UM School of Communication Students Win 14 ADDYs

Mailers, apps and marketing campaigns characterized by their innovation led to School of Communication students taking home six gold and eight silver local ADDY awards. Students used skills learned in the classroom to take on corporate clients by creating campaigns for Mary Kay, Maker’s Mark and Johnnie Walker. They also tackled global and social problems, ingeniously addressing the issues of cyber bullying, Ebola and childhood obesity. Winning a gold or silver local ADDY award is the first of three steps to the national Student American Advertising Awards Competition.

“The ADDYs are a standard in high achievement and recognition in the advertising industry. These awards showcase the best work produced, not only for schools, but at a professional level as well,” said Sarai Nunez, strategic communication professor at the School of Communication.

DJ Davids and Gianna Balasco named their Maker’s Mark campaign Some Things Should Never Change. The team focused on creating print ads featuring vintage-looking photographs etched with phrases branding Maker’s Mark a modern classic. Targeting young urban professionals, they also designed direct mailers using sun-sensitive paper that exposes a message revealed only after being under UV rays, compelling the recipient to leave the concrete jungle for some rural sunshine. 

"The Maker's Mark project is a perfect example of the passion and commitment our students have, and Gianna and DJ deserve this recognition. This piece was not a class assignment; it was work they created on their own accord as a portfolio piece to best represent their ever-evolving skill sets. An ADDY Award is an amazing accomplishment in this industry and I'm so proud that they received this formal acknowledgement of their dedication and talent," said Meryl Blau, strategic communication professor at the School of Communication.

Creating a solution for childhood obesity, members of the Moxxie team developed the idea for a wristband and app that tracks a child’s activity level. Every movement fuels an in-app avatar, leading to adventures in different worlds within the game. Children are motivated to exercise through prompts and, if they don’t move, their avatar will not progress. Parents have the added benefit of being able to track their child’s physical activity and reward them with coins that can be used within the app.

“This project, in particular, is one that I found compelling. In a lot of ways, it features the current mindset that is ongoing in innovative advertising agencies. The emphasis is on creatively solving a problem rather than the idea of selling something, and that is very exciting,” said Nunez.

Local ADDY winners and Best in Show will be publicly announced March 18 at Mana Studio in Wynwood. To view project images, visit our Facebook page by clicking here. Below is the complete list of SoC ADDY winners.

Direct Marketing Category:
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Some Things Should Never Change
Instructor: Meryl Blau
Credits:
DJ Davids, copywriter
Gianna Balasco, art director

Non-Traditional Advertising Category:
Name on Award: University of Miami
Award: Silver ADDY Award
Title: enLighten Effort
Instructor: Sarai Nuñez
Credits:
Alexander Allen, copywriter
DJ Davids, copywriter
Claudia Fernandes, designer
Allison Pakrosnis, jr. designer
Jassenia Rodriguez, art director
Marina Rutenberg, designer
Sera Takata, jr. designer
 
Name on Award: Claudia Fernandes
Award: Silver ADDY Award
Title: NAKED AS WE CAME
Instructor: Sarai Nuñez
Credits:
Claudia Fernandes
 
Consumer or Trade Publication Category:
Name on Award: DJ Davids
Award: Gold ADDY Award
Title: Some Things Should Never Change
Instructor: Meryl Blau
Credits:
DJ Davids, copwriter
Gianna Balasco, art director
 
Digital Advertising Category:
Name on Award: University of Miami
Award: Gold ADDY Award
Title: Moxxie
Instructor: Sarai Nuñez
Credits:
Alexander Allen, copywriter
DJ Davids, copywriter
Claudia Fernandes, interface designer, illustrator
Allison Pakrosnis, jr. designer
Hollie Pollak, designer
Jassenia Rodriguez, art director
Marina Rutenberg, interface designer, art director
Sera Takata, jr. designer
 
Name on Award: Tim Warren
Award: Gold ADDY Award
Title: Johnnie Walker Black Label
Credits:
Tim Warren, creative director
 
Name on Award: DJ Davids
Award: Gold ADDY Award
Title: Delete the Darkness
Credits:
DJ Davids, copywriter
Jassenia Rodriguez, art director
 
Name on Award: The Writing's on the Wall
Award: Silver ADDY Award
Title: The Writing's on the Wall
Credits:
Derrick Yousefi, concept/copy/design
Ariana Pierre, art direction/concept
Sam Koay, PSA direction
Patrick Corcino, PSA editing
Crisveth Ortega, PSA sound engineering
 
Television Category:
Name on Award: Tim Warren
Award: Gold ADDY Award
Title: Johnnie Walker Black Label
Credits:
Tim Warren, creative director
 
Integrated Campaign Category:
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Delete the Darkness
Instructor: Meryl Blau
Credits:
DJ Davids, copywriter
Jassenia Rodriguez, art director
 
