advertising

Student speakers express gratitude for difficult paths and look forward to promising futures

Convocation for the School of Communications will take place at 2 p.m. on April 27

BYU advertising and commercial music video advertisement impresses industry professionals and wins students $10,000 scholarship

With over 19,000 views just days before Christmas, a video featuring a snowman is inviting people to help the homeless

The second lecture in this year’s annual Beckham Lecture series will be given by BYU alumnus Brent Anderson

22 communications students spent six weeks in the media capital of the world. Brooklyn Riepl plans to work in communications in a big city, but she wanted to get a taste of what it would be like before she graduated. The School of Communications’ New York Field Experience provided that opportunity. The New York Field Experience is available for students majoring or minoring in communications. Riepl and her fellow classmates spent six weeks in the Big Apple attending classes, exploring the city and learning about the professional communications industry. Riepl fell in love with advertising after taking a prerequisite advertising course that introduced her to the field. She believes advertising is the best way to channel numbers, strategy, research and executing data to engage an audience. Riepl and her peers had the opportunity to attend a networking event with BYU alumni working in communications in NYC. Calling it her most influential experience in New York. “It’s one thing to daydream about living in the city and working at an agency, but actually talking to people who were in my place at one point — seeing where they are now, where they’re working and how they got there — was helpful,” Riepl said. “I was amazed to see the reality of their dreams coming true.” Riepl said living in New York made her excited to enter the professional world, but it also provided a reality check to help her see what it takes to live in such a big city and to fit into the career world. Riepl said her hands on experience in New York added to her educational experience by helping her look beyond her grades and focus instead on piecing together what she wants to do and why she wants to do it. “Experiences like going to New York help you gain experiences and skills that prepare you for your career,” Riepl said. “It’s so exciting, and college is the perfect time to capitalize on those experiences. I’d encourage everyone to go, a million times over, it was so fun and I learned so much!” Learn more about Riepl’s experience in the Big Apple at nybyu.com.

A team of BYU students took the top prize in the country’s most competitive student advertising competition — for a project they did not for a class or client, but for fun. It was summer and they had a little extra time, so the crew set out to create “something big and cool and different,” said senior Taylor Dahl. Their finished product — a whimsically illustrated and filmed Vespa commercial — took national best of show at Saturday’s Student American Advertising Awards Competition (commonly referred to as the ADDYs). Awards committee chair George Riddell called the competition a “showcase of bright new talent” that provides “a glimpse at the advertising industry of tomorrow.” The best of show award, one of eight national ADDYs BYU received, is a high point in a season of high points for BYU’s ad program. Click here to read more...

“Advertising is creative problem solving,” said Sheets, acknowledging that advertising also has the power to persuade for both positive and negative.

Students create experiential technology to help patients explore outside hospital walls

Few universities enjoy the international name recognition of BYU, as proven by the recent triumph in the Hyundai Lens of Loyalty film contest in December 2013. This fall, Hyundai Motor Company challenged 25 universities ranging from the west to east coast including heavy hitters such as Oregon, Michigan and Florida to the film contest. After submitting a one-page treatment for a film, seven finalists were chosen to produce the final product, and were funded $10,000. Of the finalists, BYU was awarded the additional $10,000 prize by a panel of judges for its recent five-minute film highlighting BYU football fans around the world. The film was then created, produced, and edited by an innovative student team at The Laycock Center for Creative Collaboration. The team included students from all disciplines, including advertising, film and music. Students Dustin Locke headed the effort as advertising director, with Layne Russell as film director. The aim was for students to showcase football-related traditions unique to their school, according to a press release by Hyundai Motors. “We thought about it and unfortunately BYU can’t compete with tailgating,” explained Locke, advertising major. “But the one thing that sets us apart is reach and the fact that we bring a lot of people to away games.” The idea then developed to let the fans speak for themselves about their passion for BYU. “We have a uniquely true world-wide following here at BYU,” said Jeff Sheets, director of The Laycock Center. “We then cross-sourced and looked for the most unique and insightful fans to be featured.” Fans from as far away as Hawaii, London and South Africa were featured in the short film. One man, a foot cancer amputee living in Barcelona, Spain, proudly wears his BYU emblazoned prosthetic to show he bleeds blue. Another couple in Hawaii installed one of the first satellite dishes on the island in order to see the BYU football games. They then proceeded to invite their neighborhood to watch the Cougars fight their way to victory over the years. “It was a cool experience for us to go across the world and talk to BYU fans. I don’t get to play on the BYU football field, so it is cool to do something for the team,” commented Locke with a wry grin. Incredibly, the team put together the entire production, from recruitment of fans to editing in only two and a half weeks. Students worked night and day to put together the film, while scrambling to get homework done between traveling around the world. The dedication in these un-paid students embodies the mission of the Laycock Center to facilitate a collaborative environment for creative ideas and stunning talent. As Vanessa Mckenna, advertising major, excitedly exclaimed, “It’s all about collaboration!” and a literal love of the game on and off the field.

The prize: A Bronze Pencil from the One Show Entertainment

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