The BYU-Idaho section of the American Advertising Federation took second place in the National Student Advertising Competition last month.
Beth Hendricks, a faculty member of the communication department, said the AAF is a professional organization to help students become professionals.
The American Advertising Federation is the only organization that includes members across all disciplines and career levels in advertising, according to the official AAF website.
Hendricks said Mitchell Powell won an AdStar award for the Most Memorable Moment at the competition.
Hendricks said she worked as a Distributive Education Clubs of America advisor in the past and wondered why BYU-I did not have a program to help students get their name out. She said a professor at the University of Idaho told her about the NSAC.
Hendricks said professional companies spent millions of dollars to have students from 200 different schools work on an integrated advertising campaign. She said this year’s brand was Snapple.
“Even though I only worked on it for a little bit of time, it had a huge effect on my life,’’ said McKenna Graham, a senior studying communication.
Graham said she likes the real-world advertising principles she is learning and the experience she is gaining toward a future career in advertising.
“When you get to go out and really see how other schools interact and just going to another college campus was just eye-opening,” Graham said.
Graham said it had a big impact on her to see that because she felt students live in a more sheltered, close community here at BYU-I.
“It’s a good opportunity for students to get their work out there, to have professionals see it, and it’s good exposure for BYU-I,” Hendricks said.
Hendricks said the students created an advertising campaign for the competition and pitched it to a group of seasoned professionals. She said the competition had a 20-minute time limit and included both advertising design and advertising video.
“This year, we actually had links to our videos and their advertisements for Snapple,” Hendricks said. “It’s not just about design. You have got to have video.”
Hendricks said the students working on the campaign had come up with a hologram showcasing their partnership with Pentatonix.
“He took a bottle and put a green screen where the label is and put the Snapple bottle on a jewelry turner, and then you see the bottle turn into Pentatonix, and at the end of the video, there’s a code and they can get Pentatonix’s new record,” Hendricks said.
Graham said the entire process to create the campaign is a two-semester process.
“They start in the fall semester, and they just do research,” Graham said. “We find out who the next client is in June, then you have all of fall to do the research and all of winter to do the creative part.”
Graham said she came in towards the end of the process and felt that she had never done anything on that scale before. She said she felt it was good because in the real world, people have to do both aspects in a very short period of time.
Hendricks and her students posed for a group picture at the NSAC competition. Hendricks said that at the end of the competition, the judges came up to her and said that her students were better at pitching and presenting than a lot of very seasoned professionals the judges knew.
Graham said she liked working on the campaign because it was very student-driven, rather than solely being led by a faculty member.
Graham said she wants the school to invest more in the program since it is so focused on giving real-world experience.
Graham said she feels that this experience will affect the rest of her college life.