C Y S

INITIATIVES COMPETITION ABOUT US CONTACT

Complete Yourselfie | Initiatives

Complete Yourselfie | The Euro..

ENTER THE COMPE-TITION

IN IT IAT IVES

VOCATIONAL EDUCATION

VOLUNTARY WORKVOCATIONAL EDUCATIONFIRST EURES JOB & PORTALSTARTING YOUR OWN BUSINESS

Complete Yourselfie | Initiatives

Submenu of the initiatives

Image can turn;

Frontside is an

image, backside

is the name of

the initiative

Frontside

Backside

Clear overview of all the initiatives

Website

http://www.completeyourselfie.eu/initiatives

Creative Execution

PAGE 23

Public awareness camPaign about euroPean oPPortunities that helP youngsters get a first work exPeriece

european institute for commercial communications educationedcom..

introductionad Venture 2014 comPetition brief

In 2007, the European Association of Communications Agencies (EACA) created the European Institute for Commercial Communications Education (edcom) which now brings together over 40 schools & universities with senior practitioners in the communications industry throughout Europe.

real-world exPerience The purpose of edcom

is to develop projects driven by agencies and ac-

ademia to facilitate students’ professional inser-

tion. The pan-European Ad Venture competition

challenges students to form a «virtual» agency

and prepare a campaign in response to a specific

brief. In 2013/2014, 90 student teams from 14

countries took part in the competition.

the challenge This year’s Ad Venture Compe-

tition challenge was to raise awareness about

European Commission opportunities that help

European youngsters aged under 25 get a first

work experience.

background Young Europeans under 25 are of-

ten not aware of existing opportunities offered by

EU funded initiatives that can help them on the

road to getting a job. The EU’s Youth Guarantee is

a new approach to tackling youth unemployment

which ensures that all young people under 25 get

a good-quality, concrete offer within 4 months

after leaving formal education or becoming unem-

ployed, which can consist of either a job, appren-

ticeship, traineeship, or continued education offer.

clients The client is represented by the Europe-

an Commission’s Directorate General Employ-

ment, Social Affairs and Inclusion. At the same

time, the competition was organised with the

support of the European Youth Forum.

laszlo andor, Commissioner responsible for

Employment, Social Affairs and Inclusion:

«The time to make the Youth Guarantee a reality is now. Only if this hap-pens will we begin to see youth unemployment levels dropping at a faster rate than overall unemployment rates. Outreach to young people far from the labour market is urgently needed. And since a new surge of young people will graduate shortly, the real test has begun. EU initiatives offer young people many opportunities to improve their skills and to increase their chances to get a job.»

target The target audience is represented by

European Youngsters under 25. Due to its pan-Eu-

ropean character and the possibility of running it

live, the campaign should be:

→ designed as a pan-European campaign

→ in English

→ able to run in countries all over Europe so not

reliant on local humour or local personalities,

which may not work in other countries.

chair of jury

clemente manzano

Director General / SRA Rushmore

jury round one The first round is conducted

online and selects the 10 best campaigns overall.

In 2013/2014, the competition brought together

53 judges from 15 countries and with a variety

of backgrounds: agency professionals, academia,

the European Commission and European Youth

Forum.

jury round two The second round jury mem-

bers select the three finalist teams from the ten

remaining campaigns.

round two judges

xaVier oliVer

Chairman and CEO of Cognoscere,

a Strategic Communications Consultancy

janet markwick

COO at Grey Group EMEA

kristian Postalgian

Lecturer of Advertising,

New Bulgarian University

ilse godts

Lector,

Erasmus University College Brussels

sylVa haVlu

Digital Communications Team Leader,

DG Employment, Social Affairs and

Inclusion, European Commission

sarah farndale

Communications Coordinator,

European Youth Forum

jury round three The three finalists are invited

to compete against each other and present their

campaigns during edcom’s Annual Conference.

