Creative Strategy for Subscription Economy
On 15th May 2026, Anastasiia Nazarenko and Tina Kandelaki from Palin Communications achieved a notable victory at the 2026 Cairns Hatchlings competition. They impressed judges with their innovative approach to transforming the subscription economy.
The competition required participants to address a brief from the United Nations Foundation within a mere 24 hours. Nazarenko and Kandelaki received the brief on 12th May and presented their proposal the next day. Their idea, 'Default Humanity', proposed that subscription services automatically add a $1 contribution to Humanity+, unless users opted out.
During the awards ceremony on 14th May, Chris Savage, Chairman of the judging panel, lauded their strategy. He stated, "Ana and Tina presented a brilliant strategy and creative platform that was insightful, validated and compelling. They shone through despite very talented and tough competition."
Behind the Winning Concept
Kandelaki emphasised the opportunity to turn creativity into action. "For us it was an opportunity to develop a creative concept that could genuinely support the United Nations Foundation in creating positive change for the future," she remarked.
Nazarenko shared insights into their process, "We had very little sleep but what kept us going was how invested we became in the brief. We also felt the Palin team behind us the whole way and that support kept us energised and motivated."
Martin Palin, Managing Director of Palin Communications, expressed pride in his team. "The success of the Palin team demonstrates its creative capabilities. It shows that the health PR talent at Palin Communications can compete with anyone when it comes to strategic development and creative ideas."
The Cairns Hatchlings competition is an integral part of the Cairns Crocodiles festival, Asia-Pacific's leading creativity festival for advertising, marketing, and media professionals. It gathers international talent from across the APAC region, challenging finalists to respond to live briefs. This year, the focus was provided by the United Nations Foundation.
