Last weekend, I experienced college advertising at its best, at a district competition for the National Student Advertising Competition. This competition, sponsored by the AAF (American Advertising Federation) brought students from all over the country together for a case study. This year the client was Mary Kay Cosmetics. The case presented each university with an unique challenge: Increase awareness, positive perception and consideration to purchase to a new market of women 18-25. Candlelight Communications, the Johnson & Wales Advertising Team, took home the top prize at this District 1 competition. After countless late nights in the ad lab, racking up bills from pizza and chinese takeout, and working to make our plansbook and presentation exactly perfect, it was such a blessing to move on in the competition. Winning schools from each district will move onto the semi-final competition round, from there 8 teams will compete at the National competition in Boca Raton, FL at the end of May. As the competition is still going, I’ll have to wait to reveal our great creative strategy.
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