The Institute of Creative Advertising and Design (ICAD) education workshops are in their third year - and very happy with the way things are going. Set up to encourage the next generation of creative people in advertising, the workshops give students an opportunity to work on chosen projects with professionals.
They are also, as ICAD points out, an opportunity for participants to build a portfolio of work which ensures - and this is the acid test - that most become employed. Proof of this particular, and innovative, pudding lies in the fact that the majority of last year's class already are working and enquiries already are pouring in about the talent newly available from this year's workshops.
The workshops are a key part of ICAD's determination to raise standards of commercial creativity in Ireland. Participants, according to ICAD, "get to pick the brains of some of the most talented creatives in the business who generously give up their time to help out". The workshops give students an understanding too of the realities of advertising, creativity - and deadlines.
ICAD's other, and primary, standard-raiser is the annual awarding of the ICAD Bells, in gold, silver and bronze, for the Best of Irish Advertising and Design. In the spirit of true encouragement, awards are also given to nominated work and pieces are included in the exhibition which runs up to the awards night.
This year's workshops came up with some particularly lively ideas, all aimed at nudging creativity into life. One such was when, on a weekend workshop in Co Wicklow, students were grouped together and given 24 hours to develop a multimedia campaign both for and against genetically-modified foods. The successful result demonstrated for everyone involved the value to be had from working in teams. Other briefs included a recruitment campaign for the CIA; the first electric car from Mercedes, and ideas for campaigns which would, on the one hand, encourage people to install smoke alarms and, on the other, encourage those who've left it to go back to attending church.
The workshops run for a seven-week period, one night a week with a brief set each week by a senior team from a different advertising agency.
ICAD sees its workshop programme as "the best possible launch pad" for the young and ambitious entering the industry. To get themselves a place on the programme, candidates are invited to crack a brief set by members of ICAD committee. Places are allocated to those who demonstrate the most potential. There's good news too in the announcement from ICAD that it will be running another set of workshops in the New Year. Applications are welcome from anyone interested in becoming an advertising creative. You can get information about the workshops, as well as applying for a place, by telephoning ICAD at (01) 660 1590 or visiting the website at www.icad.ie.
