adnews 2013 ADDY Winners Book

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a d d y

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“ Yo u c a n’ t w a i t f o r i n s p i r a t i o n , y o u h a v e t o go af te r it with a clu b ” — Jack Lon d on

aaf utah addy® winners book 2013 - a product of adnews publishing in general

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publisher’s notes - susen sawatzki

6 advertising professional of the year john youngren 7

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publisher’s notes methodology is to enter less than 10 pieces representing six or more clients. Obviously, even if every entry wins, that is less than 10 awards skewing a comparison of total awards won. However, winning 85 or 90 percent of work entered is a great achievement.

What the entrants and winners don’t always appreciate is that each piece, as it is admired or analyzed in the pages of the adnews ADDY® Winners Book, stands alone to inspire high-caliber creative performance and possibly launch a new relationship between client and creative service provider.

It doesn’t matter if that piece is the winner of the most awards or if it is the only entry that earned one award. If it inspires or is the trigger to a new relationship, its power continues.

Let’s rejoice that we love what we do—even if it makes us crazy.

s us en sawatz ki This edition showcases the winners of the ADDYs®. It tends to be a controversial show every year.

I think it helps to understand not only the process of the judging but also the process and methodology of entering. I served as chairman for several years and assisted with the event for several more years, during which time I gained an insider’s view.

Each year the ADDY® committee does its collective best to select and lure the highest level of creative talent from around the country to Salt Lake to judge the show. Judging takes a good two days. As an introduction, the judges are encouraged to understand that this show is part one of a three-tier process. The winners of the Utah show go on to compete in the district competition.

The district winners compete for national ADDYs®, the highest creative awards recognized by the American Advertising Federation. With that understanding, the judges are in control.

Creative service providers enter the show for different reasons and with different strategies.

One strategy is to enter the show with large bodies of work saturating many categories with several campaigns.

The risk is if that body of work does not win, the considerable cost of entering many categories is a total loss. However, if the judges appreciate a body of work, then the volume of awards won across many categories justifies the cost of entering. One three-ad campaign can rack up more than 20 awards.

There are retail and public service accounts that lend well to the variety of applicable categories.

Another, and more common 4 addy | WINNERS BOOK 2013 - a product of adnews publishing

Everything was delicious and we couldn’t be happier with

Cuisine Unlimited Catering & Special Events

Cuisine Unlimited Catering & Special Events 4641Cherry Street, Salt Lake City, Utah 84123 Salt Lake City 801-268-2332 • Park City 435-647-0010 www.cuisineunlimited.com

thanks to the following sp onsors

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AAF-Utah Professional of the Year - John Youngren John Youngren worked in corporate communications, as a sportswriter and columnist, as a radio talk show host and for several years as the Salt Lake Tribune’s TV critic. Ultimately, John Youngren grew to appreciate the opportunities in the advertising and public relations industry, and he’s been an integral part of the Love Communications team since the early years of the agency.

John is a leader at the firm and is key to daily operations, which he has helped grow through his expertise, professionalism and all around good advertising skills. He is a true unsung hero of the Utah advertising agency – he does not seek the limelight, but he absolutely deserves it.

TO KNOW HIM IS TO LOVE HIM And who knows more about love than us?

Congratulations, John, on being named Advertising Professional of the Year!

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As a Vice President and Group Account Director at Love, John oversees many of the firm’s most critical accounts and has mentored countless industry minds, as past and present “Lovers” have learned from John’s example. He juggles multiple accounts with aplomb and the characteristic quick wit and creative thinking that clients and colleagues alike appreciate and enjoy.

John’s leadership on accounts such as the Utah Lt. Governor’s Office, United Way of Salt Lake and the Utah Department of Health’s Anti-Tobacco Campaign (to name just a few) has allowed Love to succeed in a time when other firms have experienced hardships. He has directed award-winning public awareness campaigns for these clients and many others.

A University of Utah graduate and current member of the U of U Alumni Association Board of Directors, John regularly speaks to college advertising and marketing classes (sharing the knowledge gained during his experience in the industry).

His service on other boards and the AAF-Utah board reflect a dedication to his profession and his community.

In a letter to the selection committee, Tom Love, founding partner and president of Love Communications, wrote: “I am honored to have John as a key member of our management team and the firm’s firstever Vice President. And I am thankful to call him a friend and a colleague. His dedication to this industry for so many years makes him more than worthy of being named AAFUtah’s Advertising Professional of the Year.”

