Every semester, the Ithaca College chapter of the American Advertising Federation, Park AdVenue, hosts the Creative Crunch. Creative Crunch is an advertising competition that takes place over 24-48 hours, with students receiving a creative brief for a surprise client at the start and presenting their final campaign at the end of the time period. This most recent competitions’ brief was for Weber Grills. Students were tasked with constructing six advertisements, all part of a cohesive campaign backed by research.
Seven teams competed for the chance to win a small prize; additionally, competitors hoped to earn the opportunity to place their win on their resumes and LinkedIn profiles. The winning team, 56andCloudy, composed of Ian Achterberg ‘23, Brady Spaulding ‘23, Kate Miller ‘24 and Molly Fitzsimons ‘24, focused on a research-backed campaign to promote the new grills.
“Research is my favorite part of creating a campaign, so I was happy to jump on the research part of our creative crunch campaign. We spent a couple hours on Friday on databases like Statista, MRI/Simmons and Mintel to discover the psychographics of our target audience. We needed to know who had the biggest potential to buy a grill and what is their motivation behind buying a grill. This is how we landed our target audience of grill enthusiasts through our research. We discovered millennial parents want to experiment when cooking outdoors. This is how we reached our big idea of ‘discover what's possible,’” said Miller.
The team met over the 48 hours multiple times in order to complete the fast-paced project. Their campaign targeted millennial parents, using creative visuals and text to construct a social and print campaign.