Create 2 other visual statements of your choice, beyond the cover of the magazine, to document your campaign. (it can be an instagram layout for the carousel, to communicate the selected talent backstage story of transformation, it can be video, poster, other social media content to be used at any moment in the Young Ladies journey, from the digital stage, to the print - events - potential exhibitions with the portraits of the selected talent). Keep in mind the media budget is very limited, so you need to pick those media that are serving the cause, while being realistic.

Note: While proposing visual content, take into consideration TheAlternativeSchool & LadiesFirst aestetics: https://www.instagram.com/theschoolforcreativethinking/ https://thealternativeschool.com/cia/ladies-first)

Deliverables on a gdrive link:

Magazine cover for the LadiesFirst / Young Lady magazine. Format: PDF The size: 286.103 x 295.981 mm or 1081 x 1119 pixels)

Two additional key visuals. Static or motion. Formats: JPG or MP4

A3 campaign board

Presenting the insight, the idea and strategy, based on the brand(s) selected to team up with the platform (explaining how the Young Lady platform and your chosen brand(s) work together to transform the purpose of the platform into a reality, and the changes in culture or behavior when your campaign succeeds), It must include the three visuals above (cover + 2 key visuals) and feature an impactful campaign title.

Note: The board must be signed with the team name only (not the individual participants’ names).

6.Find here additional visual references from LadiesFirst to help you frame YoungLady

https://drive.google.com/drive/folders/1yNs8fMgWN0Y5EMYvoKblovRMdouW-rJt?usp=sharing

7.Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 10.12.2025, 1pm at andra@thealternativeschool.com Make sure the link is public before sending the email.

More about Young Lady

1.What is Young Lady?

a) A hybrid platform:

Digital “reality show” of talent

Instagram + thealternativeschool.com x Love&Lobby

Visual takeovers, interviews, backstage stories about confidence, fears overcome, and personal visions of beauty, backstage stories from the shoots

Featuring exceptional talents under 35 from the creative economies, STEM & co.

Each talent receives:

Personal branding support (as a tool to express the gorgeousness of the inner world, not as an instrument to cover up insecurities)

A #Makeover experience (hair, make-up, styling, professional photoshoot)

A chance to show how their inner world translates into outer expressivity

Premium English-language print & digital magazine – Young Lady

45 profiles of remarkable Romanian talents, already awarded in international contexts (women + men and non-binary personalities as recommenders & designers)

Same graphic DNA & recommendation mechanic as LadiesFirst (an accomplished male or female professional, is recommending a young female talent, who’s recommending a young designer, regardless the gender)

The best pictures of the shoot are selected for the print, while the second best, with backstage quality will go on social media, to keep the flame alive

Distributed at international festivals & events related to creativity, art, tourism, that could serve as cultural diplomacy platforms, local School’s events (#TheFutureOf series / BrandsTalk - Identity & culture) and premium locations in Romania (hotels, cafés, restaurants where foreigners can be easily reached out and exposed to contemporary romanian talent in all shapes and sizes)

Purpose: challenge clichés about Romanian women and Romania, and position “Romanian beauty = Romanian talent” on the global stage. #Brains&Beauty

b) Backed up by edicated events

On Beauty / On Romanian Talent / #TheFutureOfCreativity

c) A PR & Lobby platform

Sparks media and professional conversations about: contemporary Romanian talent / cosmopolitan education / beauty as expressivity of personality and talent / performance against all odds. Acts as a tool for the Romanian creative industries “at export”.

The Core Idea behind Young Lady / Ladies First

Beauty = the visible expression of a rich inner world.

The hero of the story: the head –what’s inside (talent, skills, ideas, values) what’s outside (hair, style, face) = one coherent expression of identity.

“Romanian beauty” is not about fitting a stereotype. It is about:

performance against the odds,

diversity of backgrounds (economic, geographic, cultural, LGBTQ )

women who use their heads to build meaningful lives and careers.

Role of the Partner Brand(s)

In 2025, brands can be more than advertisers.

Within Young Lady, the partner brand becomes:

Coach & amplifier of better aspirations

Stage where real stories of Romanian talent are seen

Ally that transforms its platforms (products, spaces, channels, tech) into tools for confidence, visibility and opportunity.

Brand partnership

Choose at least one real brand to partner with Young Lady:

A beauty / hair brand (haircare, styling, skincare, make-up, salon), A tech brand

(telco, device, app/platform, AI, wearables, fintech) You may also imagine a collaboration between a beauty brand and a tech brand if it serves your idea.

Show clearly:

Why this brand is a credible ally for the cause

What concrete assets it puts on the table (products, technology, spaces, communities, media, expertise).

What your campaign must do

Your campaign should:

Flip the cliché: Challenge the old narrative “pretty face, not much else”

Replace it with a new mental model: “Brains ^ Beauty” / “Beauty that thinks & acts”.

On possible direction is to Make the head the hero: Use head / hair / face / style as symbols of inner richness and expression, not as objects to be judged. Show how style, hair and make-up become a translation of personality, not the starting point.

Keywords: #HairStory, #HerStory

Live as a real ecosystem, not just a slogan

6.Show how your idea plays out across:

Digital & social content (including Instagram takeovers, stories, AR filters, challenges, UGC)

On-ground or hybrid experiences (events, makeovers, talks, mentorship, workshops)

PR & media (how does it generate conversation locally and internationally?)

The Young Lady magazine and its presence at global festivals.

Inspire better choices

Offer young women desirable, realistic alternatives to “easy-way-out” narratives: role models, paths, communities, support.

Avoid shaming; focus on showing what’s possible when talent meets opportunity.

Impact & Future Life

7. Tone & Guardrails

Empowering, bold, emotionally intelligent

Respectful of all life choices – but clearly in love with talent, courage, and inner richness

No victimization, no “fixing women”. We celebrate and amplify what’s already powerful in them.

Avoid superficial “beauty empowerment” clichés. Go deeper, be specific, be human.

The campaign should help real brand(s) stand next to Young Lady and loudly prove that the most powerful form of beauty Romanian women can flaunt is the one born from their minds, hearts and talent – with hair, make-up and style as the visible echo of that inner world.

The Client

Tomi is a 30 years old leading Romanian sauce brand. Known for its unmistakable flavors and iconic communication in its early existence, followed by international acknowledgement for visuals standing out, it has become a staple in homes, fast-food spots, and urban culture, connecting generations through everyday meals and an extra-pigment for local-culture.

https://www.tomi.ro/produsele-noastre/

https://www.tomi.ro/istoria-tomi/

The Audience / conversation partners

Urban millennials & early Gen Z (20 - 40) connected to Romanian street culture, fast-food lifestyle & music scene.

Creative urban consumers (design-aware, social media active) who value nostalgia + contemporary aesthetics.

Loyal Tomi sauce buyers who grew up with the brand and see it as part of everyday urban culture.

The Challenge

Cultural dilution: 30 years of Romanian urban culture risk being reduced to aesthetic clichés instead of lived, authentic moments.

Relevance risk: Urban culture evolves fast; what felt iconic yesterday may feel outdated today. The design must feel actual yet consistent to the brand, not retro for the sake of it.

Context

In 2027 Tomi celebrates 30 years as part of Romania’s urban culture.

The 30th anniversary isn’t just a celebration - it’s a visual manifesto, mapping three decades of urban energy, nostalgia and creativity.

The campaign, to be launched in 2027, should generate engagement in digital space as much as within supermarkets where Tomi is present.

Campaign’s Tone of voice:

Bold and authentic, with a playful, witty edge. Nostalgic yet modern, connecting 30 years of urban culture with today’s youth energy. Slightly provocative, visually dynamic, and culturally relevant.

To Do

Create a 30th anniversary campaign that makes Tomi visually iconic and culturally relevant, inspiring both consumers and retailers to engage with the brand, while enhancing their in-store and at-home experience. To activate the Creative / Ambient Media Strategy, pick a relevant moment in the life of its consumers, making it truly relevant (Freshman Prom, High School’s Parties, Dorm Party, Frat Party, LanParty, Turning 18, High School Band Practice, Gaming Evening, Binging, Drăgaica / International Day of the Romanian Blouse - pick the one that’s the most relevant for the efficiency of the campaign, with results in sales, digital and instore positive reactions)

Create for Gen Z & Alpha what they already live by: community hubs and always-on calendars for the passions that organize their year - gaming, the music scenes they truly resonate with, and festivals, where life is often split into “before”, “during”, and “after” the landmark moments.

Deliverables

I. PDF (max 2 pages)

Idea (1 line)

Insight (3-4 lines)

focus on the cultural insight and the places where the campaign is active

Creative Media Strategy (3-4 lines) Where are the creative places where your campaign will be active, in order to generate reactions in the digital space & stores

Promo Mechanism (3-4 lines) What’s your proposal for the audience, in order to buy (to consume one or more Tomi Sauces. It’s an anniversary-you can consider collectible items)

Expected Outcome 2027 (2 lines).

