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THE SAFEST ADDYS EVER
Idea
Can you safely host an advertising awards show in the middle of a global pandemic and make it successful? This is what the American Advertising Federation Dallas Chapter challenged us with.
We embraced the challenged by creating a concept based around a simple notion: what would happen if advertising people were put in charge of safety protocols for an awards show?
APPROACH
Take it to the extreme.
We developed a social campaign that explored the extreme measures the AAF Dallas team was taking to ensure the award show was safe and fun for all. This included a virtual awards event in which the recipients got their ADDY trophies delivered in a box full of everything they would need to host their own small party.
The awards were kept under lock, and the combination was sent to all recipients via social media for them to open their box, watch a congratulatory video, and finally see the awards they won.
The social campaign reminded people about key deadlines, as well as reveal the winners on the big day. Instagram live showed the top awards were delivered by AAF staff members in full hazmat gear, and engagement went thru the roof as agencies eagerly awaited to know what they won.
IMPACT
A safe and successful event for all.
AAF Dallas was able to host an engaging award show, driving membership and sponsorship revenue up in a challenging year. Agencies were able to see their work celebrated, and it all happened in the safest possible way.