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best of show winners

total awards

total gold addys

most awards

2012*- 82 2011 - 74 2010 - 132 2009 - 126 2008 - 173 2007 - 221 2006 - 183 2005 - 154 2004 - 158 2003 - 141 2002 - 163

2012 - 20 2011 - 23 2010 - 42 2009 - 39 2008 - 39 2007 - 58 2006 - 42 2005 - 40 2001 - 23 2003 - 37 2002 - 30

2012 - Fluid - 26 2011 - Richter7 - 11 2010 - Richter7 - 39 2009 - Richter7 - 47 2008 - Richter7 - 67 2007 - Richter7 - 65 2006 - Richter7 - 52 2005 - Richter7 - 39 2004 - W Communications - 62 2003 - Richter7 - 58 2002 - Richter7 - 41 2001 - 237

*Note: The year reflects the year the work was created.

2012*

no. of advertisers

total gold

total silver

2012 - Montgomery Tunnel Installation - Utah Office of Tourism - Struck 2011 - True Story - The Leonardo - Leonardo Launch Campaign - Two 2010 - StruckAxiom - Dreamworks Animation SKG - Flame It 2010 - Nathan Wigglesworth - BYU - Million Trees NYC 2009 - Ancestry.com - My Story Television 2009 - STUDENT AWARD- BYU - Doritos Guardians 2008 - For Design - Rare Method- Bocuse d’Or Brochure 2008 - For Advertising - Richter7- Hogle Zoo Poster Campaign 2007 - R&R Partners - Utah Symphony and Opera CDs 2006 - Colin Barrett - The Letterboxers 2005 - B/O/W/G - Napoleon Dynamite Campaign 2004 - Love Communications - UDOH, The Truth Tarot Cards 2003 - Richter7 - Rocky Point Haunted House Campaign 2002 - Crowell Advertising, Marketing & PR - ClearBra, “Disaster” 2001 - Richter7- Salt Lake Costume Company 2000 - Eric Gutierrez, Dave Larson, Tyler Gourley- Autosports of Utah

total addys

Fluid 6 8 18 26 RR Partners 4 2 13 15 Faktory 3 1 5 6 Richter7 3 0 5 5 McCann Worldgroup, SLC 4 1 4 5 Welikesmall 4 2 2 4 Struck 3 2 1 3 Red Olive 3 1 2 3 Zagg 2 1 2 3 Love Communications 2 0 3 3 REISTER 2 1 1 2 Jibe Media 2 0 2 2 Modern8 1 1 0 1 Advent Creative 1 0 1 1 Lone Peak Productions 1 0 1 1 Penna Powers/Brian Haynes 1 0 1 1 Saxton Home 1 0 1 1 student competition Morgan Crockett 1 0 1 1 Chad Ford 1 1 1 2 Michelle Brodrick 1 0 1 1 Sarkastic 1 0 1 1 BYU Adlab 1 1 0 1 Make it in LA 1 1 0 1

judges’ picks 2012* Monica Taylor Utah State Fair “History” Campaign Utah State Fair RIESTER

Brent Anderson DWR-Utah/TakeMeFishing.org Fathers Day Tie Giveaway Fluid

Joseph Corr Utah Deptartment of Highway Safety Drunk Driving Snowmen RR Partners

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72 Award: BEST OF SHOW ADDY® & Gold ADDY®

Award Entrant: Struck Advertiser: Utah Office of Tourism Title: Montgomery Tunnel Installation Contributors: Steve Driggs, ECD; Jeremy Chase, Account Director; Kelly McClelland, Account Manager; Nathan Wigglesworth, Art Director; Garrett Martin, Copywriter; Abe Day, Technical Director; Joe Williamsen, Technical Director; LOVE Communications, Media Buyer

j u d g e s ’ s p e c i a l awa r d s 72 utah office of tourism, montgomery tunnel installation NEWSPAPER, FRACTIONAL PAGE

89 Award: Judges Choice- Taylor & Gold ADDY® Award

76 dwr-utah/takemefishing.org, fathers day tie giveaway

Entrant: RIESTER Advertiser: Utah State Fair Title: Utah State Fair “History” Campaign Contributors: Jeff Bagley, Creative Director/CW; Mike Ross, Art Director; Laura Carlson, Accnt Associate Director; Jenna Wendler, Account Manager

PUBLIC SERVICE, NON-TRADITIONAL 32 Award: Judges Choice- Corr & Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Highway Safety Title: Drunk Driving Snowmen Contributors: Marissa Empey, Designer/Concept/ Producer; Ryan Izant, Designer/Concept; AJ Bell, Art Director; C. Michael Foster, Copywriter; Patrick Buller, Assoc. Creative Director; Kyle Curtis, Creative Director; Steve Wright, Account Director; Arnie DiGeorge, ECD

DIRECT MARKETING, SPECIALTY ADVERTISING

32 utah department of highway safety, drunk driving snowmen 89 utah state fair, “history” campaign

