Case Study

AMERICAN ADVERTISING FEDERATION

ADDYs® – The American Advertising Awards

The Challenge

Present 150 gold ADDY award winners and recognize more than 250 silver winners in 170 categories for the best work in advertising to 900 advertising executives. The goal is to present all forms of media, from print to TV, while keeping the audience enraptured throughout this lengthy event.

The Solution

BEVERLY HILLS, CA – NOVEMBER 03: AAF Hall Of Achievement – Induction Ceremonies And Luncheon at The Beverly Hilton Hotel on November 3, 2015 in Beverly Hills, California. (Photo by Joe Scarnici/Getty Images for American Advertising Federation)

First, the awards presentation and the dinner were separated. After a quick reception, the attendees entered the theater-style seating of the ADDY Awards. The event was slated to run 90 minutes, ending in time for dinner to be served in an adjacent ballroom.

In the reception area, our graphic department created a “Winner’s Gallery,” displaying each award-winner’s print entry. The sophisticated presentation of this gallery was carried over into the ADDY Awards. Award-winning graphics brought the event to life, and professional voice-overs and appropriate musical selections energized the audience and heightened the sense of celebration and achievement.

Several innovations were added to the event. First, an opening video montage of winning entries set the tone for an upbeat evening. Interspersed throughout the live, scripted award presentations were video excerpts of the ADDY judges rating each of the top five entries in a reality-style format. Attendees got to see what the judges thought, and at the end could vote for their favorite “People’s Choice.”

Every year our team has designed a full-color print book to highlight all entrants’ work, along with a comprehensive 90-minute awards video that showcases the winners’ creative ideas for the attendees’ review. Winning entries are featured on a dedicated website to keep technology up to date.

The Result

AAF and attendees alike praised the new Oscar-style event as the most lively and cohesive in years. The ADDY Awards were given the attention and glamour they deserved, and socializing and networking bloomed over an elegant dinner afterwards.