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Media and Communications

Promotion Management Advertising Competition 2017

Promotion Management Advertising Competition 2017


♪ [Opening music] ♪ ♪ ♪ ♪ ♪>>Dennis Cole: So,
good afternoon. I’d like to welcome everyone
to the annual UNCA management advertising competition, I think
this is about our eighth year. Everyone is looking very good
and without further adieu I’d like to call on the first
group to present their ad. [Applause]>>Samantha Moore: First
off I’d like to thank all of our judges for taking time out of
your day to come and visit us here at UNC Asheville and take
a look at all of our ads. My name is Samantha.>>Townsend Culpepper:
I’m Townsend.>>Jimmy Leslie: I’m Jimmy.>>Lise Sauzet:
And my name is Lise.>>Moore: And we are here
presenting a UNC- an Asheville tourism ad for you. ♪ [Music plays] ♪ ♪ ♪ ♪ ♪>>Female Voiceover:
Come discover a better place to be in Asheville
North Carolina.>>Sauzet: So, as we all know
Asheville has become a popular tourist destination
over the past few years. Lonely Planet, one of the
major European travel guidebook publishers has picked
Asheville as it’s top U.S. destination for 2017. So, compared to what this big
foreign entity we were come in to doing a weekend, we wanted
to give a more local insight of things to explore.>>Culpepper: We are
marketing to the creatives, those who relish and
enjoy learning and discovery. Those who enjoy eccentric
and vibrant locations, those who enjoy creativity
and exploration; individuals that
are open minded, outdoor enthusiasts,
art lovers and explorers. We want them to explore both man
made and natural elements our town has to offer. Through some research and
guidance of the Asheville sales and marketing plan we found the
age range to direct our message to was between
twenty-five and fifty-four. We wanted- what we wanted to do
with our younger market segment is for them to develop a
relationship with Asheville and when they come more- become more
affluent we want them to come back and spend money here.>>Moore: So after narrowing
this target market we needed a message to captivate them. We wanted to capture the heart
and soul of what Asheville means to us and portray this feeling
all within thirty seconds. A place where there’s always
something wonderful to discover; whether it be beautiful mountain
ranges or upbeat drum circles. So the lifestyle and personality
of our target market led us to a message of discovery, this
message is woven throughout and really helps to create a
welcoming and vibrant atmosphere in order to encourage visitors
to discover all that Asheville has to offer and just one of
the ways that we chose to really make this message resonate
was to keep our traveler facing forward; so you never
really see the face, we really wanted the connection
to be made with the place around it and to avoid that connection
with the person itself. So here to talk a little bit
more about some of our decisions is Jimmy.>>Leslie: So, I’ll explain the
commercial itself a bit more and how it helps to
deliver our message. The basis storyline follows a
traveler who we’ll conveniently refer to as Sam as she
spends the day discovering the city of Asheville. Sam is designed to resonate
well with our target audience, between- from her
clothing, to her styling, to not showing her face, the
audience can almost picture themselves in her shoes going
through Asheville on their own. We start the commercial
by building context; we show the City of Asheville
sign that is on a municipal building downtown where
Sam’s day starts. The shot then pans down to Sam
clearly new to Asheville looking at the sign and she then looks
down and steps out into the bright morning light
and her adventure begins. At this point the upbeat song
picks up which creates energy and we show the City of
Asheville logo at the bottom of the screen; this helps to
first not forget where we are, and second associate the town’s
name to these cool scenes that they’re seeing. We decided to focus on locations
that would be most appealing to our target audience, there’s a
trend that is moving away from going to typical attractions
like breweries and the Biltmore, so we decided to focus on cool
scenes that our target audience would really appreciate. There’s places like
the good vibes sign, the glass gallery, and you
know interesting natural areas. Throughout the commercial Sam
also interacts with various people downtown, which in
the commercial is everyone that she sees. This helps to convey a sense
of friendliness and a warm welcoming atmosphere
of the city. We then show the Asheville’s
unique drum circle which helps to reinforce that theme of warm,
welcome environment as well as give a glimpse of the vibrancy
and the energy of the nightlife in Asheville. Finally, we fade into a sunset
time-lapse to signify the end of the day, the- we then see
the Asheville logo and explore Asheville dot com which is the
best resource for perspective traveler to find information. The voiceover that is come
discover a better place to be in Asheville, North Carolina is
what we really used to request action from the audience; we
felt that Asheville’s slogan of discovery inside now didn’t
really do this well enough so we blended it with the state of
North Carolina’s slogan of a better place to be to really
invite the viewer to Asheville. So with all this in mind we
would like to show you the commercial once more. [Music plays] ♪ ♪ ♪ ♪>>Female Voiceover:
Come discover a better place to be in Asheville
North Carolina.>>Cole: So we turn it
over to the judges.>>Jeffery F. Willmott: You said
your target is twenty-five to fifty-four?>>Moore: Fifty-four, yes.>>Willmott: Why that?>>Moore: Well some of that
information came from the City of Asheville’s
marketing plan itself, these were the age ranges that
they were specifically marketed to and we have such a large
range because it’s really- the younger part of the age range
there we are hoping to build this connection with so they
continue to come and they bring their families here as they grow
and the older range we’re really kind of focusing on
this eclectic personality; people that want to come
and discover something new.>>Willmott: Okay. Do
you envision this as part of a campaign?>>Moore: Yes.>>Willmott: Okay.>>Moore: So I think it could
really work on the discovery platform, we didn’t do any
of the putting up all these national awards that Asheville
has won as all these like top destinations, we decided we
really wanted people to discover for themselves what
Asheville means. So I really think this could
be part of a campaign for discovery, discover Asheville
and that really fits along with the tagline of Asheville
