Dr. Quan Xie has conducted new research on “Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond” alongside Eunjin Kim, Joo-Wha Hong, and Hye Min Kim.
How can virtual influencers be used to promote prosocial messages? In the digital age, virtual influencers (VIs) hold great potential to enhance prosocial campaigns. This research aims to identify effective strategies for using VIs to create a greater impact, build deeper connections with consumers, and drive meaningful social change. Specifically, it examines how VIs can promote socially responsible behaviors, such as raising awareness about cyberbullying. The study explores whether storytelling (narrative messaging) can make VIs more effective in delivering prosocial messages.
The study concentrates on the ways in which social media platforms have revolutionized the curation and diffusion of material. Influencers are leading the way in these changes, with Virtual Influencers (VIs) occupying a unique space in digital interaction. The use of virtual influencers (VIs) to encourage socially conscious behavior is examined in this research. By contrasting human-like (HVIs) and anime-like (AVIs) influencers, as well as narrative vs. non-narrative messaging approaches, it looks at how VIs can successfully transmit prosocial messages.
The research tested two types of VIs: one that looks human-like (human-like virtual influencers, HVIs) and another with an anime-style appearance (anime-like virtual influencers, AVIs), across two messaging styles—narrative (storytelling) and non-narrative (informational). Focusing on Gen Z and younger Millennials, the results showed that HVIs were more effective than AVIs in increasing support for the social cause and enhancing message credibility, especially when the message was non-narrative. However, when using a narrative style, this advantage of HVIs disappeared, with no significant difference in effectiveness between HVIs and AVIs in terms of message credibility and intent to support the cause. This study offers valuable insights for marketers and non- profit organizations on the effective use of VIs in disseminating prosocial messages.
In addition, the study highlights how look and narrative influence viewers understanding and reaction to prosocial messages from VIs, providing useful information for companies and marketers.
This research was presented in the annual 2024 Association for Education in Journalism and Mass Communication (AEJMC) in August.
SXSW, short for South by Southwest, is an annual week-long event in Austin, Texas featuring sessions from countless industry professionals, film premiers, a creative expo, brand activations, comedy shows, music festivals, and more. Since it began in 1987 it has grown into one of the largest and most influential gatherings in the world for professionals from various industries.
Apart from it’s music festival, SXSW is especially renowned for its conference component, which covers a wide range of topics that include advertising, technology, film, music, and culture, featuring keynote speakers, panels, workshops, mentor meetings, and networking events.
Each year, Temerlin Advertising Institute sends a group of undergraduate and graduate students to Austin as part of a Special Topics class during the beginning of SMU Spring Break. The students are able to attend lectures on advertising trends, emerging technologies, and many of their other interests while also interacting with specific brands through their activations and experiencing first-hand how they use experiential marketing.
Get a quick glimpse at a day in the life at SXSW by checking out this video by TAI undergrads Samantha Brewster and Ava Ingram:
Some Top Sessions:
Although there were so many amazing sessions that it was hard to just choose a few, below are some of my favorite sessions from SXSW:
Beyond the Buzz: Navigating Hype Cycles in Advertising:
Led by Noor Naseer, the VP of Media Innovations and Technology at Basis Technologies, this session focused on understanding and effectively managing the lifecycle of trends within the advertising industry. The core idea revolves around the “hype cycle,” a concept that describes the typical progression of a new technology or trend, from its initial overenthusiasm through a period of disillusionment, and eventually to a more sustainable level of productivity and impact.
Consumers scroll 300ft per day which adds us to almost 21 miles a year. They are always looking for something new and novel. This includes places, people, products/services, ideas, etc. A lot of brand hype is often focused around a brand founder, more than the product itself because they serve as a “hype man.” People love a good story. But the most important part is timing. If you are too early with a product or service, you lose time and money, if you are late, others will grasp the lions share of the benefit.
