Understanding Yellow
Pages Monograph
2009-2010 Yellow Pages
Advertising Challenge
Yellow Pages
Advertising Challenge Winners

First Place

Second Place

Third Place

Honorable Mention

Feedback/Comments

YPA Home Page

 

2008 - 2009 Competition Winners: Second Place

School
Student Tara Odorizzi
Faculty Advisor Jason Frazier
Judges'
Comments 		This ad powerfully communicates a key consumer benefit in a relevant but unexpected way. Once the ad conveys this benefit, the remainder of the ad clearly communicates additional essential copy points including locations. Importantly, the ad concept and approach work very well in all sizes.

Entrants'
Comments

Jason Frazier (the faculty sponsor) describes the ad development process: The classroom goal was to get students thinking both in the perspective of the client as well as exploring strategic design and marketing. The students researched and planned around aspects of the Yellow Pages themselves: making due consideration to paper stock, reproduction fidelity and the overall visual environment; paying particular attention to the kinds of ads that would be surrounding the U-Store-It ads; and researching competitors' advertising and nearby categories. Early on, Tara zeroed in on the importance of safety and began working out concepts that would fit that message. Tara found that the vault door on the box, while technically challenging to find the right door shape, angle and shadowing, is a strong and simple visual that effectively gets across this message, creating a highly successful and succinct message.

Tara notes: In creating this ad, my primary goal was to communicate the idea of safety in an unanticipated and unique way. The simplicity of the design was intended to draw attention from all the other self-storage ads - many of these ads were often overly busy and difficult to decipher. Sometimes less is more.
Large Directory Ad

Small Directory Ad
Internet Directory Ad

Note: Ads have been resized for Internet presentation.

Note: This web site is sponsored by the Yellow Pages Association. Reproduction and distribution of any of the materials found on this site for nonprofit, educational use is granted without the need to obtain prior permission as long as this note remains intact and part of any distributed document. Reproduction and distribution for other purposes is prohibited without prior permission. For permission and other related questions contact Yellow Pages Association at 908-286-2380.