'Leaked email' coaxes ECDs to AWARD School graduation

Two AWARD School students came up with a winning idea to tempt plenty of potential employers to their graduation. Not only did they puull off their ingenious idea but it led to 50 per cent of students gaining agency placements on the night.

Auckland graduates were tasked with coming up with an electronic direct mail to advertise their graduation night.

Douglas Moores and Trong Ronakiat suggested a 'leaked' email from an executive creative director talking up the calibre of the students and saying they're keen to snap them up before anyone else. Their plan was for this email to 'accidentally' get into the wrong hands.

DDB New Zealand's ECD Toby Talbot stepped up as the fall guy. An email from him, that looked like it should have gone to DDB colleague Steve Kane, was in fact sent to Steve Cochran, creative director at Colenso. Cochran was also in on the trick, and played along by leaking it to all staff at Colenso – and from there, the message did the rounds of the ECDs.

DDB creative director and school head Lisa Fedyszyn said it was a great solution.
“It shows off the students' talents for grasping good ideas and what this industry is all about. It was a good combined effort from DDB and Colenso to help the next generation of creatives get off to a good start.”

Trong Ronakiat was also honoured with the title of Top AWARD School Student on the night. Oriel Davis-Lyons took second spot, and they have both been offered placements with DDB Auckland.

School head Jonathan McMahon said the 12-week course had been intense.
“The guys have learnt a lot, from the inspiring lectures to the relentless feedback from tutors. They have come a long way and we're hopeful there will be a good strike rate when they go looking for jobs.”