The goal of this session was to help advertisers decern fleeting trends from those with long-term potential, emphasizing the importance of data-driven decision-making in this process. Some tangible ways to do this include using market signals, analyzing consumer behavior, and using tech and AI to predict which trends will stick. Additionally, Noor discussed the impact of hype cycles on marketing strategies, budget allocation, and the broader implications for brand positioning and consumer engagement.
Building Brands in the Unhappiness Era:
This session was a panel discussion with executives form Spanx, Olipop, and DailyPay where they discussed creating joy and building measurable increases in people’s wellbeing. It tackled the challenges and strategies for brand building in times marked by widespread consumer unhappiness and distrust. This era is characterized by economic uncertainties, political turmoil, social injustices, and environmental crises, which have collectively led to a decline in consumer optimism and trust in institutions, including brands.
The session explores how brands can navigate this complex landscape by adopting more empathetic, transparent, and value-driven communication strategies rather than continuing the negative narrative. It emphasizes the importance of understanding the root causes of consumer unhappiness and engaging with audiences in ways that demonstrate genuine commitment to making positive changes. Key themes include the shift from traditional advertising to more meaningful storytelling, the role of social responsibility in brand identity, and the need for authenticity in consumer engagement.
Spanx discussed the increase in responsibilities of working women over the past few years and how there is stressed caused by trying to keep up with it all. They try to create a solution to this by providing confidence inspiring clothing that can transition with working women throughout the day no matter their task. Olipop discussed the biology behind microbiomes and how there may be scientific reasons why people feel bad. They created their product to help solve this. DailyPay tackled the issue of financial uncertainty or anxiety by creating a product that helps people get paid what they have earned on their own terms.
Overall strategies discussed in the session involve leveraging data and insights to better understand consumer needs and expectations, fostering community and belonging through brand initiatives, and using technology and innovation to address societal challenges. The session also highlights the importance of internal culture in external brand perception, suggesting that brands must embody their values at every level of operation to build trust and loyalty with today’s skeptical consumers.
Ultimately, “Building Brands in the Unhappiness Era” provided a roadmap for brands to thrive by aligning with the values and concerns of their audiences, demonstrating a commitment to societal well-being, and finding the delicate balance between profitability and purpose in order to create consumer lifetime value.
Play as Brand Strategy:
This discussion with leaders from Adobe, Lyft, xDisney, and Cogs & Marvel focused on the innovative concept of integrating playfulness into branding and marketing strategies. This approach advocates for leveraging the intrinsic human love for play to create more engaging, memorable, and emotionally resonant brand experiences. The core idea revolved around the notion that when brands incorporate elements of fun, interactivity, and entertainment into their interactions with consumers, they can foster stronger connections, enhance customer loyalty, and differentiate themselves in a crowded marketplace.
Key topics covered in the session include the psychological underpinnings of why play is a powerful tool for engagement, examples of brands that have successfully implemented play into their marketing strategies, and practical tips for businesses looking to infuse play into their branding. The session also explores the balance between maintaining a professional brand image while introducing playful elements, ensuring that these strategies align with the brand’s values and audience expectations.
Some of the ways that play that can be utilized include gamification, interactive advertisements, experiential marketing events, and social media challenges. The discussion emphasized the importance of creativity and innovation in developing play-based branding strategies, as well as measuring the effectiveness of these initiatives through customer engagement metrics and feedback.
The ultimate goal is to provide consumers a place where they feel safe to mess up, where they can collaborate, and feel free, transformed, and rewarded for their time and engagement with the brand.
Activations:
Apart from the sessions there were also a number of super fun activations that TAI students were able to attend. Here are a few:
Sharpie x Papermate:
This activation took over an entire bar on Rainey Street. Visitors who attended were able to use the new Papermate and sharpie pens to draw on the walls, decorate coasters, hats, and bags, and even write personalized postcards to send to their friends and family. You were able to design our own drinks, using the many fun colors, and the bartenders would make your drink based on what you drew. There was also a fun patio area with various activities and a DJ.
