FT and OpenAd unveil next theme for World's Toughest Briefs
LONDON - The Financial Times and OpenAd.net are launching a competition to get readers to submit ideas on how to convince 18- to 25-year-olds to start playing the National Lottery for the next phase of their 'World's Toughest Briefs' competition.
The challenge will appear in the Creative Business pages of all the Financial Times editions as well as on FT.com. The campaign is aiming to promote the lottery to a notoriously difficult age group, which so far have mostly taken to scratchcards and interactive Lotto tickets.
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Only 12% of young people play regularly in the UK compared with the 17% of the overall population that play.
The competition is open to all, and readers and professionals alike can put their ideas forward via the OpenAd.net website within two weeks of the published brief. The winner will get £1,000 and an opportunity to sell their work on OpenAd.
The judges will include: Dianne Thompson, CEO of Camelot; Polly Cochrane, director of marketing at Channel 4; Greg Delaney, chairman and founder of Delaney Lund Knox Warren & Partners; Trevor Beattie, partner at Beattie McGuinness Bungay; Ford Ennals, CEO of Switchco; and Tim Ashton, creative director at Antidote.
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National Lottery: brief to target young people
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