Evesmithfinal by Eve Hart

EVEmag

ad campaigns, p.10 resume, p. 6 1

co nt en ts

5 editorâ&#x20AC;&#x2122;s note 6 resume 10 ad top 7 28 from the kitchen 33 fun facts crossword 34 jumble 34 answer key 35 credits

Editor’s Note Portfolios are advertisements of yourself—they represent who you are, what you’ve done, and what you stand for. So let me explain how this magazine concept represents me and what you can look forward to. I am not only an advertising major but an editor minor as well. I’ve always loved writing and made my first magazine when I was 12. It was called “Spirit” magazine and had an American Girlesque flair, complete with a Halloween contest and reviews of the first Harry Potter film. Joining the AdLab was my attempt to unite my creative brains—the one that loves brainstorming article ideas and made-up contests and the analytical one that wants to know the why of things: why is the sky blue? where does white chocolate come from? You know, the type of questions that drive your mom to tell you to shut up and go play outside.

So a magazine is not only a great way to represent my work but also a good way to show my interests, which are many.

Take a look around. On page 6, you’ll see my resume. On page 10, delve into “Ad Top 7,” which is a collection of my favorite ad campaigns that I’ve been a part of over the years. Take a breather and fill out a crossword—it’s only a coincedence that the answers to each section are all bits of trivia about me. Finally, take note that the ads in between articles were put together by me and showcase some of my passions: chocolate, Scotland, dogs, and more! As you read, I hope you find something interesting to read—even if it’s just the crossword puzzle answers!

Education BYU, Apr 2014 BA Advertising; editing minor BYU-I, Dec 2008 AS General, magna cum laude Marketing Experience Bonneville Communications Copywriting Intern, Jan 2014–Present Helped write website content, digital copy, and other content for local and international companies. Orkin Contibuting Account Planner, Sep–Dec 2013 Helped create and distribute survey, conducted secondary research, and performed one-on-one interviews in addition to analyzing survey data through statistical program. Co-wrote primary research portion of ad plan book. Presented research to client. Quick Quack Car Wash Co-Manager, Apr 2013–Present Conducted research and assisted in research analysis and report production. Co-managed a team of creatives. American Family Insurance, Account Planning Class Contributing Account Planner, Sep–Dec 2012 Co-wrote campaign brief, creative brief, and survey. Co-hosted a friendship group and provided guidance for creative development. BYU College of Physical and Mathematical Sciences Marketing Team Project Manager, Sep–Dec 2012 Managed a marketing team and various projects such as videos, posters, websites, surveys, etc. Developed improved method of tracking projects. Wrote video scripts and created new series concept.

Washington Rock Quarries and NorthEast Materials Group Marketing Assistant, Apr–Aug 2012 Edited, photographed, and wrote marketing materials, including brochures, website content, postcards, etc. Designed new business marketing concepts. Editing Experience Editorsaurus Freelance Editor, ongoing Performed freelance edits of student work, including theses and creative writing. Stowaway Magazine Managing Editor, Sep–Dec 2013 Supervised a team of 15 editors and writers to create the Spring 2014 issue of Stowaway (stowawaymag.com). Tasks included conducting meetings, providing critiques and final edits for writers, and signing off press proofs. Liahona Magazine Editing Intern and Series Creator, Jan–Apr 2013 Created and wrote monthly series and other articles for young adults. Contributed ideas used in the magazine. BYU College of Physical and Mathematical Sciences Associate Editor, May–Dec 2013 Created and edited promotional articles and photographs for publication on cpms.byu.edu and science.byu.edu. Designed site layout and wrote content to promote acoustics website. Wrote content for fundraising brochure. Glidden National Student Advertising Competition Ad Plan Book Editor, 2012 Wrote content for ad plan book and oversaw the substantive editing and copyediting of the book. Nissan National Student Advertising Competition Ad Plan Book Editor, 2013 Wrote content for ad plan book and oversaw the substantive editing and copyediting of the book. Volunteer Work • 2013 Vance and Betty Lee Stickell Scholar • 2013 Glidden Paint NSAC contributing ad planner and editor (placed 1st at regionals, 13th at nationals) • 2012 AAF BYU Student Chapter secretary and AAF member, 2011–2013 • 2012 Nissan NSAC contributing advertiser and editor (placed 2nd at regionals) • 2012 BYU-UVU Fo od Bank Drive social media promotions • 2012 Utah Lyric Opera ad campaign contributer • 2011 BYU Men’s Basketball ad campaign contributer • 2011 Stance for the Family editor • 2009–2010 full-time missionary for the Church of Jesus Christ of Latter Day Saints

To view my complete online résumé and portfolio, scan here.