Paramount+ Lodge
Taking over another bar on Rainey Street, the Paramount+ activation built up an additional two stories on top of the existing structure that housed various photo ops that were based on shows and movies on Paramount+. The overarching theme was based around a ski lodge feel and visitors were each given a badge when they entered that was made to feel like an exclusive VIP pass.
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LaCroix:
A bit of a walk from downtown, the La Croix house had a fun, summery atmosphere that had many photo ops, a live DJ, a bar to get your own LaCroix mocktail, and workers dressed in cute tennis outfits. Outside you could play in a ballpit pool, play cornhole, or just sit at a table and enjoy a refreshing water. They gave away cute tote bags, pop sockets, keychains, and more.
The Delta Lounge:
Taking over an upscale restaurant, stepping into The Delta Lounge was stepping into extravagance. Visitors were given two drink tickets and were able to sit anywhere at nice tables and booths where they were waited on by Delta staff. You could order delicious, chef-curated bites of their menu, and even grab a Starbucks drink from a corner booth where they featured flavors that could only be found in other countries. They also gave out tote bags, sweatshirts, hats and other fun goodies.
Celebrity Sightings:
There were also a few celebrity sightings at SXSW. These included but were not limited to:
Ryan Gosling on the red carpet at the Fall Guy movieJulie Bowen, in a session on brands leveraging celebrities for impactElijah Wood recording a live episode of his podcast, VisitationsSelena Gomez in a session on mental health discussing her brand, WonderMind
Tips and tricks:
This was my first year attending SXSW and one of the first things I would say when people asked me how it was would be, “overwhelming.” I stand by that. There is so much to do and see that it can be hard to decide where to go. The days can fill up fast, time flies, and you suddenly realize your feet are tired, only to check your phone and realize that you have walked over 7 miles that day without realizing it.
There is a bit of a learning curve, but a few days in, you get the hang of it. Here are a few tips and tricks I wish I would have had going in.
Plan Ahead: Before SXSW starts, take time to review the schedule and map out the sessions, panels, and events you want to attend. They will often be in different hotels or ballrooms so make sure that you plan to have travel time between. Some events and activations are only happening for a few days too, so make sure you take a look at the timing and prioritize so you don’t miss out.
TheSXSW app is a great tool for keeping track of your itinerary and any updates or changes to the schedule. It will also show you on the day of if a session is still open, filling up, or if it is full. This can help you know if you need to hurry up or if it isn’t worth it to walk across town anymore.
Download your schedule to your phone. Online and through the SXSW app, you can star your favorite sessions and events and build your personalized schedule. Once you have done this, you can download your schedule to your apple or google calendar and it will include the event info, times, and locations. This is super helpful for blocking out your schedule, especially when some events overlap or go all day. (I learned this after inputting it all manually for the first few days.)
SXXpress Pass. Some of the more popular SXSW sessions will have an option to claim a SXXpress pass. This pass will guaranty your entry to the session and allow you to go to a separate line that puts you in the front of the queue. The passes get released at 9am the day before the session and can be claimed on a first come-first served basis. So make sure you plan your sessions two days in advance and have your tabs open and ready for when you wake up in the morning in order to have the best chance of getting them.
Check-in: If you are coming into town on Friday, there is a late check in station. I highly recommend going in the evening instead of waiting to go in the morning. There was no line when we went and we heard that the lines were awful in the convention center the next morning. Also, be sure to fill out your profile and upload a profile picture ahead of time that is cropped to be like a headshot or ID photo. If you don’t have a photo or if it is not a clear photo of your face, you will have to take one there on their webcam… and trust me, the lighting won’t do you any favors.
Be Flexible: While it’s important to have a plan, some of the best SXSW experiences come from spontaneous decisions. Be open to changing your schedule based on recommendations from other attendees, intriguing events you learn about on site, or random pop ups or food stations you may just accidentally walk by.
