Advertising students win national ADDY Award
May 26, 2017
Posted in: News
It’s been busy award season for two creative advertising students in VCU Richard T. Robertson School of Media and Culture, who have seen one of their campaigns go from local award show winner to competing to in the national American Advertising Federation’s ADDY Award Show in the matter of a few months.
It started slow for Bridget Guckin and Tyler Holley, both of who recently graduated from the Robertson School.
First, there was the local ADDY competition in Norfolk with schools competing from across the Commonwealth, where they won the sought-after Best in Show award.
From there, the project advanced on to the regional level competition, competing with schools from bordering states. There, the likelihood of winning was smaller and the competition stronger. Despite that, Guckin and Holley's campaign won the judges at the level over and they won a gold, which meant that they would see their campaign in the running to be awarded the highest honor a student campaign can receive in advertising—a national ADDY.
With an invitation for their work into the national competition being held this year at the annual AAF "Admerica Conference" in New Orleans, Guckin and Holley are guaranteed either silver or gold in the Print Campaign Category. The two have done what few students can claim: created a campaign as undergraduates that went on to be certified as one of the best in the country by a panel of industry professionals and academics from one of the most prestigious advertising organizations in the U.S., advertising professor and creative director of the project, Jay Adams said.
“The local and regional level success of this campaign has been a wild ride,” Adams said. “However, winning at the national level truly shows the quality of work coming out of our program. I've never had a student team advance to nationals and am so proud of Bridget and Tyler for their accomplishments.”
Guckin and Holley’s campaign was a spec campaign for McCormick’s Chili Spice. The premise of the project, which was worked on in Adams’s MASC 450 Style class, was simple—incorporate the product you are selling into the typography of the ad. The two cut the stencils, came up with the tag lines and began pouring the spice into the shape of words.
The pair will find out in two weeks whether they have won silver or gold at the national level. Adams will be present to accept the award on behalf of the team.