II. At least Three Visual Items out of 4 possible

A Tomi 30 collage poster - 2D/3D illustration depicting the evolution of Romanian urban culture over the past 30 years (fast food & Tomi sauces | urban culture | music)

One sample of digital / Emerging media content (Social media // App / Game design)

In-store / shelf presence

A master design can then be further adapted into Tomi 30 anniversary sauce labels (to be launched in 2027)

Other creative media solutions, including a packaging concept featuring a selectable set of 3 Tomi Sauces

Inspo: https://www.adsoftheworld.com/campaigns/1-2-3

III. A3 Board

Team name + Catchy campaign title.

Sections: Idea | Insight / Tension | Promo Mechanism | Strategy

Include at least 3 best visuals.

Samples: A3 boards from different competitions.

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until April 5 at andra@thealternativeschool.com. Make sure the link is public before sending the email.

Recommendations

Focus on visual storytelling: the poster should tell the story of 30 years of Romanian urban culture, integrating fast food, music, and Tomi sauces in a cohesive and engaging 2D/3D collage.

Bridge generations: include references that resonate with millennials (nostalgia, ’90s-2000s urban life) while keeping the design fresh and relevant for Gen Z.

Maintain brand identity: use recent Tomi visual language as inspiration to ensure consistency and recognizability across all assets.

Adaptability & Coherence: ensure the master design works across multiple formats - posters, social media content, shelf presence, packaging - without losing impact.

Cultural authenticity: avoid clichés or forced references; the design should feel organic, credible, and relevant for Romanian urban culture.

Capture the vibe of the Best Years: High school years are the most beautiful and memorable times in a young person’s life, and Tomi is right there with them through these moments.

Shareable & memorable: the campaign should spark conversation and social sharing, making Tomi 30 instantly recognizable.

Packaging integration: for the 3-product Tomi bundle, think of creative ways to translate the poster’s visual language into smaller-scale, eye-catching labels.

Activation timing: recommend aligning the campaign with a culturally significant moment, event, or season to maximize relevance and emotional impact.

Be aware: the best ideas will qualify to be implemented, publicly mentioning the competition context via PR. Create that kind of work you would love to see while strolling on the streets, going in a supermarket or stumbling upon while meeting with your gang.

If the ideas are exceptional, with both clear reference to Romanian Cultural codes, while being easily understandable for a foreign audience, they will be entered international competitions, mentioning your name. Of course, you can include itin your portfolio.

Using AI tools is encouraged, but it’s use should genuinely enhance your creative idea or help explore unexpected and diverse directions.

In your PDF submission, please clearly mention:

Which AI tools you used & What each tool was used for (shortly)

Evaluation criteria:

30% Idea & Insight - originality, relevance

30% Strategy - relevance to the competition category, cultural impact, scalability potential

30% Execution - craft, attention to detail

10% “Wow” Factor

Explore more about BAM here: https://thealternativeschool.com/news/bam-cia-s-first-program

Disciplines:

Corporate identity campaign through PR / Digital / SoMe and / or Employer branding

The Audience / conversation partners. Pick your favorite:

Internal stakeholders: employees, partners

External stakeholders: media, authorities, customers, consumers & potential employees

Extra-focus on Gen Z, no matter what you choose.

The Challenge

1.Make URSUS BREWERIES as relevant, meaningful, loved and famous as its legendary brands, via a Corporate Identity campaign, using Digital / SoMe & PR as main disciplines.

It’s your choice to either:

create a Corporate Identity campaign focused on Employer Branding and the company’s inner world or

a Corporate Identity Campaign focused on its external audience and its wants & needs

What’s the starting point ?

2.Tradition & innovation, people & sustainability are the 3 core pillars to consolidate Ursus.

Up to you to suggest a new direction or to build the campaign on the existing ones, if this is what could help consolidating Ursus’ position, as one of Romania’s most iconic, contemporary, influential brands contributing to the country’s evolution.

Current relevant causes for Ursus

Focus on sustainability

*Plastic reduction: the company reduced the amount of plastic placed on the market by 28%, surpassing the target set for 2030: https://bit.ly/3LpfTk9

Focus on Nature

*Bear habitats’ protection & support, in the Făgăraș Mountains - https://bit.ly/3JMkH2g

and the associated local communities: https://bit.ly/4owyxF5

*Keeping the nature clean: https://www.bereciucas.ro/natura-curata

Focus on Society

*Addressing the gender gap topics: a campaign dedicated to female business talent, to join and perform in sales or technical departments: https://bit.ly/47N6rhF

*Support for vulnerable communities

Focus on responsible alcohol consumption

• Preventing underage drinking - https://bit.ly/47xTvNV
  *”Don’t drink and Drive” (programs alongside the Romanian Police & authorities to reduceirresponsible alcohol consumption among adults)

*Launching Zero la mie app (festival activations, promo content - https://bit.ly/4hS85n3 )

Focus on Education

*Trainee program: Go graduates https://bit.ly/4hNUDjQ

*Partnership with 11 educational institutions in Bucharest, Cluj, Timișoara, Buzău, and Galați, Ursus Breweries awarded 48 study scholarships and 11 internship scholarships (2024-2025)

*In partnership with #TheAlternativeSchool, supporting marketing and advertising talent in accessing international knowledge so they can influence audiences through communication that drives constructive change. Over 80 scholarships offered in 2024-2025 / 2 Young Lions teams sent to Cannes Lions 2025.

Focus on employees as community of experts

The deep sense of continuity is part of the company’s DNA. Many of THE 1500 employees have been with the company for years, carrying forward the craft, skills, and pride of brewing. Their experience and dedication are at the heart of Ursus.

Explore all programs & the sustainability report:

https://bit.ly/43WjPyT

Context:

• Everyone knows the company’s beers. Few know the story.

• Ursus Breweries enjoys strong brand equity through its iconic portfolio, but the corporate brand itself lacks a clear and distinctive identity in the public eye.

• The challenge is to clarify, propose directions and communicate what makes Ursus Breweries unique — the scale of its impact (current or future), leadership, people, and commitment to sustainability — and build stronger recognition and preference for the company, behind the beers.

Deliverables:

A. Max 2 pages PDF explaining:

Your selected choice (Internal or External corporate communication campaign and why this is “The most urgent / relevant” choice – 2-3 lines) \ The INSIGHT - (PROBLEM TO BE SOLVED – 2 lines) \ IDEA – 2-4 lines / STRATEGY / 6-8 lines (Explaining how your campaign will use the insight to address and solve the problem) / The Expected outcome – 3 lines (Optional: Budget. Its essence: small budget, big impact. No need for details, just a short, general overview, max 3 lines)

B. 3 visual solutions of your choice, supporting your campaign. (At least one should be social media related, at least one should serve as complement for a headline all press is interesting in debating). The videos – if included – shouldn’t be max 2 min long.

C. An A 3 landscape board to include:

The name of the team and the title of the campaign

• INSIGHT - (PROBLEM TO BE SOLVED) / IDEA / STRATEGY (Explaining how your campaign will use the insight to address and solve the problem)

• At least 3 relevant visuals

DEADLINE: December 9, 10 AM. Send the deliverables via a Google Drive link to andra@thealternativeschool.com

Extra-info:

About Ursus Breweries

Ursus Breweries is the largest beer producer in Romania and the local market leader, part of the international group Asahi Europe & International. With a tradition spanning more than a century, the company employs over 1,500 people and operates three modern breweries in Brașov, Buzău, and Timișoara, as well as a microbrewery in Cluj-Napoca, dedicated to innovation and new recipes development.

Ursus Breweries stands out in the Romanian beer market through three essential dimensions.

1. Tradition & history
   Ursus Breweries safeguards some of Romania’s most iconic beer brands, with over 700 years of combined heritage. Its portfolio — including Timișoreana (1718), Ursus (1878), and Ciucaș — preserves Romanian roots while innovating for evolving tastes, including Gen Z. Alongside local icons, it offers global premium brands such as Asahi, Pilsner Urquell, and Peroni, plus non-alcoholic innovations.

2. People-oriented culture
   The company operates in a people-centered ecosystem — employees, partners, and consumers — and fosters Diversity, Equity & Inclusion. Long-tenured teams carry forward the craft and pride of brewing, ensuring continuity and expertise.

3. Sustainability & responsibility
   Sustainability is core to its identity — from reducing emissions and optimizing resources to supporting communities and promoting responsible drinking. Together with heritage and a people-first culture, this commitment defines its role in the Romanian beer market.

How to crack the brief. What you should look for:

1. Think beyond the category.
   Ask yourselves: How can we create an idea so strong that it sets a new standard for beer and inspires other categories too?

