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 Students Create AICP Show Call for Entries Campaign, "How MoMA Are You?"
AICP Show Call for Entries: Show Open to Non-Traditional Media
Mindy Goldberg named AICP Show Chairwoman
2005
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2004
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LECTURE
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SHOW ON TOUR
CALL FOR ENTRIES
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VCU Adcenter Students Create
Ad Campaign for 2006 AICP Show
NEW YORK, January 19, 2006 - The Association of Independent Commercial Producers (AICP) has announced that students at the Virginia Commonwealth University (VCU) Adcenter once again have been called upon to develop the advertising campaign for the AICP Show, the organizationís annual event honoring outstanding commercial filmmaking. The Adcenter, a graduate program in advertising, was awarded the job for the second consecutive year. Its students were charged with creating a print ad and a promotion piece for the 2006 Call for Entries for the 15th Annual AICP Show, The Art & Technique of the American Commercial. The entry deadline is February 15th.
It is such a great experience to work with the students," said AICP President and CEO Matt Miller, whose association represents production companies responsible for 80 to 85 percent of nationally broadcast commercials. "They have such fresh ideas and a wonderful perspective on the industry and The AICP Show, and have helped bring interesting solutions to communicate our core brand message."
Established in 1992, in cooperation with The Museum of Modern Art (MoMA) in New York, the AICP Show recognizes excellence in commercial filmmaking, focusing on technical expertise and the artistic application of that expertise. In addition to television and cinema commercials, the 2006 Show is open to spots created for non-traditional outlets, including the Internet, iPods, cell phones, and other dynamic media. The honored commercials are made part of the permanent collection of the museumís Department of Film and Media.
Taking on responsibility for the campaign were student art directors Jay Lorenzini of Great Falls, VA, and Lauren Peters of Kansas City, MO, and student copywriters Eric D. Steele of Chapel Hill, NC, and Eric R. Boyd of Chicago, IL. VCU Adcenter Managing Director and Professor Rick Boyko served in the role of agency chief creative officer to guide the studentsí efforts.
Having the opportunity to work for a real-world client is an unforgettable experience for these students," said Boyko. "The skills they acquire by getting client feed-back-by seeing not only what is effective but what meets the clientís approvalóas well as learning to work within budgets and deadlines, will serve them well when they look for their first jobs after graduation." Boyko was co-president and chief creative officer of Ogilvy & Mather North America before taking the reins at the Adcenter.
One team of students created a print adóa historical timeline with humorous events leading from the creation to the extinction of the world and tied into the AICP Show. The ad has been running in leading advertising trade publications. A second team of students produced a promotional piece, a take-off on college preparatory exams entitled "AAT: Artistic Aptitude Test." The test asks the question "How MoMA are you?" using questions about the industry to see if individuals are knowledgeable and creative enough to enter the AICP Show. The test is being mailed out to industry professionals, and may be taken online at www.aicp.com, the only place the answers are available.
Mindy Goldberg, president and co-owner of Epoch Films and chairwoman of the 2006 AICP Show, was impressed with the campaign. "This year working with the teams of students brought very fun and playful ways to announce our entry period and further announce the expansion of media platforms that are eligible for the show," she said.
In addition to the advertising campaign, AICP's involvement with the VCU Adcenter also includes a scholarship fund. Known as the AICP Directors' Scholarship, the fund is made possible by contributions from commercial directors who agree to contribute one day's pay to provide assistance to needy students. Last year's contributors were directors Joe Pytka of PYTKA, Erich Joiner of Tool of North America, and Baker Smith of Harvest.
"These students are the future creative leaders in advertising," Miller said. "AICP is proud to assist in supporting not only a fantastic educational institution, but the next generation in our industry."
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