Six MSU advertising students, from both the creative and management tracks, were selected to travel to Shanghai and participate in The One Show Greater China Youth Festival (One Show), including Julia Loring, Randy Renteria, Madelaine Aguilo, Anna Kennedy, Tianyi Xie and Connor Mullikin.
The One Show is one of the world’s top creative advertising competitions. Students are grouped into teams, given a client and mentors, and asked to develop an entire campaign in a few short days. Each team then pitches their work, with a portion of the teams moving on to the finals. Winners are awarded bronze, silver or gold pencils for their campaigns.
“As you might guess, I think this is an unparalleled opportunity for our students,” said AD+PR Department Associate Professor Elizabeth Quilliam, Ph.D. “I wish that more of them had the chance!”
The students were split into two teams and collaborated with Chinese teammates within their groups. Both MSU teams worked with Chevrolet as a client and interpreted the same brief in unique ways.
Julia Loring is the only participant on the advertising management track from MSU, and she loved every minute of the experience.
“One Show may be the closest taste of an international advertising career a student can get. It is testing every creative bone in your body on levels of insight, execution and, in so many cases, bilingual communication. It is going out of your comfort zone and applying every single lesson ComArts has taught us,” said Loring. “One Show has truly been the best experience Michigan State has given me, and I am so grateful.” The One Show Greater China Youth Festival is an excellent opportunity for students to grow through hands-on experience with the real world of advertising, networking with the top industry professionals who serve as their mentors, and hurdling language barriers to find the ever elusive “big idea.”
By Marlee Talbot