2. Start from real societal challenges.
   Look at Romania’s current issues — especially Gen Z. Prioritize them.
   Identify which can be meaningfully addressed through a corporate campaign that helps society and strengthens Ursus’ role as a catalyst and contributor.
   If you pick the Employer Branding route, think of a campaign that is both authentic to company’s community of experts while offering an internal communication program to attract exceptional talent in the near future.

3. Find a sharp insight.
   One that triggers an “Evrika!” moment when expressed.

4. Be genuine & useful. Stay away from meaningless bla-bla.

5. Remember: it’s a beer brand.
   You’re encouraged to use good humor, even when solving serious problems.

6. Design with intention.
   Use white space. Keep visuals and messaging clear.
   Choose typography that reinforces the idea and its clarity, when expressed on the Board.

7. Write concisely.
   Don’t repeat the brief. Avoid unnecessary words. Keep it simple.

Disciplines: Meaningful Promotion, supported by Design / Community / PR / SoMe

The Audience / conversation partners

Occasional beer drinkers in small urban areas (corner-shop buyers).

Small shop owners serving their neighborhoods.

The Challenge

Lost habit: People forgot to return 0.5L bottles; they throw them away.

Convenience: No home space for storage; no return routine; shopkeepers also lack space.

Missed moments: At shops, people enjoy 0.5L glass with neighbors; at home, they buy 2L PET as “better value”.

Context

RGB = Returnable Glass Bottle: washed, refilled, reused (20–50 cycles). Not recycled → reused.

Available only in small shops, not in big retailers.

Rural areas recycle more than urban.

Perception: “corner-block beer” → social, affordable, everyday.

Glass = authentic, chic, better than plastic.

Budget

200,000 EUR → prizes for the promo campaign.

Use it as an investment in community well-being.

Mandatory

No “Buy. Scratch. Win a BMW.” kind of a mechanism for the promo.

The campaign must:

Stay simple, meaningful, impactful, human.

Solve real issues of buying–depositing–returning bottles.

Improve daily life for neighbors, shop owners, communities.

Make prizes & mechanics practical, relevant, fun, culturally & anthropologically rooted.

To Do

Create a promo campaign with prizes that motivates both consumers and shop owners to use and return the 0.5L RGB bottle, while improving the experience and their lives in the process.

Show the bottle as:

A social connector, aligned with Ursus’ 140+ year legacy (a natural social glue for the neighbors, shop owners, friends’ lives)

Functional & aesthetic (glass feels and looks better), as their deposit spaces should.

A community builder (shops as hubs)

Sustainable - reusing the same bottle for 20-25 times before being destroyed, means the conscious option)

Deliverables

I. PDF (max 2 pages)

Idea (1 line).

Insight (3-4 lines): habits, challenges + why this moment matters (grounded in local culture).

Strategy:

2-4 lines: how to drive buying & returning, respecting people’s real needs.

2-4 lines: design + community activation.

Promo Mechanism (3-4 lines): what you say & what you offer (consumers + shop owners) to join the Returning-the-Glass-Bottle Movement. Keep it light, joyful (it’s beer, not ink).

Expected Outcome 2026 (2 lines).

II. Three Visual Items

Poster or outdoor – to announce the promo for those enrolled in the Returning Movement.

One visual of your choice for the digital space. Your choice of format and exposure space (insta-tiktok-games will be the indicator of what’s the best media to amplify the message.)

One large-scale design solution – pick one (or propose your own):

New bottle storage idea (home or shop).

New look for bar/outside shop/terrace (landscape, outdoor, upcycling).

Visual statement (e.g., mural).

Experience improvement for small neighborhoods.

III. A3 Board

Team name + Catchy campaign title.

Sections: Idea | Insight / Tension | Promo Mechanism | Strategy

Include at least 3 best visuals.

Samples: A3 boards from different competitions.

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 9.12.2025, 10 AM at andra@thealternativeschool.com

Make sure the link is public before sending the email.

Recommendations

Make life better for people, shop owners, communities.

Use design: murals, interiors/exteriors, shop-as-bistro, storage units.

Prizes should be meaningful for local lives.

Think about time:

Best launch moment (traditions, seasonal peaks).

Long-term vision (evolving campaign, maybe series-style).

Build on EQ & warmth: small shops = trust, gossip, neighbors, homecoming.

Beer = social glue, it’s not just about generic prizes.

PR twist: What if, for once people don’t win prizes for themselves, but for others? On a dedicated platform, prizes can be given by locals to locals (best shopkeeper, best neighbor, best friend, best wife, best mother-in-law, best football-watching buddy).

From the media perspective - expose the content of the promotion in relevant yet unexpected contexts, so every outdoor / poster / mural or digital content to make sense and be highly specific for this campaign

RGB Cheat Sheet

History: Dominant until 1970s → replaced by PET → eco-comeback today.

Advantages: sustainable, authentic, premium, circular economy.

Disadvantages: heavier, fragile, storage needed, less convenient.

Market: Works best where return culture is strong → Romania can grow.

Disciplines: Visual Languages, Graphic Design, Typography, Philately

Context / Why ?

To celebrate 20 years of Private Diplomacy in showcasing Romanian talent globally.

To explore how branding, national identity, and pop culture continuously shape and influence one another.

To broaden perspectives on “Local Flavor & Branding with Cultural Impact Abroad” through events, speakers, and exhibitions.

Who?

Primary Target: Gen Z creatives, potential Young Lions participants.

Secondary Target: Creative industry professionals, agencies, freelancers, industry organizations, and government bodies.

What?

Creative Challenge:

Design a logotype: 20 Years of Private Diplomacy (standalone + with The Alternative School logo).

Create a poster & stamp series, inspired by philatelic aesthetics, celebrating identity, culture, and local creativity. (Adaptable graphics in both print and digital formats, possibly including NFTs.)

Themes & Tags:

Philately / Collectibles / Typography / Visual Identity

Design + PR / Influential Marketing / Viral Concepts

Where Will It Be Used?

The celebratory logo - in all of the Alternative School’s communication in 2025

Stamps: Social media, potential NFT series, proposed collaboration with Romanian Post.

Posters: To promote the events on Branding, Identity, Culture and local Creativity

Mandatory Elements to be used in the composition:

Logotype: “20 YEARS OF PRIVATE DIPLOMACY”

The Alternative School Logo

Text: 1.“Identity & Culture: [Chosen Region/Nation] Creativity” & 2. Brand Talks

Main Visual: A symbolic representation of the selected region or nation’s cultural essence.

For Posters (Beyond Stamp Format):

Placeholder text for event details: PLACE / TIME & DATE / SPEAKERS / PARTNERS

Key Cultural Focus Areas to select one of your choice:

Regional: Eastern European, Middle Eastern, Asian, Latino-American, Spaniard.

National: Romanian, British, French, American, Scandinavian, Austrian.

Other cultures can be explored, but focus on those with strong brand influence.

Guidelines & Considerations:

Respect cultural nuances and avoid offensive content.

Humor is welcome, but it must be tasteful and relevant.

Ensure adaptability across print and digital formats.

Deliverables:

Logotype – Editable SVG, standalone & with The Alternative School logo.

Stamps – High-resolution PNG (300 DPI) and editable PDF.

Posters – Editable PDF (A4 & A3) with placeholders for event details (Date, Place, Speakers)

Useful links:

Logos

thealternativeschool.com

canneslions.com

Instagram

Deadline: 30.03.2025, 23:32

Format: Upload all your solutions on a g-drive link and send the link to Andra Serea

Email: andra@thealternativeschool.com

Influential Campaign Lobbying for Romanian Talent @ Cannes Lions 2025

Disciplines ^ Skills: Strategy, Stunts, Marketing, PR, Viral Campaigns, Social Media, Visual Languages, Effective Lobbying through events, Entrepreneurial mindset

Context: This campaign marks 20 years of #TheAlternativeSchool’s successful private diplomacy lobby for the Romanian Creative Industry in Cannes, Eurobest & Dubai Lynx.

Objective:

Develop a high-impact strategy that amplifies Romanian talent’s global reputation, showcasing that creativity (with a specific flavor) is ingrained in the national ethos.

Where it will be launched: Cannes Lions Festival of Creativity (June 16-21, 2025).

Audience:

Primary: Gen Z talents attending the Cannes Lions festival, those enrolled in the Young Lions Competitions, Roger Hatchuel Academy & See it, Be it.

Secondary: Jurors, speakers, KOL, especially those under 35

Tone of voice / style: outsmarting the system, disruptive, funny, witty, smart.

Budget:

€181,000 – €224,000

Your Challenge:

Maximize impact—make every cent count.

Develop the most effective, memorable, and influential strategy

Promote Romanian creativity at Cannes Lions 2025.

Showcase the under-35 generation—their identity, performance, and creative force.

