When it comes to the ADDY Awards, it’s not the size of the budget or media spend but the creativity. ADDY winners represent the most innovative advertisers—whether they’re local, regional or national. This year, ADDY gold was bestowed on some well-known spots—such as Allstate’s Mayhem and VW’s little Darth Vader—as well as some less famous but equally creative campaigns. In all, 83 Gold ADDYs were awarded at the 2012 National ADDY Awards, held on June 5 in the Austin Grand Ballroom inside of the Hilton Austin. Here are some of the winners in the major categories.
Best in Show
Client: Sony PlayStation
Deutsch brought 15 years of iconic Sony PlayStation characters to life in a live-action tribute to hardcore gamers. Honored both as a TV commercial and, in its 2-minute long-form, as an Internet commercial, the spot speaks to the deep affinity gamers have for the games they play. As an insider’s view of the gaming world, it helped Sony reconnect with and celebrate its greatest fans, ending with the tagline: “Long Live Play.”
Consumer/Trade Campaign, Color
Agency: Arnold Worldwide
Client: City Year
To raise the profile of City Year, the campaign plays with the signage and graffiti common in the urban landscape to get across the Americorps group’s mentoring and tutoring message.
National TV/Consumer Products
Title: The Force
Client: Volkswagen of America
Is there anyone who hasn’t been charmed by the pint-sized Darth Vader’s attempt to use his Sith powers to start the family’s Passat?
Title: Hogle Zoo Zoorassic Park
Agency: Richter 7
Client: Utah’s Hogle Zoo
Posters for the Hogle Zoo’s exhibition of animatronic dinosaurs playfully identify their possible dinners from among the zoo’s real-life animals.
Micro or Mini Site/Online Campaign/Online Game
Title: Dig Deeper
Agency: BBDO New York
Client: HBO/True Blood
To promote the DVD release of Season 3 of the hit vampire series, HBO used an interactive commercial to send its rabid fans on a digital scavenger hunt that took them across online, social and mobile media.
National TV, Consumer Products
Title:Born of Fire
“This is the Motor City and this is what we do.” The 2-minute spot featuring Eminem may have ostensibly been for the Chrysler 200 sedan, but it really was an anthem for the return of Detroit and the company.
Mixed-Media, National Consumer
Title: Protect the Moment
Agency: R&R Partners
Client: Las Vegas Convention and Visitors Authority
In the era of social media, what happens in Vegas won’t necessarily stay in Vegas…unless you know the code. This multipronged campaign pokes fun at oversharers, shutterbugs and others who could ruin your good time.
Agency: Hub Strategy
Client: Oakland A’s
Some advice from an aborigine boomerang thrower helps the Oakland A’s pitching staff master the curveball. The campaign also won gold for the Peripheral Vision spot.