TMW share the love in the Big Creative Hug

This week the IAB and the Watford Creative Advertising Course joined forces to create the Big Creative Hug. This is a new initiative aimed at demonstrating how advertising can be used to make a difference to local communities. TMW is one of a number of leading creative agencies who supported the project by devising a brief designed to tackle a particular social issue. The briefs were then put to 14 graduating students from the course, giving them one week to come up with a solution.

So what challenge did TMW set? Chewing gum. It's a problem we've probably all encountered - whether we've stood on it or sat in it, but aside from being a common nuisance it is also a very real issue. In fact Westminster Council spend more than £100,000 a year dealing with the problem, money which I think we would all agree could be better spent elsewhere. 

Considering that local authorities are working to tight budgets, the students had to come up with clever ways of getting the message across.

The results were presented back to the creative directors of all the agencies today.

Paul Tullo, creative partner at TMW comments: "It was great to see such a wide variety of original ideas from the students. This is a worthwhile initiative that gets the students thinking about real time community issues."