MADC Creative RAW winners announced

The winning work from the MADC Creative RAW competition has been revealed and, as part of the prize, will run in The Age.

Psembi Kinston and Louise Khong won the competition, which challenged juniors with less than three years’ experience in the industry to crack a surprise brief in under eight hours.

The competition is sponsored by The Age and is designed to encourage creative ways of using newspaper as a medium.

The mystery client was Billy Tea and the challenge was to announce its partnership with Legacy Australia.

A total of 14 teams competed in December, with both Billy Tea senior brand manager Micaela Pinkerton and major sponsor David Hoath, sales and marketing director of The Age, on hand to offer advice.

MADC president Dave Klein was one of the judges on the panel and says all the work was of an incredibly high standard.

"But Psembi and Louise presented an idea that all the judges agreed was a great example of classic print advertising. A simple, straight forward message done in an arresting way," he said.

Senior brand manager Pinkerton says they were excited about having fresh eyes look at one of Australia’s oldest brands.

"Billy Tea’s been around for a long time and we are really proud of our association with the Diggers through Legacy," she said.

David Hoath says The Age is a keen to support young talent in the advertising business.

"I get such a thrill at Creative RAW when I see the innovative ideas young people present– something surprises me every year," he said.

Billy Tea has a long connection to the advertising industry. Waltzing Matilda came to mainstream fame because Banjo Paterson’s poem was put to music for the Billy Tea advertising jingle at the turn of last century.

The winning work appeared as full-page ads in The Sunday Age on Sunday, February 6, 2011, and in the new Life & Style magazine in The Saturday Age on February 12, 2011.