tourism itself.>>Leslie: It would almost be
more of an organic attraction to Asheville, of the place and
not the typical attractions.>>Willmott: Got it. The
tagline a better place to be Asheville, you created that?>>Moore: That’s an amalgamation
of Asheville’s slogan and North Carolina’s slogan; so
Asheville’s slogan is discovery inside and out and North
Carolina’s slogan is a better place to be.>>Willmott: But you created it?>>Moore: We combined them.>>Willmott: That’s
creative right?>>Moore: Yes.>>Willmott: Thank you
very much, very good.>>Bill Schulz: A
little bit from here, a little from here.>>Willmott: That’s
creative very good. That’s it for a second.>>Schulz: I like
your ad very much. I would say the first word I
wrote- the first word that I wrote down was exploring and I
would like to personally say so, I like that part of it. However, I kept waiting- I would
say to target to fifty-four year olds and not show the
Biltmore House is somehow tourism malpractice. Did you- was there a consensus
on the group not to show this wonderful old house that
the whole world comes to Asheville to see?>>Moore: Part of it is access->>Schulz: Is that a- all four
voted not to show it? Or was it just two?>>Leslie: I’ll just say that
I think the range is to not disclude those- the people
that are older that enjoy and appreciate those other scenes,
but we were definitely focusing on a younger generation to have
them develop a relationship with Asheville and eventually when
they are the most financially viable group that is going to
bring more money to Asheville in the future, that’s the group
that will be- you know Asheville will be the place to go.>>Moore: And that’s not to say
these older generations don’t also really enjoy eclectic
vibrant scene and something a little different, most of the
tourism things for Asheville do include the Biltmore and do
include a lot of different breweries so we really wanted
to give a different perspective; where are some places that
locals would go that might not be seen as much?>>Willmott: Like
the drum circle.>>Moore: Like the drum circle.>>Willmott: And I go to
the drum circle and I’m over fifty-four. [Laughter] Just barely.>>Schulz: And then what
maybe- one last question, did you see it as competitive? Did you think you were competing
against other locations for- for the tourist dollar or for
travelers or for- thinking we’re going to differentiate ourselves
somehow or was this just about Asheville were you thinking->>Moore: A little of both, we
really wanted to highlight this unique atmosphere that
Asheville has and kind of give this call to action to come
discover it, what’s here to discover, what are all the
different things that you can discover that you might not be
able to find in a different town somewhere else, somewhere that’s
lacking that kind of uniqueness and vibrancy that
Asheville really has to offer.>>Schulz: Biltmore house
didn’t make the cut. [Laughter]>>Schulz: Okay.>>Willmott: The Biltmore
company might have had a problem if they put the house in there
cause they always have a handout for royalties.>>Laura McAnn Ramsey:
I really liked it. Can you describe the casting
and how you came up with a female explorer?>>Moore: So we really wanted
to resonate- it was more of a stylistic choice we wanted to
give this style purpose with the scarf and the hair and the
outfit and everything that gives this eclectic vibrant vibe
versus you don’t have as many choices with men’s clothing
and I know that sounds a little skewed there but we really
wanted to show a style and we felt like that would
work well there.>>Ramsey: So I think
what you’ve done is actually something really
difficult to do. Something that’s aspirational
enough for a larger audience but then at the same time can
connect with a millennial audience, which is a
cooler hipper audience. And I personally found that
having a female protagonist was very interesting because explore
and female often doesn’t go together because you feel
like that might be risky. And it made Asheville look
safe and fun easy and I would imagine- I’ve seen commercials
with couples in Biltmore and you know, that doesn’t make it-
didn’t look cool to me so this was really cool.>>Moore: Yeah,
thank you very much.>>Sauzet: Thank you. [Applause]>>Cole: Thank you guys.>>Explore Asheville Group:
Thank you.>>Christopher Carter:
Hello everyone, I’m Christopher.>>Dean Arbuckle: I’m Dean.>>Paula Teklu: I’m Paula.>>Hannah Spring: And I’m Hannah
and for our public service announcement we wanted to choose
an important social issue that impacts everybody in this room
and at the same time is an issue that everybody in this room
can take action on today.>>Female Narrator:
Washing your hands for just fifteen seconds with soap
and water can reduce germs by ninety-two percent. Shockingly only about five
percent of people actually do it; not washing
doesn’t only affect you, statistically you touch about
three common objects per hour. Don’t be afraid to take
matters into your own hands. So wash thoroughly
and wash often. Spread the word not the germs.>>Carter: A few Sunday’s ago I
was having brunch with my family when I went to the restroom and
inside that restroom there was a person that walked out of a
stall without washing his hands, he left right out the door. When I was leaving the restroom
I walked by his table where he was sitting with his friends
and they were all eating nachos. And the wildest thing to
me occurred there is that, there’s a large social issue
that’s often overlooked and it’s something as minuet and as
simple as washing hands, so our mission with this PSA was
to shed light on something that effects everyone on earth and
it’s been known that by washing hands we can fight the
spread of germs and disease, yet the majority of the
population does not do this. So we also wanted to mention
that before you go have your nachos, maybe you could come
see our viral video through our viral humor.>>Arbuckle: And even if you’re
not about to share nachos with your friends think about the
common objects you may have touched coming into this room. The door handle, the chair, a
friendly handshake or even a touch on the shoulder. It only takes one person to
spread millions of germs and you don’t have to touch
anything directly either, just when you think you’re safe,
keep in mind that germs can spread up to six
feet from the lavatory. And in our advertisement we
mention that only five percent of the population washes
their hands properly for fifteen seconds or more, thus our
target audience encompassed ninety-five percent of
the U.S. population.>>Teklu: So typically with PSAs
in regards to hand washing a lot of them used fear tactics
relating to the spread of germs, but as the CDC tells us only
