Friday, February 10, 2012

Spring 2012 Interns!


Another semester means another set of new interns for Bailey Gardiner! We may all come from different schools, different backgrounds, and have different interests but one thing we have in common is that we all rock the intern corral. As of now we are brainstorming ideas to actually make it more "corral"
like...suggestions welcome.

Without any further ado...drum roll please...

Nicole Younger (Ad Intern 1)










Home: Cambria, CA
School: University of San Diego- Communication and Marketing
Favorite Food: Sushi
If you had a super power: Time Travel
3 Fun Facts:
  • My first car accident happened when I hit a school bus full of children! I promise I'm a good driver now!
  • I've never had braces or a cavity!
  • I love musicals!
Life Goal: To work for a national advertising agency as an account executive and to pay it forward to
all those who have helped me reach my goals!

Matt Diez (Ad Intern 2)














Home: Livesmore, CA
School: Art Institute San Diego - Advertising
Favorite Food: Lasagna
If you had a super power: Shape-Shifting
3 Fun Facts:
  • Surfing since I was 14
  • Hosted a college radio talk show
  • Currently learning to speak Greek
Life Goal: Travel to every country.

Kelsey Powell (PR Intern 2)












Home: Dallas, TX
School: SDSU
Favorite Food: Chocolate
If you had a superpower: Reading boys' minds
3 Fun Facts:
  • I am the director of special events for PRSSA
  • I live for yoga. Namaste.
  • I've been stung by a jellyfish. Ouch!
Life goal: To travel to every continent.

Travis Weger (PR Intern 3)













Home: Brownsville, OR (Population 1,285)
School: University of San Diego- Communication and Marketing
Favorite Food: Pizza and beer (beer is a food)
If you had a superpower: Time travel
3 Fun Facts:
  • Secret nerd (Shh...Don't tell anyone)
  • Just got back from Hong Kong, my 40th country
  • Obsessed with stand- up comedy
Life Goal: Be the next Richard Branson


Jennifer Yi (Graphic Intern 2)













Home: Cupertino, CA
School: The Art Institute of California- SD- Advertising
Favorite Food: Bacon
If you had a superpower: The power of flight
3 Fun Facts:
  • I am sensitive to some styles of art because it acts up my tryptophobia.
  • I went skydiving before my BG interview and it killed the jitterbug.
  • I had the Dawson's Creek theme song stuck in my head for over 3 years now. I've never seen an episode.
Life Goal: To live a content life doing what I love.

Wednesday, November 16, 2011

Get to Know Your Hungry Interns

It's never too late to get to know the intern corral! We may be at the bottom of the hierarchy here at BG, but some might say we are the legs that hold the table up.. so, you're welcome Bailey Gardiner.

Claudia Huizar (PR Intern 1)
Home: Oxnard, CA
School: San Diego State University - Public Relations and Spanish
Favorite Food: Baby Back Ribs
If you had a super power: I would know every language in the world
3 Fun Facts:
  • Can't pronounce "minestrone"
  • Used to co-direct a non-profit
  • Use six packages of Ketchup when I eat a burger
Life Goal: Own my own PR Firm

Sarah MacQueen (PR Intern 2)
Home: Rancho Cucamonga, CA
School: University of California Santa Barbara - Communications and Sociology
Favorite Food: Sushi
If you had a super power: Mind Control
3 fun facts:
  • Citizen of New Zealand, England, and USA
  • Obsessed with English Bulldogs
  • Went backpacking through Europe after College
Life Goal: To be happy (Awe)

Kelly Logan (PR Intern 3)
Home: Morgan Hill, CA
School: San Diego State University - Public Relations
Favorite Food: Sushi or Pizza
if you had a superpower: Teleportation
3 Fun Facts:
  • My mom's sister married my dad's brother
  • I am family friends with a few MLB players
  • Ireland is the coolest place I have ever been
Life Goal: To be part of something extraordinary!

Sarah Allen (Graphic Intern 1)
Home: Temecula, CA
School: Art Institute San Diego - Advertising
Favorite Food: Macadamia Nut Crusted Mahi
If you had a super power: To be able to Fly
3 fun facts:
  • I had my finger torn off when I was 5.. but they sewed it back on
  • I've zip lined over the Hawaiian mountains
  • Used to get my exercise by slow dancing to Bob Marley
Life Goal: To be a Creative Director

Kiera Ross (Graphic Intern 2)
Home: Washington DC
School: Art Institute of San Diego - Graphic Design
Favorite Food: Thai
If you had a superpower: Invisibility
3 Fun Facts:
  • I used to collect turtles.. 9 of them
  • I hate tomatoes
  • I really enjoy the sound of trains
Life Goal: To go cage diving with Great White Sharks

Matt Diez (Ad Intern 2)
Home: Livesmore, CA
School: Art Institute San Diego - Advertising
Favorite Food: Lasagna
If you had a superpower: Shape-Shifting
3 Fun Facts:
  • Surfing since I was 14
  • Hosted a college radio talk show
  • Currently learning to speak Greek
Life Goal: Travel to every country.

