On the second day of Creative LIAisons, the energy soared as future global creative leaders immersed themselves in a high-stakes live brief workshop titled “Create 4 All of Us.” Hosted by AKQA, Westfield, and Disney, the session challenged participants to design phygital experiences—blending the physical and digital worlds—to redefine how audiences engage with leading lifestyle and entertainment destinations.
Six Hours of Creativity, Collaboration and Innovation
The day began with a dynamic session led by Tara McKenty, Executive Creative Director AU/NZ at AKQA, joined by:
- Amy Copley (Head of Marketing, Brand & Communications, Scentre Limited Sydney)
- Richard Schmid (Head of Marketing, Activations & Brand Partnerships, Scentre Limited Sydney)
- Jacqueline Waine (General Manager, Marketing & Community, Scentre Limited Sydney)
- Angus Whitton (Commercial Manager, The Walt Disney Company Melbourne)
- Justine Leong (Managing Director, AKQA Australia)
Participants—13 teams of 10 delegates each, representing diverse creative talent from across the globe—were introduced to Westfield and Disney’s brief and tasked with shaping bold phygital activations. Using design thinking frameworks, they developed “How Might We” statements, sprinted through rapid-fire “Crazy 8” ideation (eight ideas in eight minutes), and refined their concepts with expert mentorship.
“Give it your best shot. We’ll bring your best ideas to life. Who knows—it might just win a Grand LIA next year,” urged McKenty as teams moved from brainstorming to pitching.
The Live Brief: Bringing Westfield & Disney to Life
The central challenge: create enduring, Instagram-ready experiences that position Westfield as a hub for creativity, inspiration, connection, and discovery, while harnessing the magic of Disney franchises to encourage visitors to spend more time offline at Australia and New Zealand’s premier retail and entertainment destinations.
Over six hours, the room buzzed with innovation. Facilitators evaluated each pitch based on concept, context, and scalability, remarking on how quickly the lessons of the week translated into tangible, compelling ideas.
And the Winners Are…
After an intense round of pitches, the standout teams emerged:
- Team Wynners – Top honours for their engaging concept “Screen Time.”
- Team Double Down – First runner-up.
- Team Triple Sevens – Second runner-up.
- Team Merger – Special commendation for best presentation skills.
- Teams 9 and 10 – Special mentions for innovative ideas.
The winning teams not only impressed industry leaders but also set the stage for ideas that could potentially evolve into award-winning campaigns in the future.
Voices from the Workshop
The participants and facilitators reflected on the day with enthusiasm:
- Ha Jung Song, Art Director, Mother New York:
“It’s inspiring to collaborate with brilliant minds from all over the world. Working with people I don’t usually cross paths with has completely shifted how I see and approach ideas.” - Martin Racca, Associate Creative Director, Monks Argentina:
“I walked into the workshop a bundle of nerves, curiosity, and excitement. Getting to tackle a live brief from two world-class brands with such bright talent is a rare, energizing opportunity.” - Tara McKenty, Executive Creative Director AU/NZ, AKQA:
“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.” - Amy Copley, Head of Marketing, Brand & Communications, Scentre Limited:
“It’s been a joy to hear and learn from rising creative stars. Unshackled by restrictions, they’ve brought truly fresh and innovative ideas to the table.”
Raising the Bar for Tomorrow’s Leaders
Day 2 of Creative LIAisons demonstrated the transformative power of collaboration, mentorship, and bold imagination. By merging physical and digital innovation, participants not only delivered inventive pitches for Westfield and Disney but also gained invaluable experience tackling live briefs under real-world pressures.
With creativity at its core, the workshop highlighted why LIA continues to be a launchpad for tomorrow’s creative leaders—and why the next wave of award-winning campaigns may have just been born in Las Vegas.