five percent of people are actually washing their hands
properly which is for fifteen seconds; showing that these are
not effective so we knew that we had a little bit of an upward
battle and we’d really have to be creative in finding something
that would grab the audiences’ attention and maintain it, so we
decided to use humor for that. The tricky thing is we wanted to
have humor but we didn’t want it to take away from the message,
so we had to have a nice balance there, but have those key
moments that were again viral that you’d want to be sharing
them with your friends or that they would kind of come back
into your mind of when you’re at the sink the next time its like,
“Oh I remember that guy washing that other guy’s hand and maybe
I should stay here a little bit longer” so that was sort of the
intention without taking away from the message and still
getting relevant information out there and we also wanted to
create a positive association with hand washing rather than
sort of a fear based negative one that other
PSA’s currently do.>>Spring: In addition
to creating that positive association with the
humor that we used, we used humor as an introduction
to our call to action; specifically, the scene where
Dean is helping Chris wash his hands we wanted to- we wanted
to play with the awkwardness a little bit there, because we
know that it’s not comfortable when you see somebody who’s not
washing their hands properly. We wanted to encourage our
audience to feel comfortable sharing the information that
they just learned through our advertisement and we wanted
to make sure that they have information to
share to begin with. So, by showing Dean taking
action in the restroom in addition to that spread of
information we encourage our audience and develop a sense of
responsibility for their hand washing habits as well as
encouraging others to take the proper hand washing
habits as well.>>Carter: So that we hope that
we could start the conversation about hand washing, something
that’s memorable and so, spread the word not the germs.>>Arbuckle: With that being
said we’d like to show you the ad one more time.>>Female Narrator: Washing your
hands for just fifteen seconds with soap and water can reduce
germs by ninety-two percent. Shockingly only about five
percent of people actually do it; not washing doesn’t
only affect you, statistically you touch about
three common objects per hour. Don’t be afraid to take
matters into your own hands. So wash thoroughly
and wash often. Spread the word not the germs. [Applause]>>Ramsey: I’ll start this time.
So when you had a choice of thinking of two men,
or a mother and a child, all those different combinations
and a bathroom, was there anything political
in your video that’s inferred or not inferred
or do you think…>>Spring: We did not want to
create any political agenda with our advertisement instead we
wanted to present a common and familiar situation where people
may be presented with somebody who is not washing
their hands properly. We just wanted to make it
as relatable as possible, and as successful as possible
without any underlying tones there.>>Carter: And in so doing
eliciting an emotional response about something that would
feel out of the ordinary, that’s where we wanted
to capture a surprise, even to give a surprise to
create a memorable moment so that the viewers left with a
sense of at least wonderment for what they’ve just witnessed. And in so doing, referring to
and remembering that there is hand washing
actions being taken.>>Ramsey: I really like the
tagline and I thought that the POV’s in the video especially,
the mirror where you’re looking and then you know sort of
like changing the rules was very effective and I did find it had
edginess that maybe wasn’t intended but that was
actually controversial and made the point stick.>>Schulz: Good. I think it was
a good ad and a good message. I wondered, did you
think about some, because you were
quoting some statistic, did you think about
putting those statistics up.>>Teklu: We did, that actually
came up but we found that you’d be distracted watching that you
know we were sort of confined to 30 seconds so that your eye
would be drawn there and you actually wouldn’t be
following the story, so we thought that
that took away from it. So we thought it would be more
impactful to just hear that and actually pay attention and we
kind of considered this is a video that a lot of
people watch over again, because it is kind
of like awkward like, “Hey, like what just happened?
Like I want to see that again.” So they are still getting->>Schulz: So you did think
about it but you decided…>>Carter: We did.>>Arbuckle: We
decided against it. We felt like it would
just overall detract from the message.>>Carter: There’s some of
our pre-testing as well. We kind of thought about the
situation and realized that what we wanted to do was sort of
create a narrative but through this video in the sense
of reverse ask, to sort of keep the eye flowing, ultimately
from the action to the logo. So it was yeah
definitely thought about.>>Schulz: I got a
little bit confused. Was this- were you trying to
tell me to wash my own hands or who should I approach…?>>Carter: Trying to spark a
conversation just about the idea of hand washing itself.>>Spring: We also wanted to
create a memorable moment so next time you may be in a
situation that calls for washing your hands, perhaps you’ll think
of the video and you’ll remember a statistic or two and
if you see somebody else, it may make you feel more
comfortable sharing that information with the
person next to you. We don’t expect anybody
to go touch a stranger without their permission. Please don’t go wash anybody’s
hands in the restroom. And we just wanted to create
a sense of responsibility.>>Schulz: That was the only
little thing when you watch it again you telling me to wash my
hands or I should tell other people to wash my hands. [Laughter]>>Carter: A little bit of both.>>Teklu: Well it’s mainly
for you to wash your hands, but because it’s intended
to be a viral video, like for example we’ve shown it
to a lot of our friends and I’ve even gotten messages of like,
“Hey I washed my hands today”. So it’s like- it’s reinforcing
that positive behavior, because it’s like a
comical thing to share. There’s even some of our
class mates that were like, “Hey like we’re
doing it the right way.” So it’s just kind of like
reinforcing like that behavior within yourself but also
sharing the message in general.>>Schulz: First word I
wrote down was logical. You made a logical case
why should wash your hands. Thank you.>>Willmott: Your tagline,
came up yourselves with that?>>Washing Hands Group: Yes.>>Willmott: Creative. Very
