The Yardsticks "more than just a competition"

by Rachel Valice

Grace and Kristina represent GV with their proposal
that focused on the "instant gratification" factor.

GRAND RAPIDS, Mi. - Last night, The Yardsticks annual advertising competition took place in the Ballroom of the City Flats Hotel, in the heart of downtown.

This year's client and sponsor was Bagger Dave's, a beer and burger restaurant. Nearly 20 student groups from Grand Valley, Kendall, Ferris, and even Calvin presented their creative advertising proposals for a chance to have their ideas applied in the real world.

Frank Blossom, an advertising professor in the School of Communications at Grand Valley State University and advisor to the Ad Club, was the emcee for the evening's festivities.

Proposals ranged anywhere from crudely drawn concepts for television spots, to professionally printed poster board advertisements. The highlight of the competition focuses on the strength of the idea over the ability to design.

In a preliminary round, judges narrowed the contenders down to 8 semi-finalists. Those who didn't make the cut were offered markers and sketchpads and encouraged to come up with a new concept on the spot. Two other semi-finalists were chosen from this re-conceptualized group.

Using the hashtag "#theyardsticks," attendees were encouraged to live tweet about the event for the duration of the evening.

After an intense presentation and critique session, judges conferred before announcing the top four finalists.

The winning groups' proposals centered on the ideas of "VOTE FOR DAVE," "Tastefully Engineered," and "Edible Imagination."

Last year's client was Hello West Michigan, a tourism promotion company. The winning students' ads are set to run within the next six months.

Next year's sponsor will be the Amway Grand Hotel.