Nike- one page critique

Creating Nike’s new toning athletic shoes campaign was really challenging and fun. My group included Tommy, Mary Catherine, Maggie, and I and we worked well together trying to incorporate as many of the techniques we learned at the festival to create a campaign we thought would be very successful. I was personally drawn and excited to this new product and task because I have always wanted a pair of toning tennis shoes, but never purchased any because Nike did not sell them.

While we were brainstorming our ideas of how to launch and position the new running shoe, we all went around and discussed the reasons for why we did or didn’t own a pair of toning shoes. In a simple conversation of the shoe, Mary Catherine inspired us with a platform for our campaign. Brands like Reebok and Sketcher’s toning shoes promote their shoes through false advertising claiming that the shoe will tone your legs by simple everyday actions. People who own the shoes realized quickly that the effects did not last because the soles of your feet become accustomed to the shape of the shoe, which ends up counteracting its purpose. That’s where our Nike MyTone differs.

With the Nike MyTone, the sole changes as you physically progress and allows you to tone specific leg muscles accordingly. This is accomplished by the dials placed throughout the sole of the running shoe and when turned the densities are changed accordingly to what you are wanting to tone. This way the body has to respond differently to each new sole making sure the muscles are never adjusted to the form of the shoe allowing you to truly tone.

Our product will begin locally starting at the Peachtree Road Race and move to the global level when we run our commercials during the 2012 summer Olympics.

Commercial Critique: Skol

Although I thought the Skol beer commercial was typical for a beer commercial, I loved it. The beginning scene starts out with an establishing shot of an airplane indicating to the viewers that the next scenes shown were acted out in that same airplane. The camera switches to the show the characters’ uncertainty in the airplane as they prepare to skydive. This is a point of view shot of the characters’ fear and hesitation as they stare out the plane’s open door. The next scene is a zoomed in shot of a beer cooler filled with Skol beer. A reaction shot follows showing the five skydivers celebrating, as they feel so relieved that the beer is present. The plane experiences turbulence and the cooler slides out the open door into the open sky. The boys rush to the door and don’t even hesitate before they all jump for the free falling cooler.  One by one they grab a hold of the cooler and are screaming and celebrating with joy, only to realize what exactly they had just done. They had jumped with no parachutes. The tag line appears, Skol Beer. One for all. All for one. I thought the commercial was effective because it showed the extreme measures people would take for a good cold Skol. 

Commercial Critique: Honesty

The public service awareness commercial “Honesty” had a plot that demonstrated how values such as honesty and integrity can lead to positive outcomes. There couldn’t be a better choice than Black Eyed Peas “Where is the Love” for a background song. The song let alone has very inspiring lyrics, so it was a perfect fit for the intent of this commercial. The beginning shot is of a teenage boy sitting on a bench listening to headphones. The screen starts at the boy’s feet and slowly pans out so that the whole boy is in view. He is somewhat of a skater boy with chains and from first impressions he seems a little thuggish. The video changes to a two shot to further reveal a lady sitting next to him on the bench writing down in a journal. The screen then switches to the bus stop and a bus pulls up and the lady jumps on, leaving her purse behind at the bench. The boy is looking around and then the ladies’ purse comes into view with a low shot angle. The boy picks up the purse and looks up only to see the bus heading down the road. He looks in the bag, puts it under his arm, and takes off running. The screen cuts to a cop car that spots the boy and begins to follow him with some suspicion. The boy continues to run and stops to prop on the side of a building, tired and out of breath. The screen then again switches to the buses and the woman is getting off. The boy walks up to the woman and returns her purse. The woman is so appreciative and tells him how worried she was. The cops pull up and see the boy doing a good deed and call him over to the car and say “nice move kid.”  At the same time a voice over says—Honesty, pass it on. The cops offer him a doughnut and the boy turns around and walks away.

