Media Design and International Business students took gold in all categories at the 31st GWA Junior Agency Award – first place in the jury, the audience award and the prize for the best “making-of”.
The German Association of Communications Agencies (GWA) organizes the only junior agency competition in Germany that evaluates strategic and creative performance together. Marketing and design students work hand in hand on a communications solution. They are supported by a coaching partner, in this case the qu-int. agency from Freiburg. The students can practice strategy and creativity on a concrete case from everyday advertising life.
The students of the DHBW Ravensburg succeeded completely with their image campaign “Finally something for young people” for the Schwarzwald Tourismus GmbH. The wants to address a younger target group, then only ten percent of the guests are under 35 years. Hans-Dieter von Tann, a fictional mayor in the Black Forest, quickly comes to life here, wanting to “finally do something for young people”. On all social channels, he therefore tests what young people like in a self-experiment. They even let the students take the Black Forest ambassador on a roadshow through southern Germany. Once interest has been aroused, the offer is advertised to the target group. The “Kuckuri” clock, for example, stands at train stations and offers free Wi-Fi and smartphone charging stations, while a Kuckuri app and website show what’s on offer for young people in the Black Forest.
The teams from universities across Germany now presented their projects to the jury in Düsseldorf in a 25-minute pitch. “This semester, the jury awarded not only craftsmanship and analytical skills, but in addition passion in dealing with communication tools and fun in strategic brand work,” said jury chairman and GWA board member Christoph Pietsch from the agency DDB. “The 31st GWA Junior Agency Day left nothing to be desired. We have seen real creative fireworks, committed students and hopefully future colleagues. Personally, I was thrilled by the high professionalism and aplomb of the presenters.”
Following the jury’s decision, there was then only one thing for the students and professors of the DHBW Ravensburg: celebrate, celebrate, celebrate.
On the DHBW side, the project team was supervised by Prof. Mathias Hassenstein, Johannes Müllerleile, Prof. Herbert Moser (all Media Design) and Prof. Dr. Karin Reinhard (International Business).
