By Faith Topolski, Staff Writer
This past weekend, the campus chapter of the American Advertising Federation, Kwerkworks, took a trip to New York City to present at the National Student Advertising Competition. Those who went as part of the agency had the opportunity to pitch an advertising campaign for the Ocean Spray company, which they have been working on the entire semester.
The team that worked to put the campaign together consisted of 30 students in five different departments: planning, public relations, creative, media and social media.
“Each department plays a crucial role,” said Emmy Kolbe, a senior journalism major. “It was incredible watching the collaboration of 30 people unfold into a cohesive campaign that we couldn’t be more proud of.”
The team was also able to observe other New York schools from the district present their projects.
“In addition to watching SBU’s pitch, I also saw work from a few other schools throughout New York,” said Bryce Spadafora, a senior journalism major. “It was interesting to see what other schools did with the Ocean Spray brand and compare that work to St. Bonaventure’s campaign.”
Kolbe added, “It was incredible to see the different ideas and thought processes that came about from the same case study.”
While in the city, some students had the chance to visit the FleishmanHillard public relations and marketing agency.
“We learned about how the agency is using social media influencers in its work,” Spadafora said of the agency visit. “They gave us some great insight into the advertising field.”
Both Spadafora and Kolbe said the team did the best work they were able to, working on much of their campaign outside of the classroom and spending hours and days shaping and perfecting each portion of the campaign.
“[The creative team] would spend entire days shooting commercials and trying to get the perfect shot,” Spadafora explained. “It took a long time, but seeing it put together in the final pitch made it worthwhile.”
The St. Bonaventure team came in third place, to the pleasure and pride of those who worked so hard on the campaign.
“St. Bonaventure came in third place this year, and that’s huge for us,” Kolbe shared.
Spadafora echoed Kolbe’s sentiment.
“Everyone worked hard and it shows,” Spadafora said. “We knew we had a great pitch, but I don’t think any of us expected to place third. It took us by surprise and it feels great.”
Those involved have chalked up another success for St. Bonaventure, proving the value of taking risks and believing in one’s abilities.
“At the beginning of the semester, our professor, Michael Jones-Kelley, asked us, ‘Do we want to do the best work we possibly can or do we want to win?’ We, of course, always choose the best work possible. And this year is proof that striving to produce the best product you can is the greatest reward of all,” said Kolbe.
