Earlier this month, Arizona State University held its second annual Lions In The Desert (LITD) event—a vibrant gathering of creativity, collaboration, and career-building. As a nationally recognized institution right here in our own backyard, ASU invited The Felice Agency, along with other local industry leaders, to volunteer and support this event aimed at enhancing the educational and professional journeys of its students.
Representing The Felice Agency, Associate Vice President Ashlee Singleton and Brand Influence Manager Gaven Waldrop jumped into the action, experiencing firsthand the innovative ideas and budding talent of tomorrow’s marketing professionals. Here’s a closer look at their inspiring experience and the insights they gained.
What is Lions In The Desert?
Every summer, Arizona State University sends students to the south of France to participate in the Cannes Lions International Festival of Creativity where they get a peek into the creative business world on one of the world’s largest stages. Recognizing that many students do not have the resources to attend the festival, Lions in the Desert aims to bring the festival to them in a hands-on experience. 80 students from ASU’s business, journalism, and design schools were placed into cross-disciplinary teams and provided with a creative brief from an internationally recognized airline. Their goal was to create a marketing campaign targeted toward Generation Z– specifically those who were beginning their careers and looking to begin traveling comfortably. The most challenging part? They had less than 48 hours to pull it all together and formally pitch it to marketing professionals.
The Felice Agency’s Contribution
Throughout their work days, Coaches visited each team to hear questions from the students and provide feedback based on their industry experience. The Felice Agency’s Brand Influence Manager served as a coach, meeting with each of the teams at various points along their creative processes. As a recent graduate of W.P. Carey’s School of Business and an attendee of the 2022 international festival, Waldrop was able to provide practical guidance to the teams and encourage them along the way. On the first day of LITD, the student’s primary task was identifying a North Star, the central idea of a campaign. To develop that central idea, students had to research the brand and target audience to establish a conceptual roadmap for their creativity. From their industry perspective, Waldrop noticed the intrinsic connection between researching and brainstorming as several of the teams were trying to do both at the same time: “While they can happen simultaneously, it is important to compartmentalize researching and creative brainstorming in time-sensitive projects.”
Following the coaching sessions, the students were then asked to pitch their ideas to a jury panel which consisted of five industry experts in the fields of journalism, marketing, advertising, and public relations. The Felice Agency’s Associate Vice President sat on one panel and reviewed five of the ten teams’ pitches. A second jury panel reviewed the other five, and the top two from each panel’s review were presented to the final jury panel made up of members of the airline’s marketing team and selected industry experts from national agencies and brands. Singleton’s most fascinating observation was how these students tackled a complex challenge with fresh perspectives and unfiltered creativity. Observing their work was a reminder of the value of a beginner's mindset—free from the limitations and structure often imposed by experience and professional expectations. For many, this was a rare opportunity to approach an assignment without the pressures of client demands or the weight of campaign KPIs. They were free to make mistakes, take risks, and allow the creative process to evolve organically.
Our Team’s Takeaway
Being a part of Lions in the Desert reinforced a fundamental truth: understanding our resources—whether they’re data, creativity, or collaboration—is crucial to success. For these students, their main resource was their energy and fresh outlook, free from the confines of corporate expectations. For established professionals, it’s a reminder that every campaign starts with a similar kind of spark, a desire to connect and inspire.
In a fast-evolving industry, witnessing the drive and innovation in these students felt energizing. Their ability to adapt, think creatively, and approach campaigns with intention and curiosity supplies great confidence in the next generation of marketing leaders.
The Felice Agency looks forward to seeing how they carry these lessons forward, not only into their first jobs but throughout their careers, where they’ll shape the future of our industry.
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