Name on Award: University of Miami's Miami Collective Team
Award: Silver ADDY Award
Title: Mary Kay Skinny Dip Challenge
Instructor: Meryl Blau
Credits:
Khadija Andrews, strategy/media director
Alexis Plair, strategy/media director
Jamie Santucci, strategy director
Jamie Shankman, sr. art airector
Kelly Smith, creative director
Michelle DuBois, creative director
Sean Pezzulo, creative director
Kelly Alvarez, social media specialist/designer
Brian Koenigsberg, digital content specialist/copywriter
Jonathan Fernandez, social media specialist/copywriter
Daylin Reyes, sr. designer
Brian Johnson, account planner

Elements of Advertising Category:
Name on Award: University of Miami
Award: Gold ADDY Award
Title: Moxxie
Instructor: Sarai Nuñez
Credits:
DJ Davids, copywriter
Claudia Fernandes, illustrator, designer
Allison Pakrosnis, jr. designer
Hollie Pollak, jr. designer
Jassenia Rodriguez, art director, voice over
Marina Rutenberg, designer
Sera Takata, Jr. designer
 
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Some Things Should Never Change
Credits:
DJ Davids, Copywriter
Gianna Balasco, art director
 
Name on Award: Marina Rutenberg
Award: Silver ADDY Award
Title: Buku
Instructor: Sarai Nuñez
Credits:
Marina Rutenberg
 
Direct Marketing Category:
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Some Things Should Never Change
Instructor: Meryl Blau
Credits:
DJ Davids, copywriter
Gianna Balasco, art director
 
Non-Traditional Advertising Category:
Name on Award: University of Miami
Award: Silver ADDY Award
Title: enLighten Effort
Instructor: Sarai Nuñez
Credits:
Alexander Allen, copywriter
DJ Davids, copywriter
Claudia Fernandes, designer
Allison Pakrosnis, jr. designer
Jassenia Rodriguez, art director
Marina Rutenberg, designer
Sera Takata, jr. designer

Name on Award: Claudia Fernandes
Award: Silver ADDY Award
Title: NAKED AS WE CAME
Instructor: Sarai Nuñez
Credits:
Claudia Fernandes
 
Consumer or Trade Publication Category:
Name on Award: DJ Davids
Award: Gold ADDY Award
Title: Some Things Should Never Change
Instructor: Meryl Blau
Credits:
DJ Davids, copwriter
Gianna Balasco, art director
 
Digital Advertising Category:
Name on Award: University of Miami
Award: Gold ADDY Award
Title: Moxxie
Instructor: Sarai Nuñez
Credits:
Alexander Allen, copywriter
DJ Davids, copywriter
Claudia Fernandes, interface designer, illustrator
Allison Pakrosnis, jr. designer
Hollie Pollak, designer
Jassenia Rodriguez, art director
Marina Rutenberg, interface designer, art director
Sera Takata, jr. designer

Name on Award: Tim Warren
Award: Gold ADDY Award
Title: Johnnie Walker Black Label
Credits:
Tim Warren, creative director
 
Name on Award: DJ Davids
Award: Gold ADDY Award
Title: Delete the Darkness
Credits:
DJ Davids, copywriter
Jassenia Rodriguez, art director
 
Name on Award: The Writing's on the Wall
Award: Silver ADDY Award
Title: The Writing's on the Wall
Credits:
Derrick Yousefi, concept/copy/design
Ariana Pierre, art direction/concept
Sam Koay, PSA direction
Patrick Corcino, PSA editing
Crisveth Ortega, PSA sound engineering

Television Category:
Name on Award: Tim Warren
Award: Gold ADDY Award
Title: Johnnie Walker Black Label
Credits:
Tim Warren, creative director
 
Integrated Campaign Category:
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Delete the Darkness
Instructor: Meryl Blau
Credits:
DJ Davids, copywriter
Jassenia Rodriguez, art director
 
Name on Award: University of Miami's Miami Collective Team
Award: Silver ADDY Award
Title: Mary Kay Skinny Dip Challenge
Instructor: Meryl Blau
Credits:
Khadija Andrews, strategy/media director
Alexis Plair, strategy/media director
Jamie Santucci, strategy director
Jamie Shankman, sr. art airector
Kelly Smith, creative director
Michelle DuBois, creative director
Sean Pezzulo, creative director
Kelly Alvarez, social media specialist/designer
Brian Koenigsberg, digital content specialist/copywriter
Jonathan Fernandez, social media specialist/copywriter
Daylin Reyes, sr. designer
Brian Johnson, account planner
 
Elements of Advertising Category:
Name on Award: University of Miami
Award: Gold ADDY Award
Title: Moxxie
Instructor: Sarai Nuñez
Credits:
DJ Davids, copywriter
Claudia Fernandes, illustrator, designer
Allison Pakrosnis, jr. designer
Hollie Pollak, jr. designer
Jassenia Rodriguez, art director, voice over
Marina Rutenberg, designer
Sera Takata, Jr. designer
 
Name on Award: DJ Davids
Award: Silver ADDY Award
Title: Some Things Should Never Change
Credits:
DJ Davids, Copywriter
Gianna Balasco, art director
 
Name on Award: Marina Rutenberg
Award: Silver ADDY Award
Title: Buku
Instructor: Sarai Nuñez
Credits:
Marina Rutenberg