Labels: For Brands or Ourselves?

The whole concept of advertising is essentially related to labels. Although we discuss new and innovative ways to craft brand identities and impact culture, the goal is often to create a new way to label a brand. One aspect of advertising that I find interesting is that those in the industry are often hesitant to describe their work as “advertising.” Instead, they attempt to disassociate their creative concepts from being seen as a commodification of popular culture. 

Though the concept of advertising can be viewed as the intentional reconstruction of brand labels and identities, those who work in the advertising industry are often quick to label themselves as well. Today at Translation, I was fascinated by how the agency encourages each team member to have a “major” and a “minor.” The major refers to an individual’s primary skill and reason for employment (i.e. a copywriter or a strategist) while the minor refers to something unrelated from an individual’s job title that this person is passionate about or an expert in. These “minors” ranged from comic-book experts, to DIY-craft enthusiasts to sound engineering wizards. This concept of having a “minor” spoke to me and served as a clear reminder that though we may give ourselves titles, or labels within an industry, it is essential that we continue developing legitimate interests and passions other than being a “brand enthusiast” because the things that set us apart from one another are the things that make us valuable. 

-Talia Berniker 

My job.

The past four days have gone by so quickly that it almost feels like one continuous day.  In just four days, I have learned that it is my job to have an opinion. It is my job to believe in what I am saying, or no one else will. It is my job to be comfortable with uncertainty because it’s what creates change. It is my job to find people who collaborate well with you and others. It is my job to be confident in my work. It is my job to just be me. 

Emily Sarale 5.11.17

Welcome To The Jungle

What was my expectations coming into New York? I had none, except to take advantage of every opportunity and make the most of this adventure. Be polite, ask good questions, and be curious are some of the main takeaways I’ve had so far. You never know when an opportunity will present itself, reality will hit you faster than NASCAR race. When you cross the finish line, will you be first or last? It all depends on how you prepare, and how you adapt. How can you be ready when you haven’t practiced? Expect the unexpected, and be ready for whatever life throws at you.

Tim Farah

We The People

It is an interesting place: wanting to help but not knowing how. The climate is being destroyed; I know. It is, in large part, a man made problem; I know. I can do a few things here and there to help be a part of the solution; I know. But how do we really, and I mean REALLY, make an impact? I’m unsure if I’ve ever been presented with an answer– a tangible answer. The briefing at the United Nations today brought me somewhere between heartbreak and motivation. We the people… are trying. But we are not trying hard enough. The rejection of new, out of the box ideas to promote the saving of our only home is detrimental. We must innovate. We must inform. We must have a call-to-action. Right now, we are being undermined by the very human that is supposed to represent us. Climate change was not a hoax made up by the Chinese; climate change is real. It is disheartening to know that some people will genuinely never accept this reality, but it is motivation to work even harder.

Where do we go from here?

Talia Bootz

5.11.2017

Pay it Forward

During our second phone interview for our pitch to the wonderful Kevin Tuerff, we spoke to “Mac,” a citizen of Gander. Mac is the director of the Gander campus of the North Atlantic College, the place where hundreds of people stayed and thousands were fed during the week after 9/11.

“Every religion in the world has a ‘do unto others’ piece,” he says, “never in my wildest dreams did we think we’d be doing it on this scale!” After the twin towers went down in New York City, the people of Gander were notified that USA airspace was closed and every plane that was supposed to land in JFK was going to land there-in two hours. “The mayor declared a state of emergency,” he recalls “and we started setting up the school as best we could with the time we had.” For Mac and his team, “setting up” meant clearing every desk and chair out of the classrooms of the college and gathering cots, food, medication, and heaps of other supplies to aid the 7,000 people that would soon be arriving. “We didn’t really have a choice but to have 7,000 move in with us” he laughs. Although the circumstances were tough, attitudes were not an issue for the folks staying in Gander. “We never had a single complaint about the food, sleeping areas, or anything like that” he says, “no one thought they were above anyone else. It was really sort of special.”

After all of this, did the people of Gander ask for anything in return? “People kept asking us how they could repay us, and we told them ‘next time you have the chance to make life better for someone along their way, do it.”

Although the people of Gander didn’t ask for anything in return, the people that stayed with them rallied together and put all the money they had into a cardboard box, and even continued mailing in donations after they went home.

“That cardboard box created a scholarship that lasted 16 years,” he muses. What a way to pay it forward.

Caden Bohn

#uonycweek2017

Thoughts

I learned I’m stronger than I thought, but also have a ways to go. I’m resilient but scared but excited but nervous. I’m a bundle of energy 28 stories high unmoved by the wind.

Mary Beth Carroll

The Stranger Among Us

Emily Foster, Jordan Romania, and I are huddled close in Lawrence at the UofO. On the phone is Kevin Tuerff, writer of Channel of Peace, and main character of Come From Away. Come From Away is a musical documenting the kindness of Canadian town Gander, a small town of around 10,000 that took in 7,000 people when their flights were redirected during 9/11. “The food is what amazed me the most” he says “it was almost biblical, they managed to feed all 7,000 of us with fish and a few loaves of bread.” As he continues, the comparison seems to fade as he remembers the quality of the food there.“We were set up on a college campus (the College of the North Atlantic, Gander campus) that had a commercial cooking course, and they had students lined up making food. This food was delicious too. We had just taken a trip around Europe and the food was better in Gander!"I can almost hear the twinkle in his eye as he continues, opening the floodgates of his memory. "I remember they had these stuffed chickens that were to die for. I remember being shocked-where could anyone have gotten 250 stuffed chickens? Years later I asked that question during a reunion and a woman came up to me afterward. ‘Im Elizabeth Moss,’ she said, 'I bought all the chickens!’"He laughs, and for a moment, the surrounding situation seems to melt away. What happened in Gander was so human the extenuating circumstances can almost be forgotten, but they are not. In fact, they shouldn’t be, according to Tuerff. "What is important to remember about the Gander situation is that it represents to full spectrum of human emotion,” he says. Although it all began with a tragedy, it ends on a positive note. “I think Gander is important because it inspires us to care about the stranger among us.” Although we aren’t strangers anymore, Tuerff’s story has certainly inspired me.

Caden Bohn #uonyc2017

The Pitch

All 3 of the pitches for RGA was inspiring. I was honored to watch my peers deliver a pitch to the directors of RGA and in front of about 50 J students. It took a lot of courage and confidence. And then to be able to receive constructive feedback from the directors must have been encouraging and a great learning experience. I was jealous and wish I would have taken advantage of the opportunity to pitch to RGA, but I am over-joy for the presenters who killed it.