76 Award: Judges Choice- Anderson &

Gold ADDY® Award Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-Take Me Fishing.org Fathers Day Tie Giveaway Contributors: Henry Smith, Art Director; Ryan Anderson, Creative Director

s t u d e nt b e s t o f s h ow

STUDENT, DIGITAL ADVERTISING 82 Award: Student Best Of Show ADDY

Student Gold ADDY® Award Entrant: Chad Ford, Brigham Young University Advertiser: Brigham Young University Title: Google Celebrity Book Club Contributors: Chad Ford, Art Director; Kasey Ahlstrom, Copy Writer

82 brigham young university, google celebrity book club

B ILL B O A RD O F T HE Y E A R

Award: Billboard of The Year Entrant: Richter7 Advertiser: Utah’s Hogle Zoo Title: Hogle Zoo “Rocky Shores” billboard Contributors: Kendal Liddle, Art Director; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Cynthia Griffin, Production Manager; Stock, Photographer; Jared Lewis, Account Manager; Tal Harry, Account Supervisor 10 addy | WINNERS BOOK 2013 - a product of adnews publishing

utah’s hogle zoo, “rocky shores” billboard

Brent Anderson is a Global Group Creative Director at TBWA\ChiatDay-Los Angeles on the Gatorade and adidas brands. Brent joined Chiat in 2005 and during his time in the LA office has worked on Nissan, Playstation, Visa, Gatorade, Tassimo, adidas and various other new business efforts. Prior to Chiat, Brent worked for many years at a creative/design boutique in Portland, Oregon (JohnsonSheen). His work is featured in the MoMa (NY) permanent collection, has won many awards and has been nominated for an Emmy.

Monica Taylor is a freelance creative director/art director based in Portland, Oregon. She brings to the show 13 years of experience at Wieden + Kennedy, as both an art director and a creative director. Her years on Nike featured many award-winning campaigns, notably the “Tag” spot which took home the Grand Prix at Cannes in 2001. Her work has been recognized by the Cannes Festival, the One Show, D&AD, and has been included in the permanent collection at the MOMA in NY.

photos by Chad Hurst

joseph corr

monica taylor

ADDY JUDGES

brent anderson

Joseph is a Creative Director with Crispin Porter + Bogusky, and a Lecturer at Boulder Digital Works at the University of Colorado. He has a background in a wide variety of interactive tools with over 15 years of professional experience designing and developing for the screen and beyond.

As a Creative Director and Creative Technology Director, Joseph specializes in storytelling, rapid prototyping, and conquering the impossible.

This year’s AAF-Utah ADDY Awards are brought to you by: AAF President - Adam Morgan, Creative Director, Thomas Arts First Vice President - Gina Girardi, Promotions – Marketing – Specification, xpedx

Chairperson:

Machel Devin, Struck, Account Manager Committee Members: Adam Morgan, ThomasArts, Executive Creative Director Gina Girardi, xpedx, Promotions – Marketing – Specification Jeremy Wold, Richter7, Digital Strategy and Solutions Manager Marc Davey, Reagan Outdoor Advertising, Local Sales Manager Teri Gibson, Richter7, Account Supervisor Jennifer Schreiter, AAF-UT Executive Director Kelly McClelland, Struck, Jr. Account Manager Jordan Howe, The Summit Group, Director of Advertising Account Services Angie Welling, Love Communications, Director of Public Relations Jasmine Borla, McCann WorldGroup, Senior Engagement Planner Brady Cook, Progrexion, Art Director Michael Etzel, McCann WorldGroup, Account Supervisor Jim Breitinger, Riester, Editorial Director Sharlee Smith, Salt Lake Community College, Manager Creative Services Ryan Anderson, Fluid, Creative Director/Partner Steve Wright, R&R Partners, Director of Public Affairs Jason Sargent, ThomasArts, Account Supervisor

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C OLL AT ER A L POSTER

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1 Award: Gold ADDY® Award

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Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-Grandpa Contributors: Ryan Anderson, Creative Director, Art Director

2 Award: Gold ADDY® Award

2

Entrant: Fluid Advertiser: Creamies Title: Creamies Mint Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

3 Award: Gold ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Banana Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

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4 Award: Gold ADDY® Award

Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-The Beauty of Fishing Campaign Contributors: Ryan Anderson, Creative Director, Art Director

5 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Orange Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

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6 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-Fishing Hole Contributors: Ryan Anderson, Creative Director, Art Director

7 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Copper Canyon Restaurant Title: Canyon Challenge-Last Meal see #13 pg 13 Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

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8 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Gallivan Center Title: Monster Block Party Contributors: Ryan Anderson, Creative Director, Art Director; Henry Smith, Designer; Michael Slack, Illustrator

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9 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Poster Campaign 1 Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