Their campaigns are assessed based on the pro-

posed strategy, the key creative insight and the

creative execution.

round three judges

dietmar dahmen

Chief Innovation Officer, ECX.IO

marcus wilding

Client Leader for Unilever, Mindshare

jurg kaufmann

Lecturer, School of Communication,

Universidad de Navarra

joke hautekiet

Lecturer, Howest College

sylVa haVlu

Digital Communications Team Leader,

DG Employment, Social Affairs and

Inclusion, European Commission

the jurythe ad Venture student comPetition is judged in three rounds:

FELLOWbournemouth uniVersity, united kingdom

Marta Cowburn Cuesta, Cameron Black,

Florence Evans, Laura Merchan McAuly

Change the Story Quotes from the jury the creatiVe insight is uniQue and it makes

you smile. Very conVincing from beginning to end. excellent Presentation, Very Professional.

Very simPle and engaging ProPosal.

objectiVe To raise awareness about the European Union initiatives

that support youngsters in getting a first work experience,

as well as the benefits they provide.

target Youngsters aged 16–25, also known as the «Lost Genera-

tion» or the «Dormant Dreamers».

descriPtion By providing an alternative course for well-known fables,

this campaigns aims to portray a shift from fantasy to a re-

ality that is, in fact, attainable, under the message «Change

the story». In their stories, characters become successful

professional individuals because they took an opportunity

to build on their skills.

BONHOMIEistanbul bilgi uniVersity, turkey

Omer Derdiyok, Ece Ozkol, Artun Cekem, Simge Icen

My CV Can’t Tell You Quotes from the jury excellent social media strategy. 

good understanding of the target audience. 

well-structured camPaign.

objectiVe Raise awareness of the EURES job portal among young

Europeans.

target European youngsters aged between 18 and 24 years old.

descriPtion This campaign uses humour to create an emotional bond

with unemployed European youth, in an attempt to en-

courage them to take the necessary steps towards build-

ing a promising future. Empathetic messages aim at

motivating youngsters to take action and make use of the

EURES funded initiatives.

DAFFADOWNDILLYbournemouth uniVersity, united kingdom

Rachel Banks, Darrell Pont, Georgina Robb, Joel Blackie

Map Your Future Quotes from the jury good understanding of the target audience,

its motiVation and way of thinking. the strategy to helP young PeoPle through the maze of eu initiatiVes is a simPle yet clear one. strong strategy, creatiVe insight.

objectiVe Increase awareness of the EU initiatives that support young

people under 25 in getting a job. / Empower young people

with the confidence to engage with the EU initiatives.

target European under 25 – NEETs (Not in Education, Employ-

ment or Training).

descriPtion With the intention to simplify the daunting amount of EU

initiatives, this campaign offers a platform where all the

available programmes are broken down into three simple

«routes». The three routes and icons are all transferable

across EU countries. The «Map Your Future» interactive

website would be built on the current EU Employment

homepage and would connect the user with the most suit-

able «route» (initiatives) for them depending on answers

given in a lateral thinking quiz.

BOOMERANGedith cowan uniVersity, school of communications & arts, austrialia

Greta Ronneskogm, Felix Karlsson, Anouka Ranby

Like a Boss Quotes from the jury insightful choice and maniPulation of the

metaPhor contained in «like a boss». great structure of the ProPosal – clear, concise and to the Point!

objectiVe Make the client’s information and opportunities more ac-

cessible and increase awareness about the opportunities

provided by the European Commission.

target Europeans aged 15–25.

descriPtion The team proposes a user and youth-friendly mobile ap-

plication and website that takes the target audience

through hundreds of opportunities allowing them to in-

teract with future employers, simply by «liking» them.

«Liking» a boss is equal to applying for a position and

connects the applicant with the employer in real-time. The

employer is given a choice to «like» the applicant back.

