'This is Fresno State Athletics' Wins ADDY
April 9, 2009
Watch the ADDY-Winning Video - "This is Fresno State Athletics"
FRESNO, Calif. -- Fresno State Athletics and JP Marketing received a Central California ADDY award for creating a dynamic and innovative video campaign titled, "This is Fresno State Athletics."
"We knew we wanted to start an overall branding of our image," Paul Ladwig, Associate Athletics Director for Broadcasting and External Relations, said of the concept at the center of the award-winning 30-second promotional spot. "Our special commodity is our student-athletes and we want to continue to find new opportunities to tell their story to the community."
The video starts with the image of former Bulldog golfer Laura Luethke with the headline "Women's Golf WAC Champs" in the background to the following words:
This is purpose - validation - tradition. It's 425 student-athletes moving in one direction.
With 3-dimensional feel that incorporates video highlights, news briefs, and pictures of some of the 425 student-athletes that wear Bulldog red, the engaging story proceeds to showcase a glimpse of how Fresno State Athletics sets the bar on a national level as a true family of champions.
This is a family of champions - playing to be heard and fighting to be remembered. It's running six miles at 6 a.m. and being a hero to someone who's never seen you play.
The spot focuses on a look at the nationally-ranked Equestrian team, the only Division I softball program to play in every NCAA tournament, the 2008 NCAA College World Series Champion baseball team as well as images of the 2007-08 WAC champion women's tennis and basketball teams.
This is the color of red. A brand of courage a generation of fans speak of and a Dean's List few speak of.
The story moves to celebrating the `Dogs 2007 Humanitarian Bowl victory and the significant academic excellence achieved in the classroom before ending with a trip through the success of other Bulldog teams as the identity of Fresno State and a simple statement.
This is rising up. This is Fresno State Athletics.
"We knew that JP had the creativity and technology to be able to pull off the type of commercial we wanted," Ladwig added. "They understood our need and did an excellent job. We will continue to work with JP to promote and enhance Fresno State Athletics."
JP Marketing is a Fresno-based advertising agency owned by the Bulldog's football and basketball public address announcer, Paul Quebe.
"We felt privileged to help the University reflect the totality of the program with a specific focus on the success in the classroom and on the field of play," Quebe said of JP's opportunity to partner with Fresno State Athletics. "
By earning the Central California ADDY, "This is Fresno State Athletics" will now have the opportunity to be recognized on a statewide level and continue displaying the accomplishments of Fresno State student-athletes to a larger audience.
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