The J. Walter Thompson Young Commodores – students from Manhattan Early College School for Advertising (MECA), Miami Ad School and City College of New York – had an amazing opportunity to work with the great people from the Discover Outdoors Foundation – Kirk Reynolds, Founder & Board Chairman and Lauren Skonieczny, Development Coordinator, Wilderness Guide & Educator. Throughout the 15-weeks, the YC’s stayed in close contact with DOF and led the project from beginning to end.
As pledged in their brief they delivered one-minute long hero film, one thirty-second hero film made for television, and four social media shorts. The overall creative was titled Project [Dis]Connect in which four New York City teens were challenged to disconnect from their mobiles devices for a 2-mile hike in the Appalachian trials.
Young Commodores is a diversity initiative created by J. Walter Thompson’s Keni Thacker that provides college and high school ad students with an opportunity to apply what they are learning in the classroom to real-life advertising and business.