advnt Volume Five: House of advnt

| Volume 5

College of Journalism and Communications University of Florida @advntuf Weimer Hall ufadvnt@gmail.com 1885 Stadium Rd. advntuf.wixsite.com/advnt Gainesville, FL 32611

Come in, make yourselves at home.

Welcome to volume 5 of advnt, a creative advertising portfolio published for students, by students. We seek out the most talented creators within the University of Florida’s College of Journalism and Communications, and then we uplift them by immortalizing them in print.

advnt is a chance for students to cast a reel out into the sea of agencies and creative professionals to show just how hirable and desirable they are.

Within every piece of art or copy is an indentation from its creator.

Our goal is to create a safe space that inspires and nurtures this artistry.

advnt circulates the portfolio to advertising agencies and College leadership. Each staff member and featured student also receives a copy they can take to job interviews, show to employers, and brag to peers about. Our team has poured every ounce of creativity they possess into this issue and we couldn’t be more excited to share it with you. With each volume comes a new theme. For our fifth volume, we introduce to you: House of advnt.

CONT 08 THE HOMEBODIES 12 READER’S NOTE 14 PRINT 26 DIGITAL 36 INTEGRATED CAMPAIGNS

ENTS BRANDING

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THANK YOU

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COLOPHON

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INDEX

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The Homebodies

Hisham Bukhari

Madison Calvert

Illustrator

Social Media Strategist

Ashley Carrillo

Ashley Cran

Co-Creative Director of Copy

Web Designer

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Brianna Canny Social Media Strategist

Jadelyn Daniels Social Media Strategist

Allana DeRosa Illustrator

Maja Grochowska Illustrator

Aya El Ladiki

Social Media Strategist

Kayla Eduoard Copywriter

Alyssa Infante

Tiffany Fang

Project Manager

Madison Kahn

Project Manager

Graphic Designer

Noah Lambert

Amanda Longa

Graphic Designer

Project Manager

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Katherine Masters

Liam McGuire

Erin McNamee

Project Manager

Co-Creative Director of Copy

Social Media Strategist

Charlene Medders

Nicole Padilla

Valeria Padilla

Lara Priven

Emma Riutort

Web Designer

Sarah Pauli Web Designer

Creative Director of Art

Social Media Strategist

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Web Designer

Illustrator

Andrea Rivera

Ayman Samir

Valerie Samosky

Web Designer

Copywriter

Eden Stark

Emily Talalaevsky

Carolina Tortorelli

Illustrator

Project Manager

Illustrator

Copywriter

The Homebodies 11

READER’S NOTE

Hi, Reader.

Whether it be through cosmic happenstance or something more predetermined, your eyes have been caught by this particular home. Located at the intersection of Creativity Street and Artistry Drive, it’s the unmistakably innovative abode known as the House of advnt. Those who have known this neighborhood for a while know that this house has some history. For a short while, a global pandemic caused this usually bustling house to have its windows boarded and open doors shut. Now it stands in front of you, breathtakingly defiant. It didn’t happen overnight, but a few remaining tenants and a surplus of new ones poured their hearts and minds into revitalizing this vibrant domicile.

Feel free to scream, jump or just die on the spot from sheer excitement. This house boasts a lot more than a fresh coat of paint. Countless hours have gone into every room, bulb and board.

Living in the House of advnt is the work of Weimer Hall’s greatest protégés. The love of advertising is present in every corner, strung up on the walls and posted on the fridge. Prepare for us to take you on a tour where each room explores various mediums present within advertising.

The creatives behind this book are ready to break through the front door, and leave their mark on this industry. Try to remember this is only the beginning. Although they’ll eventually close this door behind them, they will always have this home to come back to. Welcome to the House of advnt, feel free to stay as long as you want.

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PRINT In the same way that print marks the beginning of advertising, the dining room marks the beginning of our house tour. You’re in luck, because breakfast is being served.

In a time before avocado toast and oat milk lattes, there were eggs and bacon. Simple and classic.

The same can be said about advertising. Prior to our time characterized by elaborate digital activation campaigns and million-dollar Super Bowl commercials, advertising began in a world where print was paramount. Just like eggs and bacon continue to be a breakfast staple after years of new and elaborate dishes, print remains the original and most classic medium of advertising.

