January 2017 by Lazy Faire

JANUARY 2017

GEOFF WONG

A future marketing leader

ALSO -NEW YEAR’S RESOLUTION MAD LIBS -BEST POSTER EVER

M ARKETING What’s your personal brand? The ethics of Youtube Sponsorships Memes & GIFS

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contents

cover designed by FATIMA MOHAMED cover photographed by CANDACE CHU

Editor’s Note

Lazy Faire’s 2016 Taking the best from 2016

Ethics of Subliminal Marketing How much marketing is too much

SOCIAL STUDIES

8 fashion

Work to Play Transition your outfit from an interview to the dance floor

THOUGHT VS. THOUGHT

Geoff Wong An insight into the life of a marketer in the making

Julianne Fraser Journey from ASoB to Village Marketing

Advertising Club of Edmonton Edmonton’s creative mindsets

Chantelle Bryce Trailblazing through her BCom degree

student spotlight

external relations

Personal Branding How do you market yourself ?

clubs corner

fyi

Is Sponsorship on YouTube ethical? Should your favourite vlogger be promoting products?

lazy chat

Is the New Year really a fresh start? A New You any day of the year.

New Year Resolutions’ Mad Libs Get mad lib-ing

Best Poster Ever 22 Memes and Gifs A showcase of the talent of Lazy Faire’s Why do we like them so much? Designers 20 Social Media Accounts to Follow Accounts you should be following this year

contributors editor-in-chief

rahique um maktoom handoo

vp editorial

carey poon isabela maciel

writers

saba al hammouri ganit singh lindsay rainbow kevin espenido kara hauca pariyanka chandan elizabeth jun victoria chiu

vp art & design

fatima mohamed

art director

social media director

designers

event director

marie louise espenido

breanna moffat tina jang marina bryan nichole chen elysse peralta betty vo

photographers

renee yu dylan wee candace chu giselle wong

vp communications

alexandra key marichales

marketing coordinator

suhur omar-farah

haya masri

pearl herrero

vp external

matthew ryan

#suitslf director

cole pearson

sponsored by

xerox canada priority printing

special thanks to

diana wyley business alumni association

uofalazyfaire@gmail.com www.lazyfaire.com

editor’s note

It’s a new year, a new semester, but does that mean a new you? It’s great to set goals out for yourselves. But while you’re at it, remember to make them realistic and also set out a plan to achieve them. New year resolutions that fade after a couple of weeks don’t necessarily mean waiting till another calendar year to reevaluate and set out to accomplish your goals. It can be a new beginning any day of the week. Lazy Faire begins this year with our January issue’s theme as Marketing. When you think of marketing, your first thought might be advertising. In the highly connected world of today, marketing surrounds us and isn’t just limited to our tv sets. As business

students, we realize the importance of marketing for a successful venture. But marketing goes beyond products, to even marketing yourself and your brand. In the following pages, we explore the ethics of marketing, personal branding and marketing, social media and the thread of human existence — memes and gifs. It’s a new year, a new semester — challenge yourself and make it beautiful!

RAHIQUE UM MAKTOOM HANDOO Editor-in-Chief

from the lazy faire team The Lazy Faire team members answer “Where does the future of marketing lie?” “I think the future of marketing lies in technological advancement. A more personalized approach in advertising may become the norm as data collection and analysis allows brands to understand the preference/interest of individuals. The creation of technologies such as Virtual Reality will also give marketers the opportunity to create advertising experiences that will excite consumers, and increase their brandinvolvement.” - Elysse Peralta, Designer

“I see marketing taking on more digital forms, depicting more in depth content that not only sells the product but also the brand. In the future it’ll start being more about the relationship between the consumer and the product, and not just about the product.” - Marie Louise Espenido, Art Director

“Probably somewhere in Howard Moskowitz’s pantry between the Ragu and the Prego.” -Victoria Chiu, Writer

“I think the future of marketing lies with its ability to empower consumers to make educated choices on the companies they support, like sweat shop free or environmentally friendly brands.” -Breanna Moffat, Designer 5

Lazyfaireâ&#x20AC;&#x2122;s 2016 The Laz y Faire team membersâ&#x20AC;&#x2122; favourite part about 2016

The best thing about 2016 was stepping out of my comfort zone and traveling with one of my best friends. Flying to the other side of the world and visiting Hong Kong was one of the best experiences and I definitely wish 2017 will bring more challenges! -Giselle Wong, Photographer Best thing about 2016: LEMONADE

-Mat thew Ryan, VP External

The best part of 2016 was taking 8 months of f school to do my co-op term. I needed a break from school, plus I learned so much and gained work experience. -Kara Hauca, Writer 2016 really tested my family and I. The best thing I took from 2016 is how family and friends will always be there for you when the going gets tough. Thank you to them all. -Cole Pearson, #SuitsLF Director Best thing of 2016: Hiking with friends up Whistlers Mountain in Jasper, AND back down, instead of giving in and taking the gondola. #earnyour views -Carey Poon, VP Editorial 2016 was definitely a good year for me, but the best part was definitely discovering my deep passion and love for memes. NEW YEAR NEW MEMES -Fatima Mohamed, VP Art & Design