There are trips... and then there are 8

adventures visitscotland.com

Ad Top 7 Highlights from an ad career.

Located out of Chicago, Top Box is a non-profit company that seeks to bring low-cost, healthy food options to families living in food deserts or those living on a limited income. A creative group composed of three people—two teammates and I—were tasked with translating a creative brief into creative executions. Charged with empowering mothers of low-income families, our messaging was based on the idea that Top Box Foods helps these women provide nutritious meals for their families and themselves.

The Live Life Full Campaign The beautiful art started out being featured in simple posters branded with the Top Box logo and labeled with the tagline “Live Life Full.” Art also appeared as wall murals designed by local artists. The featured event, a public art gallery, was advertised through posters and bus stop ads. The crowning event of the campaign, the art gallery, hosted a collection of local and international food art. The gallery was followed by information sessions along with food samples.

Above: Murals painted by local artists spruce up older buildings. Previous page: Public art galleries feature local artists and other art used throughout the campaign.

“Live Life Full” was an idea that I developed during the campaign. It harnessed the talents of local artists as well as international artists—namely the expressive food art of Carl Warner and colorful ethnic pieces by Diego Rivera and Frida Kahlo—to recreate beautiful images of food. The art’s purpose was twofold: to beautify the community and to increase awareness of Top Box’s mission.

Above: Bus stops act as mini galleries, advertising for upcoming public art galleries. Right: Simple posters feature food art and the Top Box logo.

Overall, the Top Box campaign presented stunning visuals as a means of keeping food top of mind and keeping local communities top notch.

Live Life Full 13

#2 How do you market a Nissan to Chinese, Hispanic, and African American millennials? That was the question posed by the 2012 National Advertising Student Competition. Nissan was my first full-on marketing campaign. It was supported by Nielsen research data, focus groups, a survey, and elaborate creative executions. Nissan’s goal was to capture a larger portion of a diverse ethnic market. I played multiple roles: account planner, creative, and, ultimately, ad book writer and editor. Giving Minorities a Story Our focus group included a member from each ethnic

group. My goal as a planner was to add a dynamic twist to the campaign. I condensed each conversation into mini stories. Each story was featured in our magazinestyle ad plan book, giving a poignant voice to our consumer that would have been lost otherwise. Charles and Oscar both exhibited the power of these short bios in their stories below.

“Because of the way black people are portrayed in the media, people expect me to behave in a certain way—they expect me to be less educated. I talk properly and I don’t use slang. They’re almost disappointed when they find out that I’m educated. You shouldn’t be disappointed when people come in and aren’t educated, not when they are. There shouldn’t be any different expectations for me. I’m not excelling as a black kid; I’m excelling as a human being.” —Charles, 23-year-old African American from Texas studying communications

“Dealerships don’t listen to me. I bought a truck right when I got back from Texas. I told the dealership that I wanted four-wheel drive, but they told me I couldn’t afford it. Later, when I was getting my tires change, I found out that there was a lug nut missing off each tire. “On Latino channels, the advertising changes to comfort—how good you feel driving the car, the fun you have in the car. I haven’t seen them advertise feeling as much on English channels.” —Oscar, Hispanic American pursuing his undergraduate degree

Getting DIYers to consider buying paint at WalMart—and to choose Glidden over the WalMart brand–—is one of Glidden’s biggest challenges to date. a blind test, painting a living room wall with Glidden and Behr and describing their reactions. My observations and insights contributed to the final creative brief, which evolved into a campaign about color revolution: the People’s Paint. Editing the Ad Plan Book Just like the previous year, I headed up the editing of the ad plan book, changing language to have a consistent tone and making design suggestions. Our hard work won us first place at regionals and 13th at nationals. The quotes translated well into the creative strategy, paralleling the judgment cast on minorities with the judgment cast on Nissan—and showing the true strength both have in common. Creating an Interactive Element The campaign features numerous impressive executions, but we needed something to engage our social media audience. My team created an interactive Facebook app—called “The Drive Within” after our campaign—that allows users to watch themselves “drive” through Google streets and view their face in the rearview mirror using information captured from Facebook. The driving experience ultimately brings them to their nearby Nissan dealership. Streamlining the Final Product My largest contribution was writing the missing por-

tions of the ad plan book and working with former Ogilvy copywriter, professor Kevin Kelly, to edit the final product. Thankfully, the judges said it was the best book they had seen in years and awarded our team 2nd place at regionals.

