Published: Feb 2, 2012
The SCADDY Awards honor excellence in advertising and the related fields created by SCAD students.
SAVANNAH, Ga. - The Savannah College of Art and Design hosted the 2012 SCADDY Awards
Friday, Jan. 27, at the Trustees Theater, 216 E. Broughton St. The SCADDY Awards honor excellence in advertising and the related fields created by SCAD students.
View list of winners
Awards were presented to students in diverse categories such as advertising, illustration, television commercials, billboards and movie titles. Winners spanned a variety of different majors, including advertising
, graphic design
"It was a banner year for both quality and quantity," said Professor of Advertising Mark Alan Bazil. "Over 2,000 entries were submitted in 25 different categories from our SCAD's most talented students. 17 different majors were represented among the finalists this year representing all SCAD locations, Atlanta
, Hong Kong
and SCAD eLearning
, and from 19 different countries."
This year's best in show went to SCAD Savannah students Joaquin Salim (M.F.A., advertising, 2011) and Mihai Draganescu (B.F.A., advertising, 2012) for their Non-Traditional submission titled "Rewind." "Rewind" is a promotional initiative for Sharpie's liquid pencil, a pen with erasable ink. To connect to a youth audience, Joaquin and Mihai created a multi-platform program based on the concept "Street Art is banned because it is permanent, but what if we can make it erasable?" The premise was to engage real street artists to create art on the walls of a New York City subway station.
This special award was presented by Tom O'Keefe, Draftfcb's Executive Vice President and Executive Creative Director. "SCAD teems with creative excellence in almost every imaginable field," said O'Keefe. "Overall, the winning work was very strong, exceptional in some cases. I was most impressed with the design sensibilities that carried across everything - the amount of detail and sense of aesthetic in composition was striking."
In addition, O'Keefe presented the first ever "Best of Show" Grant to the winning students, inviting them to join their team at the Cannes Festival, the most prestigious creativity festival in the world.
"When they called us up for the "Best of Show" award I could not believe it," said Mihai. "I looked at Joaquin and he was ecstatic too. When we went up on stage next to Mr. O'Keefe I thought, "Wow this keeps getting better. We are going to have pictures with him that I can post on Facebook and show to my mom. Then he started talking about the grant and Cannes and going there with their team, that is where I think my brain shut down."
"It was a big surprise," said Joaquin. "I don't think either of us knew what was going on until our professor explained it to us after the show. Even then I still couldn't believe it. Before the SCADDY's Mihai and I were talking about one day going to Cannes with our work. It's just amazing that we are able to go this summer."
SCADDY award-winning work goes on to be entered into the ADDY Awards, the advertising industry's awards competition for professionals, and can advance from local to regional and national-level competitions.
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today's media-saturated world. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.