José Higuera (Ad Intern 1 "aka Me")
Home: Mexico City, Mexico
School: University of San Diego - Marketing and International Business
Favorite Food: Indian Buttered Chicken
If you had a superpower: be Superman.. (lots of superpowers)
3 Fun Facts:
  • I've traveled to over 40 countries around the world and even lived in Hong Kong a while
  • I've jumped off the worlds tallest Bungy
  • I have a twin sister who is a foot shorter than me with red hair and green eyes
Life Goal: Take a Virgin Galactic flight to the Moon

Wednesday, October 19, 2011

How a Viral Marketing Campaign can Take Over the World

Especially When It Puts You In Gotham City
The most fun that I have ever had taking part in a marketing campaign hands down has to be the 'Why So Serious' campaign done by Alternate Reality Branding company, 42 Entertainment in preparation for Warner Brothers' The Dark Knight. This interactive campaign was so detailed and elaborate that it was impossible not to stay glued to my computer waiting for more.. plus, pretending that I lived in Gotham City for about a year was a fanboy dream on its own.

Why So Serious?
In the months leading up to the release of The Dark Knight, an alternate reality experience attracted more than 10 million viewers to real time Gotham City, a city where the Joker had begun leaving his mark on posters and bills, and started building an army of henchmen all over the world. Whysoserious.com started leaving clues from the Joker, revealing coordinates that would eventually lead players to Comic-Con 2007. Here, players gathered to take their first orders from the Joker, which they found typed up in the sky as a few planes left a cloudy phone number above. Players hit the streets dressed as their leader and Gotham City began to spill into the real world, building excitement and anticipation for The Dark Knight.

The website then left ransom notes for 49 cities and location descriptions for people to look for new clues as to where he would strike next. Their efforts put together yet another piece of the puzzle, which revealed one of the first official images of the Joker. In a request to hit local international landmarks in full Joker get-up, a worldwide community formed. A Gotham City newspaper led made this world even more realistic, a world where nothing was saved from the Joker. The Gotham Times kept players up to date with Gotham news and even a televised news channel was made available starring Anthony Michael Hall as the news anchor, along with Police reports and audio tapes to expose crooked cops. The next clue was a list of specific bakery locations where players had to arrive and introduce themselves as Robin Banks to receive the joker’s special present, a cake, at a first come first serve basis. The hidden package inside of the cake held a Joker phone, card, and press badge to keep in constant contact with this Gotham underground world.

I Believe in Harvey Dent
A campaign to take back Gotham City from criminals like the Joker came into play as well. Prospective D.A. Harvey Dent contacted phone carriers for their support in his campaign with the slogan “I believe in Harvey Dent.” Dent asked for players to show their support. The response was overwhelming as pictures from around the country poured in. Dent-mobiles brought Harvey Dent’s message to 33 cities as citizens took to the streets and marched, protested, rallied, screamed, and chanted “Harvey Dent! Take Back Gotham!”


As the immersive marketing campaign was reaching a critical mass, it even reached bowling allies around the world. The website once again showed a list of cities, but this time with a list of addresses with numbers attached to them. The numbers turned out to be locker numbers and combinations at specific bowling alleys. Inside the locker, the lucky player would find a bag containing a custom Jokerized bowling ball, another Joker phone, and more clues that eventually led to the reveal of an exclusive trailer of the dark knight.. but the Joker got there first. The trailer had been vandalized with smiley faces and “Ha Ha Ha’s” as soon as it became available.

Citizens for Batman
The campaign reached its climactic ending during the week of the Dark Knight’s theatrical release. Hundreds of players gathered, calling themselves ‘Citizens for Batman’ in downtown New York City. At 10pm sharp, the bat signal was projected against one of the nearby buildings. Once again, the Joker had plans of his own. The bat signal was quickly vandalized in front of everyone’s eyes, along with everything else in Gotham City. Every website, every newspaper, every article, every piece of this alternate reality was market by the Joker as his final act of chaos before the events of The Dark Knight.
So just in case anyone thought it was cute but a waste of money, The Dark Knight went on to have the highest opening of all time and was the top grossing film of 2008. Since then, I have yet to see a campaign as immersive as Why So Serious, but with The Dark Knight Rises in theaters next summer.. here's hoping we'll get some of that fun again soon.

