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Yesterday, the Creative LIAisons program took center stage in a high-stakes design thinking workshop titled “Create 4 All of Us.” Hosted by AKQA, Westfield ANZ, and a prominent entertainment brand, this event challenged thirteen teams of ten attendees from around the globe to conceptualize and pitch innovative phygital experiences. The workshop, held in Las Vegas, was a culmination of the skills and knowledge the participants had gathered throughout their journey.
The day began with an invigorating session led by Tara McKenty, Chief Creative Officer at AKQA ANZ. She was joined by Amy Copley, Head of Marketing, Brand & Communications at Scentre Limited Sydney, Richard Schmid, Head of Marketing, Activations & Brand Partnerships at Scentre Limited Sydney, Jacqueline Waine, General Manager, Marketing & Community at Scentre Limited Sydney, and Justine Leong, Managing Director at AKQA Australia. The workshop aimed to push the boundaries of creativity by merging physical and digital experiences, a concept known as phygital.
Phygital Innovation: A New Frontier
The participants were introduced to the concept of phygital through a series of “How Might We” statements, which served as a framework for their creative process. After receiving a briefing from Westfield ANZ and the entertainment brand, the teams engaged in a rapid-fire “Crazy 8” ideation session, generating eight ideas in eight minutes. This fast-paced environment was designed to foster creativity and innovation under pressure.
McKenty encouraged the teams to give their best effort, stating,
“Give it your best shot. We’ll bring your best ideas to life. You never know, it might just win a Grand LIA next year.”
The challenge was to create enduring, Instagram-ready phygital activations or innovations that would position Westfield ANZ as a hub for creation, sharing, discovery, inspiration, and connection.
Judging and Recognition
The panel of facilitators, comprising experts from AKQA, Westfield ANZ, and the entertainment brand, evaluated each idea based on concept, context, and scale. They were impressed by the ingenuity and rapid application of the week’s lessons. Jacqueline Waine expressed her enthusiasm, saying,
“We are thrilled at the quality of ideas from the talented LIAison creatives. It’s an amazing program and it’s been a pleasure to attend alongside our incredible agency partner AKQA.”
In a competitive field, Team Wynners emerged victorious with their engaging concept, Screen Time. Teams Double Down and Triple Sevens were recognized as the first and second runners-up, respectively. Additionally, Team Merger received a special commendation for their outstanding presentation skills, while Teams 9 and 10 earned special mentions for their creative ideas.
The Future of Creative LIAisons
The Creative LIAisons program continues to raise the bar each year, fostering fresh thinking and problem-solving skills among its participants. McKenty remarked on the program’s evolution, noting,
“Every year the bar gets higher. It’s thrilling to watch mentees solve problems with fresh thinking, often in ways even seasoned pros wouldn’t consider.”
This year’s workshop not only showcased the potential of phygital experiences but also highlighted the importance of nurturing creative talent in a rapidly evolving digital landscape. As the participants return to their respective corners of the world, they carry with them the skills and insights gained from this unique experience, poised to influence the future of design and innovation.
Looking ahead, the success of this workshop may set a precedent for future collaborations between creative agencies and major brands, emphasizing the value of cross-disciplinary partnerships in driving innovation and engagement in the retail and entertainment sectors.
