This document outlines a proposal for the 1st Award in Russia for Young Planners. It notes that many creative awards focus solely on bright creative works without considering the underlying strategic rationale. This is especially true for youth categories where briefs provide little strategic input or direction on how to solve real problems. The document proposes taking briefs from past youth awards and giving them to young strategists to investigate the problem, context, and audience to develop a more strategic creative solution. Entries would be evaluated based on their strategic connection and approach. The goal is for the award to emphasize strategic thinking behind creative works.

1. IN RUSSIA
FOR YOUNG PLANNERS
1ST AWARD

2. BACKGROUND
Advertising festivals created
the cult of creativity by awarding
bright works without any strategic
base behind them

3. BACKGROUND
It’s especially true for Young Creatives
categories where briefs are usually
too plain. So winners have nothing
to do with solving the real problems

4. EXAMPLE
RED APPLE ‘14
Link to the brief
NICE OBJECTIVES
To develop a program to make
drivers respect cyclists
ZERO STRATEGIC INPUT
Just generic TA description
and list of formats. No how.

5. EXAMPLE
YOUNGSTERS ‘15
NICE OBJECTIVES
To make people subscribe
to online book service
ZERO STRATEGIC INPUT
Just creative task “to make
reading popular”. No how.
Link to the brief

6. IDEA
1st Russian award for strategists.
We will take briefs from Young
Creators festivals and give them
to young planners for investigation

7. Every creative award
needs strategic base

8. IDENTITY
Main logo Simplified logo BASE + Red Apple BASE + Cannes Lions

9. TASK
Client’s brief
Creative brief

10. EVALUATION
Connected to problem
Connected to context
Connected to audience
Revelatory
Valid and logical

11. JURY

12. CONTACT
Ilya Petrov
mail@ilyapetrov.com