THE FRUITTIES JOURNEY new bulgarian uniVersity, bulgaria

Plamen Zhechev, Katrin Ivanova,

Rositsa Ergina, Velislav Doichinov

Young and Amazing Quotes from the jury Very good oVerall Presentation and Video

storyboard. well researched strategy and media channels.

objectiVe Raise awareness about the European Commission’s Youth

Employment actions and initiatives and foster the percep-

tion that they can help young people to become more em-

ployable.

target The mobile youth: young people between 16 and 25.

descriPtion The campaign aims to convey the message that confidence

comes with action and knowledge. By being informed and

taking little steps towards employability, young people

can feel better about themselves and their place in the

professional world. The campaign is focused on the fun,

cool and exciting aspects of youth culture and is struc-

tured around a contest. Instead of just informing the au-

dience directly about the existing opportunities offered by

the EU, the campaign invites youngsters to tell their own

«unofficial» story by creating a platform that helps them

communicate with each other.

HUNGRY MOOSEuniVersity of leeds, united kingdom

Elizabeth Studentschnig, Charli Balmer, Christy

Bannerman, Tom Eccles

Move On, Move Out Quotes from the jury Very good oVerall Presentation –

clear and concise. the creatiVe strategy is funny, sometimes shocking and will certainly grab attention.

objectiVe Raise awareness of opportunities offered by EU funded

initiatives, making the available information more acces-

sible and user-friendly.

target The «boomerang generation» refers to youngsters, aged

18–24, who have returned home after completing education.

descriPtion The purpose of the campaign is to direct people to a new

website, which collates all information about schemes

offered by the EU in an accessible and easy to use fashion.

EU opportunities are the perfect way to move out of the

family home and move on with life.

JELL-OH uniVersity of bucharest, romania

Mihaela Budescu, George Ilitoi,

Patricia Biea, Oana Baluta

So I became Quotes from the jury Very clear insights and choices result in a

conVincing manner. great Visuals.

objectiVe Raise awareness about EU programmes and support

youngsters in becoming more employable.

target Young Europeans still living with their parents.

descriPtion This campaign looks at youth unemployment from a dif-

ferent point of view, implying that youngsters want a job

to be independent from their parents and not necessarily

to be successful. Through Google ads, YouTube videos and

Facebook posts, youngsters are presented with the bene-

fits of the independence they can acquire by getting a job.

MAAD MENuniVersity of leeds, united kingdom

Neeraj Gupta, Raul Jimenez van Hoorn,

Rohan Karmakar, Ghazi Saghir

Invent Yourself Quotes from the jury good choice of digital media channels.

testimonials on youtube rePresent great added Value. the graPhic material is bold and eye catching.

objectiVe The campaign aims to inspire European youth into action

and raise awareness about European opportunities.

target Young Europeans under 25.

descriPtion This campaign provides an interactive website offering

visitors a unique and motivational online experience. The

website will communicate the opportunities the European

Commission offers as gateways to success alongside spir-

it-lifting quotes by great achievers.

By the time visitors have gone through the website, they

will be inspired and motivated and will have found new

strength and confidence to build their future.

TAKE CONTROLaVans hogeschool, the netherlands

Muriel van Holt, Pleun van den Biggelaar,

Mitchell van Happen, Duncan Buisman,

Norman Heuvelmans, Dana Saenen

Take Control Quotes from the jury good decision to Present «both sides» of the

story and to focus on the change needed.

multilingualism issue is recognised and addressed.

objectiVe Encourage the target group to start using EU-funded ini-

tiatives.

target Unemployed EU 15 to 25 years old.

descriPtion With confrontation as a core value, the campaign presents

two opposite scenarios: on the one hand, it is shown what

would happen if youngsters stayed unemployed and, on

the other hand, what would occur if they started using the

EU initiatives and became more employable and eventu-

ally successful.

title

play no, thanks

TRAVEL & learn

full description

here

full description

here

discover studying and internships abroad

find a job

full description

here

full description

here

financial aid

click for

more info

full description

here

full description

here

page 5

bla1 bla2 bla3 follow us at

sign up now

APPLY FOR THE JOB OF YOUR DREAMS

GET THE HELP YOU NEED AND BUILD YOUR CAREER

WebsiteCreative Execution

0:05 Seconds0:10 Seconds

0:14 Seconds0:18 Seconds

When you arrive on the website a intro video of twenty seconds plays to confront them with the competition after that you enter the website

PAGE 20

T.M.T.D.W.Teamwork Makes The D ream Work

AD VENTURE COMPETITION 2014Complete Yourselfie

Lisa Boggess, Carel de With, Tessa Emmerich & Veronique Klomp

C Y SINITIATIVES COMPETITION ABOUT US CONTACT

Complete Yourselfie | Initiatives

Complete Yourselfie | The Euro..

