May Brief


Soap Creative


May 1, 2013

Submission Deadline:

May 31, 2013


Brief: Transaction Account

We've had some noble projects this season. Islam. Hurricanes. Babies.

But every now and then our job requires us to straight up sell stuff.

So for your final task, we want you to get us excited about banking.

This is your challenge:

Pick a transaction account (i.e. a 'debit card' or 'everyday' account) from any bank in the world. Then come up with a way to get more people taking up that transaction account... a lot more people.

Oh... and the client has just told you there is no budget to do anything above the line.

When judging we'll put 50% weighting on the potential of your idea to truly generate more customers - and 50% on how creative your thinking is.

We aren't experts on every transaction account in the world. So give us some context around your chosen market, product and bank in your setup. This should help us understand why your idea works by the end of your proposal.

P.S. We're looking to fill more creative seats at Soap. If you're interested in joining the second toughest digital agency in the world, this brief is your chance to show us what you got.

Ashley Ringrose (Founder & Technical Director)
Before co-founding Soap in 2002 Ashley served at Euro RSCG and Hyro respectively – claiming two Cannes Cyber Lions and a One Show award along the way. Ashley is the creator of the Webby Award winning BannerBlog. He was the first Australian on the D&AD Interactive Jury (2006) and has also judged The FWA, New York Festivals, ADMA and IAB Awards.

Bradley Eldridge (Partner & Executive Creative Director)
As a Partner at Soap, Brad is responsible for nurturing the agency's creative talent and making big wanky management decisions about the company's future growth. Brad has experience in graphic design, advertising and digital and will use any judging or speaking engagement to sing the praises of digital as the number one choice for students and industry young guns. Brad is on the Cyber Jury at this year's upcomming Cannes Lions.

Ross Raeburn (Managing Director)
Since 1999, Ross has managed the Digital and Community properties at Yahoo! and Channel 7 (Australia). He joined Soap Creative 5 years ago, leading the Strategy team and working on award-winning campaigns for brands such as Lynx, Magnum, Activision and Marvel in Australia and LA. In 2010 Ross moved into Soap's Managing Director role. His greatest achievement, however, remains his fake Scottish accent, which despite being a little rough around the edges fools most people, most of the time.

Michael Hughes (Creative Director)
Following a successful international design career that spanned four continents, Michael decided to move into advertising six years ago. Since then, he has gone on to work on some of the world’s biggest brands picking up numerous awards along the way. With a wide range of skills and experience - covering traditional, digital and experiential media - Michael’s a diverse creative who can conceptualise, art direct and write a campaign from start to finish. He also makes a good cup of tea.