Glidden presented a unique challenge: how do you get Wal-Mart shoppers to explore the paint section and buy Glidden?

To view the full Nissan ad plan book, scan here.

Research The research phase involved extensive research about the paint industry. I worked with a team to craft a survey, then joined a focus group as they participated in

Love at first sigh. Adopt. 18

#4 With so many clever insurance spots and jingles, our challenge was to identify the insurance buyer and inspire the kind of creative that would inspire loyalty toward American Family. Our account planning team’s objective was to get consumers to connect with American Family Insurance over the tech-savvy campaigns of All State, Geico, and other insurance giants. We transformed our survey information into pointed focus group and friendship group guides, interpreting the data into a succinct but expressive creative brief. Here are a few snippets: The Creative Brief Target Audience Millennials 18–35 years old who are looking to get insurance and get it out of the way. They want to live life and take risks without worrying how their actions or others’ actions will impact them. They live in a time when living means taking risks. They want to pay their insurance fast and get it out the way—but most of them find that when they actually need to use their insurance, they want it to take care of them, and they want someone to talk to who can help them fast. They want their agent to be the friend on their speed dial that they haven’t talked to in a while but need now, knowing that their friend will be understanding and come through for them. They are looking for personal connections on their time. Insight I don’t want to need my insurance, but when I need it, I want someone to be there for me, to talk me through the process. Promise American Family agents are there for you when you

need them with heartfelt service that can’t be duplicated by layers of automated bureaucracy. Support • Agents who are a friend to your cause and don’t get in your way • Modestly priced insurance • Years of great customer service Tone is: authentic, heartfelt, down-to-earth; not gimmicky or mascot-based, slapstick, fear-based Campaign Execution The creative brief led to the execution of a smart campaign based on the idea that “We Know Better” than technology. It harnessed American Family’s greatest strength—human assistance—because, as the campaign explained, “smart cannot replace human.” The campaign recommended an agent phone based in each social media venue, including Google hangout, Facetime, Twitter, Facebook, and Skype (left); live demonstrations; web banners (right page, top); and print (right page, bottom), radio, and TV spots.

#5 Quick Quack wanted to maximize their profits and get current users to buy unlimited passes. Extensive research led to recommendations for their ad content and business plans. With locations in Texas, Colorado, and California, Quick Quack wanted to reach out to current customers and convince them to go for unlimited washes. But they also wanted non-customers to give them a try.

over 400 respondents. I worked with Erik, our research lead, to translate the survey, social media, and other data into conclusions—and then condense it into report form. Our findings were then presented to the client. Creative Executions I co-managed the creative team in the early stages of the process. The team ultimately came up with two eye-catching campaigns, including one that the client was very excited about: the “Be Clean” campaign.. The campaign used religious references to capture the importance of being clean. Executions included bumper stickers (left), mailers (below), bus decals (right page, top left), branded unlimited wash passes (right page, top right), and billboards (right page, bottom).

Co-Management I co-managed the team with a man named Taylor. We worked on putting together a team and managed them. My main purpose was to work on the research while Taylor worked more directly with the creative team in the later stages of execution.

Research One of our monumental tasks was to sift through heaps of data garnered from Nuvi and a survey with

Take a look at the irreverently fun references: the unlimited wash pass dangling at the end of a rosary; a white Bible school bus with an invitation: “Follow me and be clean”; a slightly filthy billboard exhorting, “Give sight to the blind spots”; and a duck decal to match the fish logo often found on the cars of practicing Christians.

