Ithaca College’s chapter of the American Advertising Federation (AAF) hosted six teams of students in the Creative Crunch competition, which required them to create an advertising campaign in 48 hours. A panel of alumni, all former integrated marketing communications (IMC) majors, judged the contest.
For the competition, students worked from an eBay creative brief provided by Mark Addona, assistant professor of strategic communication, that asked them to come up with a print and social media campaign that would encourage Gen Z youth to buy and sell using eBay.
Alumni Micol Wajskol ’19, Kristi Licari ’08, and Don Hodgkinson ’18 served as judges.
This year’s winning campaign was “Your Stuff in Better Hands,” created by sophomore IMC majors Michelle Engler, Lilly Tollin, Isabella Mittelman, and Melelana Wheeler. The runner-up “Make It Yours” campaign was produced by IMC majors Ellie Benedict ’25, Emma Boisvert ’24, Sammi Klemm ’25, and Zoe Wegener ’25, along with business administration major Nicole Farias ’25, who called themselves Zense Media.
The winning campaign focused on inspiring Gen Z to sell second-hand items through eBay, with the idea of advertising for their campaign on billboards, digital poster boards, Instagram, and TikTok.