For Procter & Gamble.
The honored campaign was the "Naked Truth" print effort for P&G's beinggirl.com Web site. Ms. Servidea, a 25-year-old art director at Leo Burnett USA, Chicago, concedes initially the assignment didn't seem to have a great deal of creative opportunity. But as she delved into it, the possibilities opened up.
Studying the Web site and "realizing how great it was for the girls, you get behind it," says Ms. Servidea.
A love of art and problem-solving drew her to advertising. Recognizing the possibilities of different media is more important than ever for creatives, Ms. Servidea says, elaborating that "Everything has to be 360. Print and TV aren't going to reach people as much as they used to."