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social Studies

Is Subliminal Marketing Ethical? Have you ever noticed the little white arrow in-between the ‘E’ and the ‘X’ in the FedEx logo? How about the arrow in the amazon logo that runs directly from the letters ‘A’ to ‘Z’? If you have, I applaud your attentiveness to detail as both of these techniques are forms of subliminal marketing. Subliminal marketing is a kind of advertising that appeals to the human condition by sending or implicating messages without our true cognizance of what is trying to be conveyed. This form of marketing can be subtle and harmless, as is the case of Amazon and FedEx, or it can be creepy and uncomforting such as when McDonalds flashed a full screen image of their logo for a brief millisecond during a televised viewing of Iron Chef. With so much competition in a global market place, it’s no surprise that companies are looking to rely on all effective tricks and tactics to appeal to our psychological mannerisms. With all this going on, one can’t help but wonder, how ethical are these marketing ploys? When gripping with the idea of the ethics of subliminal marketing I find my response to be mixed. Personally I have no ethical qualms if companies use creative and subtle ways to illicit ideas about their brand in standard marketing

forms (such as logo designs and advertisements). I believe the creativity of marketing is explicitly conveying ideas without objectively stating them. However, I think there is a fine line that has to be established. I do take offense with subliminal marketing exhibited in the case of McDonalds and Iron Chef. I go to films to diverge from my daily routine. When I watch a good movie or TV show I’m not thinking about the commercial aspects of our world. I am simply trying to immerse myself in the beauty of the program. The commercial world has already leaked into the arts and entertainment with the widespread product placement (I’ve seen Apple and Coca Cola products in countless films this year). Should there not be a certain respect allotted to activities that humans enjoy purely for the sake of relaxing and learning? The advertising model for companies in the television industry has evolved over time in attempts to gain more market share without compromising consumer ethics. Traditionally you see advertisements being played in breaks that were created specifically for companies to advertise. Since then we have moved on to product placement and explicit character reference to

the effectiveness of a product. The question this raises is: do you think this compromises the nature of the program you were watching? If we as a society allow for marketing to continue to blur this line between what is designed for enjoyment and what is designed to induce higher consumption, then I believe we may lose the essence of what it was we were once enjoying. There is a tradeoff between the natural composition of the script and the intentions of the advertisers (who are often promoting and paying for a portion of the film) to get their brand recognized. Which is why I believe it is a good thing that countries such as Canada, the United States, England and Australia have put laws and regulators to keep the advertising world ethical and fair. I think we need to limit the power of movie sponsors in a certain regard. Although, as to how to do this is a completely new can of worms. All things considered, this is a difficult question to assess and, as is the case with many questions regarding ethics, the answer is different depending on who you ask. written by GANIT SINGH designed by BREANNA MOFFAT 7

I have never come across an outfit that couldn’t be spruced up with a pair of heels. Keeping a pair of fancy black heels in your work locker or car means that you have the perfect back up plan in case of an impromptu night out. Whether you wear it with jeans, skirts, or slacks, heels will immediately upgrade your look

fashion

WORK TO PLAY 8

Heels make the deal!

2. Accessorize, Accessorize, Accessorize! This is one of the easiest tips to pull off ! Adding a statement necklace or bracelet to any outfit adds that extra umph that you look for in an evening outfit. Look for something metallic or colorful to really take your outfit to the next level.

Grab your Clutch!

Another super easy tip, that really adds quite the effect. Downsizing from a work bag to a clutch adds a sense of sophistication to any outfit. And don’t be afraid to get creative with your clutch! You can find bedazzled clutches, colorful clutches, sparkly clutches- you name it!

4. Blazer Be-gone! A great way to transition your work outfit into something a lot more casual is by ditching the black blazer for a cool leather jacket. Leather jackets add a certain edginess to an outfit, and it can be great to keep you warm on your night out!

5. Make up makes the look!

written by SABA AL HAMMOURI designed by FATIMA MOHAMED

It wouldn’t be a transition article if I didn’t mention makeup at least once. You know the drill! Switch out that nude lip for something a little livelier like a smokey eye or liquid liner- don’t be afraid to add drama to your eyes! Wing that eyeliner out girlfriend! Alternatively, add a bold lipstick to instantly elevate your makeup look. Makeup can add so much to your overall look, so make sure that you pay attention to it when going from day to night.

written by KEVIN ESPENIDO designed by TINA JANG

4 Things Business School Has Taught Me About

PERSONAL BRANDING

FYI

1. Those cliché millennial blogs are right.

3. Don’t be boring.

Social media is a powerful branding tool, but it can also be what ruins you. A slip of your finger, and your sloppy keg stand is now on your Snap Story instead of to just one friend. It might take a few minutes, but your privacy settings can be your best friend. On the opposite end, if you’re like some of my friends who have perfectly curated Instagram feeds and are conscious about how you speak digitally, use it to your advantage. Let people get a sense of who you are and connect with your audience. The more you practice deciding what content you want to share, the easier it gets and the more defined your personal brand becomes.

In high school, I hung out with a group of people who only ever did three things: party, play video games, and talk about other people- exhilarating, I know. One of the worst parts about this group was that if you weren’t doing what everyone else was, you were labeled as the lame one and roasted daily. The past five years of being in classes, student groups, events, and conferences with amazingly talented people has definitely helped me grow out of that mindset. Have you been reading up on the implementation of the Alberta carbon tax? I haven’t, please fill me in. Does artdeco architecture interest you? Tell me why!

If sharing your life online isn’t for you, don’t do it. But if you’re out here tweeting and posting, flex. Share what motivates you, the events you attend and all the traveling you’ve done. If you’re going to be on social media, do it big, do it responsibly, or don’t do it at all.

