o25 Ogilvy Graduate Programme

The Brief

ADAPTIVE REALITIES: 2026 OGILVY GRAD BRIEF

Brief in an X

Develop one simple, bold idea that uses tech (AI, IoT, wearables or VR) to fix a real problem people are facing right now, like:

  • Climate change
  • Social tension
  • Mental stress

Show why people would trust it straight away.

Background:

By 2026, brands must deliver instant impact and transparent tech. People expect help when they need it, but they will ditch any solution that feels creepy, unclear or over-engineered. We need fresh thinkers who can pitch a single-page idea, back it with a clear storyboard and bring it to life in a 60–90 second demo.

The Ask:

Pinpoint one sharp in-the-moment tension (e.g. heatwave anxiety, commuter gridlock, sudden loneliness)

Conceptualise a simple idea that uses AI, IoT, wearables or VR to solve it quickly and ethically

Show your work in three steps:

  1. Idea card
  2. Idea board
  3. 60–90 second video

Key Considerations

  • Real-time usefulness: the idea must act now, not next week
  • Trust by design: include opting in with consent, data flow and ‘why this’ at a glance
  • Simplicity wins: one core idea, clearly explained
  • Feasibility: no need for code or headsets; interactive mock-ups and role-plays count

‘Trust by design’ examples to consider:

  • Surface consent
  • Show a clear yes/no toggle before you collect anything
    e.g. ‘Allow location and heart rate?’ must be tapped before the app runs
  • Show data flow
  • List exactly what you collect, where it goes, and what you store
    e.g. for a wearable: ‘We read wrist temperature, then calculate heat alert, then delete raw readings’
  • Explain “why this”
  • Add a tiny “Why this?” button or icon next to each alert
    e.g. tap ‘why this’ icon and see ‘Because your heart rate rose 15 bpm and temp hit 38 °C’

Deliverables

Idea Card (Word doc, max 120 words)

  • Piercing insight: what real-time pain point are you solving
  • Brand connection: how does your chosen brand purpose or USP speak to that insight
  • The idea: headline plus one-line tech rationale
  • The execution: two or three touchpoints showing how it comes to life as a user journey
Tip: treat this as an elevator pitch on a page
Example of an idea card Idea card example

Idea Board (PDF/PNG/JPG, under 20 MB)

  • Insight: a quick stat, quote or sketch that proves the tension
  • Big idea: hero visual or mock-up with a short rationale
  • Execution examples: two or three frames or screens of your solution in action
  • Specs: width 2560px by height 1440px
Example of an idea board :
Budweiser Red Lights
Castle Larger Lose the Label

Deliverables Snap Pitch Video (60–90 seconds, vertical)

  • Walk us through your idea card and idea board
  • Demo one key moment using sketch, screen-grab, role-play or simple prototype
  • Keep it raw: one take, your phone, clear audio

How We’ll Judge

Every entry must meet all five criteria; innovation carries extra weight:

  • Innovation – fresh, game-changing thinking (30%)
  • Quality – clarity of idea and execution (20%)
  • Relevance to brand – alignment with your chosen brand story (10%)
  • Relevance to audience – will 18 to 40 year olds care (20%)
  • Relevance to medium – tailored for mobile, video, AR or VR (20%)

Common Hurdles and Quick Hacks

  • I don’t code: use no-code tools or paper prototypes
  • I lack gear: simulate wearables or VR on your phone or with simple mock-ups
  • Regulation scares me: anonymise data, require clear opt-in, show a why this link
  • No time for deep research: mine a single Reddit thread or local news story
  • I can’t edit videos: energy over polish; shoot upright in one take

Final Vibe Check

Restless optimism: one big idea, simple execution, trust built in from day one

  • Human: people first
  • Cheeky: have fun
  • Tight: no waffle

Some Inspiration to Get Your Head in the Game

  • IKEA AR application
    See how IKEA’s AR feature lets users visualise furniture in their own homes, cutting decision fatigue and returns
    IKEA AR application
  • Nike – Adapt Huarache
    A self-lacing shoe controlled via app or on-shoe buttons, blending hardware and mobile for instant fit and comfort
    Nike Adapt Huarache
  • Moyo Patch – Wearable Patch Concept
    A health tracking wearable in patch form that monitors vitals discreetly
    Moyo Patch
  • WWF UK Virtual Reality
    An immersive VR experience that transports users into endangered habitats, driving empathy and donations
    WWF VR

With your thinking, try to surpass what these inspiration pieces do.
If your grandma understands the idea card and a lawyer nods at your trust demo, you’ve nailed it.

Now go cause some useful, meaningful trouble.
Good luck.