During my second year on the National Student Advertising Competition team, I took on the role of head copywriter and social strategist for a challenging B2B adtech campaign.

Our mission was clear: to elevate awareness for Adobe's comprehensive adtech offering in a market saturated with jargon and complexity. We aimed to cut through the noise with a campaign that said, 'Let's outwit the bullsh*tters' in a refreshingly straightforward manner.

After trekking through 3 months of market research and A/B testing, we arrived at a simple yet powerful insight: nobody aspires to be average. From this revelation, the campaign message 'A New Dawn' was born – a beacon of hope in a sea of mediocrity.

Our efforts paid off handsomely, earning us second place at the district competition and the prestigious Best Copy award. It was an exhilarating journey, and the success of the campaign was a testament to our team's creativity and dedication.