The Clio is one of the most difficult awards to win; Newhouse Creative Advertising Students Just Won Five

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Sam Luo ’21 has won a Bronze Clio Award and three Clio presets, one of which he shares with Olivia Gormley ’20. Seniors Maia Baptista and Joe Cutuli ’20 also won a Clio shortlist. The award-winning work was created while all four were students in portfolio classes taught by advertising professors Mel White and Kevin o’neill.

“It’s always impressive to see the talent coming out of Syracuse,” says Kevin Goff ’05, creative director at FCB New York and Newhouse alumnus. “It’s even better when this talent is recognized by awards ceremonies like the Clio. Well done to all the students and their teachers, Mel White and Kevin O’Neill. I can’t wait to see what they all do next.

A esteemed international awards competition, the Clio Awards celebrate bold work, honor excellence in advertising, inspire a competitive marketplace, and foster meaningful connections within the creative community. This year’s competition took place in April.

White says Luo, Gormley, Baptista and Cutuli have created high profile campaigns and their recognition at the Clios was very exciting.

“A Clio is one of the toughest awards to win, both as a student and as a creator of the industry,” says White. “I’m so proud of these four students for creating the kind of exceptional work that a competitive and international awards show like the Clios would reward. “

O’Neill says the competition prepares students for the world of professional advertising.

“Competing in the Clios is a kind of training camp for the company that our students are about to enter,” he says. “It alerts and acclimates them to the deeply competitive nature of the advertising business. “

Luo, artistic director, won bronze in the Student Print category for his McDonald’s campaign “McDelivery. The ads, created by Luo last August, feature 3D renderings of the fast-food chain’s golden arches reaching city windows to represent its delivery service. The campaign began winning awards last September.

Luo says he’s thrilled to have his own Clio award to display once he arrives, noting how difficult winning the competition is for students and professional advertising agencies.

“Even large agencies, according to the office, can have a hard time winning a Clio,” says Luo. “The fact that I’m going to have one in my room is mind-boggling. This is a very big deal in the advertising industry.

Luo won a Clio Shortlist Award in the Student Print category for his Jeep campaign, “Become crazy. “In the countryside, he uses extreme close-ups of welts, giraffe spots and crocodile scales to mimic different landscapes that Jeeps can traverse.

Hermès Announcement“Jeeps are a very adaptable type of car,” says Luo. “I thought about it as I zigzagged through animal tracks that could turn into wild landscapes. And then the concept was born.

Its Hermès campaign, “The definition of silk», Won a Clio Shortlist in the Student Fashion and Beauty category. The campaign uses scarves to create natural landscapes. Luo photoshopped a boat on a scarf that looks like rough seas, a snowboarder on a sling that looks like snow-capped mountains, and a mountain night scene around a scarf that looks like the Northern Lights.

Editors Luo and Gormley won a Clio Shortlist award in the Student Digital / Mobile category for their digital campaign “Green screenfor Connect4Climate. The team created the concept of an Amazon search filter that prioritizes green products over disposable or single-use items in search results when enabled.

Luo says the advice from his teachers has been invaluable.

“Professors White and O’Neill have a very keen sense of what works and what doesn’t, and you have toAmazon listing believe them. You have to trust them, ”he said.

Luo studied for three semesters in classes taught by White, a former art director. She helped him see the nuances of the craft, to make the design as compelling as the idea, he says.

“She guides the students through all the campaigns and works very hard to help us make everyone as strong as [it] may be.”

Baptista, Artistic Director, and Cutuli, Editor, won a Clio Shortlist in the Student Innovation category for “CashCan. The two created the concept after learning that 88% of public trash cans in the United States do not have a recycling bin nearby, resulting in many recyclables being thrown out. Baptista and Cutuli have seen a opportunity for global companies like Coca-Cola to step in and do something to help recycle their products more often and have a positive long-term impact on the environment.

Money can adTheir motivated idea begins with consumers using Apple Pay to purchase Coca-Cola-branded products, then using CashCan recycling bins – which would be placed next to almost any public trash – to recycle those products. The bin scans barcodes and money is instantly transferred to the user’s bank accounts via Apple Pay and Near-Field Communication contactless payment technology.

“We felt that people would jump at the chance to make money while recycling,” says Cutuli. “Maia’s brilliant design and videography as well as my copy helped our idea of ​​CashCan become clear in the case study video. “

He says winning a Clio Shortlist is one of the biggest accolades he has received.

“I was absolutely ecstatic,” Cutuli says. “Endless hours of design and revisions by me and Maia’s have led to this award. That’s what it feels like for all this hard work that pays off. “

Cutuli’s time at Newhouse has been a valuable experience for him as a copywriter, he says, and Professors White and O’Neill have pushed him to continually create great work.

“I learned the ins and outs of the entire advertising industry during my three and a half years at Newhouse. It is the best investment I have ever made.

He says O’Neill, a professor he had for three continuous semesters and a writer himself, held him to a high standard and helped strengthen his work.

“He gave me the feedback I needed to understand what a good copy was,” Cutuli says. “While writing is subjective, there is a certain standard that is well received in the advertising industry, and all of my professors knew every aspect of it. “

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