Chaminade students get set for ad contest


POSTED: Wednesday, May 26, 2010

A select and award-winning group of Chaminade University students is prepping for the National Student Advertising Competition in Orlando, Fla., on June 10 and 11.

The competition is part of the annual American Advertising Federation conference at which the local students, Hawaii's young advertising professionals and veteran ad-industry types all compete against their peers.

The students are occupying their time by honing their presentation skills, said Paul Lam, NSAC coordinator for the AAF-Hawaii Chapter.

Judges gave them feedback at the April 24 district finals, in which the Chaminade team prevailed against Hawaii Pacific University, “;and they're taking that critique and applying it to prepare for the national finals,”; he said.

The teams were charged with devising a comprehensive marketing plan for national competition sponsor State Farm Insurance, with an imaginary budget of $40 million.

The Chaminade team is led by Communications Department Director Cliff Bieberly, and its presenters are Nannie Anne Apalla, Shane Hanson, Kuldip Shergill, Marissa Vasper and Anatol von Zitzewitz. They'll compete against as many as 19 other schools on June 10 and won't know the results until the next day, Lam said.

Members of Ad 2 Honolulu will make their public service campaign presentation that day, but they will hear the winner announcement the same day, said Tai Leong, Ad 2 Public Service committee co-chairwoman and producer for Anthology Marketing Group.

The club already knows how well it stacks up against other Ad 2 chapters. In an earlier part of the competition, the club submitted a series of books recapping overall activities of the club and its committees over the year.

Ad 2 Honolulu has won first place for its public service and membership committee books, second place for the overall club book and third place for its programs book, Leong said.

She and the two other members—Maile Takashima, marketing coordinator for Aloha United Way, and Nez Calaro, an account executive with advertising and marketing agency Sharon Serene Creative—will make the presentation on this year's nonprofit client, Community Helping Schools.

The trio will compete against about nine other chapters, Leong said.

There are about 20 Ad 2 chapters across the country, but “;a lot of the clubs don't have the structure for public service.”;

The Hawaii club, a powerhouse and serial winner at the national Ad 2 Public Service competition, benefits from its isolation, in a way.

“;What's totally unique about Hawaii, and why we're so lucky, is all these resources”; the club can access, Leong said.

“;We're big in population but small as a community,”; so veteran members of the industry provide generous support.

That will be in evidence at tonight's annual Ad 2 fundraiser from 6 to 9 p.m. at Ka Restaurant & Lounge at Ward Centre. Admission is $25 at the door.

Hawaii's Pele award-winning advertising produced by members and nonmembers of AAF-Hawaii also will be competing for national ADDY awards. Those winners will be announced at a gala on June 12.