One Show merit for AAA graduates

17 Jun 2008

Candice Lind and Sam Joyner, two AAA School of Advertising graduates from the class of 2007, have bagged a Merit Award at the recent One Show New York student competition. The brief was for a Doritos chip campaign aimed at the American consumer.

“It was a very tough assignment for the students not knowing the market, and despite never having traveled to the USA, both students exceeded all expectations,” said Rian Swart, creative faculty head in Cape Town.

The competition had a number of briefs for the students to choose from, and both Lind and Joyner chose the Doritos product. The brief called for an alternative media campaign that would give the brand an iconic status in the daily lives of the American public. The result had to focus on the triangular shape of the product and the prominent "crunch" the chip has when enjoyed.

Lind and Joyner used the triangular shape of Doritos to visually depict a ‘fast forward' motion with the line "The crunch that moves you". Their campaign included ambient outdoor executions, in-store promotions and advertising opportunities on public transport.

Each year, a wide variety of work — from multinational advertising giants to small regional shops — is judged by an international jury of award-winning art directors, copywriters and creative directors. The One Show jury spends many days giving careful consideration to more than 23 825 entries from over 60 countries.

Annually, Gold, Silver and Bronze winners are announced at the awards show at a function in New York City. From there, the work becomes part of an international traveling exhibition making annual stops in Japan, Brazil, China, South Africa and other host cities. All winning work, including Merit winners, is archived on an online database.