Chapman For The Win

Last week students from Orange County's Chapman University traveled to Orlando, Florida with one dream. It wasn't to go to Disney World, though some did, or to see the new World of Harry Potter, which didn't open for another week. It was to have the chance to be named champions of the American Advertising Federation's National Student Advertising Competition.

Each year over 150 schools around the country compete for the championship by creating a multimedia campaign for a real life client. This year's client was State Farm and the campaign was to be geared at the 18-25 independent market. After winning first place at the District 15 competition against powerhouse schools such as UCLA and USC, Chapman's team, Circle Advertising, booked their tickets and boarded their planes to make their way to the theme park capital of the world hoping that this was their year to shine.


After watching 17 schools present their campaign for the judges, it was Circle Advertising's turn to go. Our team waited in anticipation to see how the judges would react. They seemed to like it, but was that enough to constitute us as winners. Only the awards announcement, which happened a few hours later, would let us know. We stood there as the fourth through second place winners were announced. No Chapman University was said. Did we actually do it? Had we won?

"And the winner is..." one of the judges started. "Chapman University!" A moment of silence swept the school as we all became shocked at what we just heard. Then a roar of excitement and pure bliss. We rushed the stage to accept the award.

It was, as cliche as it sounds, a surreal moment and one that will never be forgotten. Chapman's campaign "Feel Free" was based on the research found in over 5,000 surveys and countless other means of information. It came from the fact that there is an inhale moment, a gasp of panic that occurs once you get into an accident . State Farm is the exhale moment; the moment when you can feel free and move on with your life.

And that's how Circle Advertising felt after winning: They felt free.

Watch our 30 second spot here http://vimeo.com/11197544