HW Internship Assingment
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School
University of Florida *
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Course
3008
Subject
Communications
Date
Apr 3, 2024
Type
docx
Pages
1
Uploaded by KayManu
Part I
1.
What ad agency did you choose?
TBWA Medi Arts Lab
2.
Is the ad agency local, regional, national, international, or in-house?
TBWA Media Arts Lab is an international advertising agency specializing in media arts and creative services. It is not a local or regional agency but operates on a global scale.
3.
What type of agency is it? (full-service, boutique, media, creative, hybrid, etc.)
TBWA Media Arts Lab is known for being a creative agency that focuses on innovative and impactful campaigns. It is closely associated with Apple Inc. and its advertising. 4.
What position do you want to apply for? What draws you to the position?
I am particularly interested in applying for the Account Planning position at TBWA Media Arts Lab. My enthusiasm for this role stems from my passion for research and the integral role Account Planning plays in bridging the gap between accounts and creatives. I am drawn to the prospect of contributing to the success of projects by combining analytical insights with creative strategies.
Part II
1.
2 SOiP campaigns: Mexico and China
https://youtu.be/jVpyOxwFyVA?si=s7YSlvmeEdzCWLc4
https://youtu.be/U1unmE6OlYM?si=j-wH-x4E3rX7jMeK
2.
Both campaign ads for the SOiP were appropriate for their respected targeted audiences as they showed stories that relate to the cultures of both countries. Both campaigns tapped into the basics of human emotion and uncovered universal appeals that don’t depend solely on the language spoken. In the China SOiP campaign, we get the most relatable human feeling of insecurity. In China insecurity is rampant among youngsters in ways no other nation has experienced. For this year’s SOiP they centralized on the Chinese New Year to empower China by sending a message and addressing the insecurities felt by Gen Z in China. In the Mexican SOiP campaign, takes on a less serios but cultural historic approach. The campaign revamps the long-lost genre of Licha Libre films that is a huge part of Mexican culture and entertainment. Using the battle of ‘’evil vs. good” you witness battle scenes between luchadores and a living pinata. 3.
If I were to create another SOiP campaign for Apple that resonates with a South American audience while originally produced in Europe would require sensitive consideration of cultural differences, preferences, and values. The first step would be to research the culture in South America, such as any specific country in the continent. Understanding cultural nuances, traditions, and preferences related to technology, photography, and storytelling. Then when thinking of the campaign, like the two SOiP example one has to think of the location and visual that relate to that culture and country, using people that are know by the
audience so that the connection can be made, using both the right language and cultural slang. Collaboration with local agencies and people in the business is a must in order to fully succeed in the campaign.
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