Iowa State University won four awards Saturday in the American Advertising Awards Student Competition, presented by the American Advertising Federation’s Des Moines chapter.
Madelynne Garrett, Caleb Morningstar and Ana Ramirez were recognized in the Cross-Platform, Integrated Campaign category for their work on a Women in Science and Engineering (WISE) Integrated Advertisement, which encouraged undeclared Iowa State freshman and sophomore women to consider majoring in computer science. The students created the campaign for WISE as part of a Computational Communication: Advertising Creative (ADVRT/JL MC/PR 497J) course. The class, which is co-taught by Greenlee’s Jay Newell and Sherry Berghefer and Computer Science’s Wallapak Tavanapong, allows students to create advertising that changes dynamically based on incoming computer data.
The key element was a poster with a nostalgic, eye-catching design that’s enhanced with augmented reality. The technology allows viewers to interact with the poster by scanning a QR code to download the Zappar app on their smartphones, which allows them to view an inspiring short video created by the team that highlights women’s historical accomplishments in STEM fields. The technology also directs viewers to WISE's existisg website for more info.
“The piece that they did predated the ‘Hidden Figures’ movie by about a year but really promoted some of the women who were involved with NASA,” Newell said.
Jake Christensen, Alyssa Gonzalez, Cris Lopez and Andrew Temperly also received a nod in the Cross-Platform, Integrated Campaign category for their V8 Smart Energy for Smart Parents campaign. Two advertisements and two Snapchat filters for Mother’s Day and Father’s Day targeted busy parents of young kids who need a healthy energy drink to get them through their busy days. The project was created as part of the Advertising Portfolio Practicum (ADVRT 436) and also was a semi-finalist in a 2016 national Collegiate Effie Brand Challenge.
“You have multiple pieces working together to deliver the same message. The campaign has to have a consistent look, feel and tone to it,” said Michael Wigton, lecturer. “We’re very proud of the work that our ad students did on that project for a national client.
“Their work is displayed along with professionals’ work [at these awards]. This is such a great for honor for them. Every creative person in the country knows what an Addy is and wants to win one. For a student to have this on their resume, is really amazing.”
The Fall 2016 issue of Happy Strong Healthy magazine, led by Editor-in-Chief Kia PeKarna and Managing Editor Alec Norem, was recognized in the Online/Interactive category. The student-run publication is dedicated to physical fitness, mental and emotional wellness and nutrition. In addition to its printed copies found on campus, a digital version is offered through ISUU and additional content can be found on its website, hshmagazine.com.
Finally, Sir magazine received recognition in the Sales & Marketing, Publication Design category for its Fall 2016 issue. Team members include Garrett, Tre Moore, Max Dugan, Awase Asor, Ethan Williams, Samantha Kragel, Kezia Knight, Alex Zahn, Josh Knight, Jessica Enwesi and Blake Lanser. Under the direction of Moore, the editor-in-chief, the magazine shifted its target audience from men to the masses, with a focus on storytelling, last semester. Garrett, the editorial director, worked closely with Dugan, the art director, on the publication’s redesign.
“We wanted a minimalist design to highlight the photography and let the visual storytelling have its space,” Garrett said. “To have some of my work acknowledged by this professional organization is so huge for me as I pursue my dream of working as a copywriter at an ad agency.”
“The Greenlee School congratulates the Silver award-winners for their outstanding work. We also recognize the faculty and advisers who encourage our students to excel. These awards are testament to the professionalism and creativity of our students,” said Michael Bugeja, director.
“I was very pleased with the turnout of students who helped set up the program side by side with Des Moines advertising professionals. I received multiple compliments not only on the quality of student work but also for the enthusiasm and professionalism of our students,” Newell said. “Thousands of students graduate nationwide with degrees in advertising and public relations, and we have a very good record of placing ours in jobs. Part of the secret sauce is to have them interact with professionals.”
The American Advertising Awards student competition recognizes and rewards creative excellence in the art of advertising. The local competition is the first of a three-tier competition. At the second tier, local student winners compete against winners in 15 districts. Those winners go on to the nationals. The student competition is held concurrently with the professional competition and is the largest student advertising competition of its kind, according to the American Advertising Federation. This year's entries were judged by advertising professionals from Chicago, Des Moines and Los Angeles. The event was attended by students and advertising professionals in and around central Iowa.