Deliverables

1. Logotype – “20 Years of Private Diplomacy”
   Editable format SVG or gif, if you prefer an animated version
   Standalone + version with #TheAlternativeSchool logo

2. Visual Content
   Branded materials for on-site promotion at Cannes Lions (one poster)
   Social media assets, optimized for Instagram & Facebook (one sample each)

3. Strategic Presentation (PPT or PDF)

Your strategy must answer key questions:

What’s your insight? (The unique truth or observation fueling your strategy)

What’s your idea to challenge identity cliches or promote interesting attributes, such a specific humor flavor?

How do you decline the idea and insight into a compelling strategy, using the budget in the smartest, most efficient way possible ?

Expected results: What do you want to achieve? What’s your big vision?

The how:

Nasty clichés about Romanian identity can be used as fuel to ignite the campaign and prove them wrong. (Examples – Ladies First was a magazine focusing on local female talent, launched at the festival to address the often heard clichés about Romanian women being the most talented courtesans of Europe).

When building your strategy, take into consideration:

Mind shift → How do you want people to think differently?

Heart shift → How do you want them to feel?

Action shift → What do you want them to do?

Influential marketing tactics → How will this stand out in a cluttered media landscape?

Measurable impact → How will success be tracked? (Credibility + Seduction is key)

Innovation in storytelling → what unexpected tools do you plan to use - graphic design, music, flavors, cinema, video, touch - to make the campaign standing out in a place where the biggest, smartest brands have their say?

Cultural authenticity → How will the campaign reflect the essence of Romanian creativity and leave an impact beyond Cannes, long after the festival is over?

Amplification strategy → What influencers, media partnerships or experiential activations will drive visibility?

Next Steps:

Explore partners & school logos here:

Google Drive Link

Useful Links:

Logos

The Alternative School

Cannes Lions

Instagram: The School for Creative Thinking

✦ Your strategy can redefine how Romanian creativity is seen worldwide. Make it bold. Make it resonate. Make it last.

Deadline: 30.03.2025, 23:32

Format: Upload all your solutions on a g-drive link and send the link to Andra Serea

Email: andra@thealternativeschool.com

Whatsapp: 0744 10 50 15

New customers through easy banking, easy Living

Raiffeisen, the bank that keeps on giving

Through Smart Market, the Smart Mobile app users have a privileged, upgraded value for everything they buy, while also making conscious decisions related to their carbon footprint and the ways they can contribute to its reduction, thus positively impacting the planet.

https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/smart-market.html

Disciplines / skills: Digital & Digital Visual Languages / Strategy

The client:

Raiffeisen Bank, a contemporary leading universal bank in Romania has been serving over 2.2 million clients—both individuals and businesses—for more than 25 years.

Campaign’s Tone of voice:

Fluent, smart, efficient, convincing, adapted to Gen Z conversational style.

The Audience / conversation partners:

Digital born Romanians appreciating both #SmartMarket’s features: “value for money” with imediate impact on their budget & benefits + a raised level on consciousness

What:

*Create a digital first campaign for digital-born users to reach out for new clients appreciating Smart Market features, and its tangible and intangible benefits

How do we measure success ?

The impact of the idea in generating new, happy customers, through the biggest possible number of the Smart Market active users

The likeability & appeal of the creative solution (is it exciting, exhilarating, magnetic ?)

The quality of the visually related content

The virality of the creative solution

The originality of the insight & strategic approach

Deliverables:

1.A digital first campaign for digital users to secure new clients via SmartMarket benefits.

2.Create the most impactful visual content for promoting SmartMarket & its features

Technicalities:

A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b. | The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the digitally born generation c. | The Expected outcome in 2025 - 2-4 lines.

b) 3 visual items of your choice.

mp4 format for the video solutions |gif for gif | PNG for the static (SoMe posts, posters)

c). | A 3 board, landscape, containing the name of the team, the title of the campaign. | The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. | Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Relevant links:

1. About Smart Market:
   https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/smart-market.html

2. About Smart Mobile, to be downloaded in order to access SmartMarket:
   https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/mobile-banking.html
   Deadline:
   Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 13.12.2024
   Make sure the link is public before sending the email.
   Contact:
   andra@thealternativeschool.com
   Any further recommendations ?
   Do your best to integrate pop-culture references from visual arts & music for the digitalised Romanians, appreciating SmartMarket benefits, both tangible and intangible, material & in terms of raised consciousness.
   Q&A helping you to better solve the brief:

3. Could we come up with new features for Smart Market ?
   You are encouraged to come up with new features, GenZ relevant, as part of the promo campaign for Smart Market.

4. Ojo - pay attention !
   When creating the solution, pay attention to the difference between strategy and social media as obvious tools for a digital first campaign.
   SoMe is supporting the strategy, but never replace it.

5. Other medias, beyond the digital ?
   You are encouraged to explore an unexpected media mix, if this is helping reaching out and securing new customers interested in the Smart Market benefits.

6. Final recommendations for the board ?
   a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
   b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
   c) Use white space, keep the board decluttered, integrate impactful visuals
   d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

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Celebrating the Legendary heritage of the iconic Romanian brand

“Ursus Legendary” is a campaign celebrating over 140 years of Ursus’ heritage, reinforcing its title as “King of Beer in Romania” by immersing the audience in its rich history of innovating and being “THE beer” for all the hip parties, concerts, HORECA locations and gathering with friends.

Disciplines / skills: PR / Strategy

The client:

Ursus is the leader of the premium beer segment and the go-to brand Romanians recommend when foreigners want to try “The best local beer”.

Campaign’s Tone of voice:

Modern, light-hearted, witty, adapted to 20 - 25 y.o. conversational style.

The Audience / conversation partners:

Young adults drinking beer in casual social occasions, but don’t think too much about the associated brands. They heard from their parents (or in old commercials) that Ursus is The King of Beer in Romania, but they don’t really know why.

What:

Create a PR campaign that will convince young adults that Ursus is an iconic brand, The King of Beer in Romania for over 140 years, and drive brand attachment.

How do we measure success ?

The originality of the insight and creative angle - why should people care?

Advertising potential:

Is it consistent with Ursus’ TOV?

Does it have cut-through potential?

(engaging, the brand can be easily recognized)

Is the message clear and easy to understand?

Is it compelling?

(relevant enough to create brand attachment)

Deliverables:

1.A PR campaign driving brand attachment among young adults (20 - 25y.o.), thus becoming the brand ambassdors for this iconic Romanian brand and its heritage.

Technicalities:

A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b) The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the target c) Up to 3 paragraphs focusing on how to drive brand appeal for the target - what aspects of Ursus’ heritage will you focus on and how will you leverage them to engage our target, d) Up to 2 paragraphs explaining what PR touchpoints you will leverage and why you chose them, e) The Expected outcome in 2025 - 2-4 lines.

b) 3 creative items of your choice:

Visuals / short video / copy /audio script / SoMe / Digital content, depending on the PR touch points you chose in your strategy

c). A 3 board, landscape, containing the name of the team, the title of the campaign. The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. Idea 2. Insight / Tension 3. Strategy 4. Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 13.12.2024, 10 AM

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

Any further recommendations ?

The campaign shouldn’t be a “boring” history lesson. It is meant to drive engagement and be relatable for young adults. By the end of the campaign Ursus shouldn’t feel like a dusty-old brand, but like a brand that always managed to be youthful and up-to-date.

Q&A helping you to better solve the brief:

1. Can we come up with specific creative solutions ?
   Yes, you can come up with limited edition packaging, special packs with gifts, merchandise or whatever else you think it will help drive awareness of your campaign at the point of sale or in any other interaction contexts might serve your strategy.

2. Do we have to use “legendary” as a term?
   No. You can use it if it inspires you and if it makes sense in your creative solution, BUT it isn’t mandatory. However, it’s important to use “King of Beer in Romania”.

3. Final recommendations for the board ?
   a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
   b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
   c) Use white space, keep the board decluttered, integrate impactful visuals
   d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

Increasing penetration and frequency by tapping into new consumption occasions

Have a Cooler whenever you are craving! (Oricand ti-e pofta, bea un Cooler!)

Cooler is drank mainly in the evening, offering deep relaxation moments after a long working day. People appreciate a lot its refreshing, delicious, flavorful taste, that indulges and revigorates. There is still an unexploited consumption opportunity - the daytime occasions, currently owned by carbonated soft drinks.

Disciplines / skills: PRINT / OOH / INSTORE ACTIVATION / STRATEGY

The client:

Cooler is the leader of the flavoured non-alcoholic beer in Romania, being the first on the niche. Initially created as a Ursus extension, now it’s a standalone brand, with distinctive personality and brand promise.

https://ursuscooler.ro/

https://www.instagram.com/ursus_cooler

Campaign’s Tone of voice:

Witty humor, bold and a bit provocative, modern and up-to-date, authentic, suitable for the Urban, young target (18-44 y.o.).