10 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Poster Campaign 2 Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

11 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Chocolate Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

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SPONSOR

c o l l at e r a l

12 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Strawberry Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

13 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Copper Canyon Restaurant Title: Canyon Challenge Poster Campaign Contributors: Ryan Anderson, Creative Director, Art Director; Chad Hurst, Photographer

14 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Transit Authority Title: FrontRunner South Launch Commemorative Poster Contributors: Patrick Buller, Art Director/ACD; Jeff Foster, Illustrator; Kyle Curtis, Creative Director; Debbie Bennett, Producer; Michael Navarre, Account Director; Arnie DiGeorge, ECD

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BROCHURE

15 Award: Gold ADDY® Award

Entrant: Fluid Advertiser: DNR - Utah Title: Mining Booklet Contributors: Kevin Perry, Creative Director; Henry Smith, Designer; Joe Esquibel, Illustrator

16 Award: Silver ADDY® Award

Entrant: Penna Powers Brian Haynes Advertiser: NOBILUS Title: NOBILUS Brochure Contributors: Erico Bisquera, Creative Director; John Haynes, Managing Partner; Eric Larson, Senior Art Director

ANNUAL REPORT

17 Award: Silver ADDY® Award

Entrant: Advent Creative Advertiser: Viridian Energy Title: Viridian Sustainability Report Contributors: Adam Smith, Creative Director; Amber Evertsen, Graphic Designer

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STATIONERY PACKAGE

18 Award: Silver ADDY® Award

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Entrant: Jibe Media Advertiser: Kitchen Kneads Title: Kitchen Kneads Stationery Package Contributors: Mark Farr, Creative Director; Kyle Harris, Art Director/Designer

i nt e g r at e d cam pa i g n s

CONSUMER, REGIONAL/NATIONAL

19 Award: Gold ADDY® Award 19

Entrant: modern8 Advertiser: Touchstone Essentials Title: Touchstone Essentials Contributors: Randall Smith, Creative Director; Derek Boman, Designer; Bryan Wilson, Designer; Cameron Gardner, Animator

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SPONSOR

public service

OUT OF HOME

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20 Award: Gold ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Highway Safety Title: Mobile DUI Checkpoint Truck Wrap Contributors: Brett Smith, Designer/Concept; Patrick Buller, Assoc. Creative Director; Kyle Curtis, Creative Director; Debbie Bennett, Producer; Steve Wright, Account Director; Arnie DiGeorge, ECD; Chad Hurst, Photographer

21 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Highway Safety Title: Mobile DUI Checkpoint Trailer Wrap Contributors: AJ Bell, Art Director/Concept; Patrick Buller, Assoc. Creative Director; Kyle Curtis, Creative Director; Debbie Bennett, Producer; Steve Wright, Account Director; Arnie DiGeorge, ECD

BROADCAST/ELECTRONIC/DIGITAL

22 Award: Silver ADDY® Award

Entrant: Love Communications Advertiser: Utah Cancer Control Program Title: Just Go Contributors: Katie Bradley Barrett, ACD, Copywriter; Wildwood Productions, Production; Lena Dibble, Account Supervisor

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23 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: ‘College Fund’ Radio Contributors: Ryan Izant, Copywriter; C. Michael Foster, Producer / Director; Kyle Curtis, Creative Director; Steve Wright, Account Director; Arnie DiGeorge, ECD; Clarke Jackman, Engineer 22

24 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: ‘Science Film’ TV Contributors: AJ Bell, Copywriter / Art Director; Kyle Curtis, Creative Director; Patrick Buller, Assoc.

Creative Director; Gerri Angelo, Producer; Steve Wright, Account Director; Scott Rice, Director; Don Turley, Executive Producer; Arnie DiGeorge, ECD

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25 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: ‘Triple Strength’ TV Contributors: Kyle Curtis, Copywriter / CD; Patrick Buller, Assoc. Creative Director; Gerri Angelo, Producer; Steve Wright, Account Director; Scott Rice, Director; Don Turley, Executive Producer; Arnie DiGeorge, ECD

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26 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: ‘3-Step Program’ TV Contributors: Jeffery Butterworth, Senior Copywriter; Eric Rice, Art Director; Kyle Curtis, Creative Director; Patrick Buller, Assoc. Creative Director; Gerri Angelo, Producer; Steve Wright, Account Director; Scott Rice/Director; Don Turley, Executive Producer; Arnie DiGeorge, ECD

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SPONSOR

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public service

campaign

27 Award: Silver ADDY® Award

Entrant: Richter7 Advertiser: Utah Department of Workforce Services Title: Quality Childcare TV campaign Contributors: Ryan Anderson, Art Director/CD; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Saint Cloud Film, Production Company; Julian Acosta, Director; Jared Harris, Producer; Marcia Winn, Account Manager; Peggy Lander, Account Supervisor

