In June 2013, BBH NY launched its first Griffin Farley's Beautiful Minds as a way to honor Griffin Farley and to help young planners to get their break in advertising industry.
Out of 150 applications around the world, I got accepted. On July 13, 2013, 43 other young bright minds and I met for a crash course in planning at BBH. We learned from some of the best such as Heidi Hackemer, Armando Turco, Tom Morton, Richard Notarianni, Julian Cole, Michael Osbourn, David Page, and Sarah Watson.
Later, we got in group of four or five to work on a brief for Citi Bike. My group included myself, Sydney Burns, Reed Edwards, and Kyle Wons. Under the guidance of our mentors, James Francis and Daniel Miranda, we came up with the strategy for Citi Bike in 20 hours.
On the next day, we presented to the judging panel and were selected as one of the four final groups.
On July 18, 2013, we presented to a different panel including executives from BBH NY, Google Creative Lab, McCann Erickson, 360i and GSP NY.
We didn't win, but judges said that our thinking was provocative and different. The way we approached Citi Bike was something that they had never thought of.
With that, we're proud of marking our names in the top 18.
Slides are the strategy that we came up with.