Brand’s personality:

Clever, charismatic, effortlessly cool, challenger and a bit unconventional, yet not in a rebel way, authentic and true to himself, sometimes breaking the traditional ways of doing or saying things, (like drinking a “non-alco” beer during daytime), frequent user of the urban dictionary.

The Audience / conversation partners:

*Urban, less conventional young consumers (18-44 y.o.), open to experiment, interested in a healthier lifestyle, digital-first in terms of media consumption.

What:

Create a print campaign idea (to be declined in OOH, In-store, Retail media) that would build a new consumption habit among the urban, young target - drinking Cooler during daytime also.

How do we measure success ?

The impact of the idea in increasing penetration and consumption frequency among our target

Compelling: is the idea strong enough to change a behavior? Is it routed in a real insight?

Cut-through: is the idea memorable enough? Does it have the power to break the clutter and be visible? The visuals have the power to extract local flavour relevantly and impact the pop-culture ?

Consistent: is it in line with the brand personality?

Clear: is it easy to understand in an environment where you have 2-3 sec of peoples’ attention?

Premium: are the executions visually appealing / stunning?

Deliverables - pick one of the two directions below, based on the impact in brand lovability & sales:

A print campaign that would live in OOH, IN-STORE and Retail Media and that would convince people to drink Cooler during the day also (strategy, creative idea & its execution across the mentioned touchpoints). In-store: a key visual on one point of sale material & a multi-pack developed on the same idea.

or

Decline your big idea on a specific consumption occasion of your choice (e.g. Christmas, 1st of May, Summer season, National day, Sanziene) via: one poster, one OOH solution, one in-store point of sale material & packaging.

Technicalities:

A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b) The Insight: 3 lines on how you found it by exploring the urban, young target consumption habits c) Up to 3 paragraphs focusing on how to establish a new consumption habit, detailing the strategy and how this would be brought to life across visual touchpoints (OOH, Instore, Retail Media), the expected outcome in 2025 - 2-4 lines.

b) 4 items

1 poster, 1 OOH solution, 1 in-store point of sales item, 1 packaging

The formats: PNG for the static items, gif for gif & MP4 for the video (if the case)

c) A3 board, landscape, containing the name of the team, the title of the campaign. The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. Idea 2. Insight / Tension 3. Strategy 4. Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 8.12. 2024, 11:30 AM

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

Any further recommendations ?

Build your proposals taking into consideration how a modern, relevant and appealing brand for youngsters would act, at the same time making sure that we keep elements from what Cooler is currently known for.

Q&A helping you to better solve the brief:

1. How much of the current visual brand identity should we keep ?
   Cooler is known for its bright blue color, the yellow sun logo & the red calligraphy. Keep this visual consistency in order to ensure that the brand is still recognisable. However, the client is open and more than happy to explore complementary visual routes if they make sense for your strategy. (especially if your direction is connected to a special moment / period within the year)

2. The In-store context
   The In-Store environment is about 2 key topics: it’s limited and extremely crowded. Brands usually receive small spaces for their placements outside the shelf (e.g. 80cm x 1m). These placements are not standalone, but mixed with other categories of products. This is why the cut-through and the clarity of the message & the visual experience are essential. (pay attention to a possible co-branding route)

3. OOH
   You are encouraged to explore beyond the conventional print ideas and propose a mix of conventional and unconventional OOH, declined both in store and in the public space. Digital OOH or the screens to be found in big stores could serve as media platforms.

4. Using AI is permitted, but remember it has to genuinely help your idea being declined in a diverse & unexpected way. You don’t use AI for the sake of it, you use it to genuinely make your idea / perspective standing out. Shutterstock has its own AI, with copywrigtht included, so you can make good use of it.
   6.Final recommendations for the board ?
   a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
   b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
   c) Use white space, keep the board decluttered, integrate the impactful visuals
   d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

#SmartMobile: New customers through “Easy Banking, Easy Day”

“Time is money”, and the first thing this bank gives you is time, through everything that Smart Mobile represents, starting with the 8 minutes digital enrolment as new customer.

Disciplines / skills: Digital & Digital visual languages / Strategy

The client:

Raiffeisen Bank, a leading universal bank in Romania with strong capitalization and liquidity, has been serving over 2.2 million clients—both individuals and businesses—for more than 25 years. Raiffeisen Bank is all about simplifying your life. Now, one can become a client entirely online—in less than 8 minutes—using #SmartMobile.

Campaign’s Tone of voice:

Souple, fluid, fluent, time conscious, efficient, admirable

The Audience / conversation partners:

Digital born Romanians able to operate and appreciate #SmartMobile’s features.

What:

*Create a digital first campaign for digital-born users to reach out for new clients, by promoting #SmartMobile, Raiffeisen digital’s app created to save people’s time, so they can enjoy life more (properly putting their money to work in the process)

How do we measure success?

The impact of the idea in generating new, happy customers, through the biggest possible number of downloads & the active usage of the app, following the download

The likeability & appeal of the creative solution (is it exciting, exhilarating, magnetic ?)

The quality of the visually related content The virality of the creative solution

The originality of the insight & strategic approach

Deliverables:

1.A digital first campaign for digital-born users to reach out & secure new clients.

2.Create the most impactful visual content for promoting the app

Technicalities:

A. Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b. The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the digitally born generation c. Up to 3 paragraphs focusing on how to attract new client cohorts, detailing the app promotion strategy and how it engages digitally native users (methods, mechanics, associations) d. The Expected outcome in 2025 - 2-4 lines.

b) 3 visual items of your choice.

mp4 format for the video solutions | gif for gif | PNG for the static (SoMe static posts, posters, exabit simulations)

c). A 3 board, landscape, containing the name of the team, the title of the campaign. The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. Idea 2. Insight / Tension 3. Strategy 4. Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs here.

B. YOUR CV.

Relevant links:

1. About Smart Mobile | 2. About the new feature |3. #edebine |4. Differentiators
   Deadline:
   Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 31.10. Make sure the link is public before sending the email. The winners are announced on November 7th.
   Contact:
   andra@thealternativeschool.com | Live Q&A via whatsapp: +40 766 231 478
   Q&A helping you to better solve the brief:

2. Any results we can use as a starting point?
   The number of clients who enrolled directly from their phones through the Smart Mobile app recorded an increase of up to 300% compared to the same period last year, indicating the ease and appeal of convenient digital solutions.

3. A possible reference for the digitally born users?
   The campaign, featuring David Popovici, for the under 24 years old. https://bank.raiffeisen.ro/ro/card-debit-tineri/home.html

4. Can we integrate influencer marketing to promote the app?
   Currently, the bank proudly features David Popovici, the Romanian-born, under-30 Olympic swimming champion, as its brand ambassador. You are encouraged to come up with new opinion leaders & influencers vibrating on the same frequency as the #SmartMobile Values. Do your best to integrate pop-culture references from visual arts & music for the digitalized Romanians, appreciating the gift of digital simplicity & elegance.

5. Can we integrate artificial intelligence (AI) in the creative solution?
   You are encouraged to explore the AI path for high-quality creative solutions (not for the sake of the tool, but for the sake of the outcome). Challenge yourself to craft smart prompts to help you define the right insight and blend AI tools for remarkable overall results. That’s also why we will explore the topic alongside experts at #FutureProofCreativity – Fall Module, 11.11-12.12.

Disciplines / skills: design / visual languages / strategy / social media

The client: orchardofflavours.com

Located in Tavira, Portugal, with over 300 different tree species, Orchard of Flavours is an edible Botanical Garden; a space where people can explore, eat available fruits, learn about agro-ecology via workshops or get educated consultancy for their own gardens. Research on growing edible plants under the current climatic context is also a key activity.

Context:

Since its launch, in 2019, the overall activities around the Botanical Garden were coordinated by the founder, Miguel Cotton - private visits, workshops, research and, of course, everything related to the growth of the Botanical Garden itself.

It is time for a new stage in the Orchard of Flavours life.

How good looks like ?

-a refreshed logo

-a smart visual communication system to help visitors explore on their own, without a guide

-a digital strategy to promote the garden, within the new visual communication system

The Audience:

*visitors willing to explore the edible botanical garden & spend quality time, agro-ecology enthusiasts coming for the workshops, garden owners in search for consultancy, researchers, suppliers. Challenge - most of them are Millenials, some Boomers, but this Orchard is for the future generations, so ask yourselves how we can bring Gen Z&X there?)

What:

*Logo: Refresh the identity

*The typography & new icons to define a new, coherent, fluid visual communication system, taking into consideration two categories of public: digital natives & digital emigrants

*Digital Strategy Promo (to reach also Gen Z, Gen X, consider gamevertising)

Brand’s Tone of voice:

Fluent, contemporary, solar, enchanting, joyful, human-centric, vital.

