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Student Work Wins National Addy
When Paul Gartner ’16, right, found out he won a National Student Silver ADDY in the 2017 annual American Advertising Federation’s competition, he was calm and introspective.
Gartner said he was more focused on world issues than the award. But he said it is his ability to focus his attention on one thing to an almost obsessive level of detail that helped him win the ADDY.
Gartner’s entry, “Mug Hard Root Beer,” originally created for a packaging design class, won in the packaging category.
“To take a vintage look and outdo what other companies do, to take something to its logical extreme — you don’t get more old-fashioned or 19th century than having a corked bottle,” Gartner said about his winning entry.
Graphically, the design shows an English bulldog smoking a pipe. According to Gartner’s research for the project, he discovered that a regular motif in the 1800s was dogs smoking pipes. He believes it was the precursor of a meme.
“What really sets Paul’s design apart is its level of detail and polish,” said Jim Woods, who teaches the packaging design class. “The mock-up was printed professionally, no dummy text was used, and even the barcodes were properly done. It is a great design, executed flawlessly.”
