Create-Athon is an advertising event where students have 24 hours to reinvent nonprofit brands. The clients brief each team of students at 11am Saturday and are presented with the final results at 11am Sunday. A team member and I spent the “all- nighter” creating a promotional video for the event.
CHALLENGE: Videos from the past do not highlight the process and struggle that goes into creating an entire rebrand campaign for a company in only 24 hours.
IDEA: Separating the 24 hour project into six sections (the challenge, the idea, the meltdown, the comeback, the crunch time and the reward) allows viewers to see the highs and lows of CreateAthon from start to finish. A clock of the 24 hours is used to demonstrate how much effort and lack of sleep are actually put into this event. Not sleeping for one night is all worth it in the end though, as the video shows some of the clients crying when they see what the students have created in such a short amount of time.
RESULT: Our video was used as CreateAthon’s main form of advertising and also received grants for the upcoming years.