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28 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: DABC TV Campaign Contributors: Jeffery Butterworth, Senior Copywriter; AJ Bell, Copywriter; Eric Rice, Art Director; Kyle Curtis, Creative Director; Patrick Buller, Assoc. Creative Director; Gerri Angelo, Producer; Steve Wright, Account Director; Scott Rice, Director; Don Turley, Executive Producer; Arnie DiGeorge, ECD

29 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Highway Safety Title: Arresting Spills Poster Campaign Contributors: AJ Bell, Art Director / Concept; Kyle Curtis, Creative Director; Steve Wright, Account Director; Arnie DiGeorge, ECD

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COLLATERAL

30 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Use Only As Directed Title: Pharmacy Counter 3D Cling Contributors: Kyle Curtis, Copywriter/CD; AJ Bell, Art Director; Patrick Buller, Assoc. Creative Director; Steve Wight, Account Director; Debbie Bennett, Producer; Arnie DiGeorge, ECD

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31

31 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Use Only As Directed Title: ‘Bottle Bag & Sticker’ POP Contributors: Patrick Buller, Assoc. Creative Director; AJ Bell, Art Director; C. Michael Foster, Copywriter; Kyle Curtis, Creative Director; Debbie Bennett, Producer; Steve Wright, Account Director; Arnie DiGeorge, ECD

NON-TRADITIONAL

32 Award: Silver ADDY® Award & Judges Choice- Corr

34

Entrant: RR Partners Advertiser: Utah Department of Highway Safety See pg 10 Title: Drunk Driving Snowmen Contributors: Marissa Empey, Designer/Concept/Producer; Ryan Izant, Designer/Concept; AJ Bell, Art Director; C. Michael Foster, Copywriter; Patrick Buller, Assoc. Creative Director; Kyle Curtis, Creative Director; Steve Wright, Account Director; Arnie DiGeorge, ECD

33 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Highway Safety Title: “Designated Driver” Coaster Contributors: Kevin Day, Designer; Kyle Curtis, Creative Dir./Copywriter; Patrick Buller, Assoc. Creative Director; Debbie Bennett, Producer; Steve Wright, Account Director; Arnie DiGeorge, ECD

DIRECT MARKETING / SPECIALTY ITEMS

34 Award: Silver ADDY® Award

Entrant: RR Partners Advertiser: Utah Department of Alcoholic Beverage Control Title: Control Heat Sensitive Urinal Sticker Contributors: Kyle Curtis, Creative Director; Patrick Buller, Assoc. Creative Director; Debbie Bennett, Producer; Zack Benzon, ParagonPress, Printer; Steve Wright, Account Director; Arnie DiGeorge, ECD

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d i g i ta l a d v e r t i s i n g

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WEBSITES, CONSUMER

35 Award: Gold ADDY® Award

Entrant: McCann Worldgroup, SLC Advertiser: Best Friends Title: Fix at Four Contributors: Alli Emerson, Project Manager; Dusty Eskelson, Programmer; Craig Kossin, Experience Planner

36 Award: Gold ADDY® Award

Entrant: Welikesmall Advertiser: Moment Skis Title: Moment Re-Design Contributors: Michael Kern, Creative Director; Paul Solomon, Director of Technology; Pedro Gomez, Sr. Interactive Producer; Nick Franchi, Art Director; Craig Ruksznis, Senior Developer; Geof Crowl, Designer / Developer; Russell Tabet, Designer / Developer

37 Award: Silver ADDY® Award Entrant: Struck Advertiser: Deer Valley Resort Title: Deer Valley Website Contributors: Dustin Davis, Interactive Director; Stevie Meier, Interactive Producer; Rebecca Clayton, Interactive Designer; Eric Atwell, Interactive Designer; Brian Jolley, QA; Abe Levin, Art Director; Matt Austin, Interactive Designer

36

38 Award: Silver ADDY® Award

Entrant: Red Olive Advertiser: Leef Title: Leef - Site + Responisve Site Contributors: Brad Hoen, Art Director / Designer; Josh Luther, UI/UX Developer; Matt Moeller,; Vince Stinson,; Justin Wilde

39

42

39 Award: Silver ADDY® Award

Entrant: Red Olive Advertiser: Ezra Lee Design | Build Title: Ezra Lee Design | Build - Site + Responsive Contributors: Brad Hoen, Art Director, Designer; Josh Luther, UI/UX Developer; Matt Moeller, Vince Stinson, Justin Wilde,