Wednesday, October 12, 2011

Up, Up, and Advertise

So about a year ago, I was recommended a book called 1000 Places to See Before You Die because I love adventures, and therefor I eat that stuff up. The book covers anything from touristy clichés to places off the beaten path around the world, and while looking through the United States section, I stumbled across a little festival in Albuquerque, New Mexico called the International Balloon Fiesta. After a quick Google search, I found out that Oct 1, 2011 launched the 40th anniversary of the festival.. So I decided to book a flight and see what the fuss was all about..

The Fuss

The fuss was that over 600 hot air balloons from across the globe gather once a year in Albuquerque to pretty much block out the sun (but not literally). Impressive was an understatement. If I had to use one word to describe what it was like to see that many balloons in the sky at once, I couldn't. It was amazing, magical, and, not gonna lie, it was nice feeling like a little kid again staring endlessly at all of the pretty balloons for hours. But after I was done drooling, I was able to get myself back into Ad-Man mode and started noticing that a lot of companies do go the extra mile in finding ways to get their names out there; even in quirky hot air balloon festivals.

Care to take a guess as to how companies advertised their brands at this particular festival?



While there are hundreds of normal balloon-shaped hot-air balloons at the festival, a lot of people go to see the crazy shapes that people come up with to make hot air balloons out of. There were Goblins, Witches, Penguins, a Spider-Man Pig, and even a massive Darth Vader head (crowd favorite.. and mine too). Obviously.. a lot of companies showed up to jump on the bandwagon. This friendly lookin' Cow comes courtesy of the New Mexico Dairy company, Creamland. It doesn't stop with the balloon either. They spent the day handing out trading cards of Airbelle (the name of the cow) that displayed the history of both the company and the balloon.



Another company that was all sorts of enthusiastic about their ballooning was Wells Fargo. They actually brought three balloons with them; two normal shaped balloons with Wells Fargo printed along the sides and one shaped like their famous Stagecoach. The wagon was instantly recognizable (they didn't really need the other two in my opinion) and it was refreshing to see that banks can have a fun side too! In fact, the Stagecoach even stuck around for the Twilight Glow; basically about 80 of the balloons returned at dusk to inflate and light up sporadically for about an hour while everyone just watches in awe before the night time fireworks show. Good for you Wells Fargo.

Mind Ninjas
After leaving the festival, I realized that I didn't learn anything about any of the brands that were advertising in Balloons.. BUT, I was able to walk away with warm fuzzy feelings towards them because they were part of the whole experience for me.. and they do it for 8 days! Not only is that commitment, but it's something they don't really have to do at all. Granted, an average of 100,000 people usually show up on any given day of the festival, but in competition with 600 other balloons, no one's attention span will stay on one balloon for too long. Budweiser advertised in a Bottle-shaped balloon, Pepsi in a Can-shaped balloon, and even Farmer's Insurance was there. These are all companies that take part in the balloon festival just to be part of the eye candy for the crowds and, in the process, they plant a little seed for people to remember them. So the crowds walk away liking brands for just that reason... those mind ninjas.


This is me after a day of being attacked by mind ninjas. Enjoy.

Thursday, September 22, 2011

Geeks Need Advertising Love Too

We watch, we react, and then we form an impression; this is the whole point of advertising. But in this new age of advertising overload, it seems harder and harder to retain anything you see out there.. point being, how do you stand out from all the clutter these days??

Over across the pond they've recently come up with some pretty awesome ways to stand out and turn advertising into one memorable experience.

The Lightsaber of Zeus
To mark the release of "Star Wars: The Complete Saga" on Blu-ray, the famous London BT Tower was transformed into the World's Largest Lightsaber. Now, coming from someone who watched the original trilogy about 50 times and may or may not still have all of his Star Wars action figures locked away in his closet, this is one of the coolest things I have ever seen as a fan of Star Wars or as a person on this planet. Personally, I think whoever realized that the BT Tower looked like a Lightsaber handle was a complete genius because if there was any way to grab the attention of every person in sight of the London skyline, this was it..



There to kick off the event was Anthony Daniels, otherwise known as C-3PO, who launched the release by pressing a massive power switch that was following with the classic roar of the Lightsaber ignition. Then, the state-of-the-art lighting projected a beam of light 200m into the air from the top of the 189m tower. More than 60 4,500W lights (standing 1.3 m high and each weighing 124kg) combined to produce a parallel blue ray of light.