I think this commercial’s plot is one that happens numerous times. Crime is more popular for the younger generations, which is why its message is so effective. My only critique would be maybe a little better acting from the woman. She didn’t seem quiet as relieved and thankful as someone would be if this were reality. I think the message is youthful and lighthearted and is a commercial that everyone should see because it promotes good decision-making. 

Commercial Critique: Premature Perspiration

Axe’s Full Control, Premature Perspiration commercial was successful at making me laugh out loud. I thought it was absolutely hilarious. The commercial parallels a guy prematurely ejaculating and no matter what age you are, that’s funny! And girls respond the same to both situations—gross! The commercial shows five different situations with different guys having the same problem with premature perspiration. The first scene is at a bar and sad music sets the tone. A girl and a guy are conversing and as she grabs his hand a voice over begins to describe the problem of premature perspiration. The camera zooms into the guy’s underarms displaying his sweaty armpits. The girl quickly turns and walks away and the screen switches to the printed words, premature perspiration. The screen then shows each of the next five guys dealing with the same problem. After each situation is shown there is a close up of the Axe deodorant spray and then pans out to a boy standing in the mirror putting on the Axe. The next scene appears and that same boy is walking down the hall with his arm around his girl, safe with no perspiration. During this time the background music hits its high note and brings a sense of accomplishment to the commercial. The end frame is the product’s logo “New Axe, full control”. The parody in this commercial was very humorous and everyone loves a laugh. The set up of the plot also assisted in making this an effective campaign. Stating a problem and the damage that problem can cause and seeing that problem be fixed with a product. I couldn’t make any suggestions to better this commercial; I thought it was very well executed! 

Commercial Critique: Breath Happy

The Febreze “Breath Happy” campaign showed a 3 commercial series of different random people off the street participating in an experiment. The whole experiment was recorded and the commercial started with a montage of all the participants being asked if they wanted to participate. The screen then switched to the conductors leading each blindfolded participant to their specific locations for the sniff test. Each place was very dirty and run-down, but had been sprayed with Febreze air freshener. In the commercial I watched for example, they had the participants sit on a old dirty couch and directed them to breathe the cushions and lay their heads on the pillows. Fast cutting took place and the screen would switch to each participant verbalizing what they smelled and where they thought they were. One girl called out that she smelled flowers. After, they would tell them to remove their blindfolds to reveal where exactly they were. The participants were shocked and some were even a little grossed out by the place. In my opinion, testimonial advertising, like this is one, is one of the most effective techniques because it shows real people and their real reactions; and those are the most believable.  I thought the simple recording of the experiment was enough to prove the point that Febreze is an efficient air freshener. And after watching this commercial I definitely would buy the product. 

Commercial Critique : "Office"

      The Mexican Insurance Institution Association’s mission promotes long living. The commercial “Office” demonstrates just that mission. Car accidents are the number one cause of death, hints why portraying a car accident for an insurance company’s commercial is so appropriate. The commercial begins with a still wide shot of a man sitting at his desk. The lighting is dim and the open window blinds reveal it is nighttime. The mood is calm and the only sound present for the first 6 seconds of the commercial is the ticking of a clock. On the seventh second the climax of the commercial takes place and a horrific car-crashing sound effect happens and the man is projected forward in his chair as if he has just been in a car accident. My hypothesis is that the car accident special effect was created with CGI. His papers and water glass go flying in the air. The man falls onto his desk dead and the mood returns back to being very flat and silent. The screen remains dim as it fades out to present the statistics that 7 out of each 10 car accidents happen when you are thinking of something else. The screen switches to the last frame presenting the tag line “if you drive, just drive”. I believe this commercial was chosen as a Golden Lion because of the creative approach it took to represent the major cause of a car crash, distraction behind the wheel. The commercial’s tagline reinforces the fact that we are in charge of our minds and it is our responsibility to stay focused on the road. The commercial has such a strong impact because if its accuracy of depicting a car crash; happening out of nowhere and are over in the blink of an eye.

