<b>Scenery</b> The New York City Experience (NYCE) is an annual event for the University of Oregon communication students to connect them to the biggest communication industry professionals through visits to the major agencies and media companies of the country. Wieden + Kennedy NY (W+K NY) challenged all the 120 participating students to work on a project and present it on the agency’s main shop in the Big Apple. Of the 21 teams participating, we were one of the 5 selected. <b>Challenge</b> To develop a solution for an aging financial services company in order to help them acquire a new generation of clients. <b>Project</b> Through research of the american student’s behaviour, we developed a study that contemplates the major moments on the graduation process and what it takes for someone to acquire financial assistance services. The goal was to understand the major milestones of contact between student and financial agency. <font><b>Cenário</b> A New York City Experience é um evento anual que ocorre para os estudantes da Universidade de Oregon e que tem o intuito de conectar estes à profissionais da indústria da comunicação através de visitas às principais agências e veículos do país. A Wieden + Kennedy desafiou os 120 alunos participantes a trabalhar em um projeto para apresentá-los na sede principal deles na Grande Maçã. Dos 21 times, nós fomos um dos 5 selecionados. <b>Desafio</b> Desenvolver uma solução para uma conservadora empresa de financiamento estudantil adquirir uma nova geração de clientes. <b>Projeto</b> Á partir da pesquisa de comportamento do estudante universitário americano, desenvolvemos um estudo que apresenta os principais momentos da trajetória de graduação do mesmo e o que o leva a requerer os serviços de financiamento. O intuito era entender os principais pontos de contato entre o estudante e a empresa. </font> <b>Role</b>: Strategist, Researcher. <b>Team</b>: Kasey Coffey, Sidney Madge, Jackson Landgreen, Delaney Pratt.

1. NEW YORK CITY
EXPERIENCE 2014
Daniel Caldas
Sidney Madge
Kasey Coffey
Jackson Landgreen
Delaney Pratt

2. Wieden + Kennedy NYC
challenge

3. Why should they believe us?
National college debt is at all-time high and increasing.
After the 2010-11 school year, about 57% of public
four-year college students graduated with an average
debt of nearly $24,000. That debt can narrow
someone’s job choices and make it harder to obtain a
mortgage for a new home or a bank loan for a new
business.Those who struggle to repay their loans will
continue to do so as it is not forgivable in bankruptcy
court.
What would we like them to do?
Make the most of
tomorrow. Plan today.
Creative Brief
What’s the problem?
One of life’s biggest financial decisions is
often made without the benefit of long term
financial planning.
What do they think now?
My financial future begins after college.
What would we like them to think?
My financial future begins before I walk on
campus.
Who’s the client?
An aging financial services company.
What’s the goal?
Acquire a new generation of clients.
Who are we trying to involve?
College-bound student loan applicants.

4. =-
 Interview with freshman students regarding their
college experience and relationship with financial
institutions.
 Questionaire sent to high school students aiming
to acquire data regarding their understanding of
debt and student loans.
What we did

5. Our findings

6. First: the truth
The whole point of education
is to get a job.
This was the insight that
triggered our curiosity to
understand the relationship
between the student and
financial agency.

7. Responsibility
awereness
High school Freshman Sophomore Junior Senior
Focus on
socializing,
not studying.
Move out the
dorms and live on
your own house.
Classes get harder.
Students need to
focus more on
studying.
Students realize they have to
work on finding a job in order
to fulfill the cultural truth.
Second: What is happening on
students’ minds throughout the
college experience?
Years
Truth: “The whole point of education is to get a job.”

8. Debt
Responsibility
awereness
High school Freshman Sophomore Junior Senior
First contact
w/ Loan
Service
Loan service “saves the future of
the student”.
Loan service “sabotages
the future of the
student”.
Third: How does the relationship
between student and financial
agency work?
Years
Truth: “The whole point of education is to get a job.”

9. Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior Senior
First contact
w/ Loan
Service
Varies from student to student.
Years
Fourth: why do students
hold debts for many years
after graduation?
Truth: “The whole point of education is to get a job.”

10. Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior Senior
First contact
w/ Loan
Service
Our goal
To raise responsibility
awereness in students
earlier to keep their
hopes up.
Years
Fifith: what should
change?
Truth: “The whole point of education is to get a job.”

11. Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior Senior
First contact
w/ Loan
Service
Focus on
socializing,
not studying.
Students realize they have to
work on finding a job in order
to fulfill the dream education
create.
Our goal
To raise responsibility
awereness in students
earlier to keep their
hopes up.
Loan service “saves the future of
the student”.
Loan service “sabotages
the future of the
student”.
Debt meets
responsibility.Varies from student to student.
Years
Truth: “The whole point of education is to get a job.”
Classes get harder.
Students need to
focus more on
studying.
Move out the
dorms and live on
your own house.

12. Responsibility Awareness
Even though students understand that in order
to fulfill the dream of getting a good job after
graduation they have to be responsible about
their studies, college culture negatively influence
many not to be.
Debt
Student loans are supposed to exist to
allow someone to have the opportunity to
fulfill the dream of having an education
and secure their future. But, thus of
college culture, financial agencies end up
becoming the “evil entities” in the
graduation process.
Hope
Thus of poor academic performance,
students struggle to find a job that will
effectively help them to make enough
money to pay their debts.
Our goal
Our real challenge is to create a platform
that would help students secure good
jobs after graduation.
Insights

13. Solution

14. Our solution stands on the creation of a
platform that would serve as a medium
to connect students and future
employers. It would be a program that
keeps loan borrowers in constant
communication to the financial agency
in order to help them during the entire
college experience.
Solution

15. Hope Dream
Medium
The student The job
Where our solution stands.
Graduation

16. Team

17. cargocollective.com/danielcaldas
www.delaneyrpratt.com
www.kaseycoffey.com
jacksonlandgreen.wix.com/jacksonlandgreen
www.sydneymadge.com

18. Thank you for all your
guidance and opportunities.
CAROLYN CHAMBERS
DISTINGUISHED PROFESSOR OF
ADVERTISING, ADVERTISING
AREA DIRECTOR
331 Allen Hall
541-346-1797
debmor@uoregon.edu
MPhil, 2010, University of Ghana;
BA, 2007, University of Cape
Coast, Sociology/Geography
oforipar@uoregon.edu
SENIOR INSTRUCTOR
310 Allen Hall
541-346-3754
dkoranda@uoregon.edu

19. NEW YORK CITY
EXPERIENCE 2014