Dubai Lynx Academy challenges students to think creatively and think human

As part of an intensive three- day education programme designed to give students across the MENA region an insight into the world of advertising, the scholars of the third Dubai Lynx academy, which took place from 27th – 29th March, were given a ‘pretend’ pitch to work on.

Sponsored by Leo Burnett for the third year running the students were briefed to deliver a pitch to leading water filter manufacturer Brita and tasked with getting people to drink Brita filtered water instead of bottled water.

A group of 20 students from across the UAE, Jordan, Lebanon, Beirut, Saudi Arabia, India, Iraq and Egypt were guided by Marilyn Roberts, Dean and Professor of the College of Communication and Media Sciences at Zayed University and enjoyed master-classes and tutorials given by the likes of Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide, Michael Canning, Creative Director, Leo Burnett U.S and Paul Kemp-Robertson, Editor, Contagious Magazine and Tom Beckman, Executive Creative Director, Prime.

On the last day of the Academy the students were split into four groups of five and presented their pitches to Leo Burnett’s judging panel consisting of Leo Burnett’s Raja Trad, CEO, MENA, Kamal Dimachkie, MD, UAE, Kuwait & Lower Gulf, two agency planners and Dr. Roberts.

The concepts delivered by each group all had their own merits. Group one delivered on the idea of ‘Message in a bottle’ which encouraged people to display their plastic bottles as pieces of art. Group two, the winning group, presented the idea of ‘Be your water’, showing ways in which Brita should connect with the people on an emotional level, especially the youth and highlighted the economical benefits of using tap, rather than bottled water. Group three explored the concept of ‘Get rid of your bottle’, encouraging people to change behaviour.

The fourth and final group presented the idea of the ‘Brita glass store’, stores across MENA, made of glass that not only sold Brita water filter products but also encouraged people to purchase student-developed biodegradable bottles versus plastic bottles.

Said Raja Trad, CEO, Leo Burnett MENA, “We chose to ask the students to think about preparing a pitch that considered our environment and the future of our planet. The talent in the room was phenomenal and considering these are still young people, most yet to graduate, I was blown away by not only some of the ideas but also the creativity, the passion and the use and understanding of technology in the room. The group that ultimately won presented a totally integrated idea where people and emotion were at the core of the idea, leading to human connectivity that will help to transform people’s behaviour and ultimately help sell a brand.”