The British Council: "Meet Your Hero" Direct marketing by M&c Saatchi Sydney

Name	Position	Company
Ben Welsh	Executive Creative Director	M&C Saatchi
Michael Jones	Art Director	M&C Saatchi
Dave Shirlaw	Copywriter	M&C Saatchi
Oliver Devaris	Copywriter	M&C Saatchi
Rod James	Agency Producer	M&C Saatchi
Michael Jones	Designer	M&C Saatchi
Rozanna Kulik	Computer Artist	M&C Saatchi
Matt Cumming	Interactive Director	M&C Saatchi
Adrian Cook	Photographer	AD-Photography
Pete Masterton	Producer	Plaza Films
Paul Middleditch	Director	Plaza Films

To Increase the awareness and also the number and quality of submissions for The British Council of Australia's "Realise Your Dream" scholarship programme. This is an annual competition that rewards six artistic young Australians with a trip to the UK and a mentorship with the creative guru of their choice.

We produced an integrated campaign based around the thought, 'Determined to meet your hero?' For young Australians simply getting to meet, let alone work with one of Britain's creative leaders (like Stella McCartney or Damien Hirst) is potentially a life changing opportunity and a prize our target would do anything to win.We dramatised this passion by showing the extreme, possibly psychotic lengths some people will go to, to meet their hero. And, in turn, highlight how you do much better entering the British Council's Realise Your Dream programme.

In 2007 The British Council campaign reached over 2,000 000 people across Australia. They received more submissions than ever. Over 20,204 unique visitors to the website became 875 officially registered entrants (up 12% on 2006). Perhaps more importantly, this year's entries were of a far higher quality than previous years. The 6 lucky winners ranging from a rap artist to an indigenous art curator are already living and working in Britain.