Arrowhead Advertising, FSU’s award-winning advertising team, won a Student Silver ADDY award from the District Four AAF American Advertising Federation for their “Where to Next?” campaign. The team won for the 2023 Consumer Campaign category and will be attending the Arrowhead Advertising, FSU’s award-winning advertising team, won a Student Silver ADDY award from the District Four AAF American Advertising Federation for their “Where to Next?” campaign.

Judges evaluate all creative dimensions of every entry and the campaigns that win the Silver ADDY award are “considered outstanding and worthy of recognition” according to the AAF website. The 2021-2022 Arrowhead team was tasked to create a campaign for META’s VR, the Quest 2. In the fall, the team spent their first semester researching and creating a strategy. The next semester they transitioned to the creative execution of the campaign. Isa Serrano, a 2022 graduate of the Advertising program, was Arrowhead’s Team Captain for this campaign.

“I took the lead, working with the guidance of the brilliant Dr. Kelly Kelly, being the point of contact for all the teams, making sure all our efforts were focused on completing the objectives and goals given by META,” Serrano said.

“Being a part of this team was just magic. Every single person was so dedicated and had a passion for what we were creating.”

Lauren Horner, who is currently a graduate teaching assistant for Arrowhead, was involved in multiple aspects of the “Where to Next?” campaign. Horner was the Layout Director for Creative and was on the Strategy team and the Interview research team. In addition to these roles, she was also the Creative Awards Manager, where she worked to enter our campaign into District 4 ADDY’s.

“We wanted to create a campaign that would feel impactful to our audience and make them see that the Quest 2 headset was more than just a gaming device. ‘Where to Next?’ embodied this idea for us,” Horner said.

“Our target, GenZ, could choose to do anything, go anywhere, and be anyone. VR isn’t a niche technology, it’s for everyone. This campaign showed endless opportunities and destinations of VR.”

For some team members, this campaign was one of their first experiences with Arrowhead. Madison Dodd, Arrowhead’s current Creative Director joined Arrowhead in 2021, working on the META campaign. In May, Dodd and Horner are graduating from FSU’s College of Communication and Information, leaving a legacy for incoming Arrowhead members to follow.

“For Arrowhead’s Meta Campaign, I served as a non-traditional researcher and a member of the video team,” Dodd said. “I worked on this campaign during my first year of Arrowhead and it was so special to see a year’s worth of work come to fruition and be recognized by the American Advertising Federation!”

Congrats to the whole 2021-2022 Arrowhead Advertising team. The 2021-2022 team included: Isa Serrano, Sarah Arcella, Tara White, Maria Chencinski, Abbygale Cloud, Madison Dodd, Valerie Esquivel, Melissa Garcia, Abby Gerald, Courtney Gifford, Lauren Horner, Camryn Koziarski, Grace Wu, Axel Lagergren, Naomi Lopez, Harrison McNeill, Sarah Morris, Kylee Mukeba, Tyler Peterson, Daniel Rauchwerger, Zoe Risch, and Martha Sizemore.