ECU student wins state prize for TikTok showcasing advertising study

First published by Edith Cowan University

This year marks 50 years of Advertising Education in Australia, and to celebrate, advertising students across Australia were asked to create a TikTok video to inspire the next generation of students.

The Ad Student X TikTok Competition brief asked advertising students to create a TikTok video to inspire high school students to make an advertising major their first preference for university education.

State winner

Edith Cowan University (ECU) student Zoe Langtry, who is currently majoring in advertising, was crowned the WA winner with her inspiring 60-second video that showcased what a typical day looks like for an ECU advertising student.

In the video, Zoe shares short snippets of herself and the academic environment across ECU’s campuses in Joondalup and Mount Lawley.

"I was hesitant to apply at first because I felt I lacked experience and confidence. However, I put myself out there even though it was uncomfortable and adopted a "why not?" attitude," Zoe said.

"My process towards the task at hand started with some research into the wants and needs of the target audience. This was where I pinpointed the common desire for fresh high school graduates to enter an industry that is flexible and limitless.

"I then set the tone of my message, keeping my language conversational and casual. Then it was time for me to work out the best visuals to aid the message." Zoe said.

Switching to advertising

Zoe is currently in their third year of studying communications at ECU, they first majored in journalism but switched to advertising this year.

"I am definitely enjoying my shift to advertising, I think I am drawn mostly to the psychology behind our connections to brands and what makes something stick in the minds of consumers," Zoe said.

"From design aspects to managing public perceptions, I feel that my knowledge becomes more well-rounded with each new class."

Future impact

By winning the state prize, Zoe has also won direct access to the JumpStart WA Graduate Program organised by Advertising Council Australia. The program offers students a unique opportunity to connect with Perth's top agencies and explore what "life" is like within each one.

Zoe will have the opportunity to gain valuable and practical insights into the WA advertising industry, connect with key industry stakeholders, and learn more about possible job roles and career paths within advertising.

For now, Zoe said that they are keeping as many doors open as possible.

"I have always gravitated towards the creative side of advertising as well as deep diving into human behaviour. My dream right now would be along the lines of a creative director," Zoe said.

Learn more about studying advertising as part of ECU's Creative Humanities courses.