CAMPAIGN

40 Award: Silver ADDY® Award

Entrant: Jibe Media Advertiser: Mrs. Fields Title: Mrs. Fields Cookie Cake Commericals Contributors: Mark Farr, Creative Director; Mark Farr, Copywriter; Ryan Hinmann, Videographer; Mike Harris, Editor; Ken Kruckenberg, Music Composer

40

41 Award: Silver ADDY® Award

Entrant: Welikesmall Advertiser: Academy Awards Title: Academy Awards Contributors: Michael Kern, Creative Director; Paul Solomon, Director of Technology; Russell Tabet, Designer / Developer; Geof Crowl, Designer / Developer; Craig Ruksznis, Senior Developer; Zach Wood, Senior Frontend Developer; Tyler Kealey, Art Director; Pedro Gomez, Sr. Interactive Producer

42 Award: Silver ADDY® Award

Entrant: Welikesmall Advertiser: Specialized Bicycle Components, Inc. Title: Specialized Contributors: Michael Kern, Creative Director; Paul Solomon, Director of Technology; Brandon Sanders, Interactive Producer; Matt Carney, Art Director; Russell Tabet, Designer / Developer

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SPONSOR

DIGI TA L A DVER T ISI N G

SOCIAL MEDIA

44 Award: Gold ADDY® Award

44 45

Entrant: Welikesmall Advertiser: Good Inc. Title: General Electric Contributors: Brandon Sanders, Interactive Producer; Nick Franchi, Art Director; Craig Ruksznis, Senior Developer; Russell Tabet, Designer / Developer; Mike McNamara, Developer; Michael Kern, Creative Director; Paul Solomon, Director of Technology

VIDEO

45 Award: Silver ADDY® Award

Entrant: McCann Worldgroup, SLC Advertiser: Verizon Title: Verizon and Georgetown University Hospital Contributors: Adam Hancock, Assc. Creative Director; David Emmitt, Group Creative Director; Brian Deaver, Exec. Creative Director

s a l e s p ro m ot i o n

PACKAGING

46 Award: Gold ADDY® Award

Entrant: Red Olive Advertiser: Latter-Day Sweets Title: Latter-Day Sweets Packaging Contributors: Brad Hoen, Art Director / Designer; Matt Moeller, Vince Stinson, Justin Wilde

46 50

47 Award: Gold ADDY® Award

Entrant: ZAGG Advertiser: iFrogz Title: Animatone Earbuds for Kids Contributors: Ben Evjen, Designer / Illustrator; Kent Wuthrich, Creative Director

48 Award: Silver ADDY® Award

Entrant: Saxton Horne Advertiser: Lick’d Title: Lick’d Packaging Campaign Contributors: James Kenison, Designer/Illustrator; Lindsay Stubbs, Designer; Brian McDonough, Creative Director/Writer; Jack Sanford, Writer; Matt Page, Logo Design

47

49 Award: Silver ADDY® Award

Entrant: ZAGG Advertiser: ZAGG Title: Origin Speaker Contributors: Abigail Fein, Creative Director; Ashley Cottle, Graphic Designer; Shawn Growcock, Graphic Designer

51

50 Award: Silver ADDY® Award 48

Entrant: ZAGG Advertiser: iFrogz Title: Coda - Headphone Line Contributors: Chad Andrews, Designer; Kent Wuthrich, Creative Director

PRODUCT OR SERVICE SALES PRESENTATION

51 Award: Gold ADDY® Award

Entrant: Fluid Advertiser: Cameron Construction Title: Cameron Construction Promo Piece Contributors: Jim Killian, Lead Designer; Ryan Anderson, Creative Director; Jim Killian, Typography

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e l e m e nt s o f a d v e r s t i s i n g

visual

52 Award: Gold ADDY® Award

Entrant: Fluid Advertiser: Gallivan Center Title: Monster Block Party Illustration - See #8 Contributors: Ryan Anderson, Creative Director; Ryan Anderson, Art Director; Henry Smith, Designer; Michael Slack, Illustrator

53 Award: Gold ADDY® Award

Entrant: RR Partners Advertiser: Utah Transit Authority Title: FrontRunner South Launch Poster Illustration See #14 Contributors: Patrick Buller, Art Director / CD; Jeff Foster, Illustrator; Kyle Curtis, Creative Director; Michael Navarre, Account Director; Arnie DiGeorge, ECD

54 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Kids Campaign 1 - See pg 12 Contributors: Ryan Anderson, Creative Director / Art Director; Chad Hurst, Photographer

55 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Kids Campaign 2 - See pg 12 Contributors: Ryan Anderson, Creative Director / Art Director; Chad Hurst, Photographer

63

56 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Orange Kid - See pg 12 Contributors: Ryan Anderson, Creative Director / Art Director; Chad Hurst, Photographer

