the american advertising awards 2017 district 3 … fileaaf district 3 represents the clubs of north...
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THE AMERICAN ADVERTISING AWARDS2017 DISTRICT 3 WINNERS BOOK
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SPECIAL JUDGES6
BEST OF SHOW4
GOLDS8
SILVERS19
STUDENT BEST OF SHOW26
STUDENT GOLDS28
STUDENT SILVERS34
THE JUDGES37
SPECIAL THANKS40
THE DETAILSThe American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club (Ad Club) competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.
Conducted annually by the American Advertising Federation (AAF), the local Ad Club phase is the first of a three-tier, national competition. Concurrently, all across the country, local entrants vie to win ADDY Awards - recognition as the very best in their markets. At the second tier, local ADDY winners compete against winners from other local clubs in one of 15 district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards. Entry in your local Ad Club competition is the first step toward winning a national ADDY.
Entering the American Advertising Awards supports the entire advertising industry, because the AAF and its local and district affiliates use the proceeds to enhance advertising through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness.
Selection of the most creative entry in each category is affected by a scoring process in which a panel of judges evaluates all creative dimensions of every entry. A GOLD ADDY is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the category. Entries that are also considered outstanding and worthy of recognition receive a SILVER ADDY. The number of awards given in each category is determined by the judges, based on the relative quality of work in that category.
AAF District 3 represents the clubs of North Carolina, South Carolina and Virginia and is dedicated to serving members by protecting and advancing advertising interests, including the freedom to truthfully advertise legal products.
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BEST OF SHOWPROFESSIONAL
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BEST OF SHOWHMH AGENCYClient Company: Palmetto BluffTitle: Savannah Airport Takeover
Credits:Kathy Valenti, CopywriterTeddy Shipley, Art Director, Copywriter, Creative DirectorShawn Kelley, Art Director, Copywriter, Creative DirectorJenn Hausman, Media Planner/BuyerKeith Lanpher, PhotographerKevin Prenoveau, Account ExecutiveDonna Forbes, Account ExecutiveLauren Blumenshine, Project Manager
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SPECIAL JUDGES AWARDPROFESSIONAL
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SPECIAL JUDGES AWARD
BOONEOAKLEYClient Company: Writers for a Progressive North CarolinaTitle: HB2 U, Pat
Credits:David Oakley, Creative DirectorEric Roch von Rochsburg, Design DirectorMary Gross, Senior CopywriterAshley Neel, Digital DirectorHeather Nikoncyk, Agency Producer
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GOLD ADDY AWARDSPROFESSIONAL
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GOLD ADDY WINNERS
BOOK DESIGN NEWSPAPER ADVERTISING, FULL PAGETHE REPUBLIK BOONEOAKLEYClient Company: FHITitle: LITTLE BOOK OF BIG IDEAS
Credits:Robert Shaw West , Creative DirectorMatt Shapiro, Assistant Creative DirectorLuke Rayson, Art Director & Designer
Client Company: Writers for a Progressive North CarolinaTitle: HB2 U, Pat
Credits:David Oakley, Creative DirectorEric Roch von Rochsburg, Design DirectorMary Gross, Senior CopywriterAshley Neel, Digital DirectorHeather Nikoncyk, Agency Producer
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GOLD ADDY WINNERSAMBIENT MEDIA, SINGLE INSTALLATION POSTER CAMPAIGNHMH AGENCY ERWIN PENLANDClient Company: Palmetto BluffTitle: Savannah Airport Takeover
Credits:Kathy Valenti, CopywriterTeddy Shipley, Art Director, Copywriter, Creative DirectorShawn Kelley, Art Director, Copywriter, Creative DirectorJenn Hausman, Media Planner/BuyerKeith Lanpher, PhotographerKevin Prenoveau, Account ExecutiveDonna Forbes, Account ExecutiveLauren Blumenshine, Project Manager