Last Day of Festival-- Day 7

After six days of advertising seminars I was on overload from all the information I had consumed. I was exhausted this morning and by the time I woke up the scheduled festival day was coming to a close, but we still had the Film Awards ceremony and hopefully the Closing Gala to look forward to. As I always am each morning, I was starving and was craving something other than the three p’s (pasta, pizza, and paninis).  I wanted McDonald’s! After conversing my cravings to my neighbors, Karly stated that there was a McDonalds in JLP and it wasn’t too far of a walk. She was mistaking!! It was all the way in the next town—remember we are on foot. We walked for about thirty minutes in 100-degree weather and with growling stomachs. Though the walk was torturous the cheeseburger, fries with barbeque sauce and coke quickly made up for it. It was funny because in the states McDonalds wouldn’t be my first choice, but that was the most tasteful meal I had had in a while! I hope there will be a McDonalds in Florence.

When we got back I emailed a delegate that I had met a few days earlier who was from Africa. (My country for the country assignment is Africa). I was hoping I would get a quick response back, but I didn’t and he still has not replied to my email. I really hope he does.

The day went by quickly and before I knew it I was supposed to be leaving in an hour for the awards ceremony. Tonight was the last awards ceremony, which included Filmcraft, Film, Creative Effectiveness, Titanium, and Integrated Lions. I couldn’t quite pull myself together in that amount of time so I decide to catch the 5:40 train. Although Anna had warned us the line would be long outside the festival building I’d figure 5:40 would still allow me enough time to get there before the big crowd came rolling in. I was wrong. The line wrapped around the beach boardwalk with tons of people. I slyly jumped in line with Katie and Jenny, but Tommy and his clan couldn’t quite accomplish the line breaking technique.

I had been to the awards ceremony on Monday for PR, but this one seemed so much more esteemed. The films (commercials) were amazing and after sitting in on all the seminars, private speakers, and master classes I had a new respect for the work and the investments so many put in.  All of the commercials were amazing, creative and effective but my favorite was the Chrysler commercial with Eminem by Weiden + Kennedy Portland. Eminem’s song “Lose Yourself” has such a powerful beat which makes a strong statement for the brand being advertised. I loved it! I think after viewing some of Weiden + Kennedy Portland’s work I would have to agree with the jury by saying they are the best Independent Agency.

Leaving the awards ceremony and jumping on our last train from Cannes to Juan le Pins I felt sad that it was over. I enjoyed not only the week of the festival but this whole study abroad trip and I have to say its been the best experience ever.

Day 6 of Festival

Today was my second master class of the week and I preferred this one much more. The HP Graphic Arts and BBDO master class was well put together. The class explained and demonstrated the Billboard Magazine campaign, which I thought, was really creative and original. The campaign evolved around the idea of representing a musician by the artists that influenced them over their lives. This process was very tedious because they had to go through every single music video of the specific artist and find a single frame that everyone would recognize.  Once they had the frames of the artist, they would combine all the pictures of the artists and make a picture of the musician out of the artist of whom he was inspired by. While the speaker was explaining all the steps to complete this picture it sounded like it would take hours and hours on end to finish. Much to my surprise they chose four people from the audience to be volunteers while demonstrating the process. They took a picture of each of the volunteers and asked them who their four favorite artists in the music industry were. A real-time demonstration was shown on the screen for everyone to see and it lasted about seven minutes for each volunteer. They showed the program processing each picture of the volunteer as it ran through the appropriate phases needed to turn a regular picture into one that is made up of that particular person’s favorite artist. Thanks to HP the volunteers were shipped their digitalized pictures so they could be hung in their rooms. How cool! This workshop proved that you don’t have to be in the category of film to be creative and find ways to interact with the people. This campaign was run on the Internet and people could actually customize their own digitalized photographs off the Internet. HP even chose a lucky person to have their digitalized picture be shown on the front cover of a magazine!

