Today, the 4A's, the leading trade association representing the advertising agency business, closed its flagship conference, Transformation, by revealing the winner of its ReSolve competition, a one-day think tank where young agency professionals use their creativity to make a difference in the world.
This year, the groups, comprised of agency talent from all disciplines, tackled No. 14 on the United Nation's list of Sustainable Development Goals, Life Below Water.
The brief asked young ad professionals to create a campaign to support the United Nations' 14th Sustainable Development Goal: to conserve and sustainably use the oceans, seas and marine resources for sustainable development. Teams were also tasked with creating awareness of the role of oceans and the daily choices we can make to promote a healthy ecosystem, with the aim of driving the public to work toward this goal via the "One for All" campaign.
Their winning idea: humans and the ocean are in a toxic relationship, and they need to start "talking."
The members of the team are: Kate Franks (Momentum), Keisha Stephen-Gittens (LiveIntent), Kayla O'Leary (Mindshare), Chloe Sharfin (Edelman) and Michael Sullivan (Weber Shandwick).
His Excellency Peter Thomson, president of the 71st Session of the U.N. General Assembly and Fiji's U.N. ambassador, warmly welcomed the teams yesterday as they began their day of brainstorming. Before the teams took the main stage, Ashlan Gorse Cousteau, veteran journalist and co-host of the Travel Channel's newest series, "Caribbean Pirate Gold," gave a keynote presentation highlighting the importance of protecting the world's oceans.
The teams worked together and with Twitter, ReSolve's technology partner, as well as the PVBLIC Foundation, an innovative nonprofit organization that harnesses the power of media to drive social change, to create their campaigns. And this morning, they made their presentations on the main stage of the conference.
"We spent the last three days in Los Angeles talking about the future of this industry, and it's truly right in front of us when we look at the young talent in advertising today," said Nancy Hill, president and CEO of the 4A's. "We re-launched the ReSolve competition this year to further engage and empower young professionals, and during these past three days, we've seen some groundbreaking ideas come from these groups. This is more proof that great ideas can come from anywhere and that nurturing young talent is crucial for the future of our industry."
The winning team will share its idea at the Ocean Conference, which will be held at the United Nations headquarters in New York City in June 2017.