Grad strikes gold and becomes the hunted

We've spent a lot of time talking about finding that 'big idea'. Since a great campaign isn't just a series of ads that kinda sorta sit together, but instead a series of ads/communication pieces that are woven together with a big idea - a unifying concept that transcends media.

A perfect example of that comes to us in the form of the winning entry for the 2009 YoungGuns competition from Andrew Livingston - a graduate from this very program. The brief was simple: create the call for entries for YoungGuns 2010. Andrew, along with fellow john st. creatives Kyle Lamb and Omid Amid, submitted an entry called 'Become the Hunted'.

It's an idea so strategically sound AND creativly rich that you instantly know what it's all about just by looking at the name. It conjures up dark horror movie-esqe images of creatives on the run after winning the 2010 competition. Simply brilliant.