Monthly Archives: July 2014
Young and Hungry to partner with BMW to help launch the new i3 and BMW green initiative known as the 360 electric program.
Students enrolled in The Agency Class (ADV 498), also known as Young and Hungry– the name of the agency– modeled class taught by School of Advertising Co-Director VInce Engel and full time AoA faculty Jim Wojtowicz are taking on an ambitious piece of business with the luxury car brand BMW.
The class, now in its fifth term of operation, runs like a functioning advertising agency. Students take on the role of Art Directors, Copywriters, and Creative Strategists under the guidance of veteran Creative Directors, Engel and Wojtowicz. They assume all the responsibilities of a working advertising professional, from strategy and creative development to direct contact with clients in pitches.BMW has recently launched its new division – the i Series, intended to redefine the transportation industry, and showcase the importance of sustainability throughout the entire line up of BMW offerings. Students will work to develop solutions that address the launch of the new i3 and i8 vehicles as well as generating strategic, creative solutions to persistent doubts in the electric car market. They even want to resolve the most commonly thought and anxiety provoking questions like, “ Will I be able to go far enough on one charge?” and “Are there enough charging stations to make owning an electric car practical?”The project promises to be exciting as well as challenging, but having a name like BMW on a resume goes a long way in quelling any worries. Car enthusiast and two term Young and Hungry veteran, Gideon Gillard, leapt at the opportunity to be a student team leader and partnered up with fellow student Yazeed Alhayef, who has a background and knowledge in luxury car ownership and sales.
The first meeting with Gert Visser, head lead and client advisor at Sonnen BMW in Marin, went very well. The enthusiasm for the project was punctuated by a thorough exploration of the new i3 brought by Mr. Visser to the kick off meeting as pictured here.
Project roll out dates are being developed and strategy and creative development is set to begin next week