They also created an alphabet featuring pop star’s history and events that have been crucial to their musical career. The alphabet is kind of like a game and fans can guess what each letter represents. I am a big Michael Jackson fan and they used his alphabet as a sample to show us. I was stumped on some of the letters and when they revealed what it referenced, I was like oh yeah! It was really cool! The speaker closed saying that he couldn’t have accomplished the successful campaign without the help of his team and this concept has been a reoccurring theme throughout the week of the fesitval. One cannot execute a concept or idea by himself—having a team to work with you and carry out the vision is a guarantee to success. I thought this information would be great advice to carry with me throughout my working career.

After the workshop, Chris Hall from BBDO spoke with us briefly, and I thought he was very nice. He constructed his lecture around three key take away points. The first was creative communication is more effective. Having a creative ad can increase its effectiveness x 11, which is better sales for the product and better off for the client—making everyone happy. The second take away was that we are in the golden age of creativity. The increased number of categories shows the increasing number of opportunities to be creative and explore with creativity. He said that there will be more changes in the next five years than there has been in the last twenty-five. That’s exciting for our generation, because the opportunities are becoming endless. The last point was that great work is a team sport. Without collaboration nothing will be accomplished.

Day 5

 Will.i.am has been the speaker I couldn’t wait to hear since the beginning of this program, so when today at 1:00 rolled around, I was thrilled to attend the McCann Worldgroup and MRM Worldwide seminar. This seminar discussed technology and its transformation of creativity.  Technology has changed the game for every industry and will.i.am proved that the game has changed for not only him as an entertainer, but for him as a songwriter also. He explained that he writes, records, and produces his songs all through email. He will email his partners with lyrics and beats and waits for their response. If he is given the ok, they will send him the track and he will cut the track on his computer and send it back. Once the song has been completed he then distributes the song out for the world right from the computer. That process shows that the music production business that has been used for many years is now basically obsolete and the artist can now do everything himself without even having to leave his house. Technology is changing every aspect of every job. He told a funny story of how technology now provides him with the answers he has always wanted to know. He said when going out on stage, people cheering and yelling ahhhh can also sound like boooo with the mix of the music and the instruments etc. Therefore he always wonders if he is hearing ahhh and the audience likes his performance or if it's a booo and there has been a huge malfunction. Instead of having to wait until the end of the show he can use his mobile to look at twitter and read the tweets for his concert at anytime and from those tweets tweeted knows if they are cheering him on or if they are bashing his concert. For him the Internet has made it easier to stay connected with his fans and viewers during any circumstance.

The 20something master class started in the Young Lion’s Zone shortly after so I grabbed a smoothie and doodled in the white space while waiting for it to begin. In the festival program, 20something was described as “Great Talent, Zero Experience” and I perceived this to be advice for graduating students on how to break into the industry. I soon realized that 20something was actually the first advertising agency run by students with no experience. This agency seemed really cool, but I feel like I would need a little more guidance and practice before taking on my own client’s accounts.

This was the last day commercials were aired so we quickly ran up to the Grand Auditorium after the master class and viewed three commercials entries: alcoholic drinks, household products, and public awareness messages. We had one last speaker at 5:00 so we had 45 minutes to view the commercials. As we viewed which entry categories would be showing during the allotted time I thought that the household product category was going to be somewhat boring, but to my surprise I loved this category and the Febreze air freshener commercials "Breathe Happy" were my favorite.

We were a little tardy to the Arma Salama meeting but his story was very intriguing. He was a filmmaker during the Egyptian Revolution. He talked about being kidnapped and how he wanted to get the word out about the corruption of society and didn’t care what consequences proceeded with achieving this, even if he was thrown in jail. His sacrifice to inform the world about his beliefs is the same drive we need to possess as we begin our lives in the real world. He said “if you don’t believe in a product, don’t sell it” because nothing will be achieved if you aren’t driven to take action. After listening to his story I really want to see his movie On A Day Like Today.

