The Pond is an award-winning Creative Talent Agency, it helps freelance creative types find work in New Zealand’s advertising, design and digital industries. When I was on board, however, most of its revenue came from the advertising industry alone. The brief was double-edged; connect The Pond with New Zealand’s top design agencies, and find the best freelance graphic designers too.

Strategy?

Get behind the Best Design Awards as sponsors and launch an online design competition where people had to brand their own MINI. Then promote the hell-out-of-it.

Result?

The competition attracted over 150 entries from graphic designers all over New Zealand, 2,500 people voted online to decide the winner, and there was an awesome awards ceremony held at the (now defunct) MINI Garage on Ponsonby Road.

My Role?

As the overall project manager I worked with a number of partners to get this competition up and running. I collaborated with BKA to build the microsite, BJ Ball for the promotional DM, ProDesign for ad placements within their magazines, GEON to produce the winning wrap, and MINI on the awards ceremony venue. I also worked with Pond Art directors, Copywriters and Designers to come up with the look and feel of the campaign, as well as its various promotional elements.