For the second year in a row, students from Ferris State University’s Kendall College of Art and Design (KCAD) have made a remarkable mark in the Out of Home Advertising Association of America’s (OAAA) prestigious student competition.
Emilee Holzwarth earned Gold in the 2025 OBIE student awards for her bold brand refresh campaign for iconic bicycle maker Schwinn. Victoria Clark took Silver with her impactful “Preserve the Reserve” transit media campaign advocating for Native lands, while Laura Funes Saavedra secured Bronze with a vibrant out-of-home series celebrating Portuguese football club F.C. Porto.
The 2025 winners follow the footsteps of 2024 top prize recipients Luke Maksymetz and Sarah Schafer, both KCAD Graphic Design graduates, who set the standard for excellence in this category’s inaugural year.
Established in 1942, the OBIE Awards represent the pinnacle of achievement in out-of-home advertising. The student category, introduced just last year, showcases emerging creative talent from accredited U.S. colleges and universities, highlighting the next generation of innovators shaping the future of the industry.
Holzwarth, who graduated from KCAD in 2024 and currently works as a junior art director at Grand Rapids-based Extra Credit Projects, designed a campaign that revitalizes Schwinn’s heritage to engage Gen Z consumers through nostalgic colors, a reimagined logo inspired by the brand’s iconic compass, and detailed shots emphasizing craftsmanship.
“I’m honored to be recognized among the best of the best,” Holzwarth said. “It validates my choice of major and reassures me that I’m exactly where I belong.” She described her project as a way to “bring Schwinn back into conversation and inspire a new generation of bikers.”
Clark’s Silver-winning “Preserve the Reserve” campaign uses transparency and environmental integration to deliver a powerful message about protecting Native American lands. By allowing viewers to see through the ads to the natural surroundings, Clark aimed to create a deeper connection between the audience and the environment.
“This award and experience in Boston are unforgettable,” Clark said. “I wanted to remind people who was here first and strengthen the message to look outside and preserve our planet.”
Funes Saavedra’s Bronze-winning work reflects her passion for football and hand-lettering, capturing the energy and pride of Porto’s community through eye-catching street-level ads that resonate with the city’s vibrant culture.
“Receiving this award has boosted my confidence and love for design,” said Funes Saavedra, a May 2025 KCAD graduate. “Porto’s street culture and passion for football made it the perfect canvas for my work.”
The 2025 Student OBIE Awards were judged by industry leaders including Mendi Robertson (VP for Creative, Lamar), Chad Shackleford (VP & Head of Digital Creative, OUTFRONT XLabs), Mike Sulke (Founder & CCO, Sukle Advertising and Design), and Whitney Yando (Creative Director, 72andsunny).
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