2. You’re always on. As annoying as this quote is from Amazon founder Jeff Bezos, I heard it in my first year of Business and it’s stuck with me since: “Your personal brand is what people say about you once you’ve left the room.” Your personal brand is you. It’s your personality. Every action and reaction you make has an effect on what the people around you think of you. Think carefully about the type of person you are, how you communicate with those around you and how you want to be perceived. Once you’ve got a solid understanding of that, be mindful of that image in your daily interactions. Live up to those perceptions in how you carry yourself. The better you can articulate who you are, where you’ve been, and what you want, the more genuine the connections you make become, and the better equipped your networks are to help you.

If you’re passionate about something, own it. It makes you memorable and infinitely more interesting than anyone who thinks they’re above you. You may not recognize it now, but it’s what makes you unique that gives you an edge as a professional, and it’s what draws people to you.

4. But don’t be a jerk either. This tip hearkens back to the Business Student Stereotype. As insanely, deservingly successful you are and will become, be careful with how you share your victories. Your degree, the case competitions you’ve won, the clubs you’ve led, and the accolades you’ve received do not make you better than anyone else. Of all the people I’ve had the opportunity to meet during my degree, the ones I’ve most admired have been those with unbelievable stories that get told with quiet voices. They are surprisingly humble, but always willing to help. Their success has given them an opportunity to reflect and give back. Once you’ve gotten a handle on your personal brand, it will be obvious to people what you can offer, the impact you can have, and that you are of immense value. Your job, at that point, is to help someone else make that same realization. Stay humble and help others build their personal brands.

THOUGHT VS. THOUGHT

Is Sponsorship on Ethical?

by PARIYANKA CHANDAN

YES!

YouTube is a worldwide platform that has grown tremendously over the past few years – so much so, that what started as an online site for amateur home videos, has become a paying, full-time job for many people. Similar to celebrities, bloggers, and Instagram influencers, YouTubers are often sponsored by companies for brand endorsements. They receive free products are sometimes paid in exchange for talking about their products in their videos. Many viewers, however, question whether it is ethical for their favourite YouTubers to be accepting corporate sponsorships. YouTube sponsorship has become a source of non-traditional marketing for companies. This is beneficial for customers, because it is a refreshing way to learn about the new products out there; many viewers feel a personal bond to their favourite YouTubers, and look to them for recommendations. As well, in order for YouTubers to keep doing what they love and creating content for their viewers, they must have some form of income. Partnering with different companies allows them to generate income just as any celebrity would. If you ever happen to look back on early YouTube videos, you will likely be shocked at the contrast with what you have come to think of as ‘standard’ 10

YouTube videos: high definition cameras, perfect lighting, beautifully produced films. The production values of most YouTube videos today are significant, and to stay competitive, and meet the increasingly high expectations of subscribers, YouTubers need both time and income. For many, YouTube is their full-time job, and YouTube sponsorship is a source of income that makes sense for them to take advantage of. YouTubers are often able to offer a discount code to their subscribers if they are interested in purchasing the products they mention. This is beneficial to subscribers because if they truly are interested in the product, they can try it for cheaper. In the end, this promotional strategy benefits everyone involved, including the company, the YouTuber, and the subscribers.

As my colleague has pointed out, the indignation that subscribers feel when a YouTuber promotes a sponsored product is akin to a friend selling you on a pyramid scheme for their financial gain. But I urge you to see the situation from another angle: instead of seeing your friend as exploiting you for their own benefit, what if they are just trying to make sure that you don’t miss out on a great deal or product that they’ve discovered? I believe that YouTubers have every right to work with a company whose products they actually like, and would like to share with their subscribers. The only situation where this is a problem is if a YouTuber is blindly promoting products and making false claims. We see less of this nowadays, as YouTubers know they are being closely watched by their audience

and are strongly pressured to be honest. However, even if a YouTuber was dishonestly promoting products, the choice to buy falls on the viewer; a YouTuber can not force anyone to buy a product they don’t need or want – that is the viewer’s choice. Furthermore, when YouTubers promote sponsored products, they are required to post an FTC Disclaimer stating so. By doing this, they are evidently not trying to deceive their subscribers through their reviews, and this allows subscribers who have an objection to sponsorships to avoid watching the videos altogether; just as you have the right to refuse friends who try to sell you on a pyramid scheme if you question their motives, subscribers have the right to click out of a sponsored video if they don’t approve. Instead of blaming YouTubers for promoting products, maybe we should encourage viewers to think more critically about the purchases they make. We see hundreds of commercials on television, and never point a finger. So why should YouTube be any different? At its core, it is an entertainment outlet, a business for the purpose of generating income. Brand endorsements appear in every TV show, movie, and music video we watch. Just as we can not control the products they place in these, we can not control the content YouTubers decide to promote. Sponsorship is all around us, and if we can’t embrace it, it’s simply easy to ignore it. At the end of the day, YouTube sponsorships are no less ethical than celebrity endorsements and movie product placements.