Feel free to use your intuition / insight.

Deliverables:

1. Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)

2. Create a coherent, contemporary design system (type, icons, colors)

3. Decline it in minimum 5 visuals, selecting from: the layout of the display containing critical info in front of each plant | the direction sign | the exit sign |the toilets sign | the welcome sign | the main entrance outdoor panel | the membership card | The Shop sign | The workshop area sign | Map of the garden | Other visual elements critical for a good UX |a social media post promoting the launch of the first walking tour without a guide. The size & shapes of the visuals are at your choice. Format: editable pdf.

4. On an A 3 board, present in a concise, appealing form:

5. Insight 2. Idea 3. Strategy (visual & digital). Include on the board the logo, the five selected visuals from the list above. Ad up other complementary visuals, if necessary, especially if the brand narrative is integrated within a video game.
   Samples of A3 competition boards solving similar briefs here.

Deadline: 22.04 | 10 AM

Send your cv & solutions on a google drive link until 22.04 | 10 AM.

Make sure the link is public so the solution can be properly evaluated, before sending the application email.

Important: After each class, for this brief, you can present in 5 min your idea / strategy, receive feedback and improve / edit the solution, until 22.04.

Contact:

win@thealternativeschool.com

andra@thealternativeschool.com

Few Q&A helping you to better solve the brief:

1. While designing the logo, can we change the papaya symbol?
   The papaya is critical - if one can grow papaya, he can grow anything.
   However, if you feel the papaya symbol could look better or the logo could be more interesting with a different symbol or without one, explore that route.

2. Do you have other guiding elements for the visual experience?
   2.1. The design system & visual experience should find an intelligent, EQ aware solution for all age groups to help them navigate all garden areas with ease, without a guide to show them around.
   2.2. How do you want people TO FEEL while interacting with the logo & the overall visual experience? It’s important to be digitally connected, yet not everyone loves QR codes. They are important, but they’re not everything,

3. Any references for the strategy?
   Make it as clear, enchanting and engaging as possible. We speak with adults, but we want younger people to know about the garden’s workshops, goals & experiences, becoming a new generation of edible plant cultivation afficionados. Make it so memorable that the Botanical Garden becomes a must-have destination for all plant lovers & plant growers & conscious planet people out there.

4. What about the A3 board?
   Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition.
   Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be relevant with the copy, have a bold title and an appealing visual experience.

Productivity through harmony

Disciplines / skills: design / visual languages / strategy / social media

The client:

A Romanian Foundation focused on EQ (Emotional intelligence) & Emotional management programs, created for organizations interested in productivity through the inner wellbeing of their employees and good mood at work. They call it “educational psychology”.

Context:

People who understand their emotions and learn how to manage them, are more susceptible to preserve their inner equilibrium in complicated situations, generally happier and more productive at work.

Why this Foundation & its programs ?

*People could learn how to better manage themselves and their professional relationships in a VUCA (Volatility, Uncertainty, Complexity, Ambiguity) world

*Toxic work environments need a psychological specialized approach (beyond HR)

*Companies dominated by excessive rationality, in need for a healthy EQ intake

*A new approach on Therapy, for mentally and emotionally healthy business environments

*Sophisticated companies with complex issues need new, sophisticated solutions

*In a world where AI will be a common player in the everyday life, there is nothing more important than employees’ mental and emotional health, inner balance and harmonious relationships.

The Audience:

*B2B: Leaders of companies interested to accelerate the organizational performance through efficient organizational psychology programs. Top down effect.

*Informal organizational leaders influential enough to ask their managers and the HR departments for the Foundation services.

What:

*Create the identity (name, logo, optional slogan) for the client

*A growth strategy with focus on digital, events & Social Media

*Decline the Foundation launch in a visual content of your choice

Brand’s Tone of voice:

Fluent, solar, trust worthy, human-centric, vital, compassionate. Humor accents are allowed. Dry, classical corporate, excessively formal approach is a no-no.

Deliverables:

1.Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)

2.Create the most impactful visual content for the foundation launch

3. Explain in one page (pdf):

3.1. the concept of the logo in 2-3 lines

3.2. the strategy for growth, with focus on digital / events / social media, making this Foundation the GO TO organization for companies aiming to perform through people’s inner well being. Consider gamevertising as potential playground. 7-10 lines

3.4. Expected results in sales & likeability 2-3 lines

4. On an A 3 board, present in a concise, appealing form:

*the logo | the visual content for the launch

*Complete with 1-3 lines each the following headlines:

1. Insight 2. Idea 3. Strategy 4. Expected outcome.

Ad up complementary visuals, if necessary. Samples of A3 competition boards solving similar briefs here.

Deadline: 22.04 | 10 AM

Send your solutions on a google drive link until 22.04 | 10 AM.

Make sure the link is public before sending the email.

Contact:

win@thealternativeschool.com

andra@thealternativeschool.com

Mention the name of your program study / faculty in the subject.

Few Q&A helping you to better solve the brief:

1. Can we use a foreign language for the Foundation’s name ?
   Our target audience is cosmopolite so yes, if the final outcome is relevant for the audience, you can pick a foreign language for the naming.

2. Other recommendations for the naming?
   You can explore alliteration, assonance, reduplication to make it musical when pronounced and easily to remember. Using FOUNDATION in the naming is optional.

3. Do you have other guiding elements for the visual experience?
   3.1. The characters, the colors and the visual content are setting the mood of the brand, so be aware of their vibe & meaning.
   3.2. Ask yourself how do you want people TO FEEL while interacting with the overall visual experience: are they relieved / empowered / encouraged to open up / expand / curious /can they safely relate with the world around?

4. Any references for the strategy?
   Make it as engaging as possible. Make it so memorable that the Foundation becomes a must-have partner to be acknowledged publicly by all intelligent companies out there, aware of the fact that happy people and harmonious work environments lead ultimately to increased productivity. Consider gamevertising.

5. What about the A3 board?
   Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition.
   Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be relevant with the copy, have a bold title and an appealing visual experience.

Help vulnerable people evolve, transform and thrive

Disciplines / skills: strategy / digital / design thinking / design feeling

The client:

Invizibilii.ro is a recently launched platform dedicated to Romanians in vulnerable situations and at risk of social exclusion. An in depth study identified 6 categories: Subsistence farmers / Small entrepreneurs / Single-parent families / Undeclared workers / Retired people / Unemployed individuals over 50 years old.

Problem / Challenge:

How do we reach the biggest number of people in the shortest amount of time, in a consistent way, so we could help them improve their lives, get out the risky zones and ultimately thrive?

Your task:

1.Pick a vulnerable category out of the 6 identified through the study:

https://www.invizibilii.ro/studiul/

Make your selection based on:

a) degree of importance- medium and long term perspective

b) the impact of your strategy

2.Design an effective, creatively driven, EQ aware strategy in two steps:

2.1.Create the system that would work best to help your selected category escape the vulnerable situation, evolve and thrive. You can pick the Invizibilii.ro solution - meetings and workshops facilitated by Government agencies active in each of Romania’s 40+ counties (https://www.invizibilii.ro/ateliere/) and make it highly functional or you can come up with alternative or complementary solutions. How good looks like ?

2.2. Connect & communicate: Select the best tools and the best media mix to reach out for the biggest number of people and have them engaged in your #BeSeen program.

Brand’s Tone of voice:

Compassionate, unpretentious, familiar, warm, inviting, conversational, practical.

Brand’s personality:

Functional, useful, supportive, reliable, compassionate, makes improbable possible. High level of emotional intelligence. Hands on. Let’s make things happen.

Deliverables:

1. Explain in max 2 pdf pages the mechanics created to help your vulnerable group of choice and the associated communication strategy making INVIZIBILII.RO the go to, highly functional Platform for them. Indicate how do you reach the biggest number of people from your chosen group and how do you help them solve their vulnerability, evolve and thrive.

2. On an A 3 board, present in a concise, visually compelling form:
   2.1. The insight / relevant tension related to your chosen vulnerable category. What hurts the most?
   2.2. The idea: “How do you reach them or make them reach out for INVIZIBILII.RO’s help?”
   2.3. The Communication Strategy delivering the solution for the Problem / Challenge.
   2.4. For the visual support, you can use Invizibilii.ro visual resources or you can come up with your own visual narrative, if it serves best the strategy.
   Samples of A3 competition boards solving similar briefs here.

Deadline: 21.04 | 11 AM

Send your solutions on a google drive, under YOUR_TEAMS_NAME_24H link until

21.04 | 11 AM.

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

teodora.migdalovici@thealternativeschool.com

Few Q&A helping you to better solve the brief:

1. Can we use the existing system and make it better ?
   Definitely yes. You can use anything with potential on the platform and come up with more functional, exponentially useful solutions.

