AWARD School is taking aspiring creatives behind the scenes of Macpac’s ‘A Bit Precarious’ in a free national masterclass on 17 September, with Kerfuffle ECDs Hugh Gurney and Joe Sibley revealing how the campaign went from brief to three people dangling off a cliff in New Zealand.
How to Unpack a Brief Like a Pro will be led by AWARD School Victoria heads Rachel Blacklaws (R/GA) and Stephanie Gwee (TBWA\Melbourne), with Gurney and Sibley joining as special guests.
The live, one-hour virtual session is for people considering AWARD School in 2027, emerging creatives and those looking to move into the industry. It will give participants an inside look at how experienced creatives break down a brief and turn it into a strong campaign idea.
Blacklaws, creative director at R/GA, said: “This session is designed to demystify one of the fundamental skills behind creative advertising. A brief can look deceptively simple on the page, but knowing what to pull apart, what to question and where the real opportunity lies is a skill in itself. We want to show people how creatives actually approach that process and give them something practical they can use straight away.”
Gurney and Sibley’s body of work includes Enter Asahi, BCF’ing Fun, Summer Lamb, Aussie Beef, Seek, Victoria Bitter and Telstra.
Participants will also receive a self-guided brief to apply what they’ve learned.
The masterclass is the first in a series designed to give prospective students and emerging creatives practical exposure to the skills and thinking used inside creative departments.
Event details:
How to Unpack a Brief Like a Pro
6pm–7pm AEST, Thursday 17 September