by LINDSAY RAINBOW

NO! These days, the online world seems to be the newest get-rich-relatively-quick scheme. We see YouTube sensations raking in millions of dollars from views, sponsorships, book deals, and more, and it makes you wonder – is this what YouTube was created for? And more importantly, is all of this ethical? With technology evolving at such a rapid pace, we are dealing with more ethical issues than anyone realized we would see so soon. Self-driving cars, artificial intelligence, careers created online – it’s all new territory. With new territory comes a slippery slope of navigating where the line is between ethical, and not. The main issue I see with YouTube sponsorship is the nature of a YouTube content creator. YouTubers don’t become famous influencers by trying to become famous. They become influencers because they connect with their audiences, provide them with content they want to see, actively engage with them, and ultimately because their primary focus is on creating content that is true to their brand. On the flip side, the majority of traditional celebrities that we see today all set out to become famous. They all set out to be the best in their sport, be on this show or that show, put out this

album and that album, and of course, sign brand deals with Nike, CoverGirl, and Gillette. But the difference is, we have come to expect that from these celebrities. We don’t know them, really; we don’t have relationships with them. We understand that this is their career – they were never in it for us; they’ve always been in it for themselves. With YouTube, it’s different. Many of these YouTube stars started out with a webcam in their bedroom, talking about life and treating subscribers like their friends. And if you’ve ever had a friend try to sell you on getting involved in a pyramid scheme, then you know that no one likes being sold things by their friends. It’s harder to say no, because of your close relationship with them; it’s harder to decipher if your friend really thinks that this is a good opportunity for you, or if they’re just using you for their own benefit. Because YouTubers have such close relationships with their subscribers, there is an increased level of trust. Sponsorships by brands hoping to take advantage of the large audiences of these YouTubers are manipulating that trust, and that is not right. That is not ethical. If your favourite YouTuber tells you to go out and buy something and use their 10% off coupon code, you’re much more likely to go out and buy it than if you see Taylor Swift or Katy Perry in a CoverGirl commercial advertising a product. Why? Because you trust that YouTuber. Because they care about their audience, and if they care, then why would they try and manipulate you for money? The problem is that because YouTube is becoming a career

for many, this is far too often the case. Here’s another angle for you - we know that the government regulates advertising on children’s television programming, because they have determined that children are extremely susceptible to these advertisements. But now we see so many children with iPhones, iPads, and the like, and all of them know how to get to YouTube and watch their favourite YouTubers. But there is no regulation on advertising to children on the Internet, because there is absolutely no way to control it. And if children see their favourite YouTuber – their idol – advertising a product, they will be extremely likely to buy it, or ask their parents to, because they want to emulate this person. Effectively, what this results in, is children being targeted by YouTubers to make money, and being taught to be rampant consumers from a young age, never being content with the things they do have, and always wanting more. This is not what we should be teaching children, and these types of unethical practices online leave us with no effective measures to protect children from these harms. Ultimately, people who watch YouTube watch it for the purpose of seeing usercreated content. They don’t want to see content that was dictated and paid for by a company. Sponsorship isn’t just unethical; it goes against the premise and principle that is at the very core of YouTube. written by PARIYANKA CHANDAN & LINDSAY RAINBOW designed by ELYSSE PERALTA

student spotlight

written by VICTORIA CHIU photographed by CANDACE CHU designed by FATIMA MOHAMED 12

G E O F F W O N G

Over the course of his time at the Alberta School of Business, Geoff Wong, the soon-to-be Bilingual Bachelor of Commerce graduate, has balanced a whirlwind of commitments, from his endeavours as an avid case competitor to his position as Vice President of Marketing for the Accounting Club and his job as a student business analyst for Clark Builders. In between it all, he’s still found time for his stunning photography and graphic design work, sports, and music. For this month’s issue, I spoke with Geoff about the thrill of competing in Canada’s Next Top Ad Exec, the necessity of early mornings and late nights, and the value of taking chances.

wanted to participate in [Canada’s Next Top Ad Exec], but hadn’t made any plans to enter. Knowing the caliber of Top Ad Exec, my partner Luke [Melenberg] and I decided to spontaneously take a chance on the competition. We had about four days to complete the first phase when most people had had months to work on it, but we pulled it together and made it to the next round. For the finals, we had to present our campaign to a panel of thirty or so executives from top companies like McDonald’s, Canadian Tire, and Scotiabank. I’m incredibly grateful and humbled to have placed second in the country—it was a perfect example of how marketing and MIS came together, and that’s something I hope to use in my upcoming position You have a marketing major and a after graduation. management information systems (MIS) minor. What attracted you to these disciplines? That balance between numbers, databased pursuits and creative endeavours I love how marketing plays a major seems to be a theme in your life, with role in the underlying strategy behind photography, school, and all the different an organization, and I’m interested in extracurriculars you’re involved in. How the process of offering products and do you manage all those things? services to the consumer. I’ve also developed a knack for the design and Coming out of school now, what I’ve creative aspects in marketing, which really seen benefit my academic career has become useful in a lot of different is the understanding that bringing ways. Marketing and MIS work hand- different skills makes you special. Being in-hand perfectly—you use strategy really, really good at one thing isn’t what and technology in tandem to help sets you apart from others—it’s pulling organizations thrive. The combination together a few different abilities that of these skills helped me land my post- makes you memorable. It’s important graduation job at the Canadian Tire to have variety—activities outside headquarters. [Canadian Tire] really coursework—because it gives you that liked how I could take two seemingly broader perspective, but that variety different disciplines and combine them can be challenging to attain without to provide an insightful perspective. becoming overwhelmed. One good tip I’ve got is to work really hard and power You came in second place at the last through projects and get them done Canada’s Next Top Ad Exec, which rather than stretch them out—that’s is amazing! How did you come to how I’m able to continually have energy participate in the competition? for the late nights and early mornings I need in order to get what I need to finish It’s a nationwide competition where done. It’s really important to make time participants create a marketing to take care of yourself—work hard campaign for Chevrolet. I always knew I during the week, take a couple days on

