Award: 2nd Place, Entertainment 2015
Competition: Virginia Press Association (VPA) Annual Advertising Contest
Publication: The News Virginian
During my time at The News Virginian, I continued to represent our publication in the Virginia Press Association (VPA) annual awards. The VPA is a statewide organization that recognizes excellence across Virginia’s media landscape, with entries evaluated by objective, out-of-state judges to ensure high standards of creative strategy and technical skill.
This advertisement for Woodworth Animal Hospital, titled “We’re Wild about Exotics,” earned 2nd Place in the Entertainment category for 2015. This category encompasses a diverse range of services, including pet stores and specialized animal care, requiring a design that stands out while clearly communicating niche expertise.
Design Strategy:
- Vibrant Visual Narrative: Utilized a bold, high-contrast color palette featuring bright pinks and greens to create an energetic and “wild” feel that immediately grabs the reader’s attention.
- Dynamic Imagery: Balanced three distinct circular pet profiles—featuring birds, a tortoise, and a snake—to showcase the hospital’s range of exotic care while maintaining a clean, modern aesthetic.
- Whimsical Graphic Accents: Integrated custom-designed floral and dragonfly motifs at the top of the ad to soften the layout and reinforce the natural, exotic theme.
- Information Hierarchy: Organized essential contact details and hours of operation at the bottom for easy readability without detracting from the primary marketing message.
Judge’s Comments:
“The colors of this ad are bright and go well with the content!”