Advertising Medal Winner Edward Buchi
Photo: Christina Gapic.Buchi's thesis re-investigates the notion of honesty in advertising through the creation of an integrated campaign for Old Dutch chips. The message to chip-loving consumers is that it's a brand that's not afraid to poke fun at itself, nor hide the fact that it's just an ordinary potato chip.
Q. Where did the inspiration for your work come from?
A lot the campaign's look, feel and voice came from my absorption of different media: from actual print ads and design publications to watching comedy shows on the Internet. This, as well as drawing it all down on paper before getting it on the screen, helped to create the vision for the integrated campaign that was a big part of my thesis.
Q. What part of your project are you most proud of and why?
The thesis book that I produced for the projects would come out on top. It took a long while to create the layouts and actually make the book. I'm so thankful that along the way my peers and faculty from the Advertising and Graphic Design programs were there to help me out and show a few pointers on things like content, layouts and book formats. The end result was a great-looking book with a clear, engaging case; this helped make the ads fall into place, forming a coherent and integrated campaign.
Q. What was your reaction on finding out that you were the medal winner for your program?
I was a little hysterical, and told a friend nearby, and then we were jumping and hugging at the same time. But I had to cut it a little short, as I needed to get back to OCAD U to fix my Grad Ex display. It was a busy week.
Q. In looking back at your time at OCAD U, what is your fondest memory of the program you were in and what will you miss the most?
Given the many quirky, unforgettable moments, it's hard to say. Among other things, I enjoyed playing chess with students on the sixth floor, having funny, candid conversations with the profs when not in class, and walking around OCAD U like it was so familiar. Essentially, I really enjoyed interacting with the diverse community there. I'll miss that the most.
Q. What are your plans after graduation?
I'll be preparing my portfolio in the early summer and then I'll start knocking on doors. I plan to get involved with the advertising industry but not limit myself to ad agencies. I'll also visit design firms such as Bruce Mau and Idea Couture — and that's just to start with.