JWT Crowdsources For Portfolio Nights. Converts Tweets Into Posters And Films

The 4th edition of Portfolio Night Mumbai, hosted by JWT is crowdsourcing ideas for its theme this year 'An Eye-Opener' that seeks to bust advertising myths


For advertising aspirants everywhere, here is something truly out-of-the-box for you. Portfolio Night Mumbai, hosted by JWT, is carrying out an array of activities on Facebook and Twitter around the theme this year ‘An Eye-Opener. The idea is to change everything you think about advertising and your portfolio. Follow their pages on the social platforms, contribute and see your ideas being made into posters and films.

The event to be held at JWT’s Mumbai office on the 22nd of May 2013, will see the country’s top creative directors who will also choose the ‘All Star’ of the evening, after interacting with young creatives. The ‘Portfolio Night All-Star’ is an event where the most talented young creative from each Portfolio Night event is selected and flown to New York to compete at Portfolio Night All-Stars competition in New York City in August 2013. (News Source: BestMediaInfo).

JWT has embarked on a crowdsourcing journey for campaigning using social media along with print, radio, outdoor, etc. Advertising students were asked to share their thoughts on advertising using the hashtag #whatithinkaboutadvertising by the Twitter handle created for the event. The most creative of these were then turned into posters or films. This poster is a tweet sent in by a Twitter user.

Tweet poster portfolio night

This tweet-turned-video clip seeks to demystify the myth that advertising is quintessentially English. (It features the best in the industry - Prasoon Joshi, Executive Chairman & CEO at McCann Worldgroup India and President, South Asia)

There are many more posters and videos shared at the event’s Facebook page, trying to bust more advertising myths. Aspiring students have many misconceptions about the industry, hence resorting to social media as a platform to reach out to the youth is a cool approach for this campaign. But, the icing on the cake is the co-creation concept. Crowdsourcing from the community and then converting the best among them into posters and videos is a brilliant thing to do, what do you think?