The American Advertising Federation’s ADDY® Awards are the advertising industry’s annual nod to creativity. Winners of a prestigious Gold ADDY Award are seen by others in the field as the best players on the playground. With such talent available here in our own backyard, there’s no reason to look outside the Midlands area. Take a peek at this year’s winners.
Gold ADDY Award Winner:
Mustard Graphics Studio for Monkey Toes packaging
Lani Stringer, owner of Mustard Graphics Studio, worked with local company Scene Weaver to design a new logo, packaging and accordion-style pamphlet to accompany Monkey Toes children’s shoes and walked away with two Gold ADDYs. The logo and point-of-sale marketing materials won other awards, too, including the ADDY Best of Show award and a Silver award.
Five-time Gold ADDY Award Winner:
Chernoff Newman for Threat Management Group trade show booth, Force Protection Ocelot video and annual report, Dayton Power & Light TV commercial, and Riverbanks Zoo & Garden’s “#1 Attraction” campaign
“Good work takes hard work,” says Jennifer Hammes, associate creative director at Chernoff Newman. “Ultimately, your best work doesn’t typically come from your first idea. We chip away at it – encouraging everyone to dig deeper,” she says. Chernoff also walked away with 12 silver ADDYs and “Best of Print” and “Best of Interactive” ADDYs for the Riverbanks project focused on the garden’s ComPOOst web site (
compoost.org).
Gold ADDY Award Winner:
ADCO for Columbia College’s “Dress the Part” brochure
Back in college, a dorm room with a twin bed, desk, chair and small closet was standard fare. Not so today in the age of heightened student expectations. Asbury Hall, the women’s dormitory on the Columbia College campus, was in need of renovations. ADCO, using the analogy of a woman’s dress, relied on 1970s nostalgia (when the dorm was built) to reach its target market of charitable alumni. The piece was so successful, ADCO is in the process of providing marketing collateral for a full fundraising campaign.
Gold ADDY Award Winner:
The Adams Group for Meadows Regional Medical Center’s Cardiac TV commercial
When people experienced cardiac issues in the small town of Vidalia, GA, they often traveled to the nearby larger town of Savannah to see physicians and undergo medically necessary surgery. But a few years ago, Meadows Regional Medical Center in Vidalia hired knowledgeable physicians and purchased new technology to provide interventional cardiology at its facility. The Adams Group, which specializes in healthcare marketing, was hired to communicate a complicated concept like interventional cardiology to the general public and create awareness of new services and treatments. The agency created a TV spot focused on how the Center removed the travel component from cardiac treatment for local citizens.
Gold ADDY Award Winner:
undefined magazine
Mark Pointer often traveled to Charleston for artistic weekend fun, thinking there wasn’t much to do in Columbia focused on the art scene. One day, while working on a graphic design project revolving around artist Christian Thee, he realized there is just as much artistic talent in the capital city as anywhere else in the state. By the end of that day, he had created a logo, name, and mission statement for the artistic
undefined magazine (
beundefined.com), which he launched in 2008. The ninth issue of the magazine struck gold – ADDY gold, that is. He went on to win a regional ADDY for the magazine, the only magazine in the Southeastern district to do so at that level.
Four-time Gold ADDY Award Winner:
Mad Monkey for Rush’s TV commercial, Harvest Hope TV spot, Boeing TV commercial, and TNT’s Lebron James commercial
Mad Monkey, who has won “Best in Broadcast” for the last 10 years, walked away with four gold ADDYs at this year’s event. The Mad Monkey staff moved from trying to capture the “mystique” of Rush’s hamburgers to showing the stories of the working poor who need Harvest Hope’s food services in our current turbulent economy. They created a commercial about the Boeing Dreamliner before it was even manufactured. They then moved on to creating a 60-second spot asking Lebron James of NBA fame to come back and play for his Cleveland hometown team. “The TNT spot pleased the client so much we received a lot more work from them,” says Mad Monkey’s Lorie Gardner.
Gold ADDY Award Winner:
EdVenture Children’s Museum
EdVenture placed at the gold level for its first-ever broadcast commercial, aimed at creating awareness of the museum in other states. “The museum had always wanted to do a TV commercial, but many factors, mostly the cost of production, always put the idea on the back burner,” says EdVenture’s Director of Marketing Wayne Thornley. Using animation created by in-house talent, EdVenture worked with Digital Hyper Studio to craft two TV spots in the allotted budget. The spots moved on to the regional competition, where they scored a silver ADDY.
Gold ADDY Award Winner:
Fisher Commmunications for SC Department of Public Safety DUITV commercial
Kevin Fisher says the agency patterned the TV commercial disuading drunk driving on the TV show
24 to portray the realistic effects of inebriated behavior. The ADDYs recognized his success in messaging with a Gold award and the "Best Public Service" award. The spots also are Emmy-nominated. See them online at
scdps.org.
Gold ADDY Award Winner:
Riggs Partners for The Cooperative Ministry's "With a Little Love" campaign
The story behind the Love campaign is as impressive as Cathy Monetti and her creative team of independent professionals at Riggs Partners. When The Cooperative Ministry held a special appreciation event for contributor Jim Sonefield of Hootie & the Blowfish fame, he was so blown away by the Benedict College gospel choir's a capella performance of the group's hit song "Hold My Hand," he gave the rights of the song to The Cooperative Ministry. On iTunes, downloaded copies of the Benedict version raise funds for the nonprofit organization. Riggs Partners expanded the campaign to include public service announcements and special events that told the story to a worldwide audience.
Gold ADDY Award Winner:
George Fulton Productions for Tragic Valentine's Day promotion and Superheroes of University of Virginia Health System
Camo, anyone? Taking away the "Best Photography" award along with a Gold ADDY, George Fulton scored big with his annual business promotion, portrayed in a "Tragic Valentine's Day" Renaissance-style parody. He achieved a second Gold ADDY for turning the staff of the University of Virginia's hospital system into superheroes of medicine.
See all the local ADDY winners at
http://www.addyinwonderland.com/pdf/2011-ADDY-Awards-Winners-Book-Credits.pdf.