Three teams of CCAD Advertising & Graphic Design graduating seniors earned their place among the elite at the 2011 One Show Awards last may. One entry, to the college competition, earned a Bronze Pencil Award while two others received Merit awards.
This year’s college competition challenge was to create a campaign for New York City client City Harvest, a nonprofit organization that began as an effort to distribute unused food from city restaurants to area soup kitchens and food pantries. The organization has grown and is now including programming aimed at increasing access to affordable healthy foods in low-income neighborhoods. This effort includes offering nutrition education and creating access points and demand for healthier foods.
College teams were provided with a packet that included a brief and detailed client and target audience information. There was a list of assignments for teams to choose from that ranged from advertising campaigns that raise awareness and donations to corporate identity campaigns to rebrand City Harvest’s corporate collateral.
Winning the Bronze Pencil Award with “The Brown Bag Project,” an integrated branding solution, was: Katelyn Brenn, Kaitlan Hyland, and Simone Noronha.
The “Brown Bag Project” encourages New Yorkers to pack their lunch every Wednesday during the month of February instead of dining out and to donate the money they save that day to City Harvest. The campaign includes healthy tips and recipes and discount opportunities to participants to encourage them to pack their lunch.
“We did this through a mailer that informed people about the project, unconventional advertising to peak the interest of people in the city, and, finally, through a series of reusable lunch bags to help carry the message even after the campaign was done,” explained Noronha.
“My team members and I definitely put in a lot of effort in coming up with a solution that would work, ” she added. “We felt lucky to go to New York City and represent CCAD. Only 25 pencils were given out that night and we were told that there were more than 23,000 entries to the competition.”
CCAD also had two teams earn merit awards: James Chapa and Luis La Torre entered a non-traditional advertising campaign called “Harvest Pride;” and Zack Beck, Kayla Nickerson, and Jaclyn Pasquale entered a non-traditional advertising campaign titled “Nourishing New York.”
A program of the One Club, an organization that exists to champion and promote excellence in advertising and design in all its forms, the One Show remains the pinnacle of achievement by providing a showcase of the world’s best work and by inviting collaboration among individuals that are actively developing outstanding work. Visit their website for more.
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