The Situation: The UO Ad Team participated in the 2024 NSAC competition, presenting a campaign for Tide with the goal of encouraging young people to wash their clothes in cold water for environmental and clothing benefits.
The Insight: Research revealed that while young people are passionate about the environment, they often feel disillusioned by corporate sustainability messages. However, they are very protective of their clothes, making this a more effective angle for communication.
The Approach: The team developed a media plan targeting a digital-first audience, focusing on authentic engagement. This included partnerships with Goodwill, Depop, and NY Roadrunners, a microsite with dynamic content, a live-streamed game show, and campus events with Coldplay concert incentives. The campaign earned accolades for Best Partnerships, Best Creative, and Best Male Presenter.
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Media Team
As a media planner for Ad Team, a competitive, student-run ad agency, I played a key role in creating award-winning campaigns. Working alongside experts in strategy, copywriting, and art direction, I developed targeted media plans, allocated budgets, and leveraged market insights to reach key demographics effectively.
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Ad Team
My work on Tide's #TurnToCold campaign for the National Student Advertising Competition highlights my ability to conduct thorough research, optimize media placements across platforms, and thrive under pressure. This experience not only honed my skills but also showcased my creativity on a national level, contributing to the campaign's success in the advertising field.
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MEDIA
Director of Media Planning Emma Ramage Co-Media Planner Alexa Wäcker Co-Media Planner Lily Wong Co-Media Planner Addie Peterson
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STRATEGY
Director of Strategy Sophia Ramazotti Strategist Josie Willard Strategist Amelia Kennedy Strategist Malcolm Karow
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CREATIVE
Director of Art Direction and Design Sophia Fuselier AD/Designer Gabe Taylor AD/Designer Sydney Burdick AD/Designer Avery Ensing AD/Designer Audrey Baughman AD/Designer Emma Ballman
Director of Copywriting Veronica Thede Copywriter Taylor Bollenbaugh Copywriter Erik Reith
Director of Production Franny Milhizer Producer Ke’ali McCarter Producer Antonia Beil
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MANAGEMENT
Director of Account Management Nicole Alstrin Account Manager Melissa Rim
Co-Director of Project Management Haley Koski Co-Director of Project Management Conner Grams Project Manager Sophie Fenton