Lindenwood advertising students won big at the 2025 St. Louis American Advertising Awards. The event, organized by the American Advertising Federation, recognizes both professional and student advertising campaigns in the St. Louis region in a variety of categories. Branded as the “largest and most representative competition” in the advertising industry, being recognized is a significant achievement for students.

Advertising students Ines Camilleri Reche and Grant Cracchiolo created a billboard campaign for outdoor eyewear that won the Gold Award for Out-of-Home - Outdoor Board. This campaign, titled See Who You Are, was developed when Professor of Advertising and Public Relations Dr. Kristy Tucciarone challenged students to create advertisements for an audience that is not typically served by a given brand. Students found Oakley’s advertising to be male-centered and decided to create a campaign for women. The billboard designed by the students features Oakley sportswear products endorsed by prominent athletes. Alongside the product is a caption that represents a microaggression directed to many female athletes.

The See Who You Are campaign also won a positive Judge’s Citation in the same category. The Judge’s Citation is a special recognition awarded by those working in the advertising industry.

Lindenwood won a second Judge’s Award for Elements – Music and Sound. This recognition went to a music video style advertisement for Tide laundry detergent. A multimillion-dollar campaign, Tide sought ideas urging people to use cold water when washing their laundry. To make this message resonate, Lindenwood students Noelle Defabio, Natalie Gane, Rachel Goebel, Chelsea Rackovan, Matt Tilley and Ashlyn Trogdon created the Tide Cool Guy mascot who sings a catchy jingle called Click it Cold.

Calling the American Advertising Awards “the gold standard for creative excellence,” Tucciarone was proud of her students for rising to the challenge. The opportunity to develop a campaign from start to finish and be recognized for their work is a valuable

experience. Participating in this competition gives Lindenwood students the chance to gain real experience in their chosen industry. Tucciarone adds that major advertising agencies strive to succeed at the American Advertising Awards and will publicly display their trophies. While many people view this recognition as a career goal, the awards are a starting point for these Lindenwood students. This achievement will bring further opportunity for them to develop and display their creative skills.