My advertising porfolio

2. Independent.
Laud.
Colorful.
Dreamer.
La3na.
I
like
human
beings.
I
think
that
every
person
is
a
universe
wai3ng
to
be
explore,
wai3ng
to
be
understand,
wai3ng
to
be
known.
When
I
was
a
li@le
girl
l
liked
watching
people's
moves
and
study
them.
Nothing
has
change
since.
Adver3sing
is
culture,
and
that
why
I
fell
in
love
with
it.
The
fact
that
you
need
to
understand
people's
mind
and
feelings
is
very
important
in
these
days,
and
only
few
people
have
the
talent
to
do
that.
I'm
one
of
them.
I'm
not
afraid
of
changes,
neither
of
challenges.
I
see
changes
as
a
way
to
expand
my
limits,
to
get
out
of
my
comfort
zone.
And
challenges
are
the
chance
to
prove
me
that
I
can
always
become
be@er.
I
do
believe
people
can
fly,
because
ideas
can
drive
you
wherever
in
the
world
you
want
to
be.
My
imagina3on
has
take
me
far
away,
but
there
is
s3ll
a
long
way
to
go.
I'm
not
afraid
of
the
future
to
come.

3. EDUCATION
Brigham
Young
University,
Provo,
UT
2007
-­‐
Present
Bachelor
in
Communica3ons
Emphasis:
Adver3sing
Minor:
Spanish
Literature
EMPLOYMENT
Account
Planner
at
BYU
ADLab,
Provo,
UT
2011
–
Present
Assist
in
strategy
and
research
for
clients:
IQ
Nutri3on,
Tauck,
New
Grain,
Children’s
Miracle
Network
Research
director
at
BYU
Television
Interna3onal
2011
–
Present
I
do
research
about
people’s
opinion
of
the
content
of
the
channel.
I’m
in
charge
of
direct
focus
groups,
crea3ng
surveys,
etc.
Also
in
charge
of
all
social
media.
Translator
at
BYU
Television
Interna3onal
2010
–
2011
My
job
was
transla3ng
programs
from
English
into
Spanish
and
Portuguese.
INTERESTS
Photography,
film,
designing,
blogging
and
transla3on.
COMPUTER
SKILLS
Photoshop,
Illustrator,
Lightroom,
SPSS,
Word,
PowerPoint,
Excel.

4. Challenge:
Develop
breakthrough
crea3ve
approaches
that
are
founded
in
consumer
behavior
and
insights
and
that
enable
Tauck
Bridges
to
gain
awareness
among
key
decisions
makers
(primarily
moms)
for
family
travel.
My
Role:
I
was
in
charge
of
conduc3ng
focus
groups,
one
on
one
interviews,
and
ethnographies
in
order
to
get
some
insights
from
our
target
market.
Compe==ve
Analysis:
The
biggest
problem
with
compe3tors
in
this
market
is
that
a^er
going
through
the
informa3on
on
websites
and
other
informa3on
they
all
offer
basically
the
same
thing.
You
could
almost
take
away
logos
and
tag
lines
and
mix
them
up
and
you
wouldn’t
be
able
to
tell
the
difference.
Most
all
of
them
have
a
Family
Tour
Facet
to
the
brand.
They
all
go
to
basically
the
same
places.
They
are
all
within
a
basic
price
range.
Research
Finding:
Sharing
new
experiences
together
is
the
most
important
when
it
comes
to
family
travel,
but
being
able
to
relax
is
also
important.

5. Adver=sing
Objec=ve:
Increase
awareness
of
the
Tauck
brand
within
the
family
travel
market.
Big
Insight:
Families
go
on
vaca3ons
to
bond
and
experience
new
things
together.
Solu=ons:
1. Despite
the
nega3ve
idea
of
guided
tours:
• Re-­‐define
the
defini3on
of
“guided
tour”
• Video
on
homepage
explaining
how
Tauck
is
difference
from
compe3tors
• DVD
in
brochures
2. Increase
the
bonding
experience
• Smaller
tour
groups
§ Provides
more
opportuni3es
for
family
bonding
§ Compe3tors
tours
consists
of
15-­‐20
people
§ Could
make
this
an
added
op3on
and/or
charge
extra
for
smaller
groups
• Service
op3on
§ Opportuni3es
for
service,
while
vaca3oning,
came
up
repeatedly
in
our
primary
research
§
Something
children
can
enjoy
too:
orphanages,
wild
life
refuge,
na3onal
parks,
local
villages,
etc.
§ Short
(just
a
couples
hours
of
their
3me
can
make
a
big
difference)