With touching words and vibrant visuals on a physical plane, print makes communication tangible. Physical touch has an emotional reach that many virtual ads cannot achieve through a screen. Although soaring technological advances have made multimedia advertising much more prominent in the last few years, print’s tactile appeal guarantees it a unique space for advertising that virtual mediums cannot occupy.

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Tito’s Vodka Gabriela Barreras | Copywriter

LET TITO TALK

Given the task to create a type-only ad that conveys a brand, Gabriella Barreras created “Let Tito Talk” for a school project. This ad is meant to portray the questionable tendancies that tend to take over when consumers drink Tito’s.

Gabriela received a Silver Student ADDY in the category of Elements of Advertising: Copywriting for this piece.

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Polaroid

Ryan James | Art Director

With the rapid online world taking over, Ryan James realized that 18-24-year-olds enjoy the physical aspects of old technology. With Polaroid, he wanted to convey this message to younger audiences to “appreciate the tangible” by emphasizing the beauty and importance of being able to have a picture that one can hold in their hand. An image that doesn’t just get lost in a camera roll. It is real. The memories live through it.

APPRECIATE THE TANGIBLE

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Vicks

Estefania Lozano | Copywriter

SOUNDS

GOOD

The goal of this campaign was to challenge the idea of Vicks VapoRub traditionally being marketed towards parents with young children as an effective way to treat children’s coughs and colds. Sounds Good transformed that perception of Vicks Vaporub giving off a bothersome smell and more so the smell of someone who is hard working and doesn’t have the time to let a small cold put a halt to their busy lifestyle.

Estefania Lozano recieved three Gold Student ADDYs in the categories of Judge’s Choice; Out of Home and Ambient Media, Outdoor and Transit Advertising; and Elements of Advertising, Copywriting for this campaign.

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Disney

Keila Hackebeil| Copywriter Liam McGuire | Copywriter Catherine Paroline | Graphic Designer

This piece was done by The Agency at UF for Disney Advertising as a part of the “She Runs It” campaign. Featured in the 2.13.23 edition of AdWeek, this team created this ad to congratulate and honor Disney’s own Jenn Donohue and all working mothers as a whole. The copy and art direction work together to acknowledge both the immense power and calculated poise women posess as mothers in the workforce.

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Skin of Color Society

BE YOUR OWN HERO

Andree Yanez | Art Director

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This campaign aimed to spread information and squash the common misconception that people of color are less susceptible or immune to melanoma. With this campaign, Andree Yanez (with help on the concept from Duong Pham) raised awareness about the issue by villainizing melanoma into the shape of a monster. The team won two Gold Student ADDYs in the categories of Elements of Advertising, Art Direction; and Elements of Advertising, Illustration. They also recieved two Silver Student ADDYs in the categories of Out of Home and Ambient Media, Outdoor Transit Advertising; and Print Adverting, Magazine Advertising Campaign.

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Greenwise Markets

EATWISE

Ashley Carrillo | Hybrid Isabella Lara | Hybrid

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This campaign was created for Publix’s sub-brand, Greenwise Markets. The problem that Ashley Carrillo and Isabella Lara identified was that Greenwise didn’t have a point of differentiation from the big guys in the industry (Trader Joe’s, Whole Foods, Fresh Market, etc...).

This duo’s solution was to introduce “EatWise Meal Bundles”, a new line of pre-portioned kits to provide shoppers with ready-to-go pairings or meals tailored to specific healthy foods for the brain, heart, lungs, hormones, and eyes. The art direction was created to juxtapose the food contained in each package with the organ that benefits from the meal kit.

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Coca-Cola Tram Cu| Art Director

There are few brands that have reached the iconic and recognizable status in the same way that Coca-Cola has. Even so, the problem Tram Cu tackled in this campaign was that Coke’s sales were decreasing due to the lack of innovation and change from the brand. Realizing that people feel pressured to like innovation but ultimately want to stick to traditional things they know, she used nostalgia and sentiment to emphasize the iconic status of Coca-Cola and how it continues to be the most well-known and celebrated drink worldwide for 100+ years.

NOSTALGIA

REWIND

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Ben & Jerry’s

Rachael Vulcano | Copywriter Margarita Czupryn | Art Director Katherine George | Art Director Solimar Sanchez | Art Director

People go back to Ben & Jerry’s because they want to feel like a kid again, it’s a whimsical and colorful brand that pulls on consumers heart strings. This is why this team decided to incorporate iconic kids characters and monsters into the campaign, because they just feel fun and remind people of being young. The team recieved three Gold Student ADDY’s in the categories Out of Home and Ambient Media, Poster; Elements of Advertising, Illustration; and Elements of Advertising, Art Direction.