the weekend to relax, and repeat. It’s all about efficiency and understanding, and pushing yourself to live that consistently can really increase the amount of tasks you can accomplish in a day. Another tip is to think about which experiences will get you to where you want to be. Pursue those experiences wholeheartedly, but don’t be afraid to say “no.” Pick your battles, and win those battles. How do you see progression of media, marketing, and social platforms heading in the future? Marketing is becoming more native in that both corporations and consumers are becoming more savvy about how they display and notice advertising— advertisements have to be integrated into platforms consumers already use to reach that audience on a deeper level. Consumers want to see content without constantly being sold to outright. That will definitely be a trend companies will embrace more and more—social media, rather than being “social,” will just become media itself. Marketing is about helping consumers understand the value of your product. However, there are a lot of people who are really good at convincing consumers of value that isn’t there. When a good product is created, genuine marketing can occur. If the product truly addresses a market need, selling is not necessary; however, communication is the key to success. That’s what I’d like to do in marketing—if I can influence the marketing sphere in any way, I’d like to push the marketing world to develop better products so they don’t have to con consumers at all. It’ll ultimately come down to communication rather than manipulation.

EXTERNAL RELATIONS

This month Lazy Faire had the opportunity to chat with Alberta School of Business alumnus Julianne Fraser about her consulting work as Director of Marketing for Village Marketing in New York City.

Julianne Fraser 14

Julianne Fraser graduated the Alberta School of Business with her BCom degree in Marketing in 2011. She received acceptance into a year-long program at the Fashion Institute of Technology in New York, where she went on to work as a social media coordinator for Morgans Hotel Group, the world’s first boutique hotel company. From there, Julianne had the opportunity to work for Lacoste as the Digital Communications Manager for North America, and most recently, started in her current position as the Director of Marketing for Village Marketing. What is Village Marketing, and what do they do? Village specializes in a niche approach to developing partnership and influencer marketing strategies for startup companies in New York and San Francisco. As a consultant for A-list startups, I’ve worked with brands in the fitness, health, food, and fashion industries, providing creative marketing services that span brand partnerships, business development relationships, and grassroots-level marketing. We have clients that we’ve worked with for over two years now, and others that we work with for short periods, as prelaunch startups, laying the foundation for launch in terms of branding, communications and acquisition strategies. How has your education and past work experience contributed to your job today? My time at the University of Alberta laid the foundation for me to become a strategic marketer, understanding how to take an effective 360 approach to all campaigns. It also gave me the business acumen that now drives my approach to marketing. I’m also so grateful for the experience I had while working for global brands like Morgans Hotel Group and Lacoste, it was within these roles that I was able to develop and fine tune my skills through trial and error. My previous work experience provided me with the skills and knowledge that allow me to be a valuable resource for companies. What does a typical workday for you involve? I am so fortunate to have discovered my role at Village Marketing. I work with an incredible boss and mentor who I learn from every day, and I have full flexibility to decide when and where I work. She has created a work environment that allows me to dictate my own work day, which translates to working 10x more than before, but the fast-paced nature of startups and frequent travel keeps me passionate and motivated. Our clients are in New York City and San Francisco’s Silicon Valley, but living and working in New York means that I am able to connect and build relationships with potential partners that are headquartered in New York City, such as WeWork, Harry’s, and Equinox. I make an effort to stay connected to Edmonton, and am so fortunate to be able to travel home often, and work remotely while there.

In your opinion, what has been the most valuable asset for a one-up in your successful marketing career? During my time at the University of Alberta, I was the President of the Marketing Association, an experience that really opened my eyes to the importance of networking. It taught me the importance of not being afraid to take someone out for coffee to connect, spark up a conversation at a networking event, or even handwrite a thank you card to show appreciation – these small tactics build relationships, and ultimately, your network. Where do you see yourself and the company in the shortand long-term future? There’s a vast opportunity in the health and wellness industry right now – a huge drive towards the lifestyle of working out, a growth of fitness boutiques, and emerging athleisure clothing brands. For example, working with Care/Of, a personalized vitamins brand, we’ve been able to secure an immense amount of exciting and strategic partnerships to aid their growth and brand development. I can see Village taking on even larger companies in the near future, implementing original concepts in new industries, and branching out to new cultures and cities around the world. Paris’ budding startup community is gaining momentum, and I’ve always been intrigued by the city itself. I’m itching for a new challenge and living and working in Paris may be it, but I will surely remain with Village Marketing throughout. I love my role, I’m so passionate for what I do, and the flexibility is incomparable. “I love being a marketer in the startup space because I have the freedom to think of the most novel ideas, and in a community so fast-paced and innovative, you can come up with an idea one day, and execute it the next. Every day for each client is entirely different, and we take a unique approach to building each brand. It’s not only strategic and creative, but requires strong project management skills to implement as well – it’s always super rewarding to see our ideas come to life.” written by ELIZABETH JUN designed by NICHOLE CHEN written by ELIZABETH CHIU photograph provided designed by NICHOLE CHEN & FATIMA MOHAMED 15

