While summer 2012 is basically in the books, the memories linger for those interns who toiled away during the season at various agencies. Here’s an entry from Ali Gladstone, an Amherst College grad who spent her summer as an account management/digital strategy intern at Philly-based Red Tettemer + Partners, which had quite a summer of its own. Anyhow, Gladstone reflects on one campaign in particular that she was involved with while at said agency. The floor’s yours.
When I arrived at RT+P a few months ago, cool advertising was limited in my mind to billboards with cars stuck to them or Chevy commercials set to Jay-Z tunes. Then I was told I’d be involved in Under Armour’s “What’s Beautiful” campaign, a competition to redefine the female athlete and find the next faces of UA Women. Women would be encouraged to create a profile on a website called What’s Beautiful, declare an athletic goal, and track their progress over 10 weeks by posting images and videos of their workouts and specific challenges offered by UA. And I had one thought, akin to the people in those ads who can’t actually believe they’re drinking a Diet Pepsi—This is advertising?
Followed by—Who wants to share videos of themselves working out? Well, 9000 women, as it turns out. From college students who wanted to complete their first triathlon, to women who just had a baby and wanted to get back into fighting shape (literally, in the ring.) Each day I perused videos and images the women posted, curating the best content for the top stories feed, and noting which women were kicking butt and might be on track to win a swag bag of UA gear that week.