Students in Dr. Randy Voorn’s Advertising and Sales Promotion course competed for the 12th annual Trinity Advertising (TRIAD) Award on Tuesday, May 4. Divided into three teams, the students created anti-methamphetamine advertising campaigns that included three print and three television ads.
The 2010 TRIAD award-winning campaign was “People do a lot of stupid things, but meth shouldn’t be one of them.” Using a wittier approach, team members David Tilley ’10 of Rochelle, Illinois; Mike Azzaline ’10 of Orland Park, Illinois; Tarynn Klein ’11 Plainfield, Illinois; and Andrew Humme ’11 of Palos Park, Illinois, used their campaign to reach a young audience with comic and memorable scenarios.
“Developing an effective campaign for an advertising agency is a great experience and provides an inside look at how marketing firms perform their jobs on a regular basis,” Humme said.
Students formed a “big idea” for the focus of each campaign which served as the foundation of the ads. Completing research on previous anti-meth campaigns and affected age groups, the teams chose specific audiences, media channels, and a message to effectively reach their public.
“From this experience I have gained a greater understanding of what advertisers go through when they have to put together an ad campaign," said Christopher Bosch ’11 of Holland, Michigan.
The competing campaign messages included “People do a lot of stupid things, but meth shouldn’t be one of them,” “Meth Ruins,” and “What does your scoreboard say?”
Trinity graduates Chris Kloet ’91, Melissa Holtrop ’00, and Jeff Dryfhout ’95 served as judges for this year’s competition. Kloet is currently the vice president creative director for Draft/FBC Chicago; Dryfhout is the director of marketing at Sara Lee for the Hillshire Farms brand; and Holtrop works in advertising client management and freelance photography.
“Creating an advertising campaign from start to finish and presenting it to working professionals was a great experience that all of my classmates and I enjoyed to the fullest,” said Humme.