The 5th Edition, 09.10.15

Welcome to all of you The Teachers & Students:

• Ephec – Louvain-La-Neuve• Erasmus Hogeschool - Brussel • Le 75 - Brussel• LUCA – School of Arts - Gent

Welcome to all of you The Teachers & Students:

• Ephec – Louvain-La-Neuve• Erasmus Hogeschool - Brussel • Le 75 - Brussel• LUCA – School of Arts - Gent

The Startup Clients:• Embracelet : Kristof Nizet• T s j i n g : Mark Willems

The principles of the new COTT:

A practical exercise to learn how it is like to:– Work together with creatives & marketers in a bi-lingual context– Work on a real life client briefing– Develop an integrated communication strategy & creative campaign– Present your recommendations in a convincing paper

The opportunity to check your work with a CD– Every team will be assigned an agency mentor– Check your proposals before submitting your paper

Only 1 chance to win the Clash of the Talents– For the most convincing recommendation & presentation– Everybody is invited to learn from the Top 5 teams– The winning team gets the COTT Trophee (& perhaps a stage)

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What is your assignment?• Each team will draw one of the six different

assignments:• Either from Embracelet or from Tsjing• Both have 3 different challenges for different target groups

• Marketing students create a BRANDBOOK• A visual interpretation of the briefing, giving the brand a

body & soul• Designed to inspire the creatives with an aspirational

briefing

• Art students translate the BRANDBOOK & briefing• Into a universal and engaging concept for the target group• And demonstrate its’ potential in the most appropriate

touchpoints

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What the f**k is a BRANDBOOK?

http://issuu.com/nelevanv/docs/brandbook_ok

Some Do’s and Don’ts :• Please DO help out each other:

• Creatives can help out marketing students with the BRANDBOOK

• Marketeers should help out creatives in defining best touchpoints

• Please DO NOT loose yourself into:• Literally translating the briefing & adding pictures• Setting up a media plan & calculating budgets

• Please DO demonstrate your added value• Surprise us with your relevant and genuine insights • Create a unique universe for the brand & a compelling

promise

BRIEFING EMBRACELET( SEE SEPERATE FILE)

BRIEFING T S J I N G(SEE SEPERATE FILE)

WHAT’S NEXT?

Form your team & pick an assignment• Form your team:

• Minimum 4 students • Marketing school in team with Creative school• Dutch speaking in team with French speaking

• Pick your assignment & mentor:• Either from Embracelet or Tsjing• 1 out of 6 challenges & target groups• 1 CD from a CCB/ACC agency per team

Start to Work

- Rules teachers- Logos, pictures teachers- Questions regarding the briefing: send 1

mail/team to:- Embracelet: kristof@uest.be- t s j i n g: mark@tsjing.eu

Submit to the Jury• Your BRANDBOOK, including:

- Brand Universe- Your Analysis, Insights & Recommendation- Your Creative Briefing

• Your Creative Concept and Artwork- Translation briefing into a unique concept- Declination into relevant touchpoints

• Choose your Language:- BRANDBOOK can be in FR/NL/ENG- Creative Concept should work in FR & NL

Where to submit?

www.creativeclub.be/clashofthetalents2015

An experienced Jury

Greet Wachters / Creative Club Belgium Johan Vandepoel / Association Communication

Companies Kristof Nizet / Embracelet Mark Willems / t s j i n g Arnauld Pitz & Jan Dejonghe / BBDO Joost Berends & Kwint De Meyer / mortierbrigade Isabel Moularrt / Air

Helping Creative & Strategic Mentors Tom Loockx & Kacper Wozniak – Havas Tom Berth & Annemie Goegebuer – Publicis Geert Verdonck & Rindert Dalstra – TBWA Odin Saillé & Dominique Poncin – DDB Koenraad Lefever & Piet Wulleman – Duval

Guillaume

Online Judging criteria

1. Strength of consumer insight & strategic angle2. Attractiveness of brand universe in BRANDBOOK3. Uniqueness & potential of creative concept4. Choice and translation into relevant touchpoints5. Uniformity between BRANDBOOK & Creative

Concept

THE JURY WILL SELECT THE

BEST PROPOSALS (MAX 5)

If selected, pimp your case1. Learn from the Jury feedback2. Turn your case into a presentation 3. Practice on your presentation skills4. Present your case with conviction to a live

audience• All students are welcome• 20 mins presentation time/team

5. Prepare for questions from the jury & audience

Timing

- 14/10/2015: opening website- 15/10/2015: confirmation team names to Twiggy- 04/12/2015: deadline for entries cases- 11/12/2015: announcement 5 shortlists (by mail)- 17/12/2015: final presentation & selection

winners

Block your Agenda- When: 17/12/2015 between 14.00 and 19.00- Where: Designcenter De Winkelhaak / Antwerp- What:

- 14.00 – 15.00: feedback non shortlisted teams- 15.00 – 16.30: presentation shortlisted teams- 16.30 - 17.45: jury process & guided tour Eurobest Winners- 18.00 : announcement Winning Team COTT 2015- 18.15 – 19.00: reception & feedback other shortlisted teams

Enjoy !