Extensive research, creative storytelling, and purposeful design helped a team of undergraduate students make it to the American Advertising Federation’s National Student Advertising Competition this month.
The students, presenters for the 30-member Haas-sponsored imagiCal club, will compete against eight other teams in the finals June 3-4 in Nashville, Tenn. They will pitch a marketing campaign to promote the Meta Quest 2, a headset by virtual reality systems maker Meta Quest.
The presenters include Jasmine Zheng, BS 24 (business), BA 24 (art practice); Claire Shao, BS 24 (business) BA 24 (media studies); Sydney Fessenden, BA 25 (global studies); and Anika Srivastava, BS 24 (business) BA (psychology). ImagiCal is UC Berkeley’s official American Advertising Federation chapter.
This year’s team heads to the finals for the first time since 2016. According to Continuing Lecturer Judy Hopelain, imagiCal’s faculty adviser since 2013, “the team recommendations were based on a solid strategy, keen user insights, and creativity. The Meta Quest clients said their beautiful design and clever execution were key to the team’s success in this year’s competition.”
The students competed against teams from over 200 universities at the district and regional levels to make it to the finals. In Nashville, they’ll pitch to a panel of judges including brand and marketing leaders from Meta, and advertising, marketing, and communications professionals.
Asked what sets the team apart, Zheng said it was about putting together a group of “the most eccentric, worldly, empathetic, creative individuals in a room together” and asking them to create a marketing campaign.”
“We’re telling a story,” she said. “We’re connecting with our audience. And we’re seeking to expand the capacity to be empathetic and creative at every step of the journey.”
This year’s competition will be the first time since the COVID-19 pandemic that teams will be presenting in front of a live audience, rather than a computer screen on Zoom. While nerves are understandably high, imagiCal’s philosophy is to “go big or go home,” Zheng said.