American Advertising Federation ADDY Awards Event Promotions

Is it intimidating to brand the event that celebrates the region’s best branders? Not when you drink the Kool-Aid.

It all began with a secret handshake.

CHALLENGE
Advertisers are a weird bunch. We know a few. And when they get together for their annual ceremony, there are certain…expectations. It’s been done for years and every year it’s a new challenge to top the year before. And it has to impress the most jaded crowd of all. Our own peers.

TACTICS
The “ILLUMINADDY “ theme applied to an event logo, call for entries “handbook” written in the style of the Masonic guide, creepy promo video and postcard, an ILLUMINADDY logo stamp (for the fake tattoo of course) and the award book.

RESULTS
We’re not supposed to tell but I think we were one of the favorite themes of the recent past. One of the best responses was the single directive within the video to “wear black and white to the ADDYs”. It was only on screen for a second on and achieved almost 100% participation. The night was, well, we can’t tell you.

Project Info

CLIENT
American Advertising Federation, Nashville
DELIVERABLES
Event Theme & Logo, Direct Mail, Digital Video, Awards Book
PARTNERSHIPS
Video production, Forward Productions, Michael Korfhage