UNIVERSALLY LOVED 25

DIGITAL

Now step into our home office. A digital escape with endless possibilities. From the tweet you just scrolled past about an AI generated fashion show, to the article about Nike NFT shoes, the digital world is ever-expanding. We find ourselves glued to our chairs filtering through what’s a fading trend, or what is worth investing in until something clicks.

Trying to create the perfect digital ad seems out of reach because the internet is so vast. You only have ten seconds to stand out or become an afterthought, not knowing which route to take as your mind becomes flooded with everything we have ever seen. We often lose the basic principles of advertising trying to redefine innovation. Quality advertising is a reflection of human emotion. A great idea can come from staring at the screen until it goes black and you are left looking back at yourself.

There is no privacy in the digital world. Our thoughts become content for everyone to consume. We know why people take certain actions, what scares them, what resonates with them, and probably even the name of the street they grew up on.

A quick Google search can reveal the human truth you have been searching for to create a groundbreaking ad. We hope the next few pages inspire you, and they show you that there are no heights to digital creativity.

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Truth Initiative x Spotify Daniela Nunez | Copywriter Tram Cu | Art Director

The number of young people that have started using e-cigarettes has skyrocketed over the last few years believing it’s a safe activity and not knowing the consequences.

Through a digital activation campaign, “The TRUTH Unwrapped” puts high school students face-to-face with the scary truth about vaping through music. It features personalized playlists and a comprehensive deep dive of your smoking habits.

THE TRUTH UNWRAPPED

A native advertisement was implemented on Spotify’s homepage. To draw users in, artists who have struggled with addiction in the past were featured.

After clicking on the banner, users are redirected to a short quiz where they will be asked about their smoking habits.

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Users will receive personalized statistics based on the answers they give while taking the quiz.

Along with a breakdown of their results, they will be presented with a carefullycurated playlist based on their smoking habits.

When users get the “bad” playlist, a message will pop up allowing them to take a pledge to quit vaping to improve their results and “change the soundtrack of their life.”

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Florida Coaliation Against Human Trafficking Duong Pham | Copywriter Andree Yanez | Art Director Data doesn’t lie, and currently Floridians are unaware that Florida ranks 3rd in the nation for human trafficking for people between the ages of 12-21-years-old. In this campaign, Duong Pham and Andree Yanez (with help on the concept from Chase Saine) highlighted this statistic by juxtaposing it with other school-related figures. Each piece in the campaign features a QR code that directs users to the Florida Coalition Against Human Trafficing website featuring a new interface where they can find more data on the subject as well as report cases they encounter. The campaign recieved a Silver Student ADDY in the category of Elements of Advertising, Art Direction.

ABDUCTED CLASS 2022

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Google Maps Galia Long| Copywriter Nicole Padilla | Art Director

There are an estimated 1 million dyslexic drivers in California struggling to keep up with road signs – particularly at highway speeds. This creates a hazard that can lead to deadly accidents. Using research about the difficulties experienced on the road by dyslexic drivers, Galia Long and Nicole Padilla redesigned Google Maps to safely guide them to their destination. The team won two Gold Student ADDYs in the categories of Online/Interactive, Website; and the Judge’s Choice award.

The campaign features a simplified color palette and typography in order to make the app less crowded and more dyslexia friendly.

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About 85% of people with dyslexia think in pictures. Google Maps for Dyslexic Drivers features an animated layout that helps to increase visual processing speed, allowing them to make faster decisions on the road.

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Advocating Against Romance Scandlers Nicole Padilla | Art Director

RATE MY DATE

There are 49 million dating app users in the United States. In the past 5 years, dating app users have lost 1.3 billion dollars to romance scams. Thus, romance scamming signs have increasingly become more difficult to identify. “Rate my Date” was created

by Nicole Padilla to help tackle this growing issue. Nicole recieved a Silver Student ADDY in the category of Online/Interactive, Apps (Mobile or Web-Based).

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INTEGRATED CAMPAIGNS Can you smell that? Yes? Then you probably need a shower.

But for the rest of you well-groomed people, imagine that you can smell a homemade meal: the curry, the picadillo, the bolognese. Think about all the smells that made your house a home, and think about how it all comes back to the kitchen, our next and tastiest stop.

