In the morning, the two teams – Flight Club and Pulp Non-Fiction – met with their mentors to discuss their ideas for the Snickers brief. After working hard the day before to study QQ and get familiar with the app, they started mapping out their ideas for what they want to create.
The mentors wanted the students to come up with as many ideas as they could in order to find the one that best fits the brief and the brand message.
Team Pulp Non-Fiction and other teams in their group were asked to present for their mentors, Andy Azula and Mark Kong, during the first meeting. They wrote out their plans on pieces of paper and taped them to the wall of the barriers that separated them from the other teams and mentors. When Pulp Non-Fiction’s turn came, they explained their approach to the brief and their thought process for making it happen.
If a team's plan was good, it stayed on the board. If it was off track, it got dropped and let go. Andy told the team which of their ideas had potential and then asked them to come back later and try again. So the team left the conference center to clear their heads and communicate with one another about how to move forward.
Coming up with plans for the brief has proved to be a challenge for both teams, but they’re steadily making progress with understanding and creatively thinking about Snickers and QQ. Their ideas should begin to manifest in the next day or two as the final presentation looms closer.
About the blog
The students' experiences in China will be documented in both English and Chinese by two journalism students from Michigan State University traveling with the group.