Advertising Students Earn a Spot on Prestigious Young Ones Student Award Shortlist

PhotoFrom left to right: Summer Radwan, Tayonna Minnis, Gina Newberg, and Julia Krasovic
A team of Columbia College Chicago students create an integrated campaign for PETA and get global recognition for their work.

A Columbia College Chicago student integrated marketing campaign recently earned a spot on the highly regarded Young Ones Student Award Shortlist. This annual world-wide competition is run by the One Club for Creativity, an organization that champions the work of the global creative community. The students behind the campaign — Seniors Julia Krasovic (Advertising major), Gina Newberg (Advertising major), and Summer Radwan (Communication major), and Junior Tayonna Minnis (Advertising major) — participated in the competition as part of their Agency class at Columbia, which is taught by Associate Professor Peg Murphy and Assistant Professor Tom Eslinger, both of whom are on the faculty of the Communication department.

“There are thousands of entries from the best schools in the world in this prestigious competition,” Eslinger says. “Making it this far in this competition is a big deal.”

The students developed their integrated campaign, entitled “Hunted House,” based on a creative brief created by PETA. Students were asked to challenge the belief that other animal species are inferior to our own and that is acceptable to exploit them. At least five different creative elements (e.g., ads, social media, podcasts, activations) were required as part the students’ submission.

“All of the student teams did great work but this one was really a standout … strategically savvy and an emotional grabber across many platforms,” Murphy says.

Krasovic thinks their concept resonated with the judges because of the amount of experiential aspects they included throughout the entire campaign. 

“We focused heavily on creating a story for the audience to follow with all of our executions, which led us to an idea where the viewers could feel involved and excited about the rollout of the Hunted House campaign,” says Krasovic.

The journey developing the campaign provided some invaluable lessons for students.

“From this experience, I’ve learned to never underestimate an idea,” says Newberg. “Throughout everyone’s collective work and creativity, it’s amazing to see how an idea can evolve and become something better than previously imagined.”

Winners of the competition will be announced in mid-May. Stay tuned!