No great recipe is one ingredient long; afterall, even the best steak needs a little butter. That’s the thing about greatness, it comes in the sum of its parts. Nobody knows what goes in goulash but we love it. Advertising campaigns are no different. A goulash of creativity, a great campaign is a harmony of ingredients: a pinch of print, a dash of digital, or a buttery bite of branding. A great campaign is the meal we look forward to, the one we want waiting for us after a long day of life. Campaigns are the home-cooked dinners that bring us together, where for just a moment, people buy into the bigger idea.

Except, once you buy in, there’s never enough. People have an appetite for campaigns to deliver the flavor they deserve.

Fad diet be damned, ask for seconds! Indulge your wants, no, your needs, because you deserve more, you deserve better. So thank the artists, the writers, and all-around creatives for making the campaigns you can’t stop craving.

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UF School of Music Cassandra Malec | Copywriter Ale Orozco | Art Director

GATOR SYMPHONY Ale and Cassandra were instructed by their professor to create a campaign for a University of Florida program. The duo decided to create a campaign to launch the Online UF Gator Symphony - a way for students to listen to music made by their peers online. The launch would consist of a music festival around campus to promote the new streaming platforms. Interactive stages like the one featured above allow for the students walking by to be a part of the experience, all they have to do is select a song. Cassandra and Ale won two Silver Student ADDYs in the categories of: Out of Home and Ambient Media, Guerilla Marketing, Installations and Events; and Cross-Platform, Integrated Campaign.

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After scanning QR codes at the Festival, students will be taken to the website to find information on each band and stream their music. For the first time ever, Ale and Cassandra created a centralized location for all 14 UF Music Programs.

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Starface

Tram Cu| Copywriter & Art Director

Starface is a brand that creates hydrocolloid pimple patches designed to heal acne, zits & blemishes fast. The problem that Tram Cu identified for this campaign was that people do not feel and perform their best when they have blemishes on their face.

Her solution was to utilize music and Starface patches to remind people that they are the star in their own everyday life.

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JOIN THE BAND Join The Band Fest is an interactive music festival event presented by Starface that allows attendees to star and perform in a real life festival.

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BRANDING To cap off our wondrous tour of the House of advnt, we end in the bedroom, also known as the Branding section of our book. The bedroom is the soul of the household, it’s our inner sanctum where self-expression comes out in full force.

What color are the bedsheets? Which band posters are on the wall? What kind of clothes are folded in the dresser? Are they even folded?

The questions we can ask about a person’s bedroom are not unlike the questions a brand asks themselves during the branding process.

What font defines us? Are we emerald or sage green? Does our brand curse? Should the logo be a little higher up?

Just like the first round of questions, branding comes down to seemingly negligible decisions. However, these minute choices come together to form a brand’s identity and soul.

Branding creates a personal tether between company and consumer, and is often the sole reason why a product is snagged off a shelf before its competitor. We do hope you enjoy this final leg of the tour as you take in the passion and soul injected into these branding efforts.

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IKEA

Diego Alvarez| Copywriter Ryan James| Art Director

Ryan James and Diego Alvarez worked together to create this IKEA second-life packaging with the goal of eliminating it from being single-use. As shown, the two did this by using the same instructional method used to construct the furniture to instruct a user to reuse the packaging that the furniture came in. It conveys the message that anyone can transform their cardboard box into something they want to keep instead of wasting it.

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Assorted Spec Work

Cory Grossman| Graphic Designer

In the summer of 2022, Cory Grossman was inspired to embark on this project to explore rebranding opportunities in the Jacksonville area while creating graphics and logos for brands that he was passionate about. His main inspiration came from his love of minimalistic design and typography. He felt that it could be leveraged to create a sense of playful professionalism. Emphasizing simplicity and modernity in his designs, the main objective was to create visuals that accurately conveyed the essence of each brand while also resonating with the local audience.

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Crystl Created Co. Madison Calvert | Designer

After founding her small business in 2020, Madison Calvert decided to rebrand so that the business reflected the various ways she has grown and changed throughout the years. She then planned the entirety of the rebranding of both the brand and social engagement with her audience. She began with changing the title and moved on to changing the theme, colors, typefaces, and more to create a cohesive brand that she felt truly represented CCC.

