By Lian Bunny, ’17
The Advertising Club of Buffalo has awarded three St. Bonaventure University students with American Advertising Awards (ADDYs).
The mission of the ADDYs is to recognize and reward the creative spirit of excellence in the art of advertising. At the local level, Silver ADDYs recognize outstanding work, while Gold ADDYs recognize the highest level of creative excellence and is judged to be superior to all other entries. The local advertising club phase is the first of a three-tier, national competition. Gold ADDY recipients will move on to a regional competition.
Each local advertising club brings advertising professionals from other parts of the country to judge the contest. The awards are mainly for professionals, but there is also a student category.
Michael Jones-Kelley, club adviser for St. Bonaventure’s American Advertising Federation (AAF), and Dr. Pauline Hoffmann, dean of The Russell J. Jandoli School of Journalism and Mass Communication, selected the projects to send to The Advertising Club of Buffalo.
Tylandt A. Doyle, a graduate student in the Integrated Marketing Communications program, won a Gold ADDY for his newspaper advertisement for changing the Lancaster Redskins mascot.
“It was succinct, powerful, excellent,” Jones-Kelley said. “It was brilliantly ‘concepted’ and perfectly written.”
Emma Zaremba, a senior strategic communication and digital media major, won a Silver ADDY for her campaign titled, “Moral Imperative.”
According to Jones-Kelley, Zaremba’s project was a propaganda campaign with large black and white posters displaying statistics on gun violence in the United States. Then, Zaremba stood back from the posters and splattered them with red paint at random.
“The effect was chilling, very dramatic, very powerful,” Jones-Kelley said. “And, I should add, award-winning.”
Kerri Linsenbigler, a graduate student in the Integrated Marketing Communications program, won a Silver ADDY for her project titled, “Resurgence.”
Linsenbigler’s ad campaign for the Resurgence Brewing Company in Buffalo included the tagline: Official beer of the new Buffalo. Each ad featured a picture of a glass of beer set against a white background. Inside each glass of beer, Linsenbigler ghosted an image of a new development in Buffalo, such as the grain silo that has been converted into a rock climbing wall, said Jones-Kelley.
According to Jones-Kelley, last year was the first year St. Bonaventure students received an ADDY. Two students won last year, and three won this year.
Jones-Kelley said this shows that Bonaventure students enjoy advertising.
“We’re getting more and more students who go into advertising after they leave here and this with only a couple of advertising classes,” Jones-Kelley said. “Our students are doing well. They seem to enjoy it, too.”
Jones-Kelley also said he believes more advertising classes will be offered in the future. An introduction to design class starts in the fall. Hoffmann has also proposed to make the AAF class a two-semester class rather than a one-semester class.
“Our students’ projects were very sound strategically,” said Jones-Kelley. “But the thing about a good strategy is that it opens the door to brilliant creative, unless you choose to use the strategy to close the door. What our students did was develop a very sound strategy and then let their imaginations run wild.”
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