Dress Comfortably: You’ll likely be on your feet and moving between venues throughout the day. Wear comfortable shoes and clothing appropriate for the weather. Check your weather app daily to know if you should pack an umbrella, etc. You don’t have to dress super professional, but make sure you are confident in what you are wearing because you never know who could be standing in a line next to you. Also, I recommend packing a light jacket or sweater to have with you because the temperature in the sessions vary and sometimes it may be a bit chilly.
Stay Charged: With long days and heavy use of your phone for scheduling, navigation, and social media, make sure you have a portable charger and a wall charger. (I forgot mine and I definitely regretted it.) There are some charging stations that can be found throughout SXSW but I wouldn’t rely on them.
Network Effectively: SXSW is a prime networking opportunity with professionals from a wide range of industries in attendance. Don’t be shy to introduce yourself and exchange contact information. Follow up with new connections after the festival to maintain those relationships. If you can, I would recommend having business cards on hand, or setting up a virtual business card in an app like HiHello that people can scan and exchange information with you.
Take Breaks: The pace of SXSW can be exhausting and use a lot of your social battery, so it’s important to take breaks to rest and recharge for yourself. Find quiet spots to relax during the day or take a night to turn in early and get solid sleep.
Explore Beyond Your Field: With such a diverse range of sessions and events, SXSW is the perfect time to explore topics outside your primary area of interest. You might discover new insights or innovations that could apply to your own field.
Stay Hydrated and Nourished: There are people handing out drinks or snacks all over the city. Make sure you are grabbing them when you see them. But make sure to drink plenty of water, not just cocktails and energy drinks, and have snacks on hand. Keeping hydrated and fueled will help you maintain your energy levels throughout the festival.
Takeaways:
Overall SXSW is highly recommended by everyone who went. It is such a fun and unique opportunity to experience new things and learn from top industry professionals. We were able to take away many insights that have already been implemented into student campaigns in various classes. The experience was invaluable.
On February 22, 2024, Temerlin Advertising Institute at SMU hosted their annual ExxonMobil Lecture Series on Sustainability at the Angelika Film Center in Dallas. This event offered an immersive experience, blending educational discourse with a vibrant networking atmosphere for over 200 students, professionals, and sustainability enthusiasts. All gathered to hear from the man responsible for revolutionizing the avocado market, Alvaro Luque, President and CEO of the non-profit marketing organization, Avocados from Mexico (AFM). The expanding popularity of avocados took center stage as the event seamlessly wove together the threads of sustainability, and marketing innovation. Luque’s insights provided a rich tapestry of his 30-year marketing journey, emphasizing the strategic vision that catapulted Avocados From Mexico to its status as a household name and a symbol of sustainability in the produce market. The night was a great success and we are already excited for next year!
The evening began with a networking hour where guests could connect over drinks, avocado focused hors d’oeuvres and sweets, as well as AFM’s signature build your own guacamole cart. The cart allowed guests to pick and choose their favorite ingredients and experience AFM’s brand message of always good by showcasing how avocados can be delicious, healthy, and fun!
When it came time for the lecture, Luque was an immediate crowd pleaser with his utilization of AFM’s famous jingle to kick things off. His discussion centered on the remarkable journey of Mexican avocados in the U.S., where today, 8 in 10 avocados consumed are from Mexico, contributing over $11 billion in economic output. He went on to emphasize the importance of understanding their target audience and how being the first fresh produce brand to advertise in the Super Bowl played a large part in evening the playing field for them as a brand, increasing awareness in such a large market, and setting a precedent for industry innovation.
At the presentation’s conclusion, TAI’s Dr. Carrie La Ferle went on to engage in a lively Q&A with Luque. La Ferle shared how delighted she was by his genuine care about the next generation, engaging in every question presented, and further sharing words of wisdom with the students in the audience. Dr. La Ferle later stated how impressed she was “by Mr. Luque’s passion for strategy and his keen eye for how to, in the words of Luque, “Make AFM in the produce category, like Pepsi or Coke were to beverages.”