Day 4 of Festival

Meeting Jennifer Frommer from Interscope Records today was a great way to start the day. I am very interested in music and have always wondered what exactly I could do that combined advertising and the music industry and Jennifer Frommer had the answer. Her job is setting up marketing relationships between music artists and brands. Listening to what her days encounter appealed to me and I envisioned myself taking on some job similar to this. Working closely with people like Lady Gaga and Eminem is ideal and having Jimmy Lovine as a boss sounds surreal. (He is the mentor on American Idol for crying out loud!). My whole life I have dreamed of doing something dealing with the music industry, but I was a little worried when she said that her job has ruined music for her. After that comment I felt like maybe I should reconsider my envisioned path. I can’t imagine the thought of being sick of music. Maybe doing an intern first would be good for me, and if I can’t turn the radio on after working hours, I’ll reassess my path. 

After meeting with Mrs. Frommer we grabbed some lunch and headed up to the Majestic hotel to meet with David Simon. In all honesty his session went straight over my head. Mr. Simon, though very intelligent, was a little intimidating with his pessimistic outlook on life. He made a comment about there being no heaven and when we die no one will be mourning. I felt very scared and unsure of what this had to do with advertising or his HBO series.

Leaving the Majestic hotel we headed back over to the festival and Alison Arden, the publisher of Advertising Age, spoke with us. I was in the intro to advertising class this past spring semester and our professor would refer to Advertising Age many times. It was neat to hear what someone who worked there had to say after hearing about Ad Age all semester. She was very personable and explained that her job and her personal life were both happily balanced.

The Microsoft Party was by far my favorite outing on the trip. I have never attended a party where my name was on an attendees list. Arriving to Cirque de Sol performing on the beach just blew my mind and at that moment I felt very important. I still couldn’t believe how gracious the people at Microsoft treated us. The music, the snacks, and the set up—everything was perfect and I couldn’t have imagined a better party. Everyone was having so much fun and dancing to American music only made the party that much better. Around 11:30 a few of us ended up catching a cab home and one of the tour guides of the Microsoft Beach club insisted that he pay for our taxi ride home. He was so kind and I am in the process of sending him a thank you email for being so friendly to us. The Microsoft party is one I will never forget.

Festivities of day 3

The line-up of speakers at the festival today was amazing and I was so excited to begin my day seeing Martha Stewart. The IPG & Women’s Leadership Network was very beneficial for women and I am glad I attended it. Soledad O’Brien was an amazing moderator and did a good job keeping the conversation flowing. The message addressed the gender inequality in the industry, but we learned from each speaker Martha Stewart, Kimberly Kadlec, Gail Heimann, and Carol Lam that we should not pay attention to this statistic. Martha explained that she never viewed a job as a man’s job or a women’s job, she just viewed it as a job that had to be accomplished (hints how successful she is today). I think it was very encouraging to hear the success stories of each of these women and there determination to become what they were driven to become. As a woman hoping to break into the industry in the next few years, I will take the words of wisdom I learned at this panel and apply it to my work ethic for the future. Although Martha Stewart has had somewhat of a rocky past and I am not sure how much I am a fan, it was still really cool to see her.

Only after fifteen minutes of seeing Martha Stewart, Yahoo’s seminar began and opened with Robert Redford. Even though the topic of this seminar was not what I was expecting it was still great and to hear Robert Redford’s story and his involvement in the Sundance Film festival was very interesting and inspirational. I was especially moved by his personal story he shared about the irony of his encounter with Cannes. (He still is looking good!)

After Robert Redford it was off to the next big celebrity Pharrell Williams. I must admit upon his entrance I was a little unsure of how his paneling would go, but he really took me by surprise and I was very impressed with his politeness and professionalism. I have to say this was my favorite seminar of the day. This was true not only because it was Pharrell, but also because I am very into music and am curious as to how VEVO has envisioned new innovations to combine music with social media.

