Client: The Negro Leagues Baseball Museum, Kansas City, Mo.
Agency: The Martin Agency, Richmond, Va.
Creative Director: Mike Hughes
Art Director: Christopher Gyorgy
Copywriter: Chris Jacobs
When Martin's Gyorgy and Jacobs first sparked to the idea of creating ads for the client, they did not realize the depth of the subject. "[The museum] provides a wonderful glimpse of how the leagues provided something for the communities to rally around," Gyorgy said. "Since little is known about Negro Leagues Baseball, our ads feature a lot of copy and are designed to educate people about the importance of the leagues and the impressive caliber of the players." The campaign consists of newspaper ads and three fundraising posters. Work points out that the quality of play in Negro Leagues Baseball was as good, maybe better, than that of Major League Baseball during the time the sport was segregated. One headline reads: "Just because they weren't in the same league as Babe Ruth and Ty Cobb, doesn't mean they weren't in the same league as Babe Ruth and Ty Cobb." Another, highlighting great long-ball hitters, asserts: "420 feet is 420 feet, no matter what the color of your skin is." "The campaign really captures the essence of what we are about and what we are working to achieve," said museum curator Ray Dowell. --Jim Osterman
Client: Eaton Automotive
Components Group, Southfield, Mich.
Agency: Sawyer Riley Compton, Atlanta
Creative Director: Bob Warren
Copywriter: Brett Compton
Art Director: Tony Messano
Senior Account Executive: Andy Abend
Photographer: Rick Graves, Los Angeles
Eaton Automotive Components Group parodies traditional consumer auto advertising in a brand-building trade campaign created by Sawyer Riley Compton. In a series of four print advertisements, the visual background is typical of many car ads--the test track, winding road, nighttime city scene and an off-road trek through a rushing stream--with a twist. Instead of featuring shiny new vehicles, the agency assembled four battered junk heaps. The message to auto manufacturers? Use Eaton's innovative components or "your new design is old news before it sees the showroom," says one ad. The themeline for each ad is: "It's Eaton or it's obsolete." The agency shot visuals in four California locations, including Mt. Tamalpias, a popular locale for "winding road" photography in car campaigns, most notably recent Volvo and Lexus work. It took artist Peter Gick of Ground Zero in Santa Monica, Calif., a month to build the four scrap-metal models, complete with functioning headlights. Supported by radio, outdoor and direct mail, print advertising breaks this month in automotive trade publications and in regional editions of national consumer periodicals such as Time, Newsweek and Sports Illustrated. --Katy Eckmann
Client: The Orlando Sentinel, Orlando, Fla.
Agency: Fry/Hammond/Barr, Orlando
Creative Director: Tim Fisher
Copywriter: Tom Kane Art Director: Sean Brunson
Agency Producer: Shannon Blanton
Account Supervisor: Pete Barr Jr.
Production Company: Curious Pictures, New York
Director/Editor: Warren Fischer Producer: Anezka Sebek
Like many newspapers around the country, The Orlando Sentinel goes beyond ink and paper to deliver the news these days. Central Floridians can get their news the old-fashioned way, through the Sentinel's online product or via a 24-hour news channel--thanks to the paper's partnership with Time Warner Cable. A television and print campaign from Fry/Hammond/Barr aims to raise community awareness about these various news outlets. Dubbed "Point/Counterpoint," the TV commercials highlight the paper's "franchises": sports, business, local news, calendar/entertainment and the TV program guide. "There's nothing to do this weekend," states the voiceover in the spot promoting the calendar section. Using heavy graphics and layering, a mix of footage and verbiage ("museums," "gigs," "festivals," "theater") belies that statement. The voiceover returns with: "Nothing to do? Take a closer look at your world, in print, online, anytime." The six spots, which took three months to produce, broke in the last month and will have two or three flights throughout the year. --K.E.