Jessica's original design
Jessica was one of a group of 18-24 year olds, chosen from a large number of applicants to benefit from a 'creative boot camp' last summer.
They were split into two teams and then tasked with creating advertising campaigns, including one for Saga's pet insurance .
We gave them background information on the benefits of pet insurance, profiles of pet ownership, popular breeds and the importance to individuals and families of pets, based on industry information and Saga's own insight after many years of providing pet insurance to over 50s.
The teams were briefed in exactly the same way we would an advertising agency and with the help of their mentors, they had to come up with a pitch, presentation and creative ideas for the new campaign in just two weeks.
The project, hosted by Folkestone Creative, was the brainchild of local MP Damian Collins, himself a former advertising executive who persuaded top industry experts to provide training and advice. On his blog, the MP said, 'I hope that this project will inspire local young people to think about working in the creative industries and also give them some useful contacts and ideas about how they could do this within our area. The creative industries are an important source of growth in our economy and they are performing more strongly even in these difficult economic times, than many other sectors.'
Saga, along with world famous ad agency M&C Saatchi supported the project to give aspiring young creatives the sort of work experience and mentoring that's not usually available outside big cities.
Jessica, who has a Masters degree in international retail marketing believes the 'creative boot camp' helped her get a job with Unilever, 'It was definitely a talking point during my interview. This experience was fantastic because it gave all of us something that evidences our creativity and motivation to succeed, which in a highly competitive graduate job market is invaluable. I'm really pleased to see my ad chosen but everyone in my team had great ideas and it was a pleasure to meet and work with people from such a wide variety of backgrounds.'
She says seeing her sketches brought to life in a glossy magazine is quite a thrill; 'I think the ad looks really good - it's exactly how I pictured it and I can't believe your designers got there from my terrible stick drawing!'
Saga senior marketing manager Michelle Ackers who also organised a day's tour of the company's HQ, meeting studio creatives and designers says, 'It's really important that companies get involved in local projects like this but it's also helpful for young people to see what goes on behind the scenes in creating advertisements, brochures and online content. It was a tough call but Jessica's design just had something special - it was so simple and the picture really did get the message across.'