6. 3. Add
incen3ves
• Friendship
rewards
§ 23%
of
survey
par3cipants
get
vaca3on
ideas
from
friends
and
family
§ Free
adver3sing
§ Discounts
vs.
Bonuses
• Photographer/Videographer
§ Many
of
families
best
memories
happen
on
vaca3on
4. Create
Tauck
online
profile
•
Allows
families
to
see
a
brief
biography
of
the
other
families
they
are
traveling
with,
or
will
travel
with
if
they
book
a
specific
vaca3on
•
Email
updates
on
what
friends
are
booking
vaca3ons
and
where
•
Travelers
can
share
tes3monials
and
pictures
on
their
profile
5. More
digital
media
6. Increase
social
media
Crea=ve
Assignment:
Develop
crea3ve
business
and
adver3sing
solu3ons
for
the
Tauck
Bridges
brand
to
make
them
more
prevalent
in
the
eyes
of
family
travelers.
Depict
the
“family
tour”
as
an
exci3ng,
luxurious,
family
bonding
experience
that
every
family
needs

7. The
Challenge:
Make
Under
Armour
Soccer
into
“No
the
lockout
sport”
Target:
Males
around
the
ages
15
–
25
who
like
playing
soccer
because
they
feel
passionate
about
it,
and
not
because
they
want
to
become
famous.
Insight:
Soccer
will
never
be
the
lockout
sport,
because
men
have
fun
playing
it
and
they
feel
passionate
about
it.
This
3me
is
not
for
the
money.
Crea=ve:
Michele
Broderick,
Cris3na
Gonzales
and
Harpey
Anderson

8. Crea=ve
Execu=on
Game
Applica3on

9. Crea=ve
Execu=on
Print
Ads

10. Crea=ve
Execu=on
Web

11. The
Challenge:
The
most
important
issue
to
address
in
the
Nooka
campaign
is
brand
associa3on
and
awareness.
We
want
to
make
sure
its
first
impression
is
las3ng
and
right
on
cue
with
its
target
market.
Target:
Upper/
Middle
class
males
and
females
around
the
ages
18
–
24
who
care
about
uniqueness
Research
Findings
Our
ques3ons
about
the
Nooka
brand
found
that
94%
of
the
52
people
interviewed
are
not
familiar
with
Nooka.
This
shows
that
our
adver3sement
campaigns
must
focus
on
spreading
brand
awareness
and
educa3ng
the
target
market
on
what
Nooka
is.
The
remaining
ques3ons
in
our
survey
showed
that
our
target
market
places
a
high
value
in
being
unique,
fashionable,
and
trendseong.
Our
results
also
showed
that
while
the
target
market
seeks
for
something
func3onal
and
useful,
it
is
more
important
to
them
to
have
something
that
makes
them
feel
fashionable
or
unique.

12. My
Role:
I
was
in
charge
of
conduc3ng
one
on
one
interviews
and
reviewing
the
surveys.
A^er
that
I
made
sure
that
what
we
found
out
in
our
research
was
reflected
on
our
ads.
Insight:
Mainstream
fashion
doesn't
appeal
to
them,
they
don't
consider
those
op3ons
because
they
are
trendse@ers.
They
look
for
a
minuscule
thing
and
bring
it
out
into
the
open
Strategy
Statement:
Nooka
provides
a
fresh
spin
on
a
3meless
classic
that
allows
them
to
be
ahead
of
their
3me.
Crea=ve
Concept:
Showcase
your
style
is
the
idea
that
no
ma@er
what
the
target
market
does,
Nooka
will
help
them
show
it
off.
The
target
market
is
a
very
ac3ve
group
and
they
enjoy
dancing
and
a
variety
of
sports.
All
of
these
ac3vi3es
are
very
fashion
oriented
as
well.
Looking
good
while
hiong
the
slopes
or
being
fly
while
“popping
and
locking”
is
possible
with
Nooka.
Crea=ve:
John
Storey
and
Cris3na
Otoya

13. Crea=ve
execu=on
Print
Ads

14. Product:
Heinz
Organic
Ketchup
Big
Idea:
Even
fairy
tales
changed
their
happy
ending.
“Just
Right”

15. “No
Gene3c
Magic,
100fi
Organic.”

16. Product:
Scotch
tape
Big
Idea:
You
can
fix
undesirables
with
Scotch.

17. Cris=na
Otoya
berenice339@hotmail.com
(801)
473-­‐
6386
About.me/crisber
Thank
you