CLUBS CORNER

written by VICTORIA CHIU designed by MARINA BRYAN

Advertising Club of Edmonton Love advertising, making connections, and coming up with creative solutions that make a real difference in Canada’s changing media and marketing landscape? The Advertising Club of Edmonton (ACE) might be the organization you’ve been searching for. Started by Don McIntyre back in 1977, ACE counts graphic designers, media planners, photographers, printers, productions houses, other advertising- and marketingminded industry professionals and students among its robust member registry. The club is one of Canada’s oldest advertising and ad-related groups, and with over 600 members, membership can be a great way to meet new friends, mentors, and future employers. ACE holds creativity, community support, and passion in high regard, and the club strives to combine the elements of fun, art, and commerce that characterize the advertising field.

to the registry when looking for new additions to their own professional teams. Although job listing viewing privileges are available to all, only members may post using the service. Student members receive all of the above, and more: they are given priority for volunteer opportunity choices, receive an invitation to tour local advertising agencies during the club’s Ad Week, and have the opportunity to participate in ACE’s Student Mentoring and Student Workshop programs.

ACE’s activities expand beyond the boundaries of its members. Each year, the club sponsors the ACE University of Alberta Scholarship; valued at $1,000, the scholarship is awarded to a marketing major with superior academic standing entering their second, third, or fourth year. The club also sponsors awards of equal value for exceptional NAIT and MacEwan University New memberships can be purchased for $80 with students expressing pronounced interest in advertising. annual renewals costing $70, but students can join for a special rate of just $15 at any point in the year. General ACE also offers a wealth of volunteering opportunities memberships are valid for 12 months, and come with through its wide variety of subcommittees, whose duties a myriad of benefits: each member receives a listing involve everything from sponsorship acquisition to club in ACE’s online membership registry; is entitled to communications. One unique opportunity specifically member rates for all ACE events, such as professional requiring student volunteers is the ACE Membership development luncheons and sessions, the annual ACE Subcommittee, which is responsible for promoting the Awards event, and the ACE Christmas party; and, club to each post-secondary institution in Edmonton. if in good standing, can vote on issues pertinent to the club and aid in the election of its new Board of For more details and information on the Advertising Directors each year. The vast talent and employment Club of Edmonton’s membership policies, volunteer pool members that are added to after sign-up is another opportunities, and community initiatives, check out the membership draw – members have exclusive job posting club’s website at http://adclubedm.com. rights on the ACE website, and are welcomed to refer

Is the New Year Really a Fresh Start? written by CAREY POON designed by NICHOLE CHEN

“NEW YEAR, NEW YOU... OR SO THE SAYING GOES.”

raditionally, with the start of a new year comes the typical thoughts of self-reinvention, the setting of often lofty goals to work out more, or sleep earlier, or do whatever it is that you were meaning to do in the past year, but somehow never got around to. Funny how it works – every year, you start out with such good intentions, but how is it that even with 365 days, you still can’t manage to accomplish one simple thing, and as a result, you end up having the same new year’s resolutions year after year?

2017

I think the problem lies in that way too much emphasis is placed on this idea of a new year being a “fresh start”. If you really think about it, while the new year is a good excuse for you to get your life back on track, at the end of the day, you aren’t magically a different person just because the clock struck 12 on January 1st. You are the same unfit, sleep deprived, unmotivated person, with all the same bad habits you had at 11:59pm. I was talking to a friend back in November, well before the idea of new year’s resolutions were even being brought up, and she was telling me about a revelation she had when it came to making positive changes in her life. Her new motto was to “Do it now.” That is, every time she thought of a change she wanted to start making, such as eating breakfast every day, or going to bed at 10pm every day, instead of giving herself the excuse of waiting until Monday to “start fresh”, or waiting until this or that criteria was met, she would just implement the change today. Honestly, this sounds like such a simple idea, but it really is an effective method, and the (very) few times where I have been able to get back into working out after long periods of slacking have definitely been due to this “do it now” mentality. If you think about it, this mentality really makes a lot of sense, because the biggest barrier to forming new habits or reaching goals is usually a lack of motivation. In the first moment when the spark of a great idea comes to mind, you are usually the most excited and raring to get started, but so quickly, that enthusiasm fades as you get distracted with other things; soon, it has been a couple days, and that initial spark has faded to flickering embers. The problem is, if you are always waiting till Monday, or waiting till the new year, or waiting for finals to be over – between that exciting initial moment and Monday/January 1st/the last day of finals, you are giving yourself time to convince yourself out of ever following through. There are always a million and one reasons why you should not, or cannot, do something: lack of time, lack of money, no one to do it with – if you are looking for excuses, you will always find one. So instead of constantly waiting for the next arbitrary “fresh start” milestone, maybe we should work on living in the “now” instead. Patience may be a virtue, but when it comes to self-reinvention, sometimes sooner is better than later. Otherwise, you may yet find yourself having to be patient for many more years, as you keep setting (and failing) those new year’s resolutions, year, after year, after year… 17

Talk to the locals next time you travel.

written by RAHIQUE UM MAKTOOM designed by FATIMA MOHAMED

B E S T POSTER EVER LazyFaire Magazine designers create posters advertising products that will help you achieve your 2017 resolutions

Learn a new language on the Duolingo App, for free. Voted iTunes 2016 App of the Year

Breanna Moffat

Less

Travel Spend

With Airbnb...

2017

elysse peralta

nichole chen

The Happy Planner Get your life Together.

The right way.