Client Company: Denny’sTitle: Denny’s LA + NYC Poster Series
Credits:Erwin Penland Team
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GOLD ADDY WINNERSOUT-OF-HOME CAMPAIGN OUT-OF-HOME CAMPAIGNADAMS OUTDOORADVERTISING
CHERNOFF NEWMAN
Client Company: Urban NirvanaTitle: Urban Nirvana Massage
Credits:Brandon Sweeney, Art DirectorDave Barry, DesignerTodd Turner, Creative Director
Client Company: Piggly WigglyTitle: Pig 100th Campaign
Credits:Chernoff Newman, agencyPiggly Wiggly, printing
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GOLD ADDY WINNERS
ADVERTISING INDUSTRY SELF-PROMOTION AMBIENT MEDIA
ONLINE FILM, VIDEO & SOUND CAMPAIGN
GROW
ELEVATION
Client Company: GrowTitle: Transparent Seas
Credits:Drew Ungvarsky, CEOJason Levesque, IllustratorEric Lohman, Creative DirectorEmily Young, DeveloperJordan Crisman, Lead ProducerZac Gittens, Producer
Client Company: Virginia529Title: Tuition Monster “Pre-Roll”
Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative Director/Account ManagerC.J. Hawn, Art Director/Copywriter
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GOLD ADDY WINNERSCONSUMER CAMPAIGN-LOCAL
CLEAN DESIGNClient Company: Carolina BalletTitle: Carolina Ballet 2016 Season
Credits:Nikki Steeprock, Senior DesignerScott Scaggs, Chief Creative OfficerAlice Brady, Associate Creative DirectorMary Webster, Associate Creative DirectorTyler Northrup, Photographer
C AROL INA BALLET PRESENTS
S E P T E M B E R 2 0 1 6
Location: Fletcher Opera Theater For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Lindsay Purrington, Ashley Hathaway, and Oliver Béres
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Adam Chavis, Adam Schiffer, and Rammaru Shindo
N OV E M B E R 2 0 1 6
C AROL INA BALLET PRESENTS
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Randi Osetek and Alicia Fabry
A P R I L 2 0 1 7
C AROL INA BALLET PRESENTS
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Marcelo Martinez and Lilyan Vigo Ellis
M AY 2 0 1 7
C AROL INA BALLET PRESENTS
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GOLD ADDY WINNERSCONSUMER CAMPAIGN-LOCALJACKSON MARKETING GROUPClient Company: Greenville Literacy AssociationTitle: GLA Spoiler Campaign
Credits:The Jackson Team
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GOLD ADDY WINNERSCONSUMER CAMPAIGN-NATIONALERWIN PENLANDClient Company: Denny’sTitle: Denny’s New Pancakes
Credits:Erwin Penland Team
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GOLD ADDY WINNERSINTEGRATED BRAND IDENTITY CAMPAIGN -LOCAL OR REGIONAL/NATIONAL
THE REPUBLIKClient Company: The Franklin HotelTitle: Franklin Hotel Identity
Credits:Robert Shaw West, Creative DirectorMatt Shapiro, Art Director & DesignerGeorge Lauinger, DesignerNeil Hinson, Copywriter
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RESPONSIVE DESIGN
GOLD ADDY WINNERS
STILL PHOTOGRAPHY, COLOR, SINGLE
BOYD PEARMAN PHOTOGRAPHY
WRAY WARD
Client Company: Rebel RecordsTitle: My Daddy’s Grass Album Cover
Credits:Richard Boyd, PhotographerLouisa Brancati, StylistAmy Pearman, Post Processing
Client Company: Coats North AmericaTitle: Coats: It’s All In The Details
Credits:Josh Ashton, Creative Director, DesignerJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning , Development LeadBrad Hood, Account Lead
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GOLD ADDY WINNERSART DIRECTION
CLEAN DESIGNClient Company: Carolina BalletTitle: Carolina Ballet 2016 Season
Credits:Scott Scaggs, Chief Creative OfficerNikki Steeprock, Senior DesignerAlice Brady, Associate Creative DirectorMary Webster, Associate Creative DirectorTyler Northrup, Photographer
CAROL INA BALLET PRE SE N TS
S E P T E M B E R 2 0 1 6
Location: Fletcher Opera Theater For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Lindsay Purrington, Ashley Hathaway, and Oliver Béres
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Adam Chavis, Adam Schiffer, and Rammaru Shindo
