11 May 2007

Red Got Inside Their Heads

In announcing why they picked Otis senior Jesse Kersey's entry as the winner for the 2007 Heineken USA/AAF Public Service Advertising Competition contest, the judges felt that her project was most effective in addressing all of the contest parameters-

This year, students were tasked with communicating the importance of not getting into a car with someone who has been drinking. Their campaign submissions were required to feature creative executions in media that speak to the post-graduation audience -- print, radio and Internet advertising.

Using a combination of traditional word games, puzzles and accompanying radio spots, Jesse's campaign would give people an opportunity to test their skills and therefore, their ability or their friend's to drive.

In addition to a $3000 cash prize, Jesse was flown to Heineken's US headquarters where she and the second place winner met with company officials and pitched their campaigns for possible use in the Enjoy Heineken Responsibly program.

Among the honorable mention winners was one of Jesse's classmates- Arlene Fontanilla.

Oh, and why the title Red...? If you've ever had a chance to meet Jesse, you'll understand.

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