Skip to main content
  • Home
  • About
  • Faculty Experts
  • For The Media
  • ’Cuse Conversations Podcast
  • Topics
    • Alumni
    • Events
    • Faculty
    • Library
    • Students
    • All Topics
  • Contact
  • Submit
Media, Law & Policy
  • All News
  • Arts & Culture
  • Business & Economy
  • Campus & Community
  • Health & Society
  • Media, Law & Policy
  • STEM
  • Veterans
  • |
  • Alumni
  • The Peel
  • Athletics
Sections
  • All News
  • Arts & Culture
  • Business & Economy
  • Campus & Community
  • Health & Society
  • Media, Law & Policy
  • STEM
  • Veterans
  • |
  • Alumni
  • The Peel
  • Athletics
  • Home
  • About
  • Faculty Experts
  • For The Media
  • ’Cuse Conversations Podcast
  • Topics
    • Alumni
    • Events
    • Faculty
    • Library
    • Students
    • All Topics
  • Contact
  • Submit
Media, Law & Policy

Newhouse Advertising Alumni Win Gold Clio Award for Driver Safety Campaign

Tuesday, July 21, 2020, By News Staff
Share

Yuxin Xiong '19 and Will Milowsky '19 hold their Clio award at the ceremony Sept. 25, 2019.

Yuxin Xiong ’19 and Will Milowsky ’19

A concept that now-advertising alumni Will Milowsky ’19 and Yuxin Xiong ’19 worried might be “too simple” ended up winning them a Gold Clio Award, the first Newhouse student team to do so in the school’s history. Their campaign, “Drive Awake,” won the Student Innovation Medium and Product Innovation Category in 2019, while they were still students.

The Clio Awards competition is one of the most prestigious and well-known advertising competitions in the world.

The concept for “Drive Awake” was developed in a course taught by advertising professor of practice Mel White.  She presented students with a project brief that asked them to connect an audience with a global brand in a way that wasn’t possible three years ago.

This kind of brief “challenges students to create the kind of sophisticated advertising that ad agencies are looking for in student portfolios,” White says.

For the project, Milowsky, a copywriter, teamed up with art director Xiong and started brainstorming ideas. Milowsky says his four-hour commute between home and college inspired him to think about driving safety, so he and Xiong decided to create a campaign for Toyota to address falling asleep at the wheel.

Milowsky and Xiong posing at the awards with a group.

Xiong and Milowsky celebrate with others at the Clio Awards ceremony.

Additional inspiration came from White’s class, where students had to present their projects in 10 minutes, capped off by a loud alarm. Milowsky noted how students would jump at the alarm. If the sound of an alarm could startle students in a classroom, then maybe it could also startle them awake while driving.

“I realized we could connect the [alarm] with falling asleep at the wheel,” Milowsky says.

Milowsky thought the idea was too simple at first, but after a while, he says, he and Xiong realized it was that simplicity that made it work. “It took a natural human reaction and hacked it to make it something useful to us,” he says.

The team envisioned an app that could read data from conductive dry electrode fabric, a new technology that reads a driver’s heart rate through strips attached to the steering wheel. The information received through the strips is processed through an electrocardiogram microchip to determine the driver’s level of wakefulness or sleepiness.

If the driver appears to be falling asleep, a phone alarm sounds and wakes them up. The application also gives the driver the option to reroute to the nearest coffee shop.

Xiong and Milowsky both now work for Merkley+Partners in New York—Xiong as a junior art director and Milowksy as a junior copywriter. The team learned of their win during a meeting at work.

“I didn’t even realize it was a big deal until our agency had us all celebrate,” Milowsky says.

“They prepared champagne for us and suddenly my colleagues started to play ‘We are the Champions,’” says Xiong.

White says that it’s creating advertising like this, and winning awards like this, that put Newhouse student portfolios at par with other top advertising schools.

“They worked hard on their advertising solution that solved a crucial problem,” she says.

  • Author
  • Faculty Experts

News Staff

  • Mel White

  • Recent
  • Department of Drama Presents ‘Dance Nation’
    Friday, March 24, 2023, By Joanna Penalva
  • Three Faculty Members Collect Top National Awards and Grants
    Friday, March 24, 2023, By Dan Bernardi
  • Falk College Nutrition Science Students Examining Impact of Father’s Obesity on Children
    Friday, March 24, 2023, By Matt Michael
  • Student Veterans Spend Spring Break in Atlanta
    Friday, March 24, 2023, By Charlie Poag
  • Third Thonis Endowed Professorship Announced: The Multiplier Effect in Philanthropy
    Friday, March 24, 2023, By Eileen Korey

More In Media, Law & Policy

Veteran Journalist Judy Woodruff to Receive Fred Dressler Leadership Award at Newhouse School’s Mirror Awards Ceremony June 12

Veteran journalist Judy Woodruff, longtime anchor and managing editor of the “PBS NewsHour” and now a senior correspondent, will be honored with the Fred Dressler Leadership Award at the 17th annual Mirror Awards ceremony on June 12. The awards, sponsored…

Hall of Fame Sportscaster Bob Costas ’74 Reflects on Career, Baseball and His Love of Syracuse University on the ‘’Cuse Conversations’ Podcast

Bob Costas ’74 grew up idolizing New York Yankees’ Hall of Fame outfielder Mickey Mantle during the Golden Age of Major League Baseball, when New York City, with Mantle’s Yankees, Jackie Robinson and the Brooklyn Dodgers and Willie Mays’ New…

CNN’s Abby Phillip to Emcee Newhouse School’s Toner Prizes Celebration March 27 in Washington

Abby Phillip, CNN’s senior political correspondent and anchor of “Inside Politics Sunday,” will serve as master of ceremonies at the award ceremony for the Toner Prizes for Excellence in Political Reporting on Monday, March 27, in Washington, D.C. The Toner Prizes,…

Forever Orange Hometown Hero Robert L. Gang Jr. ’39, L’42 Passes Away at Age 104

Robert “Bob” L. Gang Jr. ’39, L’42 never let aging get in the way of living. When he was 78, he and his friend cut down 60 trees to build a log cabin. At age 80, he hiked 16 miles…

New Podcast Explores How Technology Has Dramatically Changed Storytelling

From news to fiction to film to photography to podcasts to social media and even the human voice, technological innovation has inspired and enabled new paradigms in storytelling. Last month, in partnership with Antica Productions and Trint and in association…

Subscribe to SU Today

If you need help with your subscription, contact sunews@syr.edu.

Connect With Us

  • Twitter
  • Facebook
  • Instagram
  • Youtube
  • LinkedIn
Social Media Directory

For the Media

Find an Expert Follow @SyracuseUNews
  • Facebook
  • Instagram
  • Youtube
  • LinkedIn
  • @SyracuseU
  • @SyracuseUNews
  • @SUCampus
  • Social Media Directory
  • Accessibility
  • Privacy
  • Campus Status
  • Syracuse.edu
© 2023 Syracuse University News. All Rights Reserved.