Posted March 2, 2015
Students and faculty attending the American Advertising Federation of the Midlands annual awards show strolled down the Yellow Brick Road on Saturday, February 28, during a Wizard of Oz themed event. Although they did not come home in a hot air balloon, they did return with some shiny hardware.
Three teams of students participating in CreateAthon@USC won Silver ADDY Awards in the Integrated Campaigns category.
The Teams and their Challenge
Leaders: Taylor Morrison and Shannon Rogers
Mentors: Tara Mortensen and Derek Walker
Creative Team: Christian Barker, Marina Belfiore, Victoria Infinger, Deveney Williams, Victoria Zueghar
Columbia’s Cooking! was a misunderstood, me-too program. The team transformed it with a new name, a new voice, and a new look that grows from 4Ward’s four pillars: cooking, stress management, physical activity and gardening. Jump start your healthy lifestyle. See some of their award-winning work » (pdf)
Leaders: Kellie Sinkele and Jackie Brown
Mentor: Woody Hinkle
Creative Team: Kelsie Conrad, Maria Sturmer, Chip Searles, Brandon Paul, Haley Rabic
Hidden Wounds asked only for an update of their promotional materials — but they got a complete rebranding: campaign concept, logo redesign, five print ads, a discreet card “brochure” vets could pocket, and a new 800-number that communicates their unique peer POV. This integrated “hidden triggers” campaign telegraphs empathy and understanding to draw PTSD sufferers and their families toward desperately needed help. See some of their award-winning work » (pdf)
Leaders: Stephanie Tew and Caitlin Page
Mentors: Rhonda Templeton and Karen Nasuti
Creative Team: Holly Williams, Liana Miller, Rebecca Maurer, Jamie Osbornce, Mark McClain, Charles Peacock
The team gave PASOS a completely new donor package that captured their mission in a fresh, concise and engaging way. The team went beyond the ask to revamp their logo and business cards, and surprised them with an eye-catching poster telling their story to the Hispanic community. See some of their award-winning work » (pdf)
CreateAthon@USC is part of the national CreateAthon network of professionals and students in the communication arts who put their creative talents to work for social good. Associate Professor Karen Mallia and Senior Instructor Scott Farrand were co-directors of the 2014 24-hour creative blitz. The 112 volunteers created nine campaigns valued at more than $170,000 in pro bono marketing communications for eight nonprofits.