N OV E M B E R 2 0 1 6
CAROL INA BALLET PRESENTS
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Randi Osetek and Alicia Fabry
A P R I L 2 0 1 7
CAROL INA BALLET PRESENTS
Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787
Dancers: Marcelo Martinez and Lilyan Vigo Ellis
M AY 2 0 1 7
CAROL INA BALLET PRE SE N TS
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SILVER ADDY AWARDSPROFESSIONAL
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SILVER ADDY WINNERSCARD, INVITATION, ANNOUNCEMENT CAMPAIGN
VIRGINIA TECHClient Company: Meaghan A. DeeTitle: Happy Holidays Set
Credits:Meaghan A. Dee, Designer
DIRECT MAIL-3D CAMPAIGN
THE REPUBLIKClient Company: FHITitle: FHI Mailer Campaign
Credits:Robert Shaw West ,Creative DirectorLuke Rayson, Art Director & DesignerMatt Shapiro, Art Director
MAGAZINE ADVERTISING, FULL PAGE OR LESS SINGLE UNITBRIGHT+CO, HIGHLANDSClient Company: Highlands Chamber of CommerceTitle: Highlands Food & Wine Festival Ad3
Credits:Andy Mendelsohn, Creative DirectorJ.J. Puryear, Art Director
GUERRILLA MARKETINGCAMPAIGNMYRIAD MEDIAClient Company: North Carolina Museum of ArtTitle: #NCMAcars Micromurals
Credits:Tina Haver Currin, Creative StrategistJedidiah Gant, Digital StrategistShane Smith, Designer
OUT-OF-HOME CAMPAIGNADAMS OUTDOOR ADVERTISINGClient Company: ServicemasterTitle: Servicemaster Mold Tease and Reveal
Credits:Brandon Sweeney, Art DirectorDave Barry, DesignerTodd Turner, Creative Director
BLOGSERWIN PENLANDClient Company: Denny’sTitle: Denny’s Tumblr
Credits:Erwin Penland Team
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SILVER ADDY WINNERSWEBSITES B-TO-BWRAY WARDClient Company: Coats North AmericaTitle: Coats: It’s All In The Details
Credits:Josh Ashton, Creative Director, DesignerJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning, Development LeadBrad Hood, Account LeadAaron Putnam, Motion DirectorChris Walters, Motion EditorJustin Smith, Photographer/VideographerSean Busher, VideographerPeter Godshall, 3D Artist
ADVERTISING INDUSTRY SELF-PROMOTION ONLINE/INTERACTIVECARAVANClient Company: CaravanTitle: Caravan Website
Credits:Caravan, Production AgencyBernardo Marentes & Jon Muedder, Creative DirectorsLiz Jones, DesignerDustin Horton, Developer
TELEVISION ADVERTISING, LOCAL (ONE DMA), SINGLE SPOT :15 OR LESSELEVATIONClient Company: Virginia Credit UnionTitle: Credit Score
Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative DirectorC.J. Hawn, Art Director/CopywriterKim Moore, Senior Account ManagerMarnie Martin, Account Manager
TELEVISION ADVERTISING, REGIONAL/NATIONAL, SINGLE SPOT, UP TO 2:00WRAY WARDClient Company: VELUX AmericaTitle: VELUX _ Shift Your Outlook
Credits:John Roberts, VP, Executive Creative DirectorDavid Haire, Art DirectorKatie Moore, Senior CopywriterDevon Newton, ProducerJenny Duncan, Account LeadJennifer Voorhees, Project ManagerBark Bark, Production Studio
TELEVISION ADVERTISING, REGIONAL/NATIONAL, SINGLE SPOT, UP TO 2:00ELEVATIONClient Company: Virginia529Title: Tuition Monster “Snack Cakes”
Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative Director/Account ManagerC.J. Hawn, Art Director/Copywriter
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SILVER ADDY WINNERSSINGLE WEBISODETHE VARIABLEClient Company: Sunshine Beverage CompanyTitle: Caleb Caudle: Standard Deluxe
Credits:Joe Parrish, Creative DirectorDavid Jones, Assistant Creative DirectorDavid Jones, Art DirectorMatteson Fields, CopywriterJosh Carnley, DesignerDavide Jones, DirectorEmily Morgan, Director of Photography/Editor
BRANDED CONTENT &ENTERTAINMENT CAMPAIGNERWIN PENLANDClient Company: UPS StoreTitle: UPS Store Elevator Pitch
Credits:Erwin Penland Team
PUBLIC SERVICE ONLINEFILM, VIDEO & SOUNDMAD MONKEY, INC.Client Company: SC Campaign to Prevent Teen PregnancyTitle: I’m In Control
Credits:Alvin Caughman, Executive ProducerMad Monkey, Inc., Production Company
B-TO-B CAMPAIGN-NATIONALWRAY WARDClient Company: Kincaid FurnitureTitle: Kincaid Furniture - The Promise
