Round 8 of 8: April
EXECUTIVE CREATIVE DIRECTOR, LOWE PROFERO SYDNEY
With over fourteen years experience, Ashadi (pictured above right, alongside Lowe Profero Sydney Managing Director Dave Bentley on left) is recognised as one of Asia-Pacific’s most experienced and respected digital creatives. He has achieved a string of accolades including over 40 awards and has a number of prominent industry appointments to his name.
A digital native, he believes that for agency's to stay relevant, they must embrace technology as a broader part of the creative discipline. To this end, Ashadi has guided a number of the world’s most iconic brands into the digital space, producing bold and innovative ideas for companies including Nestle, Unilever, Vodafone, Coca-Cola, Nike and SEGA.
Prior to Lowe Profero, Ashadi served as the National Digital Creative Digital at JWT Australia, leading the transition to an integrated creative model following the merger with digital agency RMG Connect - and guiding the creative work for one of JWT’s biggest clients, HSBC, over a six year period.
In 2010, Ashadi was profiled by industry magazine AdNews for its annual 40 Under 40 Report and ranked by B&T Magazine as one of Australia's Top 10 Digital Creatives. In 2012, Ashadi was appointed to the Cyber jury of the Cannes Lions for a second time.
Brief: "Plus One"
The idea behind Plus One is dead simple: one dollar from every ticket a band sells goes to a cause they believe in. Plus One also gets volunteers on the ground at concerts to further educate people about the band's chosen cause. Arcade Fire kickstarted the movement in 2010 and a few more big name bands have since come onboard.
While a dollar per ticket adds up to a hefty sum, it’s only the beginning. The real opportunity lies in turning the energy and passion at the events into engagement and awareness for each cause.
Show me how we can drive the experience before, during and after the show, to allow fans to take ownership of the collective impact they’re having.
Keep in mind that Plus One's administration is funded by private donations (not from a portion of the +$1 dollars raised), so be resourceful. Think of how your idea could strike that magical balance between engagement, cost and replicability across many concerts.
To date, Plus One's engagement tactics at concerts have included volunteers handing out flyers, a photo booth that produces photos with a watermarked Plus One logo (at a few of the concerts) and the band mentioning the initiative on-stage.
Your idea must be easy enough to explain in under 1 minute (of me watching or reading).
I will award entries based on how effective I believe they can be.
Brief Deadline: Midnight (Pacific Daylight Time) April 30th 2015