2. Top 5 challenges of the current program ?
   Predictability & scalability: The workshops and meetings (currently facilitated by the local governmental agencies) are unpredictable in terms of people accessed, time and date. There is not a scalable format, yet, to consistently service all 6 vulnerable groups, in a structured, clear, transparent, highly impactful, 24/7 system.
   User experience fluent mechanics: Recently launched, Invizibilii.ro platform is not yet at its best when it comes to people interacting with it, especially those that are its main beneficiaries.
   Literacy: Subsistent farmers are the biggest, most vulnerable category out of the 6. They might own a phone, but some of them have a low level of literacy - be it digital or formal. Low education is very often a common ground for the 6 vulnerable categories.
   Fragile alliances: The local governmental agencies are not necessarily open to support INVIZIBILII’s effort to reach out for vulnerable categories, so either a smart strategy to convince all of them to join or complementary routes to connect independently and build relationships with people might be considered. Could we find a better way to connect people with the support that’s ready to help them ?
   The support itself. The program, being in its infancy, still needs to figure it out a coherent, tangible, concrete form to address each of the 6 vulnerable categories in ways that are relevant to them, that can genuinely facilitate change, bringing solutions in a fair amount of time. “Give people fish and they will have food for a day. Give them a line and teach them how to fish and they will have food for a lifetime.” How do we do that ?

Disciplines / skills: design / visual languages / strategy / social media

What:

Create the identity (name, logo, optional slogan) for an ice cream Romanian brand, Gen Z driven. It’s a premium brand in terms of quality, look & feel of the packaging, to be found in nicely designed, easily accessible locations in Bucharest & on line, at a friendly price. Make it versatile-ready, easily to be declined in different color codes & contexts. Create a launching strategy with focus on social media & decline it in a social media post sample.

Brand DNA:

Culturally insightful. Be it pop-culture or tradition (reinterpreted). Romanian.

Brand style:

Eye candy. Aware of the latest trends in graphic design / typography.

Tone of voice:

Funny, conversational, perfectly relevant for intelligent Romanian Gen Zetters.

The Audience:

Romanian Gen Z, urban, hyper digitalized, cosmopolite, many of them video game players.

Smart approach on life, optimists, opportunity seekers, solution driven people.

Deliverables:

1.Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)

2.Create a social media post for its launch. (could be video or a format easily to be declined in print.)

3. Explain in one page or less (pdf):

3.1. the concept of the logo in 2-3 lines

3.2. the launching strategy, making this ice cream top of the mind for the Gen

Z. 4 lines

3.3. the social media approach, so the launch of this new born Romanian ice cream brand would be a resounding success among GEN Z, transforming it in a delightful contemporary local love brand – 3-4 lines

3.4. Explain why this strategy will bring exceptional results in sales, as much as in likeability. Expected results. 3 -5 lines

4. On an A 3 board, present in a concise, appealing form the logo, the social media post (if print, or 3 stills if video) & complete with 1-2 lines the following headlines: 1. Insight 2. Idea 3. Strategy 4. Expected outcome. Ad up other complementary visuals, if necessary.

Samples of A3 competition boards solving similar briefs could be found on the dedicated previous section on the website: Previous-Work.

Deadline: March 14th

Send your cv & solutions on a google drive link until March 14th.

Contact:

win@thealternativeschool.com,

andra@thealternativeschool.com.

Mention the name of your program study / faculty in the subject.

Few Q&A helping you to better solve the brief:

1. Can we use a foreign language in the name selection?
   Our target audience is cosmopolite, Romanians are very often polyglots so yes, if the final outcome of your creative work is relevant for the audience, you can pick a foreign language for the naming.

2. Other recommendations for the naming?
   You can explore alliteration, assonance, reduplication to make it musical when pronounced and easily to remember.

3. Do you have other guiding elements for the visual experience?
   3.1. The characters, the colors and the visual content are setting the mood of the brand, so be aware of their vibe & meaning.
   3.2. Gamers are part of the audience. This can be a hint for the visual’s character. Use this insight in the strategy & social media solutions.

4. Any references for the strategy?
   Make it as engaging as possible. Make it so memorable the brand goes into the pop-culture. Meme-like popular. Think how to integrate the brand into video brands narratives.

5. What about the A3 board?
   Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition. Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be insightful and relevant with the copy, have a bold title and a good overall visual experience.

Anthropology, Semiotics, Applied creativity in the service of brands, Businesses & Society at large.

WHO

LoveAndLobby -TheFestival is an international online creative competition, that celebrates the way contemporary brands use identity, local flavor, customs, tradition and pop-culture to solve universal solutions in local key, serving as catalyst for evolution, both in business and at society level.

VALUES

Diversity, Inclusiveness, Celebrating both the inner wisdom & voice of a given community or culture, while reaching out to the world at large.

WHY

To create a virtual library celebrating identity and local wisdom, applied in business and society, for the benefit of all.

WHAT WE NEED

Create a visual system to promote the nine festival categories (either in relation with the sections or independently). Explain the system in 150 words. Demonstrate the concept of your visual system by declining it in 3 different visuals, ready to be used on Instagram. Propose the best launching strategy idea to spread the news about the festival within the international creative community: 150 words.

FESTIVAL CATEGORIES

1. BEST USE OF SYMBOLS

2. BEST USE OF LOCAL INSIGHT brands tapping into local insight to solve a problem

3. BRANDS CELEBRATING TRADITION

4. BRANDS CELEBRATING POP-CULTURE

5. BRANDS ADDRESSING CULTURAL TENSIONS

6. BRANDS CREATING CULTURE

7. BEST CHALLENGE ON IDENTITY CLICHES related to age, gender, place of birth, beliefs

8. BEST USE OF CULTURALLY RELEVANT LOCATIONS

9. BEST CULTURAL AMBASSADOR Architect, Artist, Creative Director, Director, Inventor, Musician, Photographer, Producer, influencing & celebrating local culture

THE FESTIVAL HAS 5 SECTIONS EACH SECTION HAS A DIFFERENT JURY

1. BUSINESS & SOCIETY IMPACT win-win-win

2. INNOVATION & DESIGN graphic design / fashion / packaging / product / services / window display

3. NEW MEDIAS & TECH digital, SM, VR, AR, AI

4. PR & LOBBY

5. FILM short, documentary, fiction, musical video

TONE OF VOICE

Colorful, vital, diverse, opposites attract.

AUDIENCE

The international creative crowd: creators, producers, designers & clients.

MANDATORY

Use the existing LoveAndLobby logo, if necessary. Add info/elements, if necessary. However, the main logotype will remain unchanged.

NOTE

The general chromatic code for the LoveAndLobby platform and also for the Ladies First Magazines is GOLD / WHITE / BLACK / ANTHRACITE. For the festival visual expression, we encourage you to explore complementary graphic & chromatic formulas.

HISTORY

LOVEANDLOBBY.COM started as a private diplomacy platform exploring and promoting cultures of the world, especially those that have a stigma attached to their name/identity in the western media.

It includes a digital magazine, interviewing talent from around the world, currently focusing on the Middle Eastern region, and soon beyond.

Under the LoveAndLobby umbrella, there are also a series of hard copy magazines called #LADIESFIRST (including editions for Romania, Turkey, Israel), mapping creative industries of the world, with a soft spot for the gender tensions.

The plans around building a LoveAndLobby community of like-minded individuals include the LoveAndLobby Festival and the very first PRIVATE EMBASSY, a 200m space where exhibitions, creative residencies and the international creative crowd could interact and meet.

EVALUATION SYSTEM

From 1-5, where 1 is the lowest, 5 is the highest.

CRITERIA

30 % IDEA

-ORIGINAL, IMPACTFUL, FRESH, UNEXPECTED, CREATES INSTANT MEMORABILITY-

30% STRATEGY

-ABILITY TO UNFOLD / WILDFIRE KIND OF SPREADING-

30% EXECUTION

-IT GRABS YOU BY THE EYEBALLS AND RELEVANTLY STICKS WITH THE VIEWER LONG BEFORE EXPOSURE-

10% WOW FACTOR

USEFUL LINKS

Click on each symbol.

MBQ, a social entrepreneurship dedicated to saving & reviving the rromani tradition of jewelry making & metal crafts, is launching “Atelier Nevers”.

In the 2h timeframe, one can present his or her idea of jewelry. Then, guided by a designer, it will be put on paper.

Master Nevers, a highly skilled rromani craftsman, will help you translate it into a beautiful reality.

For safety reasons, a maximum of 5 people can attend at once, presenting the green pass.

Fee: 200 Ron / person

YOUR TASK

Create an integrated campaign strategy to promote Atelier Nevers, so it can reach the most talented, yet unknown jewelry designers out there.

