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UTPA's Reel to Red, Studio Twelve01 nab ADDY® Awards
By Jennifer Berghom, Public Affairs Representative
(956) 665-2741
Posted: 03/02/2011
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The University of Texas-Pan American proved its marketing and advertising prowess by winning one Gold and two Silver ADDY® Awards from the Rio Grande Valley affiliate of the American Advertising Federation (AAF) recently.


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UTPA's Reel to Red Productions won the Gold ADDY® in the professional category for its "Bucky Challenge" iPhone application. Studio Twelve01 received two Silver ADDYS® for its Roadmap recruitment postcard campaigns, which were designed by Rocky Lozano, graphic designer II for the University's Marketing and Communications.

The RGV ADDY® Awards were held Friday, Feb. 18 at the Art Village in McAllen and included 70 entries from across the Valley.

The Reel to Red team — comprising of Chelse Benham, head of digital and social media strategies, and students James Hernandez, Alexis Carranza, Hilda Del Rio and Oscar Garza — created the sports-themed interactive game as a marketing tool to promote UTPA to youth, Benham said.

"Bucky Challenge" allows users to guide Bucky, UTPA's mascot, through a series of athletic activities throughout campus.

The five-level interactive game posed several challenges for the team, including having to learn how to design a video game and deal with glitches in the design software program they used to create "Bucky's Challenge," said Alexis Carranza, who served as Reel to Red's assistant director.

Carranza said winning the award was an unexpected surprise. There were many times when she and fellow team members had to take a step back and assess how to proceed with the project because the ideas they had for the game could not be achieved with the resources they had.

"It's always great to get a little bit of recognition," she said. "Being that none of us are game designers for us to even attempt and execute it was a win in itself, but the ADDY® on top of it is just the cherry."

The group will advance to the regional competition in Oklahoma in April, where they will vie for the top prize with winners from Texas, Oklahoma, Louisiana and Arkansas. If the UTPA team wins another Gold or Silver ADDY®, it will move on to the national competition in San Diego in June.

Studio Twelve01's Roadmap postcard campaign included two direct mail campaigns that were sent to high school students to prepare them for college, said Dr. Kimberly Selber, executive director of Studio Twelve 01 and the project's copywriter and creative director.

The American Advertising Federation, headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The Federation's ADDY® Awards is the world's largest advertising competition, according to the AAF's website.

GOLD ADDY:

Reel to Red -- Bucky iphone application

Chelse Benham -- creative director, level builder, blog author

James Hernandez –- technical engineer, level builder (student)

Alexis Carranza -– level builder (student)

Hilda Del Rio -– graphic designer, level builder (student)

Oscar Garza -– level builder (student)

SILVER ADDY:

Studio Twelve01 -- Roadmap recruitment postcard campaign

Rocky Lozano, graphic designer/art director

Kimberly Selber, copywriter and creative director

Sally Mendiola, account executive

Aura Cazares,client

SILVER ADDY:

Studio Twelve01 -- Roadmap-2 recruitment postcard campaign

Rocky Lozano, graphic designer/art director

Kimberly Selber, copywriter and creative director

Sally Mendiola, account executive

Aura Cazares,client