“If you ever doubted the ability to market produce like a CPK, developing a visible brand in a brandless category, doubt no more,” said Dr. Carrie La Ferle of the Temerlin Advertising Institute.
Guests left the evening with more than valuable insights on developing visible brands in brandless categories. Each attendee received a goodie bag which included their very own Avocados From Mexico.
The 2024 ExxonMobil Lecture Series: The Decade of the Mexican Avocado, highlighted the Temerlin Advertising Institute’s dedication to integrating sustainability with marketing excellence and moto of “Better Advertising. Better World.”
The 2023 ExxonMobil Lecture Series on Sustainability, hosted by the Temerlin Advertising Institute at SMU, is highly anticipated event each year. On Thursday, March 30th, students and industry professionals gathered at the Angelika Theater in Dallas, Texas to hear from a global leader in sustainability, Maddy Kulkarni, Global Marketing Director of Sustainability & Social Impact at PepsiCo.
During the lecture, Maddy discussed how she drives successful and socially responsible brands at PepsiCo, sharing insights from her book, “Social Impact Marketing: The Essential Guide for Changemakers.” She also highlighted the importance of marketing in driving both business and social impact and shared her experiences serving on the Advisory Board of Sustainable Brands and as PepsiCo’s liaison to the World Federation of Advertisers.
Maddy’s impressive background and expertise in sustainability and social impact made her a valuable speaker for this year’s ExxonMobil Lecture Series. Attendees left with a deeper understanding of how businesses can use marketing to drive sustainability and how individuals can make a positive impact in their communities.
In addition to being a thought-provoking lecture, the ExxonMobil Lecture Series provided attendees with a valuable networking opportunity. Before and after the lecture, guests had the chance to mingle and connect with fellow sustainability enthusiasts, students, and industry professionals. Food and drinks were also available, creating a social and welcoming atmosphere for attendees to exchange ideas and build relationships.
This aspect of the event was particularly exciting for students, as it allowed them to connect with potential mentors and industry leaders in a more informal setting. For Dallas area professionals, it was an opportunity to connect with like-minded individuals and stay up-to-date on the latest trends and ideas in sustainability.
The Temerlin Advertising Institute at SMU continues to provide invaluable opportunities for students and professionals to learn about and engage with sustainability. Overall, the ExxonMobil Lecture Series on Sustainability with Maddy Kulkarni was a great success, not just as a lecture but also as a networking opportunity. We look forward to future events that bring together the sustainability community to continue driving positive change in our world.
Congratulations to TAI Students Isaac Cordova and Will Sutter for achieving the TOP creative award in the Texas Central Bullet Train Short Film Competition! And thank you to everyone who voted them to first place, we are proud!
It is hard to believe that it has been one year since I joined Temerlin Advertising Institute (TAI). Looking back, this is an incredible year filled with exciting opportunities and experiences.
TAI stands at the intersection between the advertising industry and the research community. The unique combination provides a great source of inspiration. Through many TAI initiatives over the year, I have been engaged in conversations with both top advertising scholars and industry leaders. I am able to further develop my research program not only by asking questions that are important to theories but also with the industry trends and needs in mind. As the convergence of media and technology has disrupted the landscape of advertising practice, I extended my research on traditional persuasion theories to the digital domain. I initiated research projects that explore how novel digital advertising practices such as native ads and advergames can be used to promote public health and social good. These projects received funding support from the Meadows School, the University Research Council, and the Sam Taylor Fellowship. With the support of TAI, I was able to present four research papers at the annual conferences of the American Academy of Advertising, National Communication Association, and International Communication Association.