Marina bryan

Personalize and adjust your planner for whatever you need from productivity, fitness, and event planning.

marie espenido

betty vo

tina jang

SOCIAL MEDIA

written by KARA HAUCA designed by BETTY VO

accounts to follow

Tired of the same boring people showing up on your Instagram and Twitter feeds? Switch it up and follow these fun accounts, which come highly recommended by our LF writer, Kara! Instagram

pop culture

Cristiano Ronaldo @cristiano (83.7M): Cristiano shows why he is one of the most followed Instagram Accounts with pictures of him playing soccer, with his family, and his charity work. Kylie Jenner @kyliejenner (80.6M): Love her or hate her, she’s a trendsetter. Get ready for lots of selfies and posts about her lip kits. Dwayne Johnson @therock (72.2M): Whether he’s slamming co-stars as “candy asses,” posting gym pics, or promoting charities, his Instagram will only make you love him more.

Twitter

Celebrity Humor

Anna Kendrick @annakendrick47 (5.91M): Anna Kendrick is an actress whose funny quips on Twitter will make you laugh out loud. Her account makes her relatable and down to earth. Ryan Reynolds @vancityreynolds (4.35M): Self-deprecating and widely inappropriate, Ryan Reynolds shows why he was the right choice for Deadpool on his hilarious Twitter account. Chrissy Teigen @chrissyteigen (3.04M): Chrissy Teigen stands apart from other celebrity tweeters because she interacts with her fans, and her trolls. Her Twitter account makes you feel like best friends.

Pets

Norm Kelly @norm (432K): This City of Toronto councillor lights up Twitter with his pop culture references and love of Drake. Any city official who tweets, “the city is currently looking into how we can extract the salt from my haters & apply it to roads this winter,” is worth a follow.

Marnie the Dog @marniethedog (2M): This half blind Shih Tzu’s defining feature is her tongue that perpetually hangs out of her mouth – it will make you smile every time you come across it.

Educational

Doug the Pug @itsdougthepug (2.3M): Doug, nick-named the “King of Pop Culture” frequently dresses up as characters from TV shows and movies, and recreates scenes.

Tuna @tunameltsmyheart (1.9M): Tuna is a Chiweenie with a hilarious overbite that will make you burst out laughing every time he pops up on your Instagram feed.

Beauty

National Geographic @natgeo (14.5M): Follow National Geographic to see anything from a video of a penguin whose wife cheated on him, to information about species going extinct, to stunning travel photos. Neil deGrasse Tyson (6.23M): Astrophysicist deGrasse Tyson will make you laugh while reflecting and learning about the connections between science and life.

Samantha Ravndahl @ssssamanthaa (2.4M): Samantha, a makeup artist from BC, shares everyday neutral glam looks for her followers, along with her jealousy-inducing Vancouverite life.

Museum of Modern Art @museummodernart (3.68M): MoMA’s Twitter account is a surprisingly unpretentious look into the New York art scene. Warning: This account will make you want to go to New York.

Mykie @mykie_ (1.3M): Mykie does “Glam and Gore,” a mixture of truly terrifying horror makeup and glamourous looks. The horror looks will definitely make you take a second glance!

News

Kimberley Margarita @kimberleymargarita_ (450K): This Canadian makeup artist frequently posts colorful alien-inspired makeup looks. Not necessarily inspiration for everyday looks, but fun to look at! 20

SportsCenter @sportscenter (30.6M): Follow Sports Center to stay up to date on all things sports, all day. For sports fans, and people pretending to be sports fans alike. Wall Street Journal @WSJ (12.4M): WSJ has breaking news and features on business topics. Follow to impress your interviewer the next time you are asked to talk about the latest in the business world in an interview!

New Year’s Resolution

Mad Libs Setting New Year’s resolutions can be difficult and frustrating. Not to worry, Lazy Faire is here to help! 2017 is going to be what you make it...literally. So sit back, relax and figure what the upcoming year has for you!

2016 was a

(adjective)

year! But 2017 is going to be my year- it’s going to be unforgettable! The first

thing I am going to do in the New Year is quit my nasty habit of ever touch I will be at

(noun) (place)

(verb)

. I promise that I will never,

ever again! Oh, and I am definitely going to start going to the at least five- no seven days of the week!

And don’t get me started on my school habits, this is the year that everything changes! No more in class, that won’t work this year! I also promise to stop (professor)

gave me a

work really hard to ace

(noun) (course)

(verb)

more!

(place)

(verb)

my homework! Last year,

for handing in my assignment late- never again! I am going to !

2017 is also the year for travelling! I am going to save up so much money...as soon as I stop spending it on (noun)

. But once I do save up my money, I am booking my ticket straight to

I heard that they have great immerse in the culture by

(noun) (verb)

2016 was a crazy year, but 2017 is going to be

and the locals are so .

