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Robertson School students win 10 ADDY Awards, including Best in Show

Mar 2, 2017

Posted in: News

By William Lineberry

Last week, advertising students from the Richard T. Robertson School of Media and Culture had a dominant performance at a local ad show, where they won more than half of all awards that were given out to competitors.

At the American Advertising Federation sponsored ADDY Award Show in Norfolk, Robertson School students won a total of 10 awards presented to advertising students from the Richmond and Hampton Roads region. Along with the 10 category awards, Robertson School students also won the most coveted honor at the competition, Best in Show.

In total, 17 students­­­­—some working individually and some with a partner— took home awards. Students won five Gold Awards in the categories of magazine advertising and campaign, advertising and promotion, applications (mobile or web-based), poster design, and copywriting. Additionally, students won five Silver Awards in the categories of outdoor and transit advertising, television, cinematography, poster campaign, and illustration.

All of the pieces submitted were produced in upper-level classes taught by advertising professors Jay Adams, Bridget Camden, Marcel Jennings and Ashley Rose in the Robertson School.  

The campaign that won Best in Show. Students Bridget Guckin and Tyler Holley created the ads by writing the headline using the actual product that was being advertised--chili powder.
The campaign that won Best in Show. Students Bridget Guckin and Tyler Holley created the ads by writing the headline using the actual product that was being advertised--chili powder.
“We're all so proud of how well our school was represented at this year's ADDY Awards,” Adams, who was present on behalf of the School to accept the awards, said. “Several professionals in attendance commented on the high quality of work coming out of our program and were extremely impressed by our dominance of the student awards.”

As with most industry competitions, the ADDYs have an award that is designed to speak to the highest caliber of overall work present in the competition. That award is Best in Show, which this year went to students Bridget Guckin and Tyler Holley for a campaign they created for the magazine and advertising category.

“When we found out that we had won best in show, it kind of made all those hours of hard work worth it,” Guckin, who will be graduating this May, said. “It’s very validating. I feel like this is the first thing I made where I can say, ‘Wow, I can’t believe I made that. I’ve come a long way.’”

Guckin and Holley’s spec campaign was created in Adams’s MASC 450 Style course. The two were assigned to create a handmade typography campaign for McCormicks Chili Powder. The catch was that the duo had to incorporate the actual product (chili powder) into the typography.

To spell the headlines out using the spice, Guckin and Holley cut a stencil of each headline (“You Can’t Miss a Slap in the Mouth,” “It’s Hard to Ignore a Brand on Your Tongue,” and “There’s No Overlooking a Kick to the Throat”) and dumped the spice in to fill the space of the words. From there, the two took to painstaking task of edging each letter out with an X-ACTO knife to allow the text to look more refined and readable.

“It was definitely one of the longer processes I’ve encountered making an ad,” Guckin said. “It was really fun and by the end I kind of felt like a weirdo for enjoying the kind of the tedious nature [of getting the lettering right].” 

Adams said when he is able to see his students win at a level such as the ADDYs, he feels affirmed in his teaching and proud to have helped his students develop as creatives.

“One of the greatest honors as teachers is to see our students succeed beyond the classroom,” Adams said. “It's been a pleasure guiding these students, and all of our students, as they perfect their craft and creativity.”

The 10 local winners, along with the Guckin and Holley’s Best in Show piece, will now advance to the district level of the competition, which will have students from other schools in Virginia, North Carolina and South Carolina. If any pieces win there, they will advance on to the national competition.

Here’s a full list of winners from the Robertson School this year:

 
Best In Show

Title: Flavor You Can Feel / McCormick's
Category: Magazine Advertising Campaign
Students: Bridget Guckin & Tyler Holley
Creative Director / Professor: Jay Adams
Class: MASC 450 Style

Gold

Title: Flavor You Can Feel / McCormick's
Category: Magazine Advertising Campaign
Students: Bridget Guckin & Tyler Holley
Creative Director / Professor: Jay Adams
Class: MASC 450 Style

 
Title: Companion / Sweet & Low
Category: Advertising & Promotion Campaign
Students: Toni Brown & Caroline McLoughlin
Creative Director / Professor: Jay Adams
Class: MASC 450 Style

 
Title: Explore App / Netflix
Category: App (Mobile or Web-Based)
Students: Owen Cmeyla, Jun Jeon, Shane Brennan
Creative Director / Professor: Jay Adams
Planning Director / Professor: Ashley Rose
Classes: MASC 450 Style & MASC 398 Awareness
*This was a collaborative project that began in Ashley's Awareness class (Spring 2016) and continued in Jay Adams's Style class (Fall 2016)

 
Title: 100% Workwear / Dickies
Category: Poster Campaign
Students: Paria Taheri & Tyler Manley
Creative Director / Professor: Bridget Camden

 
Title: In You The Whole Time / Virginia Blood Services
Category: Copywriting
Students: Samuel Pietzak & Jesse Lane
Creative Director / Professor: Bridget Camden

Silver

Title: Keep Texting / Ad Council
Category: Outdoor & Transit Advertising - Mass Transit
Student: Barry Walton
Creative Director / Professor: Jay Adams
Class: MASC 450 Style

 
Title: No Distractions / Timex
Category: Television - Single Spot
Students: Bridget Guckin, Wing Ong
Creative Directors / Professors: Jay Adams & Marcel Jennings
Class: MASC 451 Invention

 
Title: Hardest Shoes To Fill / Dr. Scholl's
Category: Film, Video & Sound - Cinematography
Students: Kegham Hovsepian, Barry Walton, Jack Fagan
Creative Directors / Professors: Jay Adams & Marcel Jennings
Class: MASC 451 Invention

 
Title: 100% Workwear Illustrations / Dickies
Category: Poster Campaign
Students: Paria Taheri & Tyler Manley
Creative Director / Professor: Bridget Camden

 
Title: FEELS / Richmond Young Writers
Category: Illustration
Student: Nigel Christie
Creative Director / Professor: Bridget Camden