This past November, the American Advertising Federation of NEPA gave back to the community with its inaugural fundraising event, CROPPED 2016, an advertising competition based off of the Food Network’s hit series Chopped. A local NEPA nonprofit organization, Employment Opportunity & Training Center (EOTC), was selected as the beneficiary of this fundraising event and received a re-brand of their logo and tagline, along with a creative execution concept.
Teams comprised of local talent in the marketing, advertising, design, and communications professions worked together to develop a new look for the organization, with a goal to rejuvenate the EOTC brand and align the name and look with the organization’s current efforts and initiatives. Each team had 20 minutes per round to design and then present these branding pieces, based on guidelines provided by the nonprofit, to a panel of judges that included an EOTC representative. Each round, a team was “cropped” until the winner was announced. The creative concepts from each team were incredible, but ultimately, one stood out among the rest.
The winning creative team was comprised of Helen Lavelle of Lavelle Strategy Group, Joey Zarcone of Posture Interactive and Christa Porasky, a student at Misericordia University with their “Connect Serve” campaign. In addition to the real-life development of the winning team’s concepts, all proceeds from the event were donated to the nonprofit.
EOTC’s new brand will be unveiled at the annual AAF NEPA Holiday Party on December 15, 2016 at POSH at the Scranton Club from 6:00 p.m. to 8:00 p.m., kicking off the new campaign!
AAF NEPA would like to thank all of the nonprofit organizations who applied, the judges, Thom Welby for graciously hosting, the team participants who donated their time and talent, and those who came to support this first ever CROPPED event. The chapter looks forward to hosting next year’s fundraiser and continuing to give back to the NEPA community.