Take a straw-poll around the ADMERICA conference floor and ask them what one of their top 3 events of this annual event is, and I guarantee the National Student Advertising Competition is going to be in the top 3 90% of the time.
The long standing tradition of NSAC, this year sponsored by Pizza Hut, came to a triumphant conclusion on Friday afternoon at the ADMERICA NSAC Keynote Luncheon. Eight teams and their supportive entourages filled into the main ballroom eagerly awaiting the results.
Teams work tirelessly and their dedication to perfecting their research and presentations show. Often leaving attendees who sit in on any of the presentations or NSAC keynote second guessing their own presentation skills.This year was not different and the team that walked away with first place was University of Oregon.
We know the work of the students could not be accomplished without the passion of advertising educators. This year, the American Advertising Federation was proud to recognize Steven R. Hall and present him with the Distinguished Advertising Educator Award.
While the winning team prepared to present luncheon attendees were treated to a delightful presentation by Todd Pendelton, former Chief Marketing Officer, Samsung Telecommunications America. Todd shared some great lessons from his work with campaigns from brands like Nike, and most recently of course, Samsung.
Todd’s address included some great lessons about creativity and his formula for successful campaigns. We can do more for our brands by creating a culture first, and the advertising falls into place. His work on Nike’s campaign that launched them back into the forefront of street culture was going deep. Pendleton explained that the need to have layers in storytelling is crucial to building emotion. This can’t be achieved without being completely committed to creating something bigger. Be all in, everywhere, and all the time – that’s when you experience true authenticity. One of the most iconic examples of authenticity in one of Samsung’s campaign is Ellen’s selfie at the Oscars. Behind the scenes footage of the promo showed how organic connections in the audience built to make a memorable pop culture moment, but also an important brand moment.
The staples that have brought him through his career so far can be summarized with the 3 I’s. Idea, integration and integrity. These ideals also embody what the NSAC is to not just AAF, but all our local communities and schools. New ideas, successful integration, and above all integrity. Three things that we can reflect on as we move through our careers, no matter what stage.
Keep an eye out for the official press release that will drop June 15. To find out more about the National Student Advertising Competition and how to get involved, visit membership.aaf.org.
About the Author
Alexis actively serves on the board of AD2 Tucson. She is a proud University of Arizona graduate, whose primary area of expertise is in online marketing. She has been happily serving destination marketing organization clients since 2009. Read more…