DDB Brasil will select a 21-year-old student to cross 9 cities in the world in search of trends
DDB Brasil, one of the largest and most awarded ad agencies in Brazil, decided to mark its 21st anniversary – celebrated this past September 19 - in an unusual way. The agency has decided start a selection process - to be carried out in a digital environment, and then through face-to-face interviews – to choose a 21-year-old student for an innovative research project. The student will spend 99 days visiting 9 cities in world in search of trends. The cities to be visited include London, New York, Paris, Barcelona Milan, Mumbai, Bangkok, Shanghai, and Tokyo. The selection process starts today at www.99novas.com.br, and the student will depart for those cities on January 9, 2011.
“DM9 has been opening space for the new over these past 21 years. We want new trends, new thoughts, new ways of looking at the world. All from the viewpoint of people who – just like the agency – are 21 years old, and want to build a bright, conscious future”, says Sergio Valente, DDB Brasil’s President.
The trip will involve backpacking and hiking, and will be paid for by DDB Brasil, and the student be assisted by DM9DDB people while on the trip. The student will have to publish daily posts telling about the trends in each place he or she visits. The posts will be published on a public-access blog. At the end of the 99-days’ trip, the blog will be evaluated, and, if the results are acceptable to the agency, the student will be invited to become a part of the DDB Brasil staff in Sao Paulo.
In order to participate in the selection process, applicants must meet a few requirements. The first step – Registration - is already a part of the selection process. Applicants must be 21 years old on the day of departure (January 9), speak fluent English, and provide proof of being a registered student at any college or university in Brazil. Students from all undergraduate courses accredited by the Ministry of Education may take part in the selection process. After registering, students will have to take an online General Knowledge quiz. The 99 students – aged 21 and regularly registered for an ME-accredited undergraduate course – with the highest scores in the shortest amount of time will then move on the second phase of the selection process.
In the second phase, the 99 selected students will have to prove their talent, and show that their English is good. They will be asked to make a 90-second video in English on a topic that will only be revealed on the day, and then participate in an online interview in English.
In the third phase, the number of participants will have been cut down to 9 only. The challenge will become more specific. Each student will be asked to create a blog using the tools he or she is familiar with. The task here is very similar to that the winner will have to perform every day during the 99-day trip. Therefore, the participants will have to show all their knowledge and skills in a very concise way. Those with the best performance will be invited to a face-to-face interview at the agency’s office in Sao Paulo.
After all this process, the time will come to announce the winner. This will be done in the beginning of December this year, thus giving the winner enough time to prepare for the trip, and spend the holidays with his or her family. The preparation exercises for the trip will begin on January 3. Before embarking on the journey, the winner will spend five days at the agency’s office in order to meet the people working there, talk to the agency’s executives, discuss the project, and plan for the trip.
The journey will begin on January 9: London, New York, Paris, Barcelona, Milan, Mumbai, Bangkok, Shanghai, and Tokyo. The result of this journey will be a blog that looks like 21-year-old DDB Brasil: young, daring, and filled with relevant content.