2019 American Advertising Awards Greater San Francisco Competition (student winners by award)

SAN FRANCISCO – In March's release of the winners of the 2019 American Advertising Awards Greater San Francisco Competition, Academy of Art Advertising major Dominic Payerchin, who played his fourth and final collegiate season with Academy of Art men's soccer in 2017, found his work recognized on a regional scale. His submitted ad series entitled Lunchables - "Good To Go" received a bronze selection under the category of Outdoor Board Campaign in the Student Division.

"I was so excited because it was my first award as an advertising student," said Payerchin. "This only motivates me to go and make more compelling work."

Conducted annually by the American Advertising Federation (AAF) and sponsored by National Ad 2, the local American Advertising Awards Student Division is the first of a three-tier, national competition. Concurrently, all across the country, local student entrants vie for recognition as the very best in their markets. Selection of the most creative entry is effected by a scoring process in which a panel of judges evaluates all creative dimensions of every entry.

Tapping into the practicality of the product, Payerchin's Lunchables – "Good To Go" campaign focused on various scenarios where meals might otherwise be skipped on account of busy schedules.

"I took a really simple approach with it," said Payerchin. "The insight began with Lunchables as a convenient snack that is easily available to take on the go. The tagline, 'Good To Go,' really just says it all. The executions are what makes this campaign unique and more powerful. The headlines are directly related to the location that they are in, i.e. the airport, bus, train, etc. I chose commuting locations such as local transit to emphasize the fact you can take this on the go."

Also nominated was a campaign for Element that had Payerchin delving into a documentary series the brand made about the company's founder.

"After watching the series, I found a great snippet from the video: 'About 90 percent of successful skateboarders come from broken families,'" said Payerchin. "I thought that this is so compelling in that it directly related to the founder of the company and aligned with why he started the brand in the first place. From there, I came up with the line 'Unbreakable' which is meant to motivate you; you fall down seven times but get up eight. Skateboarders have this perseverance in their blood. They may try to land a new trick, but despite failing and landing hard repeatedly, they keep getting back up to try it again. I combine this with a broken skateboard re-purposed in the shape of a heart, for love of course. This speaks to the broken families I mentioned earlier."

Alongside his progression as a student in the School of Advertising at ART U, Payerchin dedicated four years of his college career to Urban Knights men's soccer. After leading the team in goals scored in 2016, the native of Oakley, Calif. solidified himself as a vital part of the lineup, starting every match as a senior in 2017.
 
"I've been a soccer player my whole life and I've learned so much just from being a part of a team and playing the game," said Payerchin. "It has shaped me into the person I am today and I wouldn't be the person I am without it."

As a department assistant for Academy of Art Athletics following the conclusion of his career, Payerchin also played a major role both inspiring and executing the 2018-19 schedule poster design for each sport program.

"Dominic's ability to transform our initial concept into a dynamic blend of the city of San Francisco and our student-athletes was very impressive," said assistant athletics director; media relations Rob Garcia. "He was proactive, took direction very well, and was a pleasure to work with throughout the process."

To learn more, check out Payerchin's portfolio site.