Coca-Cola was the seminar that concluded the end of my day—as far as the festival goes. The presentation took on a format no other seminar I’d attended had. The beginning was a walk through of the Coca-Cola “Liquid and Linked” campaign, but the information was drawn up on the screen and Jonathan Mildenhall was the narrator. It was very creative, but after the fifth chapter out of ten I was beginning to get a little nausea from the graphics of the animation. However the ideas and the planning that Coke put into this campaign was amazing. My favorite was the secret bottle mystery they integrated into the campaign. It was such a creative way to get teens integrated with the brand again and out in the world buying the drink.

I loved all the speakers we had come and speak to our group, but my favorite would have to be Noelle Cottrell from Fitzgerald & Co. His advice about getting into the business and breaking through is not necessarily dependent on the greatest punch line but rather on the idea and concept behind the work. After his speech I got a little apprehensive about the direction of my life after graduation. He suggested and really urged some schooling in the industry after graduation. I was not planning on going to graduate school, but after his suggestions I feel like that is a path I am now needing to consider if I want to be serious about advertising as a career. Also, I was under the impression that having a portfolio was only necessary for art majors, but according to Noelle it is a necessary tool to have completed when looking for jobs.

My day ended at the Young Lion’s beach party and around three at the Gutter bar I called it a night. It is safe to say today was a successful day!

Day 2 of Cannes Lion

The day started very early for me this Monday morning. I jumped on the train from Juan at 8:10 and was at the festival before the doors even opened. My entry assignment (PR) was judged today so my day began with viewing the shortlist exhibitions. I was so interested and impressed with these exhibitions. I took the time to view each thoroughly and had quickly spotted three that I was very intrigued with. I really liked the “Best or Nothing” Mercedes campaign, the “Chocography” campaign and the Coca-Cola “Rush Hour Cinema” campaign. After viewing the exhibitions I went up to the Grand Auditorium and viewed the shortlist screenings for forty-five minutes. Viewing the exhibitions before the screenings helped a lot because I had some knowledge of the campaign’s backgrounds. I really enjoyed viewing these and was late getting to the BBDO seminar because I didn’t want to leave the screenings.

            BBDO was by far my favorite seminar of the day. I was really impressed by their message and the theme of their seminar. They explained that to understand what kind of content is best for a certain medium, we first have to understand the relationship that we share with the medium. He used a TV, PC, mobile, and tablet as examples and exampled our relationships we share with each. My favorite analogy he described was referencing our mobile to our “new lover.” I had never thought about it in that specific way but it was absolutely correct. The content that is best for mobile is one that, like a new love, needs to be highly personal but still surprising. If you provide the content that is relevant to that particular screen you can reach many people. He stated that the reason Old Spice’s campaign is as successful as it is, is because they have the same theme, but its message varies for each medium (TV, PC, mobile, tablet).

            The second seminar I attended was Kraft Foods and I was not expecting the lecture to go the way it did, but it was insightful. The lecture was based around the importance of being first and whether or not we should strive to be first. His message revealed that though we have been raised in a competitive world and first is always best; in the world of creations, being an innovator isn’t as quite as important. The key is to find out what other people have created, take that creation and perfect it. With this tactic it is apparent being first is in fact not the best.

            Leaving the Kraft seminar to grab lunch, I was a little disappointed in my choice of sandwich, but walking into the Microsoft beach club tour I was perfectly satisfied. I was blown away with their set up and the new technologies we got to view. My favorite was the touch table. I am informing my parents of this table as we speak- (maybe an early birthday present?)  It was such a treat to be included in that and I can’t wait for their beach party Wednesday night!

            After such an eventful day I would have to say the highlight was the YouTube beach party. It was at that moment that I realized how cool this festival was and that the Cannes section in the Adland book described exactly what I was experiencing. It was amazing-- the drinks, the view, the networking. It was what I had always hoped it would be and better! I am so glad that that happy hour party takes place each day this week.

