2018-19 Cleveland Addys
Being the 2017-18 Best in Show winner at the ADDYs, Recess Creative was asked by Cleveland’s American Advertising Federation (AAF) chapter to take the lead on the campaign for the 2018-19 show.
In a cluttered market of highly coveted and competitive advertising awards like the One Show, the Webbys and the Cleo’s, how do you create an ad campaign attracting submissions and attendance for an award ceremony that nobody cares about?
Research showed us that not only are the Addys spiteful, they also trite and meaningless. Which then led us to the big idea: Embrace it.
To build the campaign we invited creative leaders from surrounding agencies to do our jobs for us. Our strategic plan included sheet pizza, alcohol and off-brand potato chips.
But creating the message was only half the problem. The other half was getting it to our audience.
We used an integrated campaign of social media, direct mail and new media to promote the event and keep our audience engaged. To reinforce the idea, we went a step further by taking our message directly to our audience. Enter the MAU (Mobile Advertising Unit) - peppered with agency insults and self-depricating humor.
In the end, we did not only create a campaign, we created a lot of awkward moments.