SUHANA GORDHAN: Boot camp lessons for advertising warriors
I AM in East Lansing, Michigan, home town of Michigan State University. I’m here for the One Show Creative Boot Camp called Minds (Wide) Open II. It’s a week-long project in which we mentor students from Germany, America and China. They are given an advertising brief, we guide them through the job and at the end of the week, campaigns are presented and a winner is chosen.East Lansing is a pristine little town, with beautiful green lawns, oak trees, exquisite gardens, big shiny SUVs, driveable lawnmowers and thousands of students. The town is green, not just with arbour abundance, but with the university’s branding. All athletes of Michigan State University are called Michigan State Spartans and everybody wears team colours and the striking logo — a Spartan warrior’s helmet.The level to which the brand pervades East Lansing is astounding. There are at least a dozen shops selling Spartan merchandising, the street poles are covered, licence plates show off the logo, banners hang across...
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