M Group Tops Philly Addy Awards

NEW YORK The Philadelphia Advertising Club hosted its 2005 Addy Awards last night at the Philadelphia Museum of Art, where the three freelancers of The M Group won best of show for work on behalf of one of their mothers.

The “Julia Bakery Campaign,” created gratis by art directors Mike Mielcarz and Randy Rogers and copywriter Justin Ebert, was created for Mielcarz’ mother. Julia Mielcarz arrived from Poland 18 years ago and operates the Julia Bakery in the Port Richmond section of Philadelphia, where she specializes in desserts from her homeland.

“It was just kind of a fun thing,” said Ebert. “We were very flattered that it got as well received as it did, but it was just something that the three of us sat down and did for Mike’s mom.”

Ads for the bakery showed copy on a weathered shop sign hung above a delicious-looking dessert. Two were paired with the headline, “In Poland, parents get their kids to eat heaping bowls of knuckle stew, here’s how.” In another, copy reads, “Rolada, Wuzethka. Torciki. Bebeczki. Rorki. Torty. (It’s not a hockey team, it’s our menu.).”

The trio worked together from 2002-04 at Red Tettemer in Philadelphia, where Ebert is a creative director. Mielcarz now works at the Star Group in Cherry Hill, N.J., and Rogers freelances in Baltimore, Ebert said.

The campaign also won the best of print Addy.

Other winners included: Paragraph Inc., best of interactive, for “ShopFosters.com”; Tierney Communications, best of radio, Home Heat Council; Philadelphia Eagles, best of TV, “Winning It All”; and Medical Broadcasting Co., best of pharmaceutical/healthcare, Tylenol NATA campaign.