Credits:John Roberts, Executive Creative DirectorJustin Smith, CinematographerDana Williams, Project LeadLaura Tice, Production ManagerPatrick McClean, WriterChris Walters, Editor & Sound DesignAaron M Putnam, Motion DirectorJohn Roberts, PhotographerBrandon Scharr, Senior Designer
INTEGRATED MEDIA PUBLIC SERVICE CAMPAIGNMADISON+MAINClient Company: Virginia Energy Sense ProgramTitle: Jack says “Value Your Power”
Credits:David Saunders, Chief Idea OfficerArt Webb, Creative DirectorKaity Carr, Senior Graphic DesignerKaitlin Riddle, Senior Account Manager
COPYWRITINGTHE REPUBLIKClient Company: FHITitle: FHI Little Book of Big Ideas
Credits:Neil Henson, CopywriterRobert Shaw West, Creative DirectorLuke Rayson, Art Director & DesignerMatt Shapiro, Art Director
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SILVER ADDY WINNERSCOPYWRITINGERWIN PENLANDClient Company: Denny’sTitle: Denny’s Twitter Copywriting
Credits:Erwin Penland Team
AD CLUB OR MARKETING CLUBTHE VARIABLEClient Company: American Advertising Federation AwardsTitle: AAF Event Promotion
Credits:Joe Parrish, Creative DirectorDavid Jones, Assistant Creative DirectorMatt Cook, Art Director/DesignerMatteson Fields, CopywriterDavid Mullen, Account DirectorBrandelynn Perry, Account ExecutiveChris Ellison, EditorEmily Morgan, EditorJimmy Henderson, Studio ArtistGround Crew, GraphicsHot Sake, SoundGary Bostwick, Copywriter
ILLUSTRATION - SINGLEACCESSClient Company: Children’s TrustTitle: CT Rolling of the Bulls
Credits:Access, Creative TeamMichael Craighead, Illustration
ILLUSTRATION - SINGLEALAN PEARSALL ART & DESIGNClient Company: Thomas Creek BreweryTitle: Tres Gringos Barbudos
Credits:Alan Pearsall, Principal Artist at Alan Pearsall Art & Design
ILLUSTRATION - SINGLEPOWELL & PARTNERSClient Company: NAPA FiltersTitle: NAPA Filters 50 Golden Years
Credits:John A. Powell III, Creative DirectorMax Grundy, Illustrator
STILL PHOTOGRAPHY CAMPAIGNTHE REPUBLIKClient Company: The Franklin HotelTitle: Franklin Photography
Credits:Robert West, Creative DirectorMark Scoggins, Photographer / ProducerMatt Shapiro, Art Director
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SILVER ADDY WINNERSCINEMATOGRAPHY BOSS MOTION PICTURE COMPANYClient Company: Bon SecoursTitle: Bon Secours Branding Launch
Credits:BOSS Motion Picture Company, production
USER EXPERIENCEWRAY WARDClient Company: Coats North AmericaTitle: Coats: It’s All In The Details
Credits:Josh Ashton, Creative Director, UX DirectorJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning, Technology LeadBrad Hood, Account Lead
USER EXPERIENCEGROWClient Company: GoogleTitle: Coats: Window Wonderland / Google Shopping
Credits:Grow, Agency
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CONGRATULATIONS!NOW FOR THE STUDENT WINNERS...
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BEST OF SHOWSTUDENT
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STUDENT BEST OF SHOWONLINE / INTERACTIVE ADVERTISING & PROMOTION CAMPAIGN
TONI BROWN & CAROLINE MCLOUGHLINEducational Institution: Virginia Commonwealth UniversityTitle: Sweet & Low Companion
Credits:Toni Brown, Art Director Caroline Mcloughlin, CopywriterJay Adams, Creative Director
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GOLD ADDY AWARDSSTUDENT
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STUDENT GOLD ADDY WINNERS
PACKAGING PACKAGING
CAMERON OHLS MATT SWANKEducational Institution: Anderson UniversityTitle: il Mucchio Parmesan Packaging
Credits:Cameron Ohls, Designer
Educational Institution: Anderson UniversityTitle: Scycle Trimmer Line Packaging
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Koze is a company that makes handmade sleep masks. I chose the logo and brand to revolve around koalas because on average they sleep 20 out of 24 hours a day. I figured this was the perfect symbol for a sleep mask that is only going
to enhance your rest. The point of purchase is an illustration of a koala with the individual product packaging hanging off of the body, ready for removal by the customer.
