For the very first time, Newhouse creative advertising students entered the sports and entertainment sports competitions and won Big. Clios are considered to be among the most difficult prices than creative advertising students to be won.
During the New York Sports Prize program in December 2024, the student team made up of the artistic director Jack Wojtowicz and the editor Micaela Kraker won three Clio Sports Awards: two bronze prizes and a selection prize. They won for their “One Eagles Nation” campaign for Duolingo.
The student team made up of the artistic director Meiling Xiong and the editor Maggie Mallon won a Silver Clio Entertainment prize for their “Real Housewives of Duolingo” campaign at Los Angeles Entertainment Clio Award in November 2024.
The rewarded campaigns were created in the practice teacher Mel WhitePortfolio lesson III, the culmination course for Creative track advertising At Newhouse School, where students learn to create conceptually strong and integrated campaigns using supports such as emerging technologies, digital, outdoor and experiential.
Clio Sports Awards celebrate the best of world sports advertising. Only five winners worldwide were selected in the Digital / mobile Student category and “One Eagles Nation“” was one of them, winning a bronze prize. He also won a second bronze in the Direct Student category, where only eight winners were recognized worldwide. In addition, he won a pre -selected prize in the Integrated category, among only three winners around the world.
See the award -winning bronze campaign in a two -minute case study video: “An eagles nation. “”
Print the announcement for the “One Eagles Nation” advertising campaign
Thanks to their research, Wojtowicz and Kraker found that Philadelphia football fans are fiercely passionate, but with 34% living outside the United States, their songs do not always reach Philly Stadium. The student campaign uses the Duolingo platform to connect fans of international Eagles to those of Philadelphia.
To give life to this concept, they started with the idea of the ambassadors of the Eagles. Fans of the Eagles who are in America will download Duolingo, and the most active learners of the application will be chosen as Eagles ambassadors. As part of the campaign, Eagles bars will be installed worldwide, and Eagles ambassadors will be live directly from the stadium tailgates to these Eagles bars.
For the first time, fans of Eagles around the world will be practically tailor in the car park of Lincoln Financial Field. Using their Duolingo skills, Eagles ambassadors will introduce songs between stadium people and people of Eagles bars in other countries, so that fans can share their love for the favorite team.
As they sing, automatic legends will be generated so that fans can be fully understood. This will allow people from big cities like Berlin, London and Paris to obtain the complete experience of Philly. Eagles ambassadors will also ensure that fans around the world have the opportunity to sing on Jumbotron at Lincoln Financial Stadium. To generate a local buzz, the “One Eagles Nation” campaign includes setting up posters around Philadelphia, passing the word with cheeky messaging. Wojtowicz and Kraker have also created a series of three announcements printed with similar messages.
“The best ideas combine two things that do not initially seem to sit together … like the Fandom of the Eagles of Philadelphia and the learning of a foreign language. But the creative team found the Sweet Spot where these two elements intersect and the result is an idea that you have never seen coming to come “, Wojtowicz and Kraker’s Creative Mentor, Bruce Jacobson ’92, the director of group creation and the new director of creative advertising.
How did the students succeeded in obtaining a mentor also accomplished during their stay in portfolio III? For the class, White, using its industry connections, has created a mentoring program to associate each creative student team with a award -winning creative director of an advertising agency.
In Portfolio III, White offers each student the creative team in a weekly head to help them push their ideas further. At the same time, the student teams meet their mentor of the industry generally three to five times during the semester, which also helps them to raise their ideas.
The Clio Entertainment Awards celebrate excellence in entertainment advertising. Xiong and Mallon’s “Real Housewives of Duolingo” campaign made its mark at Entertainment Clio Awards, winning a Clio Silver in the Home entertainment category. This team was announced as one of the 11 winners in this category.
See the award -winning Silver campaign in a two -minute case study video: “Real Housewives of Duolingo. “”
A fiery collaboration between Duolingo and the Real Housewives de Bravo franchise, this campaign brings a drama to learning languages like never before. Xiong and Mallon have realized that learning a new language can sometimes be tedious, even boring, work, especially for occupied adults. So, they proposed the perfect remedy for boredom: a spicy collaboration with Real Housewives Reality Show and Duolingo to help people learn their new language of choice.
After a one-month sequence on Duolingo, users connect their accounts to the Peacock streaming service, select the language they learn and watch any Real Housewives episode with subtitles in this language. The drama takes place in two parts. First of all, Duolingo breaks down the scenes from the reality TV show, the teaching of grammar and pronunciation. Second, on Tiktok, fans recreate legendary scenes in the language they learn with English subtitles, using the hashtag #Rhodl.
Then, the 10 videos that get the most likes on Tiktok win a place in the episode of the Housewives reunion, but with a twist. People who created these viral videos will be invited to join the reunion episode in person. In the living room, they must recite a line of women with emblematic hearth in their learned language. To be mistaken? A Housewives actor delivers the ultimate penalty: a touch of right pinot to the face.
This campaign exploits the love of generation Z and Millenniaux for the reality TV of frenzy, all to transform the learning of languages from an essential experience.
Sam Mazur ’96, a proud former student of creative advertising of Newhouse and independent creative director with credits in Wieden + Kennedy, Ogilvy and Terra & Sandy, supervised the duo alongside White to help them bring warmth.
“What better way to make someone to learn a language, which can be a difficult and heavy process, than adding something as tasty as real housewives to mix? Pressing a fandom really means drawing from culture, and this can be a powerful way to connect an audience to a brand. And they nailed him, “says White.
The success of creative advertising students in the competition highlights the capacity of the Newhouse Creative Advertising Program to develop talents that really have an impact, creating work that resonates with industry experts who are also judges in these competitions.
This story was written by Molly Egan