ENTER THE COMPE-TITIONIN IT IAT IVES

VOCATIONAL EDUCATION

VOLUNTARY WORK

VOCATIONAL EDUCATION

FIRST EURES JOB & PORTAL

STARTING YOUR OWN BUSINESS

Complete Yourselfie | Initiatives

Submenu of the initiatives

Image can turn;

Frontside is an

image, backside

is the name of

the initiative

Frontside

Backside

Clear overview of all the initiatives

Website

http://www.completeyourselfie.eu/initiatives

Creative Execution

PAGE 23

TMTDWhogeschool utrecht, the netherlands

Lisa Boggess, Carel de With,

Tessa Emmerich, Veronique Klomp

Complete Yourselfie Quotes from the jury this is a Very fresh camPaign, which uses

a PoPular means of communication among the target audience and taPs into a current craze – the selfie inVolVement of schools in the camPaign brings great added Value.

objectiVe Raising awareness about European youth initiatives so

that more people apply for them, which would ultimately

reduce the youth unemployment rate in Europe.

target European youth aged 15–25.

descriPtion Using catchy videos, search engine optimisation and social

media, the campaign aims to provide clear information

regarding European youth initiatives in order to engage

the target group. Youngsters are able to chat with Europe-

an Commission representatives about youth initiatives on

their Facebook page, as well as to enter the «Complete

Yourselfie» contest.

title

play no, thanks

TRAVEL & learn

full description

here

full description

here

discover studying and internships abroad

find a job

full description

here

full description

here

financial aid

click for

more info

full description

here

full description

here

page 5

bla1 bla2 bla3 follow us at

sign up now

APPLY FOR THE JOB OF YOUR DREAMS

GET THE HELP YOU NEED AND BUILD YOUR CAREER

VISUAL MADNESS uniVersity college west flanders, belgium

Evelien De Winter, Marlies Amelynck,

Mathy Lippens and Emily Verduyn

Road to success Quotes from the jury «find your way» is an imPactful and straight-

to-the-Point idea.

good narrowing down of objectiVes.

objectiVe Make people more aware about the fact that there are or-

ganisations which can provide support in finding a good

and steady job.

target European youngsters between the ages of 18 and 25 years

old.

descriPtion The campaign is a call to action which aims to draw

youngsters’ attention to the initiatives the European Un-

ion offers, as a means to change their future. At the same

time, they are encouraged to create their own path, their

way to success. The entire campaign is about creating

«YOUR way to success. Make it yours! Create your path».

the next ad Venture 2014/2015

in autumn 2014, the Ad Venture competition will launch a new challenge

for students across Europe! The brief will be published by the end of Sep-

tember 2014 on www.adventure-competition.eu.

Next year's winner will be selected during the edcom Annual Conference 2015.

Visit www.adVenture-comPetition.eu to see more

euroPean commission dg emPloyment, social affairs and inclusion

European Commission

Rue Joseph II 27, office 04/93, B-1000 Bruxelles

phone: +32 2 29 51655

email: sylva.havlu@ec.europa.eu

web: http://ec.europa.eu/social

warc85 Newman street

London W1T 3EX, UK

www.warc.com

euroPean youth forum120 Rue Joseph II

1000 Brussels, Belgium

www.youthforum.org

european institute for commercial communications educationedcom..

edcomEuropean Institute for Commercial

Communications Education

www.eacaeducation.eu

euroPean association of communicatons agenciesBoulevard Brand Whitlock 152

1200 Brussels, Belgium

communications@eaca.be

www.eaca.be