#6 Orkin faces serious competition in the extermination market. Our team researched, strategized and brainstormed to position Orkin as the brand with the most added value. Orkin’s competition not only includes Terminix but also mom and pop shops and DIY-ing consumers. Orkin was looking for a way to reach further into the existing market by tapping recent home movers. My team approached this full-service campaign head on, digging into secondary and primary research, working through a strategy, and passing off a polished creative brief to our creative team members. Research As a result of secondary research and one-on-one interviews, I fleshed out and finalized a survey that we distributed to members of our demographic. I worked with two other teammates to put the results through SPSS and analyze the data using built-in filters. Our insights pointed us toward the emotional connection homeowners feel toward their home, down to its details. After all, many homeowners purchased-

based on the small things they love about a house. Creative The creative team took our brief and morphed it into an amazing campaign. Moving boxes (top right), billboards (bottom left), print ads (right page), and TV spots united in a smart message: pests love the same things about your home that you do but for different reasons. It played off of the “pest control down to a science” tagline that Orkin currently uses. Presentation Three team members and I presented our findings and the resulting creative to the chief creative officer of Orkin; the creative director of the Richards Group; and other high- profile members of Orkin’s current ad agency. Our team pulled off a smooth presentation with a backdrop of materials that a homeowner might pay attention to: shutters, wood flooring, tiles, and more. Our team was awarded “best creative” and “best overall campaign.”

Rosie the Cramper

#7 Getting to the bottom of period pain was as easy as choosing iconic American women to do the work in “The Pursuit of Painlessness” campaign. The task: take a brand and create a print campaign that could run in a series. I chose to dive into oft-feared territory: drugs for menstrual pain.

The first ad (left page) features Rosie the Riveter with running mascara. Her name has been changed to “Rosie the Cramper.”

I chose to represent Midol with American female icons who are known for their resilience, showing that even the strongest need relief from period pain. The tagline “the pursuit of painlessness” is a play off of the very patriotic “life, liberty, and the pursuit of happiness.”

Lady Justice appears in the second ad (bottom left). She’s shown in a distressed state with her name changed to “Lady InJustice”

All of the icon’s names have been changed slightly, with the change in red—not only to represent period pain but to identify a specific side effect of menstruation.

Finally, Lady Liberty ends the series with the title “Statue of Misery.” She’s clutching her torch to her stomach and is balled up in the fetal position. The colored dots represent people running away from her.

the pursuit of painlessness 26

Brunch Quiche

Pie Crust

Ingredients 1 ¼ C all-purpose flour ¼ t salt (a dash if butter is salted) 7 T butter, chilled and cut into pieces 1 to 2 T ice water, or more as needed Directions Mix the flour and salt. Add the pieces of butter, one at a time, and use a dough cutter to press into dough. Add water until dough starts to come together. Press the dough into a pie dish with at least 1” sides.

Filling

Ingredients 5 eggs 1 ¼ C half-and-half (milk also works) ¼ t salt ¼ t pepper + Any of the following, based on your preferences: • ½ medium onion, chopped • ½ lb white mushrooms, sliced • 1/3 C frozen spinach, thawed and squeezed with paper towel • 3 slices bacon, torn into small pieces • ½ lb mild Italian sausage, sliced • ¼ C cheddar cheese, shredded • ¼ C mozzarella, shredded Directions Preheat oven to 375 degrees. Scramble the eggs with the half-and-half. Add the salt and pepper. Add any of the ingredients depending on your preference. Pour into the pie crust. Put quiche in oven and cook for 30–35 minutes until firm but still slightly jiggly.

From the Kitchen Adapted from a recipe by Emeril Lagasse

Dinner

Dessert

Ingredients vegetable oil 1 T kosher salt plus 1 ½ teaspoons ¾ lb linguine 3 T unsalted butter 2 ½ T olive oil 1 ½ T minced garlic (4 cloves) 1 lb large shrimp (about 16 shrimp), peeled and deveined ¼ t freshly ground black pepper 1/3 C chopped fresh parsley leaves ½ lemon, zest grated ¼ C freshly squeezed lemon juice (2 lemons) ¼ lemon, thinly sliced in half-rounds 1/8 teaspoon hot red pepper flakes

Cupcakes

Linguine with Shrimp Scampi

Directions Drizzle some oil in a large pot of boiling salted water, add 1 tablespoon of salt and the linguine, and cook for 7–10 minutes, or according to the directions on the package. Meanwhile, in another large (12-inch), heavy-bottomed pan, melt the butter and olive oil over medium-low heat. Add the garlic. Saute for no more than 1 minute. Add the shrimp, 1 ½ teaspoons of salt, and the pepper and saute until the shrimp have just turned pink, about 5 minutes, stirring often. Remove from the heat, add the parsley, lemon zest, lemon juice, lemon slices, and red pepper flakes. Toss to combine. When the pasta is done, drain the cooked linguine and then put it back in the pot. Immediately add the shrimp and sauce, toss well, and serve. From a recipe by Ina Garten