simple story, real benefit, resonated with the viewpoint
that you presented. I heard the word comfortable,
did you think about doing shocking?>>Spring: As Paula mentioned in
her section she- we found that most hand washing advertisements
and advertisements about germs used fear based tactics, where
they throw statistics at you that may make you
fearful of germs, instead we wanted to show that
it’s a common issue in everyday life, even outside of
the doctor’s office. You may be surprised to find
how many situations in which you need to wash your hands.>>Willmott: Well there’s
certainly enough television commercials on with
irritable bowel syndrome, things, and mucus things out
there so I’m just questioning what your thought
pattern was behind your creative approach here.>>Teklu: Well
the whole point is, this is so far out of box
it’s so different from now, so rather than still kind of
following that thread this is like out of the ordinary even
compared to those which were supposed to be out
of the ordinary.>>Carter: When we got the
information from the CDC that said that 95% of the population
still doesn’t wash their hands we figured that, whatever
PSAs previously existed, were obviously not working so
we wanted to take a different approach than we
did with PSA here.>>Willmott: Thank you.>>Hand Washing Group:
Thank you. [Applause]>>Caitlin Molloy: So, good
afternoon everyone. My name is Caitlin
Molloy, this is Lien Raets, Rebecca Alexander
and Ben Eisdorfer. Today we’ve created an ad for
you in conjunction with the non-profit group Our Voice to
address the misconceptions about sexual assault.>>Molloy in video: Fifty
percent of victims are blamed for their sexual assault. It’s our responsibility to
stand up to the misconceptions.>>Ben Eisdorfer in video: Her
clothes are not your excuse.>>Rebecca Alexander in video:
Her vulnerability is not your opportunity.>>Male in video: Their
sexuality is not your right.>>Male in video: They said
it couldn’t happen to him.>>Lien Raets in video:
No one ever asks for this.>>Collectively: It’s our voice. ♪ [Piano plays] ♪>>Lien Raets: Every 98
seconds an individual is sexually assaulted. Due to that fact the non-profit
organization OUR VOICE asked us to focus on a topic to bring
awareness and create a call to action rather than highlighting
and focusing on what the facilities OUR VOICE
actually has to offer. That is why our advertisement
takes a PSA format. The call to action created after
viewing our ad is for people to go out into the world and speak
out on the misconceptions of sexual assault and to begin
a conversation in hopes of breaking down the
stereotypes that surround it. Upon completion of our
ad we actually showed our advertisement to the
executive director of OUR VOICE, who then asked us for permission
to use it on their social marketing campaigns. So to further explain
why we chose the topic of misconceptions on sexual
assault here is Caitlin.>>Molloy: So 60 % of sexual
assault is never reported to the police. This is partly due to
the negative stigma surrounding sexual assault and the victim’s
fear that they will be further scrutinized upon their report. Questions that victims can be
asked are things like what they were wearing at the
time of their attack; how they are acting towards
their assaulter and even how much they had to drink. But these questions aren’t
just limited to the authority. Friends and family also
second guess the legitimacy of an attack. For these reasons our group as
well as the non-profit OUR VOICE felt it was more important
to address the issues of misconceptions surrounding
sexual assault instead of creating an advertisement
talking about the prevention. Many sexual assault
ads currently out there, talk about how you yourself
can prevent from being a victim, or how you as a bystander
can prevent sexual assault from happening. But the unfortunate truth
is, sexual assault is not a one-time event. Victims often relive their
trauma indefinitely and now to talk about our target market
and who our ad is specifically geared toward is Rebecca.>>Rebecca Alexander: Research
shows that every- that 11.2% of college students will experience
some form of sexual assault. That being said, my group
and I found it significant, that our target market
be college age students. So people ranging typically
from the age of 18 to mid 20s. We also wanted a diverse cast to
represent the idea that sexual assault does not discriminate;
it can happen to anyone. We wanted our cast to represent
our target market to inspire our audience to take a stand against
sexual assault and to begin the conversations to break
down the misconceptions that come along with it. And now to talk about the
symbolism within our ad is Ben.>>Ben Eisdorfer: There
is actually quite a bit of symbolism in our ad. From the camera angle being
directly on the spokesperson’s face, to make the
message more personal; to the white background as
well as the white lights, to create a focal
point on the message. We all decided to wear black
shirts not to detract from the message itself. We had Bunker Sound Productions
create the music to compliment the message and not
take away from it. It was important to us to
represent all diversity, so we had different race as
well as different genders and a member from the LGBTQ
community to represent this. At the end you can see the ad
shutter through all of our faces this is to represent
that we may be diverse, but we are unified
with this issue. Now at that very end of the ad
our spokeswoman steps up and takes a walk out of
the camera angle. This is to show that we are
done with the misconceptions of sexual assault and it is time
to tackle the real issue at hand here, sexual assault. Now with all that in mind,
please view our ad one more time.>>Molloy in video: Fifty
percent of victims are blamed for their sexual assault. It’s our responsibility to
stand up to the misconceptions.>>Ben Eisdorfer in video: Her
clothes are not your excuse.>>Rebecca Alexander in video:
Her vulnerability is not your opportunity.>>Male in video: Their
sexuality is not your right.>>Male in video: They said
it couldn’t happen to him.>>Lien Raets in video:
No one ever asks for this.>>Collectively: It’s our voice. ♪ [Piano plays] ♪>>Willmott: First off thanks
for taking on a very difficult subject matter. And you
certainly put a very compelling message together. No
two ways about that. And the symbolism that you
brought into the message was creatively done and
very, very direct. The music totally complimented
and was chosen very wisely and totally complimented
the presentation. Your product here your message,
I found very much integrated into the whole story line. I can see line extensions
of this campaign, into a campaign very easily.