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Sweetwater

Freya Garcia| Graphic Designer

The goal of Freya Garcia was to craft a name, brand, and accompanying collateral suite for a modern art-deco-inspired student housing project that resonated with University of Florida’s students. As a graphic design intern at LV Collective, Freya was trusted with the naming, logo design, brand guidelines, and collateral build-out for this multimillion-dollar student housing project in Gainesville, Florida. LV Collective receieved five ADDY awards for this rebranding in the categories of: Judge’s Choice; Best Sales and Marketing; Gold: Cross Platform, Integrated Brand Identity Campaign; Gold: Sales & Marketing, Brochure, Single Unit; and Silver: Online/Interactive, Website.

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UF Panhellenic Freya Garcia| Graphic Designer

Freya Garcia created the “Tell your Sisters You Love Them” campaign to reflect how bright, colorful, and fun it is to be a Panhellenic woman. She created the 2022 official brand guidelines and redesigned the gators for each chapter.

The branding and its execution led the Communications Directors Board to win the Panhellenic Strategic Branding Award at the Southeastern Panhellenic Leadership Awards, as well as a Silver Student ADDY for Illustration and Art Direction.

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Thank you

THANK YOU 52 Volume 5 | House of advnt

Volume 5 of advnt would not have been possible without the support of everyone mentioned.

Thank you to all of the creatives who submitted their work. Your pure talent and drive inspires us in our our own creative endeavors.

Thank you to Ad Society and Elevate for helping us to spread the word about recruitment and submissions.

Thank you to our staff advisor Dan Windels for your wisdom and guidance, and for helping to keep us grounded throughout this crazy journey.

Thank you to the College of Journalism and Communications for providing us a space to nurture and spread our creativity, as well as the advertising department staff for your continued support.

Thank you to Scott Gamble and the staff at Alta Systems for helping us to immortalize this work through the printing process.

Thank you to every UF student who shared our social media content and helped us to spread the word about our fifth volume.

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COLO “House of advnt” is the fifth volume of advnt. The theme of this book represents the many ways in which advnt is a home to creative students within the College of Journalism and Communications. It is a welcoming abode that helps to amplify their inventive and unique voices. Throughout the book, our team takes you on a tour of various rooms representing different mediums within advertising.

The portfolio is divided into four sections: Print, Digital, Integrated Campaigns, and Branding. Print is dedicated to work that is meant to be printed across mediums like newspapers, magazines, billboards, and posters . The Digital section features different digital activations and in-app integrations. Integrated Campaigns features cross-platform cohesive campaign work made for placement across multiple media channels. Finally, Branding contains any work contributing to a brand’s identity and development.

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PHON Throughout the first half of the Spring semester, our team solicited submissions from students. Through an integrated campaign, we encouraged the creatives in our school to submit any work they made for classes, internships, or just for kicks. After all the submissions were in, an internal team reviewed and screened the work. This resulted in the work of the 24 students proudly featured in this year’s issue.

The visual layout was created in Adobe InDesign CC 2023. The illustrations for the front and back covers as well as each divider were brought to life by our illustration team in Procreate®. The divider and editorial copy were created by members of our copy team.

This book wouldn’t have been made possible without the passion and dedication of our entire team. The vision behind House of advnt was only realized through painstaking rewrites and meticulous visual polishing.

Our portfolio is a love letter written to each creative who works day and night to fearlessly bring their art out into the world, and we hope to continue this tradition in our future publications and communications.

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Index Diego Alvarez Gabriela Barreras Madison Calvert Ashley Carrillo Tram Cu Margarita Czupryn Freya Garcia Katherine George Cory Grossman Keila Hackbeil Ryan James Isabella Lara Galia Long Estefania Lozano Cassandra malec Liam McGuire Daniela Nunez

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p. 44 p. 16 p. 46, 47 p. 22, 23 p. 24, 28, 29, 40, 41 p. 25 p. 48, 49, 50, 51 p. 25 p. 45 p. 19 p. 17, 44 p. 22, 23 p. 32, 33 p. 18 p. 38, 39 p. 19 p. 28, 29

Ale Orozco Nicole Padilla Catherina Paroline Duong Pham Solimar Sanchez Rachael Vulcano Andree Yanez

p. 38, 39 p. 32, 33, 34, 35 p. 19 p. 20, 21 p. 25 p. 25 p. 20, 21, 30, 31

To learn more about each featured student as well as our staff, head over to https://advntuf.wixsite.com/advnt

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VOLUME 6...