MAD//Fest’s perennially popular Brand Challenges are back again this year as start-ups pitch for a series of £20k pilot briefs from The LEGO Group, Colgate-Palmolive, Boots and Fanatics. 

The action takes place on the Co:Cubed Brand Innovation stage in the T-Block (Upper Level), right next to the ‘House of Innovation’. The House of Innovation is the place to check out the most exciting marketing and advertising start-ups.

Here are the challenge briefs:

2 July, 11:25am, Brand Innovation Stage

Challenge: How can we convince Gen Z audiences who are interested in beauty, that our teeth whitening products are far more superior vs Hi Smile through social acceleration?

“Colgate is dedicated to enhancing every smile with superior whitening solutions. Our challenge at MAD//Fest is calling for innovative social acceleration ideas to show Gen Z how our products outshine the rest, making beauty and confidence accessible to everyone,” says challenge owner Lauren Payne, Colgate-Palmolive’s Digital Engagement Lead, Northern Europe.

2 July, 15:10, Brand Innovation Stage

Challenge: As Boots turns 175 years old, how do they acquire the next generation (18–35-year) of shoppers through showing them that they’re “with you for life"

“Boots have been proudly supporting the British public in all their health and beauty needs for 175 years! As we look towards the next 175 years, we’re searching for a partner to help authentically engage with a new generation of customers and to show them how Boots is with them for life,” says Stephanie Taylor, Head of Omni-Media & Partnerships at Boots UK 

3 July, 11:25, Brand Innovation Stage

Challenge: How do we inspire more girls to play with more LEGO sets?

“At the LEGO group, our mission is to inspire and develop the builders of tomorrow. That's why we're on a quest for innovative solutions to engage more girls with our sets, empowering them to unleash their creativity and imagine limitless possibilities, says Claudia Miceli, The LEGO Group’s Brand Director UK&I.”

4 July, 11:25, Brand Innovation Stage

Challenge:  How can Fanatics better identify authentic fan moments?

Fanatics - a world leading sports apparel retailer - wants to surprise and delight fans and provide a positive experience when people need it the most. For example, if a local  fan of PSG or Sunderland goes through a bad life experience, what can Fanatics do to support them in the moment and take positive action?

"At Fanatics, we're committed to enhancing the fan experience in fresh ways. We're on the lookout for innovative solutions that allow us to connect with fans in a more authentic way,” says Ciaran Jordan, VP Marketing at Fanatics.