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Ithaca College's AAF Hosts Its 6th Creative Crunch Competition

Park AdVenue, Ithaca College’s chapter of the American Advertising Federation, hosts a competition each semester called the Creative Crunch. The participants are given a mystery client and creative brief the day of the event. In two hours, they have to create two print advertisements and a third advertising execution of their choice. After the two hours are complete, each team has three minutes to pitch their idea in front of three alumni judges. The judges then collaborate to decide on a runner-up and a winner for the challenge.

Park AdVenue hosted its sixth Creative Crunch on April 7, 2013. Lizzy Rosenberg, the Creative Crunch project manager and a first-year Integrated Marketing Communications major, planned the event, contacted the alumni judges and promoted the competition. Eight teams of students from various class years and majors competed in the competition.

IMC major Zach Woelfel, who is the president of Park AdVenue, announced the rules to the various teams, passed out the client briefs and organized the two hours of creative execution time. At the end of the two hours, the eight teams presented their ideas to the three alumni judges. Ben Sear ’05, Carolyn Cox ‘12 and Kristy Mitchell ’08 made the final decision and picked the winners.

Park AdVenue President Zach Woelfel commented, “This was one of the best years we have had at the Creative Crunch. All of the teams produced high-quality work, and the judges were truly impressed.”

The runner-up team placed with its concept “Life Without Lemons.” The group consisted of sophomores Zach Briggs, Greg Johnson, Stephanie Schloss and Elissa DeBruyn. It was the team’s second time competing in the Creative Crunch.

The winning team created the tagline, “Unravel the Unknown.” The winning pair was Sara Harmon, a first-year IMC student, and Courtney Brown ’14, an IMC major. Courtney has competed in all six Creative Crunches and this was Sara’s first time at the event. Upon reflecting on the experience, Sara said, “Overall, I enjoyed my Creative Crunch experience; I think the competition was an ideal way to exercise the skills I have been learning in my classes, as well as a wonderful opportunity to have some fun with advertising!” 

For more information about Park AdVenue events, visit /rhp/orgs/aaf/.



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