Target market right on. And the last- letting the music
play over the last black slide, very creative. Well done.>>Our Voice Group: Thank you.>>Schulz: Very powerful
ad I think so. The first word I wrote
down was compelling. So I thought it
was very powerful, very good message. I don’t know as soon
as you- the ad is over, and you’ve sent the message and
you- I couldn’t take my eyes off it and then as soon as you
started to speak you talked about some statistics; every
98 seconds there is an assault, did you think about bringing
some of that those statistics into your ad? Or did you just- was there- why
did you exclude those numbers which are also
compelling I think.>>Molloy: So our ad- the
purpose of our ad is to address the misconceptions
around sexual assault. So everyone’s line we took,
these are actually questions that victims have been asked
upon like reporting their sexual assault and we felt
that the statistics, while they were powerful, we
wanted to focus on really the misconceptions and there
isn’t really- you hear the first statistic in the first line, 50%
of victims are blamed for their sexual assault and we thought if
we put too much statistic- too many statistics in the ad it
would just muddle the message and you wouldn’t be able to
focus on the actual lines themself and really be able
to resonate with the actors on the screen.>>Schulz: That was a
conscious decision.>>Molloy: Yes.>>Ramsey: Well again I
appreciate you taking on such a tough subject and it passed
the goose bump test twice.>>Our Voice Group: Thank you. [Applause]>>Aaron Edwards: Good afternoon
my name is Aaron Edwards. This is Travis Newman,
Hugo Guierrez , Matt Gorge. We decided to do our
advertisement on recycling and here it is. ♪ [Music plays] ♪ ♪ ♪ ♪ ♪>>Edwards: We decided
that for our advertisement we wanted to make a public
service announcement for recycling to
serve as a reminder, because without recycling there
can be detrimental consequences. The average person generates 4
pounds of trash each day and up to 1.5 tons of trash each year. The EPA states that 75% of
the America Waste Stream is recyclable but we only
recycle about 30% of that. Recycling is also good for the
economy and the environment. Recycling is a
200-billion-dollar industry and can generate up to 7 to 10 more
jobs each year that landfills usually take away. Also recycling conserves
infinite recourses, conserves fresh water up to 95%
and also significantly reduces fossil fuel energy and
reduces CO2 emissions. We as the United States
desperately need this mission. Although we make up 5 %
of the world population, we lead the nation- we lead the
world in the most waste produced by a country. And here is Travis
with a few more words.>>Travis Newman: When deciding
how we wanted to approach the topic of recycling an idea
that we had learned about this semester came to
us; Keep it simple. Bob Garfield an
advertising guru, talks explicitly about not
overcomplicating the message. Originally we had grandiose
ideas for a commercial with complex meaning and
many intricate shots. Due to our limited abilities
and time constraints we realized that this would have resulted
in a lesser quality commercial. The appeal of our commercial
is it caters to a broad market. Any person can relate with a
simple choice of throwing a bottle into one bin
as opposed to another. Our primary focus,
as Aaron mentioned, was to create a commercial that
acts as a reminder to not only recycle, but that it doesn’t
have to be a difficult decision. Our slogan, “Think
outside the trash, recycle”, we felt was a perfect fit. As you just watched
in our commercial, Aaron is coming out of the
trashcan to prompt the other individual Matt to
rethink his decision. By creating a feeling of
amusement during this encounter we wanted to form an association
where recycling is being fun. Think outside the trash
resembles another popular slogan; Think outside the
box and both represent a similar message. We thought that with the
closeness of the two slogans that it would make our slogan
easier for people to remember and recall but with
our intended message. And now Matt.>>Matt Gorge: Thanks Travis. So, if you didn’t catch it
in the first viewing you will notice that we stripped the
label off the water bottle, we did that purposely, it’s part
of along the lines of keeping things simple. We didn’t want this to be
confused as some like Aquafina or Dasani commercial. We also intended there’d be
nothing too fancy in terms of the runner’s attire. Again to avoid anything that
may overpower the simple message which is just to recycle. The incorporation of the two
dogs in our commercial is purposeful in that they
help create the story, you know, the character
walking his dogs, stopping for his last few gulps
of water before he decides to throw his plastic bottle into a
trashcan and this allows I think many viewers to easily identify
with that situation and that’s kind of what we were going for
and it potentially makes our commercial more memorable
to people that like animals or dogs, so there’s that. Lastly I would like to comment
on the original music we chose. We actually created it using a
music production software called Logic and opted to go for just
a simple jazzy drum set beat, some shakers, a baseline and an
organ and synchronized the track to specific instances; that
way we can have some sort of dramatic effect especially when
the character comes out of the trashcan and the idea was to
create an instrumental track that would move the
commercial forward, but not overpower the message. Again trying to keep that
simplicity as the key with a few additional humorous quirks to
stand out from the clutter so with that, Hugo.>>Hugo Guierrez:
Thank you Matt. If you noticed during our
commercial we made sure to incorporate something
blue in almost every scene, to include our closing slides. This was done purposely because
we wanted to associate this color with recycling. So whether the person could see
the recycling symbol on the side of bin or not, they would
instantly know what it was by color alone. This is also why we chose to use
the EPA website as our resource for our audience, to obtain
further information. This website offers a vast