Off in the distance, platoons of cosplay Stormtroopers and one very convincing Darth Vader gathered with fans for photo ops to keep the celebration going. You've seen the cliché shots of people holding up the Leaning Tower of Piza or pinching the point at the top of the Taj Mahal, but holding a giant Lightsaber from off in the distance has to take the cake on this one; even though Darth Vader's Lightsaber was red.. what's up with that??

The Wizarding World of.. Hong Kong?
Over across the other pond, Hong Kong advertisers transformed the Times Square Mall on Lantau Island into a little taste of the Harry Potter experience as part of the promotion for the summer release of Harry Potter and the Deathly Hallows Part 2. I was actually in Hong Kong to see this exhibit in person (I didn't go just to see it mind you), but it was pretty spectacular nonetheless. The HK Metro stops right under the mall, which was perfectly fitting for the fact that the famous Platform 9 3/4 along with the Hogwarts Express was parked right outside of the Station. Then you walk into the mall, which has a big open area in the center and quite fitting for the replica of the Wizard shopping district of Diagon Alley..



Did you wanna get your own wand? Ollivander's had you covered. Maybe you could pick up a copy of the Daily Prophet to read up on your Magical news stories. Books? Flourish and Blotts, the bookstore, was there too. Even a Pet-shop to buy your own fake pet owl! I'm not much of a Harry Potter reader myself, but this definitely grabbed my interest and I actually felt like a child for the short time I spent exploring this little exhibit. The movie soundtrack was even playing through the corridors and you actually felt like you were in this magical world.

In terms of advertising; this was a home run. I can't think of a better way to attract people to watch the movie than putting the viewer in the movie themselves! I'm sure even non-fans went and bought a ticket after getting a taste of this little wonderland, I know I did..

Friday, September 16, 2011

Vacation or Vocation: The Road after College

What's up peeps, the start of a new semester means the start of a brand new Ad Intern here at BG, which means you all can officially refer to me as AdIntern1! (just trying to keep it original). It might be the start of the school year for us college students but its my last semester at USD and finally that time to start having those nightmarish thoughts about what in the world am I supposed to do with my life as a college grad; work, travel, nothing, military, CONVENT?!? The conflict that most young people have is whether it's worth dedicating the rest of their lives to a career in order to satisfy the life they want around them, or doing something out of the box and satisfying the life they want within.
Here is what I decided..

The Dilemma: A Successful Career takes TIME.. No Time for Travel

In the last four and a half years of college, you wouldn't believe how many times I've heard the phrase "It's so hard to get jobs in this economy" and "these days the job market is SO competitive for recent grads".. it's depressing and I don't like it. It's obvious that these phrases are grilled into our heads in order to motivate us to work harder and do more to stand out, but it leaves you with the bad taste that maybe life is going to be an endless competition to get the best job and continue to try hard to stay ahead of the game. Unfortunately, I totally get it. Bad economy means that every incoming grad is desperate for the best job they can get and if they don't then they settle for something less. The more grads settling for lower positions, the harder it is to prove that you deserve to be at the top. But how do you differentiate yourself enough to get that dream job?? Sure, you can get lots of work experience by interning (aka what I'm doing right now) and getting good grades, maybe even involving yourself in a club or two, but then you finally land the job before you graduate and your life transforms into a 40 hour work week and so on.

It may happen or it may not; but I don't want to look back one day and say "I should have seen more of the world back when I had TIME."

The problem is that insecurity we have of being left behind in this cookie cutter road; go to school, get a job, start a family, die. If we actually gave ourselves the time to go explore what's out there, we may not get the job because applying to a job as "unemployed" is very different to applying to a job as a "student".. right? The scary employers might look at us as lazy for taking some time to ourselves before dedicating our lives to them.. right? I don't think so.

The World is Too Small.. and Life is Too Short

Between traveling with my family, studying abroad twice, and interning abroad for a summer.. I've been to roughly 40 countries around the world, and yet I still feel like I've only grazed the tip of the ice burg. Through travel we learn humility, we become multi-cultured, and we have the ability to comprehend just how small the world really is and how beautiful the people who live in it are. We live in a globalizing world and the more that time goes by, the more connected we all become. Simply put: if an employee decides to look down on the fact that you took some time to see the world before joining their organization, then it may just be time to find a new place to work.