STUDENT GOLD ADDY WINNERSPOINT OF PURCHASE
COVER/EDITORIAL SPREAD OR FEATURE - SERIES
SHANNON LEBLANC
FRANCES STEPHENS
Educational Institution: Liberty UniversityTitle: Koze
Credits:Shannon LeBlanc, Shannon LeBlanc
Educational Institution: Anderson UniversityTitle: The Exposure Series
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STUDENT GOLD ADDY WINNERSMAGAZINE ADVERTISING CAMPAIGN
BRIDGET GUCKIN & TYLER HOLLEYEducational Institution: Virginia Commonwealth UniversityTitle: McCormick’s Flavor You Can Feel
Credits:Bridget Guckin, Art DirectorTyler Holley, CopywriterJay Adams, Creative Director
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STUDENT GOLD ADDY WINNERSONLINE / INTERACTIVE ADVERTISING & PROMOTION CAMPAIGN
TONI BROWN & CAROLINE MCLOUGHLINEducational Institution: Virginia Commonwealth UniversityTitle: Sweet & Low Companion
Credits:Toni Brown, Art Director Caroline Mcloughlin, CopywriterJay Adams, Creative Director
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STUDENT GOLD ADDY WINNERSILLUSTRATION CAMPAIGN
SHAWNA HESSIONEducational Institution: Radford UniversityTitle: Don’t Let Them Fade Away
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SILVER ADDY AWARDSSTUDENT
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STUDENT SILVER ADDY WINNERSPACKAGINGJI SU LEEEducational Institution: Liberty UniversityTitle: Why So Cereal?
PACKAGINGDAKOTA STANFORDEducational Institution: Radford UniversityTitle: Mug Hard: Holiday Collection
PACKAGINGSARAH KUZMICEducational Institution: Bob Jones UniversityTitle: Essie Edge Nail Polish Packaging
PACKAGINGCAMERON OHLSEducational Institution: Anderson UniversityTitle: DeMattia Whiskey Packaging
Credits:Cameron Ohls, Designer
PACKAGINGJENNIFER JEFFERSONEducational Institution: Anderson UniversityTitle: Truth in Postmodernism DVD Set
Credits:Jennifer Jefferson, Student Designer
PACKAGINGJOANNA DANIELSEducational Institution: Bob Jones UniversityTitle: American Seed Packaging
Credits: Jay Bopp
POINT OF PURCHASEJI SU LEEEducational Institution: Liberty UniversityTitle: AHA!
MAGAZINE DESIGNJENNY JEFFERSON, SHELBY KENRICK, HALEY WILLIAMS AND KRISTIN FERERIAEducational Institution: Anderson UniversityTitle: Reach Magazine
POSTER CAMPAIGNCHLOE KIMEducational Institution: Liberty UniversityTitle: UNCOVER
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STUDENT SILVER ADDY WINNERSPOSTER CAMPAIGNPARIA TAHERIEducational Institution: Virginia Commonwealth UniversityTitle: 100% Workware
Credits:Paria Taheri, Art Director/CopywriterTyler Manley, CopywriterBridget Camden, Creative Director
OUTDOOR & TRANSIT ADVERTISING CAMPAIGNHANNAH LYNCHEducational Institution: Liberty UniversityTitle: Objectification
AMBIENT MEDIA, SINGLE OCCURRENCE OR INSTALLATIONHANNAH PINKIEEducational Institution: Liberty UniversityTitle: Collect 200 | A Museum Exhibition
ILLUSTRATION CAMPAIGNANNA MCABEEEducational Institution: Anderson UniversityTitle: Imagination Series
Credits:Anna McAbee, Designer
ILLUSTRATION CAMPAIGNANNA MCABEEEducational Institution: Anderson UniversityTitle: Imagination Series
Credits:Anna McAbee, Designer
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MEET THE JUDGES2017
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MEET THE JUDGES
Associate Creative DirectoridfiveBaltimore, MD
idfive.com
HostThe BeanCastNew York City, NY
thebeancast.com
Graphic Design CoordinatorUniversity Health Care SystemAugusta GA
universityhealth.org
SAM BOROWY BOB KNORPP JESSICA STANFORD
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Andrew “Ace” Evans, Alex Wier, Ashley Simoneaux, Bonnie Drewniany, Daniel Stewart, Hampton Miller, Joseph Lemmons, Michael Witt, Scott Harris, Shelley Magee, Skot Garrick, Stefanie Brown, Stephanie Owens, Chris Dodd, David Campbell, Megan Telencio,
Kym Davis and Danielle Salley
LEARN MORE ABOUT AAF DISTRICT 3 // AAFDISTRICT3.ORG
A SPECIAL THANK YOUTO OUR OFFICERS, CHAIRS & VOLUNTEERS