60 59

57 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Creamies Title: Creamies Chocolate Kid - See pg 12 Contributors: Ryan Anderson, Creative Director / Art Director; Chad Hurst, Photographer

58 Award: Silver ADDY® Award

Entrant: RIESTER Advertiser: Alta Ski Resort Title: Alta 75th Anniversary Logo Contributors: Jeff Bagley, Creative Director; Mike Ross, Art Director; Laura Carlson, Accnt Associate Director; Jenna Wendler, Account Manager

59 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Gallivan Center Title: Monster Block Party Logo Contributors: Henry Smith, Art Director; Ryan Anderson, Creative Director; Michael Slack, Illustrator

60 Award: Silver ADDY® Award

Entrant: Lone Peak Productions, Inc. Advertiser: Danny Lasko Title: Book Trailer - The Children of Hamelin Contributors: Stephen M. Smith, Editor / Motion Graphics,

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A DVER T ISI N G F OR T HE A R T S A N D S C IE N C ES

OUT OF HOME 61 Award: Billboard of The Year

Entrant: Richter7 Advertiser: Utah’s Hogle Zoo Title: Hogle Zoo “Rocky Shores” billboard See pg 10 Contributors: Kendal Liddle, Art Director; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Cynthia Griffin, Production Manager; Stock, Photographer; Jared Lewis, Account Manager; Tal Harry, Account Supervisor

COLLATERAL 62 Award: Silver ADDY® Award

Entrant: Richter7 Advertiser: Utah Museum of Fine Arts Title: UMFA Speed “Ferrari” poster Contributors: Ryan Anderson, Art Director/CD; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Peter Harholdt, Photographer; Cynthia Griffin, Production Manager; Marcia Winn, Account Manager; Tal Harry, Account Supervisor

62, 64, 65

66

63 Award: Silver ADDY® Award

Entrant: Richter7 Advertiser: Utah’s Hogle Zoo Title: Hogle Zoo “Grizzly” Poster Contributors: Kendal Liddle, Art Director; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Cynthia Griffin, Production Manager; Stock, Photographer; Jared Lewis, Account Manager; Tal Harry, Account Supervisor

64 Award: Silver ADDY® Award

Entrant: Richter7 Advertiser: Utah Museum of Fine Arts Title: UMFA Speed “Oils” poster Contributors: Ryan Anderson, Art Director/CD; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Peter Harholdt, Photographer; Cynthia Griffin, Production Manager; Marcia Winn, Account Manager; Tal Harry, Account Supervisor

CAMPAIGN 65 Award: Silver ADDY® Award

Entrant: Richter7 Advertiser: Utah Museum of Fine Arts Title: UMFA Speed Poster Campaign Contributors: Ryan Anderson, Art Director/CD; Gary Sume, Copywriter/CD; Dave Newbold, ECD; Peter Harholdt, Photographer; Cynthia Griffin, Production Manager; Marcia Winn, Account Manager;Tal Harry, Account Supervisor

66 Award: Silver ADDY® Award

Entrant: McCann Worldgroup, SLC Advertiser: Tracy Aviary Title: Tracy Aviary Contributors: David Emmitt, Group Creative Director; Kim Baffi, Sr. Copywriter; Tommy Currit, Art Director; Josh Wood, Photographer

out of home

CAMPAIGN 67 Award: Gold ADDY® Award

67

Entrant: Struck Advertiser: Fallon Title: Rock n Roll Marathon Contributors: Steve Driggs, ECD; Scott Sorensen, Creative Director; Dave Bunnell, Art Director; Phillip Smallwood, Art Director; Russ Gray, Designer; Garrett Martin, Copywriter; Beth Lopez, Copywriter; Mike Torretta, Senior Director

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SPONSOR

A DVER T ISI N G I N DUS T R Y SEL F PRO M O T IO N

69

CREATIVE SERVICES AND INDUSTRY SUPPLIERS

68 Award: Gold ADDY® Award

Entrant: Faktory Advertiser: Faktory Title: Faktory Business Cards Contributors: Richard Oliver, Designer

69 Award: Silver ADDY® Award

Entrant: McCann Worldgroup, SLC Advertiser: McCann Salt Lake City Title: What does B2B mean to you?