amount of information by recycling to people who live all
across the US and information specific to different regions. The EPA’s website’s purpose
is to ensure that all parts of society, communities,
individuals, businesses; state, local, and tribal
governments have access to accurate information
sufficient to effectively participate in managing human
health and environmental risks. Now that you have a deeper
understanding of the concept of our commercial. Let’s watch it one more time. ♪ [Music plays] ♪ ♪ ♪ ♪ ♪>>Willmott: The use of
humor can be a two-edge sword sometimes, but
congratulations on using it effectively in a
very simple story. It is an attention getter it
was entertaining using music the character and the
creative approach to it. The one question I
would have for you; why didn’t you use the doggy
poop bags more prominently?>>Gorge: Excuse me? [Laughter]>>Willmott: When the character->>Gorge: Oh like the
poop bag to say like ok don’t throw them in->>Willmott: Yeah. They’re
recycled just like anything else.>>Gorge: Yeah.>>Willmott: And having dogs
myself I am well aware of that.>>Gorge: That would be, yeah,
that would be an interesting way to go with it. [Laughter]>>Willmott: Just a random
thought because you had two dogs there.>>Gorge: Right. Right, it’s.. [Laughter]>>Willmott: And those
of you who have been downtown Asheville and had to
do the French two step around.>>Gorge: Yeah absolutely.>>Newman: It’s an
interesting idea. It was not something that we had
thought about at the beginning. If we had that would have
been a neat premise to go on. But as with any commercial
there’s multiple ways that can go with it. We thought the
execution of this, with the resources and the
ability of what we had at the time, that this was probably our
best course of action for the moment, just to be able
to get our thought across. But that’s a great idea for if
we were to continue with another commercial to follow
this up for something.>>Gorge: Yeah that
would be another great PSA. Because I agree that is
definitely necessary. Especially at my
apartment complex. [Laughter]>>Schulz: Ok I thought
it was really good ad. I wrote up- first word
I wrote down was fun, and I think that
was the objective. I think that it’s basically
a reminder to people. I thought the music fit
perfectly and I appreciated the explanation on that one. I like the guy and I saw it
the first time and I looked for it again. I guess it’s a purposeful shrug
the guy just said what no big deal I can throw it in here-
just as easy I can throw it in here. I think that was the
little message there. I don’t know guys did
you make it too simple? I mean why should I recycle,
because some big guy is going to come out of the garbage can,
did you go too far in your simplicity couldn’t you have-
come on guys let’s recycle and let’s do this thing and make the
world a better place as opposed to some guy coming
out of the garbage can. Did you go too far
in your simplicity?>>Newman: I think
you make a good point. The one thing I would say though
is that with like a lot of the public service announcements
that we’ve seen today and that we see on TV all the time, a lot
of times they take a very abrupt approach with throwing all kinds
of statistics or you know if you don’t do this, this is the
ultimate doomsday kind of result and I think sometimes people get
so overwhelmed with those kind of messages so that
they just tune them out. So we wanted to provide
something that would be kind of fun, light, and would probably-
it would hopefully draw them into this so that they
would at least be like, “Oh, ok you know recycling is
not you know not that big a deal, it’s something easy I can
do just in my day to day life”. Instead of trying to bombard
them with doom and gloom and things of that nature. So it could be viewed as overly
simple but I think it also brings an overly light message
to the situation to try to put a spin on the typical ads that
you see for this kind of topic.>>Schulz: Ok. Good, thanks.>>Ramsey: Are there any
statistics around whether men are better or worse recyclers?>>Edwards: I mean, when I
was doing the research for the statistics that I presented,
I didn’t go gender based, I just went nation as a whole,
just so it can cooperate everybody and not put
a stigma on anybody, so I just- I mean
there could be, but I just went for a nation as
whole and that’s why towards the end I very narrowed it down to
us that we only make up 5% of the world population, but yet we
lead all other countries in just waste that’s not recycled.>>Ramsey: I also agree, I
thought it amusing and fun. I don’t know if this generation
knows Oscar the Grouch on Sesame Street, but it was
kind of like you know, instead of a grouch inside,
there is actually a good guy was inside the garbage. And I thought it was interesting
to have a man who looks somewhat domesticated with dogs, so
you know maybe he’s supposed to know, but he
still does it wrong. I thought that was cool. The shrug kind of bothered me,
I kind of felt that that was a little bit like “oh whatever”,
so I read it exactly the opposite of you. I kind of maybe wanted the
shrug to be more like an acknowledgement of,
“Oh, yeah ok cool dude”, but it felt a
little bit defensive. That was just how I took it.>>Newman: And we had thought
about that but there again with anything you put into a message,
depending on who’s seeing it and what context or what
frame of mind they’re in, may see it differently
than the other person sitting beside them. So it is one those things where
it’s kind of like the first judge said you know humor can
kind of be a two edge sword so can certain mannerisms that
you may not think of on a daily basis in just every day life.>>Gorge: Basically what he is
saying is my professional acting experience is limited. [Laughter]>>Ramsey: Well, you know the
bottle role was really well played so it’s all good.>>Schulz: Very good. Thank you. [Applause]>>Shane Surratt: So good
afternoon, my name is Shane Surratt, and these are
my team members, Randi Fossett, Edwin
Rubio, and Tara Jaynes. We had the honor and the
pleasure of working with our client, Mamie Adams and
the organization ELIADA. Their mission is helping
children succeed. We would love for you