Create a series of 3 visuals for Instagram and 1 Facebook cover to decline your strategy. A 2 min video would be nice as well, though not mandatory.

Povestea Bârlog a pornit la Cluj, în fosta fabrică Ursus, unde o echipă de rebeli determinati a spus NU etichetelor & standardizarii si a vrut să creeze un drum la mijloc între industrial si craft.

O gasca de berari, nebuni după bere dar si dupa ALTCEVA. Pe cât de multi oameni suntem în lume, pe atât de multe gusturi pot exista.

Astfel, Bârlog are in ADN celebrarea diferentelor de opinii, gusturi, credinte, pareri si crede cu tarie ca aceste diferente ii transforma intr-o comunitate puternica.

Adevarul arata cine suntem, cu bune si cu rele. Rebeli, dar hotarati, ei nu compromit calitatea si sunt mândri de tot ce iese din mâinile lor.

E randul tau la altceva. Construieste o campanie de activare digitala prin care Barlog celebreaza diversitatea, pornind de la tool-urile generatiei Z.

#Portfolio Showcase: the stellar nursery

Context

In 2022, #TheAlternativeSchool organized the first Portfolio Showcase, meeting talents from design, art direction, SoMe, Copywriting, strategy with senior professionals, in a 2.30 h event @Mindspace Victoriei. In front of the audience, 5 talents presented live their portfolios, received feedback from 4 awarded seniors on how to improve their work & their personal brand and the very best got job opportunities via #TalentMagnet, the recruitment platform and scholarships to the new School semester. The vibe of the event: close to a stand up show: laughter, relevant insights, lovely networking & good food were in order. For 2023 onwards, we need a new name / logo and the best mechanics to ensure the success of this event at industry scale.

For whom

Upcoming talent willing to refine their work and find guidance.

Established talent, looking forward to adjust their portfolio & digital imprint.

Top players to find best talent – as the sponsors & partners of the event.

To Do

Decide upon the name of the event, in order to be relevant for the most talented people out there (can be #Portfolio, The Nursery, The Stellar Nursery or a completely different name).

Create the logo for the event.

Via digital solutions (micro-website / so-me / groups – up to you) propose the most relevant registration, connection & promo mechanics, to attract the best talent and the right audience. (4-5 lines, can be doubled by visuals.)

Create the “call for applications” simulations for 3 Social Media platforms (insta being one of them. You can use insta formats only, if you think that’s the right thing to do).

Deliverables

The A3 board presenting your solutions to the brief.

The board has the team logo. The logo & the 3 simulations (high rez, editables).

Note

If the school logo is necessary in the economy of your proposal, use the one created by Razvan Dan, when you implement & decline the ideas.

Mandatory

Upload your solution until April, 11th, at 23.59.

KFC retail sauces – a bundle for social occasions

WHAT

We need to create the ultimate trio-bundle of KFC retail sauces, an add-on that you can bring to any BBQ party, dinner, friends’ gathering to spice up the meal & the good vibes.

BACKGROUND

KFC has 3 sauces launched in retail – the famous garlic one, the garlic & tomato and now the American Dip. They are the perfect add-ons for any at-home meal, not only going perfectly with chicken recipes, but also any other dishes you may think of.

DETAILS

We want to present them as a KFC trio for at-home cooking (or ordering). This means that we need to create a system/packaging that could fit all 3, as well as present their names and the KFC brand cues (logo, 3 stripes). The 3 products below.

Deadline: 6th of April

HOW AND FOR WHOM

The packaging should be interesting and eye-candy, easy to carry – meaning you don’t need to put it in a bag, but rather be able to take it with one hand – acting as a set containing the 3 sauces. Its target audience is, of course, the retail customers, KFC consumers, but also youngsters or young adults that may want a cool add-on for a home party.

END GAME

We need a prototype design that can be implemented and manufactured. It will potentially be used in KFC’s influencer and community giveaways, as well as in-store.

TECHNICAL DETAILS

Recipient’s height: 150 mm, top to bottom.

Top (diagonal): 53 mm.

Recipient’s width: 70 mm, at the largest point.

AWARD

If there is an application selected to be implemented, the winning team receives a 1000 E award (500 E/person) on the behalf of #TheAlternativeSchool. The name of the contestants, their story & the school’s will be communicated within the package and in the press & Social Media, when the package will be officially launched.

IMPORTANT

Proposals that are degrading, humiliating, risky, tacky, aggressive, or offensive will not get shortlisted or selected for potential implementation.

DELIVERABLES

On a google drive link, mentioning the name of the team:

• The design of the package in high-rez JPG & editable format.

• Min. 3 different promo simulations (SoMe/Poster – up to you).

• A3 board explaining:

1. The Insight.

2. The Concept.

3. The Strategy to make this package famous (The most efficient & engaging way to make this product design “a want to have one” item within its audience/communities).

4. Expected results.
   • The min. 3 visual simulations (of the package & the 3 promo simulations (SoMe / Poster – up to you).

RECOMMENDATIONS ON HOW TO MAKE A REMARKABLE BOARD

Give a cool name to the promo campaign for the 3 sauces.

Keep the copy concise, delightful, clear and non-redundant.

Have a remarkable product design idea.

Have a smart amplification idea to make the trio famous.

Have impactful, memorable visuals.

Respect the brand’s color codes (red & black).

Use visual languages & tone of voice that are relevant for the brand and its community (fun, entertaining, joyful, allusive, conversational).

KFC stickers, the social glue for Gen Z

WHAT

Using illustration, graphic design and visual languages at large, create 2-3 stickers for KFC (either the brand or its products) to be used in celebratory/ consumption contexts or as fun, breaking the ice tools. They should become part of the communication routines for urban, cool, educated, Romanian youth. The stickers will serve as enhancers for the brand values (without using the logo), confirm the role of the brand as a Gen Z entertainer, and serve as “meme” or conversation starter.

WHY

Because KFC is an entertainer that gets Gen Z like no other brand. KFC’s role? #bereal supporter, crave inducer, complicity with the inner group. It brings constructive, fun social glue within the Gen Z & below… or above 😉 (I know you, I’ve got you).

FOR WHOM

Urban Gen Z that loves to hang out and enjoy quality time with their friends, using communication codes and sharing fun meals to consolidate the bonds of the group.

HOW

Stickers serving as code and/or communication tool between friends. To be offered as an invitation, gratification, congratulation, allusion, fun generator tool.

WHERE

The stickers can be used offline (offered in KFC restaurants, in brand activations, contests & beyond) and/or online (in their digital form, as new emojis or stickers in DMs or via WhatsApp; animated in Stories, Reels or TikToks as part of the SoMe brand assets).

WHEN

Possible moments within the year when the stickers, endorsed by KFC, will facilitate, enhance, and give realness to relationships between friends, group of friends, couples, or couples to be.

Possible contexts for using the stickers as communication tools:

1. Any KFC related context (lunch, dinner, quick snack, group order, drive-thru detour) or product/brand assets (ex: bucket or products from the menu).

2. School related – before, during and after exams / graduation / start of the University.

3. First date / second date / date invitation (imagine the sticker associated with the Glenn – garlic – sauce as a “Dragobete”/“Valentine’s” day excuse to invite someone you like to a KFC date meal).

4. 1st of May / 2nd of May (use the Romanians love for barbecue to either make innocent fun of it or celebrate it and use the KFC retail sauces as media tools for the stickers).

5. Quality time: invitation for music festivals, seaside, party (pick your festival/ time).

6. Saying meaningful messages in the Gen Z style & vibe (“I love you”, “I am sorry”, “I miss you”, “Want to hang out”?).

7. Christmas party / Secret Santa / Saint Nicholas / New Year’s Eve.

8. Any other relevant context for Gen Z and their friend group, combined with your chosen KFC context.

NOTE

Proposals that are degrading, risky, tacky, aggressive or offensive will not qualify.

TEHNICAL DETAILS

Number of proposals to be submitted: 2, maximum 3.

Guidance: Your sticker can represent personas (friends typology), emotions, products and/or messages.

Color codes: Should stay within brand’s visual identity.

Format: 2.5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printed sticker (1350x1080 pixels/size for the digital sticker), 3-5 seconds for gifs, 5 seconds to 30 seconds MP4 video, 1920x1080 for social media video format.

SUBMISSION

One page maximum PDF with:

1. Details about when and where you imagine your sticker to be used and in association with which KFC context (inside or outside a restaurant, product, menu, moment of the day/year).

2. Explain how your submission will bring maximum engagement between a given community or Gen Z in social media or DM space.

Send the application via Google Drive link at win@canneslions.ro by 15th of March, 23:59.

AWARD

Win a 300 E+ scholarship and reach out for major opportunities: internships, jobs, potential qualification for Portfolio Night, be part of #TalentMagnet, the top notch recruitment platform for the creative industry, international exposure.