Award: 2nd Place, Entertainment 2017 – Positive Paws
Competition: Virginia Press Association (VPA) Annual Advertising Contest
Publication: The News Virginian
During my most successful year at The News Virginian, I earned 2nd Place in the Entertainment category for this “Christmas Special” advertisement for Positive Paws. The VPA contest recognizes excellence in creative strategy and technical skill, with entries evaluated by objective, out-of-state judges.
The Entertainment category (A05) covers a diverse range of services, including pet stores and pet-related services. Winning designs must effectively convey the advertiser’s message while maintaining high standards of visual appeal and reproduction quality.
Design Strategy:
- Seasonal Thematic Branding: Utilized a festive Christmas theme featuring holiday-themed pet imagery to create an immediate emotional connection with pet owners during the holiday season.
- Targeted Messaging: Clearly highlighted a “Holiday Special” to drive seasonal engagement and promote specific training services offered by Positive Paws.
- Visual Hierarchy: Balanced a large, eye-catching headline with a structured list of services and clear contact information to ensure the ad was both engaging and easy to navigate.
- Technical Quality: Managed a vibrant color palette and high-resolution graphics to meet the VPA’s judging criteria for quality of design and execution.