Auckland’s MDS sweeps student design competition

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Auckland’s Media Design School has taken the major honours at this year’s Student News Media competition. Stan Lee and Aiken Hutcheson have won with what the judges described as a cheeky, real-life promotion concept for JUCY camper vans. MDS students won all three categories this year.

News Works announced last week the end of the Newspaper Ad of the Year and Newspaper Ad of the Month with emphasis now firmly on the Student News Media competition which recognises the emerging creative talent that’s coming through our universities and design schools.

With the Student News Media competition attracting more than 90 entries across two categories, Diane Hannay, Head of Marketing for News Works, says it’s encouraging to see so many youth engaging with news media.

“We have an important role to play in educating the next wave of creative and media talent about the role and value of news media. With digital and social grabbing so much of this generation’s attention, it’s important for them to realise that not everybody has the same media consumption habits as they do.”

This year’s competition bought a new challenge for the students, with a real-life brief from JUCY. The campaign, targeting the over 45s, called for innovation and integration across both print and digital news media platforms and attracted entries from AUT, Media Design School and the University of Otago’s, Brandbach.

A cheeky and risqué JUCY campaign ‘live like a person, not a parent’ by Stan Lee and Aiken Hutcheson from MDS, won the main brief category, taking home a cash prize and the kudos of being this year’s student winner.

The campaign was highly praised by the creative judging panel noting, “the over 45s will relate well to this campaign, it sells the emotion of freedom. The ads were visually arresting, gave a smile and ticks all the boxes. Well done.”

‘Anywhere can be home’ by Peter Vulinovich and Jinah Song also from Media Design School was runner up. Judges said “nice use of newspaper medium, highlights the benefit in a way that still says luxury.”

The student competition also awards a winner in the 48-hour topical category, taken out this year by Josh Foley and Brooke Wiley from Media Design School for their Happy Socks execution. The judges said “this ad was cheeky, had great art direction and was super simple.

Special mention was also given to Stan Lee and Aiken Hutcheson for their ‘Happy 80th, Pine Tree’ topical ad.

Media Design School is a private tertiary institution in Auckland that provides specialist industry training in 3D animation and visual effects, game art, game programming, graphic and motion design, digital media and creative advertising



Client: JUCY – Live like a person, not a parent
Students: Stan Lee and Aiken Hutcheson
School: Media Design School
Runners Up
Client: JUCY – Anywhere can be home
Students: Peter Vulinovich and Jinah Song
School: Media Design School


Client: Happy Socks
Students: Josh Foley and Brooke Wiley
School: Media Design School


Bronwyn Retief, Chemistry Interaction
Kishan Chopra, Chemistry Interaction
Graeme Clarke, DDB
Ben Pegler, DDB
Danny Brown, Federation
Charles Godinet, Colenso
Scott Moyes, TRUE
Diane Hannay, News Works NZ

A collection of the work by the 2016 students is available to view here

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