Project: Dare school
Writer: James Cooper
Art director: Flo Heiss
Designers: David McNulty, Kooch, Adrian Rowbotham
Great results often arise when agencies apply their creativity to self-promotion. The judges loved Dare School, designed to bring new creative talent into the creative shop. Dare set up an actress to play Marjorie Rattsinger, who headed the "school" from 9am to 5pm, for four weeks.
Would-be creatives were invited to call in and speak to her. Viewers who rang up could watch what Marjorie was doing online all day, as she explained what Dare was looking for and set students a very simple brief. Marjorie quickly became famous. She received more than 1,500 phone calls and 200,000 hits, and was even featured on Popbitch.