Rough It and Do Good.. It's Good for the Soul

One thing I've learned from traveling is that it doesn't matter if you are in the Amazon, on a Safari in Africa, or deep in rural China.. you've gotta rough it. The sweatier, the dirtier, the more disgusting the food is, and the more uncomfortable you are.. then the more amazing the experience will be. A Hilton hotel gives you NO insight on what the culture of a country is, or what any of the people living there are like. Staying at a gross hostel.. you see a different side. It's something real, and it's worth doing. Going to China doesn't mean seeing the Great Wall. It means staying in a village and getting to know what day to day life is like somewhere far from where you know. Of course, you can't rough it forever. the older we get, the more difficult it becomes to make all of those hikes and sleepless nights and long days with little food; but as a young person we can. We can take it. We can endure these experiences, and they could very well define who we become.

Now, at what point in our lives do we have enough time to travel without the responsibility of a job and are perfectly capable of roughing it here and there without getting into too much trouble..? RIGHT NOW

I think that if you have never traveled on a large scale before then now is the best possible time to open your horizons and see what's out there.. and if you have already traveled and you think it's time to get a job because you already got enough worldly experience: WRONG. Then you have the perfect chance to do even more; go live somewhere, volunteer, do non-profit, give back to the world for a few months before you dedicate the rest of your life to yourself. There are problems in the world that no one will ever hear of and mostly because they aren't encouraged to learn about them first hand. Think about it: looking back and saying to yourself "I remember those months I spent volunteering in Africa after college" sounds a lot more interesting than someone who wishes they had done something like it. Yes, I could probably get a job to start right after I graduate; but taking a puny little fraction of my life to keep the adventure going, I couldn't imagine a better way to start it all.

So there you have it peeps. My advice: GO TRAVEL. Go see new things, meet new people, do something for someone else and in the end it will be the best thing you did for yourself in the first place.

So come December, look out world, I'm on my way.

Friday, August 26, 2011

BG University: What I've Debunked Since Graduation

Hey everyone, this is my first blog post as the Graphics Intern here at Bailey Gardiner! I knew that working would be different than my four years as a Graphic Design major at SDSU, but I wasn’t positive about how it would actually differ. I’d like to share some of my previous misconceptions and what I’ve learned so far from my time here.

College is the peak of learning

Sure I learned the elements of design and useful skills in school, but I’ve learned so much in just six months at Bailey Gardiner. In college I would sometimes work in Photoshop or Illustrator in roundabout ways, but since I’ve been here, I’ve learned to create much more efficiently. From “aha!” moments using the pen tool, to the diligent management of layers, the learning never ceases. This is one of my favorite aspects of working here, that I’m constantly forced to learn how to do things that I’ve never encountered before. Whether I’m learning it from Google, asking a coworker, or just poking around in a file someone in the creative team has worked on, I’m always eager to gain knowledge of new methods.

Clients are just like teachers.
Nope, they’re not. They’re similar in that we are attempting to please them with the work we present, but they are vastly different in other respects. We were essentially paying teachers to help us become better designers and get a degree, but clients are paying to help their business. It doesn’t matter if I really like the color blue: if I can’t defend how it’s going to benefit the client, I’m going to use the color they want.

You do the work, send it to the client, and it’s done.
The process of creating here is much more involved than I anticipated. Work passes by numerous pairs of eyes, internally in our office and externally with the client. It’d be a disaster if the Traffic Manager and Coordinators didn’t keep us organized. Job bags with CSRs and print outs circulate through the office, where coworkers initial and mark changes, then it’s sent back to the Creative Team to make the revisions. This process is repeated before it’s ever sent or presented to the client, who then has more adjustments. This series of steps is repeated a few times before the final piece is approved and can move to production. This differs greatly from school, where we completed all revisions as students, and teachers made comments which were much more vague and discretionary. When we turned in work to be graded, we never really knew what grade we’d receive. Conversely, when you finish work with a client, you know they are pleased with it or they wouldn’t have signed off on its production. Sometimes getting to this point is a challenge, but it’s always rewarding to see something you’ve worked on come to fruition.

People at work will be boring compared to people at school.
The office, at least here at BG, is actually more laid back than most of my classes were. I feel lucky to be here, which is home to a ping-pong table, a hula-hoop and an office full of awesome people. My coworkers find a way to balance being productive with actually enjoying their time spent here. We spend more time at work than anywhere else, spend more time with our coworkers than anyone else: it’d be miserable if nobody talked or laughed or played music for the office to enjoy. I’ve met some of the coolest, funniest people here. Although two of the greatest ones recently left (miss you, Ashley and Michael!), there is rarely a shortage of camaraderie here at BG.