Deep Chocolate Cupcakes Ingredients 1 C unbleached all-purpose flour 1 t baking powder ¼ t baking soda 1/8 t salt ¼ C cocoa powder 1 large egg 1/3 C canola oil ¾ C granulated natural cane sugar 1 t vanilla 1/2 C milk Directions Preheat the oven to 350. Line a 12-cup muffin tin with paper liners Combine the flour, baking powder, baking soda, salt, and cocoa in a small bowl and wisk together. Add the egg, oil, and sugar to a separate bowl and whisk together until thick and creamy. Stir in vanilla and milk. Add the dry ingredients and stir until just combined. Whisk vigorously until well mixed for 1 minute. Bake 15–17 minutes until toothpick comes out clean.

Icing

Ingredients 3 tablespoons butter 2 tablespoons cream cheese 1 cup powdered sugar milk Directions Bring the butter to room temperature. Beat the butter and cream cheese together with a mixer until creamy. Gradually add the powdered sugar, mixing as you add. Mix in enough milk to make the mixture creamy and spreadable. Cupcake recipe from Homemade with Love by Jennifer Perillo Icing recipe by Emily Brooksby

Fun Facts Crossword It takes only one to win your tastebuds.

Across 2. Vanderbilt heir’s famous estate 5. Land of the Rising Sun 6. Alyssa of ‘Charmed’ 7. jumpshot, dribble, free throw 8. ‘Groundhog’s Day’ star 9. Home of the Mariners 12. Alfred’s boss 16. America’s favorite female detective 18. dispirited 19. Mickey’s Floridian getaway 21. foxglove cousin 22. ‘The Marriage of Figaro,’ for one

Down 1. friend of David 3. time for resolutions 4. first American Idol winner 7. most humans have 206 10. Darcy’s abode 11. Jung’s field 13. worrier’s habit 14. Godiva and Cadbury, among others 15. ‘Be sure to drink your ____!’ 17. The Empire State 20. red-pencil wielder

Across continued 18. blue (my favorite color) 19. Disney World (my family’s favorite vacation spot) 21. snapdragon (my favorite flower) 22. opera (my original major)

Down continued 15. Ovaltine (my secret indulgence) 17. New York (the state where I was born) 20. editor (my minor is editing)

Jumble Answer Key Trying Divert Seaman Deceit Shadow Heckle

Credits Photo Credits sky, p. 6 by richard_north Scottish meadows, p. 8 by Moya_Brenn dog, p. 18 by Richard.M quiche, p. 28 by calliope cutting board, p. 30 from flickr.com creative commons shrimp scampi, p. 30 by 46137 cupcake, p. 31 by Marju Randmer Printing Thanks to One Stop CD Shop for accommodating me at the last minute and printing this magazine at an affordable price.

Crossword Answer Key Across 2. Biltmore (I’ve always wanted to go there) 5. Japan (where I served mission) 6. Milano (my favorite type of cookie) 7. basketball (BYU Men’s Basketball is the first account I worked on) 8. Bill Murray (my favorite actor) 9. Seattle (where i’m from) 12. Batman (my favorite superhero) 16. Nancy Drew (my favorite book series growing up)

Down 1. Jonathan (my husband’s name) 3. January (the month I was born) 4. Kelly Clarkson (my favorite singer) 7. Bones (the series I’m currently watching on Netflix) 10. Pemberley (we visited Chatsworth, Pemberley’s movie twin) 11. psychology (my husband’s major) 13. nailbiting (my bad habit) 14. chocolate (my favorite food)

Sundance Recruiting Fair A huge thank you to the recruiters from CP + B, Leo Burnett, Hill Holiday, Mullen, the Richards Group, Goodby Silverstein & Partners, Razorfish, Apple, DraftFCB Los Angeles, DraftFCB Chicago, Draft FCB San Francisco, Venables Bell and Partners, Y&R, Epsilon, Doner, DigitasLBi, TBWA/Chiat/Day, and VOLTAGE. Special Thanks To Kevin Kelly for inspiring me to succeed in advertising.

It always seems impossible until itâ&#x20AC;&#x2122;s done. â&#x20AC;&#x201D;Nelson Mandela