to see our commercial.>>Mamie Adams in video: People
always want to know what a foster parent looks like
and there’s no one answer. Foster parents are
artists, bank managers, mechanics, soccer
moms, empty nesters, retirees, all with
busy full lives. They’re married or single,
they’re in their late twenties through early eighties, they’re
one commonality is they have a safe and loving home and are
willing to make room for a child in need. Foster parents have
lives just like yours, so what does a foster
parent look like? You.>>Tara Jaynes: ELIADA has
a very rich history here in Buncombe County
dating back to 1903, as a home for unwed mothers
and later becoming an orphanage. Most recently they shifted
into a more family oriented residential care facility, which
includes foster care services for children. In this commercial ELIADA wanted
to demonstrate that their target market is, as stated in the
monologue, anyone with a safe and loving home willing
to help a child in need. They wanted to break down
clichés about who foster parents are; stereotypes that assume
that they are in it for the money, or that the children that
are in their care they view them as less than. ELIADA felt it was time for more
important messages of how to foster- of how foster parents
give their hearts to the children that they take care
of and how they want to take children that feel unloved and
turn them into children that feel loved and supported. How day by day they do this by
supporting the children that they take in knowing that one
day they might actually have to give those children back to
their biological parents. We collaborated as a team along
with ELIADA staff and decided the best way to visually
demonstrate this would be to showcase the foster parents or
people that might become foster parents. A single business
professional with her two dogs, because dogs are
family members too; this family has fostered
19 teenagers; Brandi and her boyfriend Jeff
with all of his tattoos which are visible on his neck; a
retired couple who has fostered children for the last 30
years; a couple that can’t have children of their own, but they
brought their foster child to the filming and he wasn’t able
to be in the commercial because of Hipaa regulations; a family
of 5 that’s currently taking classes at ELIADA to become
a therapeutic foster family; a single woman on her
own; a lesbian couple, who actually adopted their
foster child now the little boy is their son; a soccer
mom, me and my family. And now for more details
about our planning process, I am going to hand things
over to my associate Edwin.>>Edwin Rubio: So our initial
process with the project, we initially wanted to go with
the child eventually going into the foster system; so we were
going to have cliché situations where the child was alone
and lived in a troubled home, but when we met with Mamie,
our representative for ELIADA, she wanted to focus on the
positive aspects of ELIADA and the people who bring
positivity to these kids. So we decided to focus more on
who- on who would foster the children, so our main objective
was to show that a person can foster a child even if they
feel as if they’re not a typical foster parent, or they don’t
feel as if they’re qualified enough to do it. So with this commercial we
showed that ELIADA will assist anybody who is willing to take
in a foster child into a loving home, so that is essentially
our call to action. If you’re willing or
wanting to foster a child, ELIADA home will assist you. And now I will take
it back to Tara.>>Jaynes: So we have hoped to
have demonstrated that ELIADA does not discriminate by showing
regardless of what your career is or your hobbies; if you’re
single, married, or already have a family; regardless of
your race, your religion, or your sexual orientation,
you can be a foster parent, you can foster a child and now
we would like to show you our commercial again.>>Mamie Adams in video:
People always want to know what a foster parent looks
like and there’s no one answer. Foster parents are artists,
bank managers, mechanics, soccer moms, empty
nesters, retirees, all with busy full lives. They’re married or single,
they’re in their late twenties through early eighties, they’re
one commonality is they have a safe and loving home and
are willing to make room for a child in need. Foster parents have
lives just like yours, so what does a foster
parent look like? You.>>Ramsey: Well, yesterday I
baby sat an 8-year-old and a 2-year-old, and my kids are
really grown up and I was like, never again, and I actually felt
so much emotion around like what it means to give that aspect
of yourself and you know, seeing it like that I’ve never
seen anything on this subject that is so compelling and really
touches on the opportunity that’s there for everyone,
that’s really, really touching.>>Jaynes: Thank you.>>Schulz: I guess the
objective- I thought it was really good. I think the first word I
wrote down was “need”, I guess the objective
was recruiting, you’re recruiting people
to be fosters is that?>>Jaynes: Yes, Sir.>>Schulz: Is there a shortage
now of foster parents?>>Jaynes: Yes, Sir.>>Schulz: In Buncombe County?>>Jaynes: Yes, Sir.>>Schulz: Why didn’t
you mention that? Why didn’t we say we’re
looking- there’s a 20% gap? Or there’s 50 children right
now looking for foster parents. Why didn’t you- I
am just asking, did you think about that
and decided not to do it, or?>>Jaynes: Well our client,
they wanted to keep the message positive and so they were afraid
that if we said anything like that, that it might take
away from the positivity. They didn’t want to discourage
anyone that might be thinking about reaching out and then they
can ask them those questions. They were afraid that if we
brought a message like that in it might put a question in
people’s mind about why don’t more people foster a
child and that it, yeah->>Schulz: I’ll buy that. I
thought it was very compelling and I thought your
speech afterwards was even more compelling.>>Jaynes: Thank you.>>Willmott: Very arresting
creative, straight forward message, but a loving message. Showing the diversity of
demographics and psychographics here in the community which is
what you wanted to get across very important and informative.
