Three young adpeople will begin their paid internships in a few months at H4B Chelsea New York – thanks to The Young Globals Award. The team, Columbia College student & art director, Cassie Benedict; greyhealth group New York copywriter, Erica Barringer; and TBWA\WorldHealth Chicago strategist, Eric Kahl, have won the 2016 Young Globals Student Competition & Internship award.
Their winning entry, Feed Your Future, was inspired by a creative brief to create a campaign for a (fictional) leading maker of diabetes medications to raise awareness about the link between unhealthy food choices, childhood obesity and type2 diabetes.
Barringer commented, “I could not be more proud of my team and myself. Not only was this whole experience a truly thrilling, but it was a real creative challenge that we were able to find an engaging solution and successfully stand out among the rest. That is a prize in itself and receiving an internship at one of these top global advertising agencies is icing on the cake! I have much to absorb and much to show for at an internship like this that will help propel me into my future career. I can’t wait to start!”
“The Feed Your Future campaign captured our attention immediately. It focused on Body Positive messaging, which is highly relevant in today’s world of social media. The team addressed the wide target audience by using high school students as mentors to work with younger elementary school children. They understood how to reach Gen Z—by speaking their language—and creating a snapchat filter and then gamifying it. The winning campaign was ultimately brought to life over a multichannel experience that was beautifully executed,” stated Beth Sabatini, executive vice president & executive creative director for H4B Chelsea.
“What I liked about the Feed Your Future campaign was that the team had a real insight that they turned into an actionable idea,” added Gary Scheiner, executive vice president & chief creative officer of greyhealth group. “They laid out their story in a very logical and compelling way. But what elevated it above the pack to me was that they didn’t just create an advertising campaign. They created a sustainable behaviour change program that was actually doable. And that is one of the hardest things to do in marketing.”
The annual Young Globals competition accepts entries from students at the university level (including portfolio centers) who are studying advertising, marketing, art, design, creative writing or similar areas of creative focus.
The Young Globals winning team’s professor, Laurence Minsky, associate professor, communication & media innovation at Columbia College Chicago commented, “I want my students to understand the implications of their work, both good and bad. If an advertising campaign is successful, then it’s creating perceptional and behavioural changes. And those changes can be for the betterment of health and wellness as well as society overall. The Young Globals helps me achieve that goal as well as reinforces the fact that there are creative and rewarding career opportunities beyond the key area where most students focus — consumer advertising.
“I’m extremely proud of my students. They pulled their campaign together in four days and it shows the power of collaboration and focus. They all show great promise and I believe they will all go far.”
