JWT Shanghai & Michigan State Students Hack the Cannes Jury Room
It’s almost impossible for recent grads to get the attention of the world’s top Chief Creative Officers. Unless of course, they’re in the same place at the same time, locked in a room together where they are watching caste study videos.
With the help of Carlos Camacho, Executive Creative Director at JWT Shanghai, eight students at Michigan State University were given the chance to seize this opportunity.
Earlier this year, Carlos served as a mentor to a group of MSU students who took part in an exchange program in China earlier this year. As he got to know them, talks eventually led to the challenges of searching jobs in the creative industry.
So, Carlos partnered with Michigan State to provide students with the opportunity to jump start their careers.
Together, MSU Creative Track professors Henry Brimmer and Ross Chowles joined JWT Shanghai and Carlos, launching the CVCV (“Case Video Curriculum Vitae”) campaign.
This campaign called for MSU’s creative students to submit their one-minute elevator pitches for a shot at having them selected by JWT Shanghai and packaged in a Cannes Lions case video.
Eight MSU students were selected by JWT Shanghai to have their portfolios and elevator pitch videos as part of the CVCV campaign: Travis Root, Madison Johnson, Alexa Kinnison, Sam Hiller, Matt Richter, Andi Tonis, Yi Rong, and Jaques Chouinard.
JWT Shanghai entered “CVCV” into Cannes’ Direct, Media and Promo &Activation categories—winning selected students time and attention from dozens of senior global creatives serving on jury duty.
Michigan State professors Ross Chowles and Henry Brimmer share their thoughts on the campaign: “What I loved about this project is that it made the students think about how to market themselves rather than just letting their output speak for them. I think every student should make a 'sell yourself' video,” said MSU’s Chowles.
“We try to foster a risk-taking spirit among our students. Creativity can be so very infectious!” added Brimmer.
Regardless of the campaign's performance in Cannes, Carlos says, “If this idea helps a MSU student to get a job it would be the best reward.”