As a professor, I always hope to help my students understand the real-world meanings of theories, and motivate them to transplant the knowledge acquired in the classroom to the world at large. Located in a vibrant city and connected to the industry community, TAI is a great place to implement this teaching philosophy. I am also impressed by TAI students’ motivation and their aptitude for making connections between the somewhat abstract academic process and their life. I have had student groups investigating consumers’ perceptions of Whole Foods after Amazon’s acquisition, exploring the use of experiential marketing strategies in military recruitment, and examining how car commercials affect gender stereotyping, just to name a few.
My collaboration with the 9-1-1 program in the North Central Texas Council of Governments (NCTCOG) in the classroom of Strategic Brand Management 2 is a highlight of this approach. Students formed four teams to perform a brand audit for the 9-1-1 program from different angles and provided executable plans for promoting its branding among the public, college students, elected officials, and telecommunication professionals. This task required the abilities to flexibly apply marketing principles in the textbook to the nonprofit context and to critically analyze real-world problems. My students excelled with their creativity, curiosity, and diligence.
Christy Williams, director of the 9-1-1 program, said, “Working with Yan and her students in the Strategic Brand Management class was a great benefit to the 9-1-1 program in the North Central Texas Council of Governments (NCTCOG). Collaboration with academia is important to our program, as we understand that times are changing and there is value in students’ perspectives. NCTCOG is very progressive with our technology and we want to keep up with our education and branding as well. The students at SMU provided new insights and ideas through their class projects. They served as a ‘fresh eye’ into our program and delivered professional constructive criticism along with proposals for improvement in their presentations. We expected advice on improving our website and social media, but were surprised with the insightful suggestions for presentations and field awareness. The suggestion to ‘focus on inspiration more than education’ could change the future direction of our awareness strategy. All in all, we found great value in the partnership. In fact, we believe that the value will continue with a group of students who took a project to heart and made a difference. Each one of them demonstrated that they are 9-1-1 champions!” It is certainly one of the most rewarding moments when I saw what students learned and accomplished in the classroom could make a difference in the real world.
I am fortunate to have the opportunity to work with a group of talented colleagues and to instill the passion for and knowledge of advertising into many gifted students. I look forward to another fruitful and joyful year.
The 2018 SMU-TAI’s Ad Team, led by advisor Professor Amber Benson, competed with universities from Texas, Oklahoma, Arkansas and Louisiana, in the AAF District 10 Convention, ADVENTION, in Corpus Christi, Texas on April 15, 2018. They placed third overall and took home a Special Judges Award for Best Market Segmentation in this year’s National Student Advertising Competition. Additionally, TAI students Avery Lewis and Alissa Llort were awarded AAF Tenth District Scholarships. All-in-all a great weekend!
Third Place and Special Judges Award for Best Market Segmentation
TAI student Harrison Fiveash said he could have not been more excited with the outcome in Corpus Christi. “Not only placing third, but receiving the Special Judges Award for Best Market Segmentation is a true testament to how hard and cohesively our team operated,” he said.
Strategy Development and Research
Ad Team members had been working hard since the beginning of the Spring 2018 semester when they began doing research and strategy development for Ocean Spray, this year’s national client. The challenge was to drive relevancy of the brand for older millennials across both food and beverages.
With the concept BREAK OUT OF THE BOG, the team created a memorable campaign designed to give older millennials, aged 25-34, new reasons to purchase Ocean Spray throughout the year, by leveraging the health benefits, and highlighting Ocean Spray’s responsibility to the environment and to their farmers.
The team was asked to target older millennials, but they broke it down a little further to reveal a sweet spot in the millennial market that would provide Ocean Spray the highest lifetime customer value. How? by introducing the HENRYs. A HENRY is a “High Earner that is Not Rich Yet.” They view the brands they buy as a reflection of themselves, and improve their personal brand equity by buying from brands that they have a positive relationship with. Since HENRYs are both early adopters and social influencers, investing in them would create a halo effect that would influence the rest of the 44 million older millennial target.
