Awards and Events in association withCreative Circle
AWARD’s New Creative Festival This Way Up to Take Place in Melbourne
Associations, Award Shows and Festivals
Sydney, Australia
Festival to be held over March 2 & 3 at Greenfields, Albert Park

The Australasian Writers and Art Directors Association (AWARD) has today announced that its new signature creative festival, This Way Up, will take place on March 2nd and 3rd at Greenfields in Melbourne’s Albert Park, with a series of unmissable events for Australia’s creative community.

It follows the postponement of AWARD’s Advertising Festival of Creativity in November 2021, with the Melbourne event set to deliver an exciting mix of educational courses, twilight talks and networking events that will celebrate the very best in creative thinking in Australia.

Cam Blackley, AWARD chair, said: ​​“I’m really proud to be kicking off This Way Up in Melbourne, my home town. The festival is all about Australia’s creative community connecting and drawing inspiration around curated talks and workshops as part of our own creative summit. The circumstances are finally right for us to deliver great content in-person and for a market that consistently punches above its weight.

“The pitch craft course run by Jonathan Kneebone from The Glue Society is a must for creatives of all levels and I’m personally looking forward to hearing Robbie Brammall talk about Mona’s approach to creativity, which is renowned for its bravery,” he said.

In headlining festivities, Robbie Brammall, director of marketing & communications at Tasmania’s Museum of Old and New Art (Mona), will be the guest speaker at AWARD’s inaugural Twilight Talks cocktail event on March 2nd, touching on the critical role risk-taking plays in the creative process and as part of a sound business philosophy within his keynote ‘My boss fucking hates advertising and now I make dildos for a living.”

In his role at Mona, Robbie is responsible for ‘making mischief and money’ for over forty creatively driven brands. He has helped put Mona on the map both locally and internationally, further shaping plans for its proposed expansion ‘which may or may not include hotels and caravan parks, but definitely includes 900m of pointless tunnels and a tequila brand’. 

Prior to joining Mona, Robbie was an ad guy, and will entertain Twilight Talks’ attendees with a no holds-barred account of how he ended up at Mona after 17 years ‘faking his way around adland’ for the likes of Saatchi & Saatchi, BBDO, Y&R and DDB.

On the education front, Jonathan Kneebone, co-founder of The Glue Society and one of the most highly regarded multi-talented creatives in Australia, will chair a curated AWARD Craft ‘Pitch Craft’ workshop, providing midweight creative talent with the tools and confidence to successfully originate and finish more compelling, complete and individualistic work - with a focus on the art of pitching.

Several industry leaders will bring Kneebone’s Pitch Craft sessions to life through interactive workshops, and short, inspirational lectures, including M&C Saatchi ECD Emma Robbins, The Monkeys CCO Ant Keogh, Clemenger BBDO CD Hilary Badger, and Special Group CD Luke Thompson.

Finally, Commercial Producers Council (CPC) co-chairs Pip Smart (Revolver) and Martin Box (AIRBAG) will present “Great Work Needs a Great Producer” - a practical two-part workshop for junior to mid-level agency producers, and account service and TV production teams. 

“Participants will leave with a practical appreciation of how a project comes to life through production and a deeper insight into both the value that production companies bring to the pitch process, and the pivotal role a great producer plays,” said course curator Pip Smart, partner & executive producer at Revolver.

“This is a perfect short course for junior agency staff who usually have to learn the ins and outs of production on the job. We know from experience that there is a significant knowledge gap that exists for them coming into a shoot therefore they’ll be given the hands-on experience they need to be able to deliver from their first day as a producer,” she said.


This Way Up: Melbourne’s Advertising Festival of Creativity

Wednesday 2nd March 2022: Greenfields, Albert Park, Melbourne

9:00am-12:30pm: AWARD Craft: Pitch Craft Workshop (Day 1)

9:30am-1:00pm: AWARD ‘Great Work Needs a Great Producer’ Workshop brought to you by CPC

6:00pm-8:30pm: AWARD Twilight Talks & Drinks featuring Robbie Brammall, Director of Marketing & Communications, Mona

Thursday 3rd March 2022: Greenfields, Albert Park, Melbourne

9:00am-12:30pm: AWARD Craft: Pitch Craft Workshop (Day 2)

For more information, course prices and registration, click here

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