You are informing. I found the staging,
the simple staging, to be very supportive of
the entire presentation. Simple bench, couple
flowers plain backdrop, you focused right on to
these characters therefore the diversity of demographics and
psychographics pops out at you. Well done.>>Jaynes: Thank you so much. [Applause]>>Kylee Shipley:
Good evening. My name is Kylee
Shipley, this is Hunter Hall, Katie Gamble and Peter Li and
we did our commercial on the Asheville Humane
Society, so we’ll go ahead and show it to you. ♪ [Music plays] ♪ ♪ ♪ ♪ ♪>>Shipley: So for our
commercial we decided to take a more playful approach
rather than a fear based approach like most shelter dog
commercials that you see now a days. Our target audience was
definitely like young adult to about 30 years old;
coming out of college, trying to start a
family possibly, adopting a shelter dog. For the words we tried to use
different aspects of dogs and what they can do for you rather
than just making you feel guilty to adopt a dog, showing you what
they can offer to your family and you. The dog we use is
actually a border collie mix, it is a shelter dog that was
adopted in Tennessee by one of our friends. We put the logo in the right
hand corner to just put like a subconscious reminder
of what the ad was for. We wanted it to be subtle not
too in your face and then we used the URL at the end so that
you could look it up because being such a young target
audience we knew that they would be able to google Asheville
Humane Society and know how to get into contact with that, we
didn’t need a phone number or an address rather we knew
they’d be pretty tech savvy.>>Katie Gamble: So for our
filming and post production we decided to go with an
outside setting as you saw, bright energetic we basically
just let a puppy go outside and run around and filmed it and its
you know natural habitat doing what it likes to do. So we decided to go with a text
overlay as opposed to a voice over, because we felt that
this was another way to add personality to our video by
showing these different words and animating them, it adds more
creativity and fun and you can really get the personality
of adopting a shelter animal. So, we added the green and
purple text to the words because these are the colors that
Asheville Humane Society uses for all of their print
sponsorships their online media; so we thought it would be a
really great way to tie in our ad with the things
that they use outside. So the Humane Society is a
really great place it’s a positive experience
to adopt a pet. Me and roommate actually just
adopted one about a month ago and it was a really
positive experience. They were super helpful and
willing to help us find an animal that suited us. In 2014 they were able to
rescue over 6000 animals, either through finding new
homes, rescuing them off the streets, or reuniting
lost pets with their families. So our call to action to you
would be to adopt a shelter pet and add a little bit
more color to your life. So here is our commercial again. ♪ [Music plays] ♪ ♪ ♪ ♪ ♪>>Willmott: It made me smile. As a member of the leadership
council for the Asheville Humane Society, thank you and as
an adopter of several pets, both my dogs are from there,
it resonates with me personally obviously. I found that your playful
approach was well executed. The text overlay versus using
voice was- kept the message very much focused right on to what
you were trying to accomplish. The symbolism came through; the
use of the logo was excellent. The benefits of owning a pet
through this methodology was apparent. Your product, the
Asheville Humane Society, totally integrated
into the creative, bringing it up at
the end. Well done.>>Asheville Humane
Society Group: Thank you.>>Schulz: I thought
it was really good, I’m a sucker for dogs
too so that’s how it is. I prefer the- the word I wrote
down was playing and that looked like a fun commercial. The music was perfect,
light, fun, fun to see. I don’t know, the only thing
maybe I could just have added- I thought you could have
closed with something, add some fun to your life, or
add some playfulness to your life or add some
love to your life. Something like this, I would
have added- I would have had maybe a tag line before you
showed the Asheville Center. I would have maybe
added something new. Did you think about
that? Like one..>>Hunter Hall: We were hoping
that I am a best friend at the very end would just kind of
tie it in together because everything was kind of
leading up towards that. Because we had playful we had
the other words kind of added to it, so. We thought that that was
the best word to chose.>>Schulz: Okay. [Indistinct]>>Ramsey: They always say
puppy’s and babies… [Laughter]>>Ramsey: So you had a
baby puppy, really perfect. I have six rescues
so love the idea. I thought it was interesting. I thought it was a great social
campaign and maybe not as much television campaign. I could see each one of those
shots with the text overlay as a meme that really worked for me I
mean it kind of like helped me segment it into all those
concepts and I think for that demographic it’s great because
you know you guys have an attention span that’s like that
and it was smaltzy and cute and all that, but it wasn’t
tacky it was just like sweet, very sweet. I liked it.>>Asheville Human
Society Group: Thank you. [Applause]>>Cole: So what’s going to
happen next is we’re going to ask you to leave the room
in a second and the judges will get together and discuss,
but I want to say- make a few comments first of all. One of the great joys of
being a teacher is to see your progression through the years
and I think you all know how I grade your essays and I would
say that today there’d be quite a number of 11’s out
of 10’s, well done. The way that I’ve seen you
progress and improve in terms of your presentation has been
remarkable and I am really proud of you and you should all
give yourself a round of applause for that. [Applause]>>Cole: Now all of you are
aware that we’re trying to start a mentorship program and I
have sent you emails with a questionnaire for those
of you who indicated some interest in it. Bill, here and Laura are both
involved in that so if you want to hang around and
perhaps ask them questions, they don’t have a lot of time
but if you want to ask them some questions about that, I think
it would be a good way to start networking. Ok? Pardon?>>Audience member:
After they’ve deliberated?>>Cole: After
they’ve deliberated. I’d like to thank the
members of the advisory board. We’re really proud to have a
really great advisory board this year and I want to thank them
for giving up their time to be judges here so if we can give
them a round of applause too. Thank you very much. [Applause]>>Cole: I’m sure
you’ve all seen this. This is what we’re playing for
and the names will go right here and this will be forever
displayed in the glass case as long as I am here. Who knows how long that will be. Okay, at this moment then if you
could just leave the room and give us a chance for
the judges to deliberate. I’m only here to
answer their questions. I’m not here to be one of
the judges. Thank you.>>Cole: Welcome
back. Everyone in? So, you’ve had me
for four years, you know my philosophy is
not everyone gets a trophy. [Laughter]>>Cole: In third place, we
have OURVOICE. [Applause] Runners up were the
Asheville Humane Society. [Applause] And the winners, whose names
will be put here are ELIADA- ELIADA. Come on up here. [Applause] So face the camera, take a
picture of me congratulating Tara. Tara with the trophy and
put your arms around everyone. Thank you everyone, thank
you, thank you once again. [Applause] As one student said to me
after the first semi final the bar has been raised. You guys as a class- as two
classes did a wonderful job this year and I’m really proud of you
and thank you very much and I’ll see you for the exam. [Applause] ♪ [Closing music] ♪ ♪ ♪ ♪ ♪

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