After harvesting research insights, the team came to the conclusion that when it comes to the HENRYs, the brand is bogged down. These millennials tend to buy Ocean Spray products during the fall-winter holiday season, are unaware of Ocean Spray’s extensive product line, are skeptical about health claims, and don’t know about all the amazing things Ocean Spray does as a company.
The team decided to build on the existing brand equity of Ocean Spray’s highly popular “Straight from the Bog” campaign by breaking the Bog Guys, Justin and Henry, out of the bog and placing them in scenarios which align with the interests and values of the target market. All they needed to do, was to BREAK OUT OF THE BOG.
Four team members, Amy Cooley, Harrison Fiveash, Alex Mackillop and Sara Jane Stephens presented the team’s work to a panel of industry judges at the competition, with the goal of leveraging Ocean Spray’s social responsibility and their healthier and celebration-worthy products; showing that Ocean Spray could become more than just a Thanksgiving staple, a sugar-filled juice cocktail, and another corporate name.
Presenting Team: Harrison, Sara Jane, Alex and Amy.
Going to Corpus Christi to compete in the National Student Advertising Competition was an incredible experience for Ad Team Leader Sara Jane Stephens. “It was so wonderful to see the team’s handwork pay off. Our presentation went really well, and Harrison, Amy, Alex and I had so much fun presenting our campaign to the judges and the audience,” she said. “I am really proud of the team and very grateful to Dr. Edwards and Professor Benson for their guidance and hard work.”
Ad Team Leader Amy Cooley believes the hard work and late nights that the team put into the entire campaign and presentation were validated by the awards received. “I could not be more excited to have received two awards at NSAC this year,” she said. “This experience more than anything has prepared me for the real world in advertising, and I’m so thankful to have been able to be a part of it all.”
Advertising majors are required to complete ADV 4399 Advertising Campaigns as part of their curriculum. This class combines major advertising theories with practice, allowing students to develop and present an advertising campaign to a real client based on current advertising challenges that the client is facing. Students that take Advertising Campaigns during the Spring semester have the opportunity to participate in the National Student Advertising Competition (NSAC). Recent NSAC clients include Tai Pei Frozen Foods (2017) Snapple (2016) Pizza Hut (2015) Mary Kay (2014) Glidden Paint (2013) and Nissan (2012).
TAI Brand Management Student, Alissa Llort, said that being a member of SMU’s Ad Team was her most rewarding college experience. “I just loved the experience and would do it all over again,” she said. “Being part of the SMU Ad Team this semester allowed me to immerse into the actual process of building a campaign and experience the real advertising life!”
Ad Team Members in Corpus Christi, TX: Rita de Obarrio, Anne-Marie Geisler, Alex Mackillop, Harrison Fiveash, Sara Jane Stephens, Amy Cooley, Alissa Llort and Frank Zhang.TAI Students and Faculty at the Awards Presentation in Corpus Christi, TX.
Please join the Temerlin Advertising Institute in congratulating this year’s SMU-TAI’s NSAC team on their outstanding work and accomplishments!
Members of the 2018 SMU-TAI’s NSAC team are: Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Conrad Li, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.
The ADDY Awards is the world’s largest advertising competition, receiving over 40,000 entries annually. It is unique among other advertising competitions in that it is the only competition that includes three levels of judging: local, regional and national. For more information about AAF and the ADDY Awards, visit: http://www.americanadvertisingawards.com/
TAI won more awards than all the other 4 schools combined and beat its own all-time record as a program for the number of wins from 2010.
