Syracuse University Takes 1st Place in the AAF’s 2018 National Student Advertising Competition sponsored by Ocean Spray

The University of Virginia secured 2nd place and the University of Missouri placed 3rd. 

WASHINGTON, DC, June 19, 2018
—Over 140 teams were tasked with delivering a comprehensive campaign addressing the challenges presented by this year’s National Student Advertising Competition (NSAC) client, Ocean Spray. Syracuse University’s presentation took the client through thoughtful tactics, thorough research and provided a unique perspective in attracting the targeted millennial audience. The team’s insights and clear understanding of Ocean Spray’s marketing objective set them apart from the additional seven finalists. The competition, hosted by the American Advertising Federation (AAF), took place during its annual conference, ADMERICA, in Chicago, IL.

“There is no better way to get access to top talent and fresh ideas for your brand,” said Kellyanne Dignan, Ocean Spray’s Director, Global Corporate Affairs.  “Participating in NSAC is a tremendous value-add to your organization.”

This year’s client challenged student teams to develop a marketing campaign that drives relevancy of the Ocean Spray brand for millennials across both food and beverages. After creating a written campaign proposal and 20-minute presentation, winning its district competition and advancing from semi-finals to finals, Syracuse was selected as the national champion with their “The Necessary, Legendary, Extraordinary Cranberry” campaign.

Other NSAC finalists included Brigham Young University-Provo, Columbia College, East Tennessee State University, Montana State University and Oral Roberts University. Judges for the final competition included executives from Ocean Spray, Energy BBDO and Digitas.

In addition to the national title, prizes were awarded by two of the NSAC’s research partners in recognition of exceptional work throughout the competition. SalesFuel awarded The University of Missouri the Best Use of Marketing Research Award and Columbia College was honored with the Best Plans Book Award by Simmons Research. This year, Ocean Spray judges were so impressed with the finalists, an impromptu award for best tactic, dubbed “The Golden Cranberry” was awarded to Montana State University, along with a one thousand-dollar prize.  In addition, Joshua Race from Syracuse University, received the AAF District 7’s Bolton-MacVicar Best Presenter Award.

For more information about the National Student Advertising Competition, please contact Melony Hughes at (202) 898-0089. Or, visit AAF’s website to learn more.