HR4RS stamp
Mercedes Rodriguez Loeb
One more year the Rey Juan Carlos University together with the Spanish Federation of Spirits has organized a contest to reward the campaign carried out by students that best promotes moderate and responsible consumption of beverages with alcoholic content among the university population.
The originality of this project lies in the fact that the creators of the campaign and the target audience they are addressing are young university students. In this way, training is created among equals who share communication codes, interests, hobbies and similar lifestyles.
On this occasion, the winning design was "Stories and Point" by Nora Abad, Irene de Paz, Paloma Arcos, Mara de María, Susana Contreras and Loreto del Valle, six fourth-year students of the degree in Comprehensive Design and Management of the Image. This campaign focuses on making the youngest aware of the need to maintain responsible attitudes and avoid abusive consumption, appealing to moderation and common sense.
The students learned about the campaign thanks to a teacher who told them about its existence, although they had already seen the winners' posters from the previous year in the corridors.
“Historias y Punto” arises “from a brain storming where we did not rule out any idea, no matter how crazy it seemed, between jokes and laughter, Paloma came up with the idea that would give rise to the campaign: if you get the point but you drink a lot , you end up in a coma”, comments Nora on behalf of her group.
Thanks to this meeting they came up with the idea for the project, the hook lay in the play on words between punctuation marks and the jargon used in relation to alcohol. In the elaboration process they created the character of Punto and, later, they defined the style, the typography and the colors. “Once all this was done, all that remained was to animate the characters, since we were very beginners in this area, and create the final posters,” says the student.
The winning project is made up of five advertising posters in which, with humor and ingenuity as a common denominator, punctuation marks and set phrases are used to make people think about the consequences of excessive alcohol consumption. This advertising manages to attract the viewer's attention with phrases such as "don't go overboard" or "don't let your dot turn into a comma".
Both Nora and her colleagues are grateful for having been able to participate in the contest since this activity has allowed them to get closer to the reality of the field of professional design.
The winning campaign will be exhibited on the digital media of the University and will be broadcast on the official social networks, especially on Instagram, where the target audience is located.