Winning entries were as follows:
STUDENT BEST OF SHOW
CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson
JUDGE’S CHOICE
CLIENT: EPIC Meat Snacks
CREDITS: Tiffany Giraudon and Helen Rieger
GOLD AWARD // ART DIRECTION
CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson
GOLD AWARD // OUT OF HOME
CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson
SILVER AWARD // OUT OF HOME
CLIENT: Zero Gravity Poster Series
CREDITS: Samantha Butz
SILVER AWARD // ONLINE INTERACTIVE
CLIENT: National Parks Service
CREDITS: Eric Sedeño and Madeline Khare
SILVER AWARD // CROSS PLATFORM CAMPAIGN
CLIENT: VH1 Save the Music
CREDITS: Tiffany Giraudon and Caroline Moss
SILVER AWARDS // PRINT
CLIENT: Dr. Bronners
CREDITS: Grace LaMontagne and Jolie Guz
CLIENT: Help USA
CREDITS: Laura Walsh and Caroline Moss
BRONZE AWARD // PRINT
CLIENT: EPIC Meat Snacks
CREDITS: Tiffany Giraudon and Helen Rieger
BRONZE AWARD // COPYWRITING
CLIENT: VH1 Save the Music
CREDITS: Tiffany Giraudon and Caroline Moss
BRONZE AWARD // OUT OF HOME
CLIENT: Ancestry DNA
CREDITS: Tiffany Giraudon and Jolie Guz
BRONZE AWARD // OUT OF HOME
CLIENT: Help USA
CREDITS: Laura Walsh and Caroline Moss
BRONZE AWARD // OUT OF HOME
CLIENT: Airbnb
CREDITS: Laura Walsh and Helen Rieger
BRONZE AWARD // PRINT
CLIENT: Duolingo
CREDITS: Eric Sedeño and Lucas Crespo
TAI Creative Student, Eric Sedeño, said he was thrilled to have won three ADDY Awards this year. “Receiving awards for my work has been so spectacular. It really affirms that I have chosen the right major and the fact that Temerlin has given me an opportunity to be successful outside of the classroom,” he said. “I am so proud of my work and I am so glad other people like it as much as I do. I can’t wait to see if my student campaigns proceed to win more awards!”
The 2018 national ADDY Awards show will take place in Chicago, Illinois on June 8, 2018 in conjunction with The American Advertising Federation (AAF) National Conference, ADMERICA!.
This year SMU will be competing again in the National Student Advertising Competition (NSAC). Students were selected by Ad Team manager Professor Amber Benson to be a part of SMU’s award-winning Ad Team. The Ad Team will be working together to create a full campaign applying the scrum methodology. This year’s client is Ocean Spray and the challenge is to drive relevancy of the brand for millennials across both food and beverages.
Ad Team members shown in the order listed below.
Hayley Banas is an Advertising major on the Strategic Brand Management track with a minor in Psychology.
Myla Borden is an Advertising major on the Strategic Brand Management track with a minor in Graphic Design.
Mary Charles Byers is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.
Amy Cooley is an Advertising (Strategic Brand Management) and Spanish double major.
Rita de Obarrio is an Advertising (Digital Media Strategy) and Psychology double major with a minor in Business.
Harrison Fiveash is a pre-major in Advertising interested on the Strategic Brand Management track with minors in Communications and Arts Entrepreneurship .
Anne-Marie Geisler is an Advertising major on the Digital Media Strategy track with a minor in Fashion Media.
Conrad Li is an Advertising major on the Digital Media Strategy track.
Alissa Llort is an Advertising major on the Strategic Brand Management track with a minor in Psychology.
Alex MacKillop is an Advertising major on the Strategic Brand Management track with minors in Business and International Studies.
London Mercer is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.
Shelby Pointer is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.
Juan Reyes is a Corporate Communications and Public Affairs major with a minor in Advertising.
Sara Jane Stephens is an Advertising major on the Strategic Brand Management track with a minor in Spanish.
Sara Ann Whiteley is a Journalism major with a minor in Advertising.
Frank Zhang is an Advertising (Digital Media Strategy) and Mathematics double major.
Four team members will be selected to present the team’s work in a 20-minute long presentation to a panel of judges made up of industry experts at each level of competition – first at the District level in Corpus Christi, TX in April, then (if they advance) at the National level in Chicago, IL in June.
