Well-received agency DDB Brazil has announced the winner of its “99 Novas” student competition, which we first reported on back in September. After a seemingly grueling process of proving his fluency in English, demonstrating academic excellence and showing a mastery of general knowledge through a 30-question quiz that required a minimum passing grade of 93, 21-year-old hipster/student Lucas Cabral Maciel, an economics major from the Federal University of Rio de Janeiro (UFRJ), will undertake a nine-city, 99-day trip as part of the agency’s 21st anniversary celebration. Maciel’s sojourn will include stops in London, New York, Paris, Barcelona, Milan, Mumbai, Bangkok, Shanghai, and Tokyo. Lucky SOB.
According to the agency, there were more than 4,000 entrants, which were narrowed down to 99 based on the highest scores achieved in the online test. Each of the 99 students were then asked to produce a 90-second video in English telling DDB why he or she should be selected and post it to the 99novas blog. From there, nine finalists were then chosen, asked to create and write a blog entry, and were then interviewed by Sergio Valente. These folks give American Idol a run for its money when it comes to whittling down.
Of course, besides the trip itself, the real payoff, depending on Maciel’s blog content and results, is a job opportunity at DDB’s controversial Sao Paulo branch. Um, good luck?
Controversial agency DDB Brazil has found an interesting way to celebrate its 21st birthday, namely picking a 21-year old student for a globe-trotting research project that begins January 9. The student will spend 99 days visiting nine cities around the world in search of “trends”. Vague brief in tow, the student’s travels will take him or her to London, New York, Paris, Barcelona Milan, Mumbai, Bangkok, Shanghai, and Tokyo. Along with the backpacking and hiking, the student must keep a daily blog, which will then be evaluated at the end of their travels. If the blog posts are deemed acceptable, the student will be invited to join DDB Brazil’s staff in Sao Paulo.
“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”, said Sergio Valente, DDB Brazil’s president, in a statement.
From what it looks like, though, the selection process is kind of a pain as there are quizzes, face-to-face interviews and video submissions all included in the mix. Regardless, DDB Brazil has begun the process today on the campaign website. Just a suggestion: It wouldn’t hurt to know Portuguese before stopping by.