“Scratch and Sniff” design by Riley Battaglini
Cazenovia Student work from Cazenovia College’s Advanced Advertising Design class is currently on display at the Cazenovia McDonald’s Restaurant.
The class, taught by Scott Jensen, assistant professor of visual communications, participated for the second year in a national student advertising design competition, part of “The One Show,” a prestigious advertising awards show in New York City.
“The client provided some basic demographic information, and our students had to do additional research, creative brainstorming and rigorous conceptual thinking to create ads that met the client’s goals,” Jensen said. “Each year, The One Show Young Ones competition assigns a brief for a specific client, and college advertising design students from all over the world create campaigns for that client. The 2012 Young Ones Competition asked students to create ads and marketing materials for Stride Gum, asking them to help position the product to appeal to a more specific target audience.”
This year’s competition received nearly 1,500 entries from 93 colleges, representing 14 countries worldwide, and while none of the Cazenovia College student entries were selected as finalists, Jensen believes the experience was still valuable. “Working on the same project as hundreds of other student ad designers certainly provides some incentive to raise the bar, and the opportunity for good work from Cazenovia College to be viewed by the industry creative leaders who serve as judges for this competition each year has some long-term benefits for the students and our program,” Jensen said.
“For this project, I utilized every aspect of the gum packaging as a selling point,” said Rachel Herman, of Cicero. “Customers would be able to enjoy the gum itself as well as the colorful wrapping it came in.”
“I wanted to interpret the idea of Stride Gum’s new position ‘Fuels non-stop nonsense’ through playing with gum wrappers and creating nonsense,” said Josh Skibbee, of Ringoes, N.J.