Brief in an X
Create one idea that helps two groups who would not normally trust or understand each other find meaningful common ground, and care about each other afterwards.
Background
We live in a world where people are more connected than ever, yet increasingly separated by culture, language, age, income, politics, geography, disability, religion, and personal beliefs.
We have built platforms to communicate.
We have not built enough ways to understand each other.
The world's biggest challenges are no longer just technological. They are human.
The Ask
Create a product, service, campaign, experience, movement, technology, or system that helps two groups of people who would not normally trust, understand, or interact with each other find meaningful common ground.
Your solution can be digital, physical, cultural, social, or entirely new.
There are no category restrictions.
However, you must pick a brand with a reputation that aligns with the background. Do not pick a brand that does not have a holistically human drive. Example: Unilever + the twist.
The Twist
The connection must happen between groups that naturally experience distance from one another.
Examples:
- Young people - Elderly people
- Disabled - Non-disabled people
- Rural - Urban communities
- Different language groups
- Different countries
- Different religions
- Different economic classes
- Different political beliefs
- Different generations
- View the Idea Card example.
Or groups we haven't even thought of.
One rule: we are looking for understanding, not persuasion. No idea should require one group to be wrong.
Judging Question
Every idea should answer:
Why would these two groups care about each other after experiencing this?
What We're Looking For
Not likes.
Not followers.
Awareness.
We are looking for:
- [TV1.1]Active Understanding: Measure the willingness of these groups through engagement. (e.g., Sign-ups, physical attendance, collaborative outputs etc).
- Shift in Sentiment: Prove that perceptions have changed (e.g., Pre- and post-experience tracking, qualitative feedback, or recommend the experience etc).
- Depth of Engagement: How will you measure the time and quality of the connection? (e.g., Retention, interactions etc).
- Ongoing Collaboration: Long-term participation rates, community-led spin-offs, or user-generated initiatives that happen after the campaign ends.
- Earning Trust: How does this initiative measurably improve the brand's reputation as an impact-forward leader?
Deliverables (What you need to submit as an answer to the brief)
1. Insight Card (Word Doc, max 120 words)
- Which groups are disconnected?
- Why?
- What human truth did you uncover?
- What opportunity exists?
2. Big Idea Board (PDF/PNG/JPG, under 20 MB, 2560px x 1440px)
- Show the solution
- Show how the connection happens
- Show what changes afterward
3. 60-90 Second Pitch (vertical, one take, your phone, clear audio)
- Who is disconnected?
- Why does it matter?
- How does your idea create understanding?
- Why has nobody done it this way before?
How We'll Judge
Every entry must meet all five criteria. Originality of idea carries extra weight.
| Criteria | Weight |
|---|---|
| Human Insight | 20% |
| Originality of Idea | 30% |
| Depth of Connection | 20% |
| Feasibility | 15% |
| Innovation of Executions | 15% |
The Fine Print
- Deadline: 31 August 2026 by 23:59:59
- Submit to: og.ogilvy.co.za
- Eligibility: Graduates between the ages of 21 – 35yrs
- AI tools: You may use AI tools to prompt, generate, and aid you in your executions. In the event you use AI, declare it in the artwork and copy. Ethical use is the best kind of use.