(adjective)

(place)

. I can’t wait to

! written by SABA AL HAMMOURI designed by MARIE ESPENIDO

MEMES AND GIFS WHAT MAKE THEM SO POPULAR

written by ISABELA MACIEL designed by FATIMA MOHAMED

Back in 2008 when I first created my Facebook account, my newsfeed was filled with status updates and pictures of my friends and family. I used to love scrolling through to read and like what my friends were posting, and I’d spend so long trying to compile the perfect status that was both intriguing and casual. Nowadays, my Facebook newsfeed is filled primarily with memes and GIFs, and frankly, I love it. I realize that memes and GIFs are often trivial, however, you can’t deny their popularity and reach – but what is it that makes them so popular? Although memes aren’t necessarily a thing of 2016, it seems that this is the year in which they really took off. It may have, in part, been due to all the craziness that happened in 2016 which lent itself perfectly to optimal meme material – both on the end of creating memes (i.e. the USA elections), and the end of needing memes to help us cope (i.e. the USA elections). The internet has become amazingly good at creating memes that just seem to speak to everyone. The relatability of it all, and the ability of memes to make light of situations speaks volumes to how popular they have become. It shows that no one is alone in their thoughts, feelings, or struggles, and I feel like it has a bizarre way of uniting everyone, and making us realize that we’re all a little weird. I revel in the amount of memes that pop up that make me internally say, “Same.” It shows that there are people out there that think and feel the same way as I do, and someone has managed to brilliantly turn it into a hilarious meme. Friends tagging each other, or commenting, “us”, to express an inside joke has turned into a true sign of friendship; nothing flatters me more than when a friend tags me in a meme that perfectly represents me, or a recent situation. In today’s crazy world, where we all sometimes feel a little bit alone, I believe that the humour and relatability of memes is the key to their popularity. Oh GIF keyboard, how I love thee. Whether you pronounce it ‘jif ’, or ‘gif ’, we can all agree that the GIF keyboard is one the best things to come out of 2016. Now, I can perfectly convey my excitement for reading week with a GIF of cotton candy girl. It’s amazing how quickly the internet produces GIFs; not even an hour after a GIF-able moment occurs, there is already one floating around the internet. Similar to memes, this speaks to their relatability, which results in their popularity. Unlike memes, which usually depict a relatable situation, GIFs allow you to personalize your reaction to what is happening. GIFs allow for even better expression of what you’re feeling than what texts – and yes, even emojis – can convey; it provides a more animated interaction that is lost in texting. And although most gifs are exaggerated and funny, it makes that much more enjoyable, and similar to memes, allow us to make light of situations while still trying to convey emotions. Memes and GIFs are truly unique concepts that I would love to try to explain to someone like Elvis Presley, because they would never be able to understand it. Although they will never really solve any of our world’s real problems, and even though they really don’t serve much of a purpose beyond taking up memory on your phone, they help bring a little more expression and fun into the virtual interactions we have today. They help show us that we’re all in this together, and that sometimes you just have to laugh at yourself. They allow for further expression of emotions that we don’t have through plain online interaction – and for that, I think they’re pretty great.

Lazy Chat with

CHANTELLE BRYCE Chantelle Bryce is currently in her fourth year of studies at the School of Business, where she is part of the Leadership Certificate Program and is doing her degree in Accounting. She loves the snow, Bastille, and is passionate about meeting new people, which seems only natural, since she is a very active member of the ASoB community. Here’s her take on beating the January blues, New Year’s resolutions, and making the most of her BCom outside the classroom.

to get involved, and in the past I have competed in the Apprentice Challenge, organized Winter Gala for the BSA and competed at JDC West twice. I guarantee if you participate in even one of those events you won’t have the time to fall into a slump. February gets tough with exams, but this year as Co-Chair of the Rocky Mountain Business Seminar I definitely won’t have time to be bored. The busier you are; the less time you have to procrastinate!

LF: Do you make New Year’s resolutions? How do you feel about the New Year as a time for reinvention and a way to rebrand yourself ?

LF: How have you stayed motivated to excel in your studies during your degree while being so busy with your extracurricular involvement?

CB: I have tried and failed making New Year’s resolutions (mostly revolving about exercising) but I prefer to use the holiday break to recharge and refocus for the upcoming semester, as the winter is generally when most of the ASoB’s large-scale events and case competitions fall. I think the New Year can definitely be a good time for reinvention, as I often look back at what I accomplished in the prior year and set goals to be bigger and better.

CB: In Accounting especially, I’m at the point in my degree where none of the required classes are a walk in the park, and it definitely gets tough when I’m trying to balance my involvement in student groups with my academics. I loaded up on extracurricular activities in my first two years – JDC West, BSA, RMBS, AIBC, and lots of case competitions – which helped me narrow down what types of activities I liked the best. Now that I’m in more advanced classes, I have less time on my hands and so I’m a lot more selective about what I am involved since I have a better understanding of what I enjoy!

LF: How do you deal with the postholiday slump that inevitably comes in January? CB: January is one of the best and busiest months at the ASoB

LF: What has been your greatest

LAZY CHAT

takeaway from all of your involvement in the School of Business? CB: My biggest takeaway is that it never hurts to ask for something – be it a coffee meeting with a corporate or a large-scale sponsorship, the worst thing that can happen is being told no, which doesn’t put you any worse off than you were in the first place. I have had the chance to meet so many incredible people because I was willing to put myself out there even when it made me uncomfortable, and you never know when a connection can help you in the future. LF: What is your best advice for first year BCom students? CB: Say yes to everything! That was my mentality in first year, and it hugely paid off for me. One of the biggest strengths of the ASoB, in my opinion, is the variety of outof-classroom opportunities that are offered to students to help them make the most of their degree. To be honest, my perception of what I thought my future after university was going to look like has completely shifted since my involvement in clubs, conferences, and case competitions, and I think anyone else that has been involved would say the same. written by LINDSAY RAINBOW photographed by RENEE YU designed by BREANNA MOFFAT 23

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