            As I stated earlier my entry was PR and the awards ceremony was tonight. I was totally blown away with the glam of the show. I really felt like I was at a Golden Globe awards show. All of the winners had amazing entries and I was so excited when they announced that the “Best or Nothing” Mercedes campaign was the golden lion winner for PR—it had been my favorite from the very beginning. The awards show was so entertaining I am sure I will attend all of them! Can’t wait!

Day 1 of Festival

I was really anxious to see the layout of the festival. I was so surprised how nicely set up it was. I felt so legitimate. The Young Lion’s Zone was really neat and youthful. The beach bar was so cool. I did a few drawings on the white boards even though I am not artistic whatsoever. After wandering around for a few minutes we headed off to look for the seminar. The first seminar I attended “Go Viral” was with Jimmy Mayman and Martin Lindstrum. Jimmy Mayman’s topic was interesting but I was really intrigued by Martin Lindstrum. The message was discussing how to accomplish long term branding. His lecture showed that this is accomplished by using many medias. TV and print are major components but t-shirt sells, sponsorships and the web are also major players in keeping your brand mainstream. He also explained that brands are like religions. The same sociological connection in the brain is triggered when talking about a religion and talking about a strong brand. Brands are a reoccurring topic in everyday conversations with and they have increased over the years. In 2001, 15% of conversations were spent talking about brands and in 2011 that percentage rose to 37%. Mayman’s demonstration about Coca-Cola’s smashed bottle proves their desire to keep brand awareness. When a Coca-Cola bottle is smashed and broken into pieces one can pick up any piece of glass and recognize it is a Coke. I was really blown away by this. I whole-heartedly believe in the 1:9:90. It is the word of mouth theory and an experiment was done to prove this theory. A real family moved into a neighborhood and was to promote many different brands by word of mouth to the other neighbors. After the experiment was completed sales went up significantly for those brands used in the experiment. This didn’t come to any surprise to me, because I always go out and by things that people recommend to me. Usually if it is recommended it is good. What I wasn’t aware of was that during the hours of 8-10 a.m. people are more likely to react to word of mouth than in any other time of the day. Meeting with Susan Lily from USA Today was very informative and basically an overview of the festival. I was surprised as she was sharing that so few women are really represented in the advertising executive world. I always thought that because this was more of a creative job more women would be executives, but I was wrong. As Mrs. Lily discussed her role with the festival, I felt like I would be overwhelmed being in her position. She described it as a “travel agent” for delegates coming from the US. I don’t think I could be in charge of so much planning. Unexpectedly Bridget, Katie, and I were interviewed for the Lions Daily News and were on the website tonight covering the festival’s news. It was really cool. The second seminar I attended was the UM, L’Oreal and BMW. I really enjoyed the L’Oreal speaker Joanne Bradford. She spoke about how her Internet website was very personalized and that that is what appeals to an audience. For makeup products every women is looking for something that will accentuate their personal features and that is exactly what she tries to execute. With any brand I feel like this is very important and I would make sure to accomplish this if I were handling a brand. The rest of the speakers I honestly wasn’t as impressed with because they didn’t quite capture my attention. My absolute favorite seminar of the day was The Networkone. As I read the description for that seminar I wasn’t quite sure I would be interested, but I was laughing throughout each PowerPoint. They listed three guidelines to making an ad which were: If it makes you nervous- that’s good, If it looks like an ad-start again, and Make a lot of noise. Their clippings of some of their ads were absolutely hysterical. I had three favorites. The Pizza viral video, where a man repeated pizza for ten minutes, The Bawadi ad, and the Never say no to Panda ad. The Bawadi for example used prisoners in their ads to promote the Bawadi. In my opinion it was something so unexpected and bold that it turned out to be perfect. As I am thinking of a ways to promote our Nike campaign assignment I am keeping this strategy an option because I feel like it is very effective. They were so creative and off the wall which made them really stand out in my mind as great ads. Overall today was a great learning experience and I am so excited to see what the rest of the week has in store!