CAMPAIGN FOR BEGINNERS: Merrydown Cider and CDD set up ad contest at Brighton University

Merrydown Cider has launched a scheme with Brighton University that will enable students to create ads to run as part of its "upside down" campaign.

Seventy students on the university's graphic illustration course have submitted ideas, which will be judged by Merrydown's managing director, Chris Carr, and Dave Dye, one of the founders of Campbell Doyle Dye, Merrydown's advertising agency.

The overall winner will be invited to spend the day with the advertising agency. Strong entries by other contenders will be included in the advertising campaign, and also appear as labels on the cider bottles.

Carr said he approached the university with the idea because he is trying to make the brand more of a talking point among young people. He appointed CDD with the brief to extend Merrydown's appeal to the 20-to-30 age range.

He added: "There was such a broad range of ideas and materials submitted. Some were metal, some fabric, there was even a text-message entry. It was a mind-boggling array."

CDD's "upside down" campaign, which launched last November, picked up two D&AD Pencils at the awards last month. The agency used well-known artists to create 12 executions. The Bafta winner Gary Baseman created one, while Jeff Fisher, who designed the book cover for Captain Corelli's Mandolin, created another.