BFA Advertising alumni were recently honored in this year’s Communication Arts Advertising Annual for projects that address gun violence, child slavery and innovation in digital advertising. The annual competition has been a hallmark of the advertising industry for over 50 years, but this is the first year that it was open to work by students. SVA earned half of the six prizes awarded for campaigns created in faculty member Frank Anselmo’s “Unconventional Advertising” class. “These projects are great examples of the approach we’ve taken in the class for 10 years now,” Anselmo told SVA Close Up. “This is not just creative work. These are firsts in innovative media executions.”
With the Brady Center to Prevent Gun Violence in mind, alumni Gin Chen (2013), Lauren Hom (2013), Kirk Liu (2013) and Alberto Reyes (BFA 2012 Graphic Design) created a campaign called Cut Short that is as innovative as it is startling. Playing before music videos of artists like John Lennon, Marvin Gaye and Notorious BIG, the ads mimic the music videos about to play but stop abruptly with bullet holes representing the gunshots killing each artist.
Minju Cho and Duekhyum Kim‘s work inspired by Amnesty International communicates the horrors of child slavery and sweatshop labor in garment manufacturing that affects 168 million children worldwide. Their project Amnesty Clothes Hanger features an image of a crying child on the hanger’s paper covering, strategically placed so that the child’s hands are located where the clamps are.
Capitalizing on the ads that run before streaming videos, Antonio Perez (2013) came up with an innovative way to use this space as an opportunity for a creative advertising display. Based on FedEx’s same-day delivery service, Perez’s FedEx Pre-Roll shows a person grabbing the opening shot of the selected video from a shipping box and walking toward the viewer to deliver the content.
Selected by a nine-person jury of advertising creative executives, the works chosen represents out-of-the-box thinking about how advertising connects with viewers to promote products and raise awareness of humanitarian causes. For more information about the 2015 Communication Arts Advertising Annual, click here.