ADCC contest grabs students’ attention
The Advertising and Design Club of Canada is the country’s leading proponent of excellence in advertising and design.
Objectives
The ADCC runs an annual student competition to inspire creativity and forge a sense of community.
Goal
Previously, the student competition had lackluster participation despite a $1,000 cash prize. We needed to cut through the clutter, get their attention and motivate them to enter.
Solution
Our solution went beyond creating a dazzling piece that doubled as both a brochure and poster, along with a matching micro Web site.
We brought in a new sponsor, Vespa Canada, which allowed the ADCC to feature a hip Vespa motor scooter as the grand prize. It also gave us a key graphic for the materials. That caught the students’ attention. The cash prize was divided into a series of runner-up prizes.
Results
Student interest jumped, professors participated and contest entries rose by a factor of ten. We like to think it was the design and copy of the marketing materials that made all the difference, not just that shiny red Vespa.
