Advertising

2010 Circle of Excellence Awards Program

Judges Report

The professional approach the entrants showed when preparing their entries impressed the judging committee. The majority of entries were similar in nature with a standard approach. The difference between the majority of the entries and the winners was extreme: the winning entries brought a complete strategy that was clearly carried through every piece of every entry, making the overall campaigns complete and comprehensive. The copy and design in these campaigns clearly stood out among the other entrants because they were concise and focused.

Doing more with less. We found that there was a great range when it came to budgets. We were very impressed that the smaller budgets did not limit great work. Both small and large budget campaigns ranked in our top four entries.
Additionally, we found that strong campaigns were created regardless of where the design was done; whether it was at an in-house or at an off-campus agency the strength stemmed from the strategy.

Why did some work get immediately taken 'off the table?' Many executions, while attractive and cleanly designed, featured faculty and students in tired testimonials with clichéd headlines and completely expected visuals. Several campaigns featured multiple ads with the same exact headline each time; or same ad, different photo. Another problem was a lack of a unique selling point, or an important message hidden within a block of overly long body copy. Often it took us too long to realize what the ad was really about. Copywriting for advertising requires a different talent and discipline than required for writing a chancellor's speech or a press release. Colleges exist to make people think - so why can't their ads? The pieces that got noticed and remembered did so by breaking through the clutter, and presenting clear messages and concepts in distinctive ways that set each school apart.

Less is more. Regarding the trappings and presentation of entries - less is more. The simpler the entry was, the better. Some entrants felt obliged to present large notebooks of supporting materials. There was really no need to sift through detailed media and production schedules, pie charts and detailed pricing. Simple notebooks were fine, but extra tear sheets and sample publications, tabbed pocket folders and sticky notes were too much information, and hindered the judging of the entry. The entry forms provided everything we needed to know about an institution's entry.

We gave two Grands!
Advertising Campaigns
Oregon State University amazed us. The strength of this clever and creative campaign is executed in a simple approach that is highly impactful. Their ideas are focused and translate into and smart and effective - not to mention comprehensive - campaign. We were also impressed by the relatively small price tag.

Advertising Individual Ads
York University has created a visually striking campaign. It is an outstanding example of how a concise and focused message along with a simplistic approach creates a great campaign. The approach acknowledges its target audience and is on-brand with York's identity.

Winners Category 40: Advertising

Host Institution: University of Waterloo
Judging Date: April 15, 2010
Total number of entries: 54 Campaigns, 24 Individual Ads

ADVERTISING CAMPAIGNS:

Grand Gold Award
Oregon State University - Powered by Orange

Gold Award
Memorial University of Newfoundland - This is the start of something BIG

Gold Award
University of Johannesburg - Join the Gang of Greats - Rethink Education

Silver Award
York University - York University 2009, 50th Anniversary Advertising Campaign

No Bronze Award was given.


INDIVIDUAL ADS:

Grand Gold Award
York University - Social Justice Campaign, Inclusion Day

Gold Award
University of Texas System - Our Stars Shine Bright

Silver Award
New York Institute of Technology Main Campus - NYIT I Graduate Ad Campaign

Bronze Award
University of Central Missouri - "Be UCM Confident" ad series