Last Thursday we were invited for the grande finale of the ADCN pitch, organised together with APG and Jonge Honden. The workshop was a contest among young ambitious strategists and creatives, who were asked to translate a briefing by Knorr (Unilever) and STER (National TV ad publisher) into a solid ad campaign. It was not an easy briefing though, since Knorr already had a complete 360˚ campaign in place. The mandatories were: build on Knorr’s campaign and – very importantly – use the STER Extra second screen app. Karlijn Marchildon (planner at XXS) won the first stage, with a creative brief that insightfully proposed that it would be ideal if Knorr and Ster can help you to compile a menu with just a few ingredients, left-over in your fridge – e.g. what can I do with my Broccoli? Then, creative team (without a permanent employer, so hire them here) Raphael Kamp and Sjoerd Rijsdijk (right in picture) won the second stage by translating Marchildon’s briefing into “Challenge the chef,” a second screen activation with which you can ask a chef to compile a meal with your leftovers. The jury – consisting of Wouter Boon (APG), Joris Elk and René Verbong (ADCN – and FHV BBDO), Katharina Karsen (Unilever) en Sandra Bommer and Annika Haasnoot (Ster) – was unanimous about the fact that this concept answered STER’s business challenge and smoothly built on Knorr’s existing advertising. Congrats to all. Photo credits: Matthijs Immink.