Contributors: Adam Hancock, Assc. Creative Director; Josh Ormond, Copywriter; Spencer Jacobs, Sr. Art Director; Greg Fox, Copywriter; Steve Lutes, Art Director; Paul Jacobsen, Assc. Creative Director; Brian Deaver, Exec. Creative Director

AD CLUB

70 Award: Silver ADDY® Award

Entrant: Love Communications Advertiser: AAF-Utah Title: AAF-Utah Addys Promotion (Ad Club) Contributors: Katie Bradley Barrett, ACD / Copywriter; Trent Wall, Art Director; Adam Fox, Art Director; Chad Hurst, Photographer; Mandate Press, Letterpress; Reflections Press, Printing Your Mom

CAMPAIGN

71 Award: Silver ADDY® Award

Entrant: Love Communications Advertiser: AAF-Utah Title: AAF-Utah Addys Promotion (Integrated Campaign) Contributors: Katie Bradley Barrett, ACD / Copywriter; Trent Wall, Art Director; Adam Fox, Art Director; Chad Hurst, Photographer; Mandate Press, Letterpress; Reflections Press, Printing Your Mom

SPONSOR

n o n - t r a d i t i o na l a d v e r t i s i n g

70 & 71

72 Award: BEST OF SHOW ADDY® Gold ADDY® Award

Entrant: Struck Advertiser: Utah Office of Tourism - See pg 10 Title: Montgomery Tunnel Installation Contributors: Steve Driggs, ECD; Jeremy Chase, Account Director; Kelly McClelland, Account Manager; Nathan Wigglesworth, Art Director; Garrett Martin, Copywriter; Abe Day, Technical Director; Joe Williamsen, Technical Director; LOVE Communications, Media Buyer

73 Award: Silver ADDY® Award

Entrant: Faktory Advertiser: Intermountain Healthcare Title: LiVe Vending Machine Contributors: Bryant Marcum, Creative Director; Richard Oliver, Creative Director; Gabriella Hunter, Designer

68

74 Award: Silver ADDY® Award

Entrant: McCann Worldgroup, SLC Advertiser: Verizon Title: Verizon Infographics Contributors: Reid Thorpe, Group Creative Director; Rob Atkinson, Sr. Copywriter; Ty Jeppeson, Designer; Ryan Tanner, Designer

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C O N SU M ER OR T R A DE PU B LI C AT IO N

FULL PAGE

75 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org D i r e ct Marketing Title: DWR-Dad Lawn Mower Contributors: Henry Smith, Art Director; Duston Todd, Photographer; Ryan Anderson, Creative Director

76 Award: Silver ADDY® Award

74

Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-Dad Tie - See pg 10 Contributors: Henry Smith, Art Director; Duston Todd, Photographer; Ryan Anderson, Creative Director

CAMPAIGN

79

77 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org Title: DWR-Dad Campaign Contributors: Henry Smith, Art Director; Ryan Anderson, Creative Director; Duston Todd, Photographer

d i r e ct ma r k e t i n g 75, 77 specialty advertising

78 Award: Gold ADDY® Award & Judges Choice-

Anderson Entrant: Fluid Advertiser: DWR-Utah/TakeMeFishing.org See Pg 10 Title: DWR-Take Me Fishing.org Fathers Day Tie Giveaway Contributors: Henry Smith, Art Director; Ryan Anderson, Creative Director

business to business or consumer

79 Award: Silver ADDY® Award

Entrant: Fluid Advertiser: Gallivan Center Title: Friday Night Flicks Popcorn Boxes Contributors: Henry Smith, Designer; Jim Killian, Lead Designer; Ryan Anderson, Creative Director

television

LOCAL (ONE DMA)

80 Award: Silver ADDY® Award 80

Entrant: Faktory Advertiser: Intermountain Healthcare Title: Intermountain Cancer “Machine” Contributors: Bryant Marcum, Creative Director; Richard Oliver, Creative Director; Greg Keifer, Director

81 Award: Silver ADDY® Award

81

Entrant: Faktory Advertiser: Utah Jazz Title: Utah Jazz “Time Off ” Contributors: Bryant Marcum, Creative Director; Richard Oliver, Creative Director; Greg Keifer, Director

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S s Tt u d e nt

Digital advertising

82 Award: Student Best Of Show ADDY & Student Gold

84

ADDY® Award Entrant: Chad Ford, Brigham Young University Advertiser: Brigham Young University - See pg 10 Title: Google Celebrity Book Club Contributors: Chad Ford, Art Director; Kasey Ahlstrom, Copy Writer

86

83 Award: Student Silver ADDY® Award

Entrant: Chad Ford, Brigham Young University Advertiser: Brigham Young University Title: Send Chathura Home Contributors: Patty Dyck, Copywriter; Chad Ford, Art Director; Chris George, Art Director

Collateral

84 Award: Student Silver ADDY® Award

Entrant: Morgan Crockett, BYU Adlab Advertiser: BYU Adlab Title: The Soup Kitchen Contributors: Morgan Crockett, Art Director

television

85 Award: Student Silver ADDY® Award

Entrant: Michelle Brodrick, Brigham Young University Advertiser: Brigham Young University Title: Phillips Contributors: Bri Hepworth, Art Director; Kasey Ahlstrom, