Onyx agency wins Craftsman challenge, and trip to Y&R

Onyx agency will receive an expense-paid trip to Chicago February 12-13 for a workshop at Y&R, Craftsman headquarters.

Onyx agency

Onyx was one of two agencies to compete in the challenge. Craftsman asked students in the University of Nebraska-Lincoln College of Journalism and Mass Communications to produce a video about Craftsman lawn and garden tools. The video needed to appeal to 18-34 year-old males so that, with the help of supporting media, the videos would go viral.

Students will have the opportunity to see a range of elements that go into creating advertising. The morning will be spent with presentations from the head of Y&R's production, planning, account and human resources departments; reviewing case studies; and touring the Craftsman Experience and Kenmore Live Studio. In the afternoon students will tour Optimus, an editing house, and CRC, a recording studio.

The Onyx agency created an interactive video, supported by social media and guerilla marketing, in the campaigns capstone course.

The students and judges are, from left: Alexey Moisseyev; Sarah Morris; Tiffany Ellis; Liz Porter; Bob Winter, chief creative officer of Y&R Chicago; Bill Shirer; Kris Malkoski, Craftsman vice president and general manager; Tim Kahnk; Amar Malik, Craftsman markting; Jodi Junk; and Haley Helgoth.

Campaigns is the capstone course in the advertising and public relations major. The course permits students to participate in an agency-like setting and to take one of the roles found in advertising agencies: copywriter, designer, public relations specialist, media planner or account supervisor. The team works together for the entire semester on a project for a real client.Students integrate what they have learned in the previous classes and apply their ability to think analytically and strategically. They gain a fuller understanding of the advertising/public relations process and develop confidence that they can solve communication problems.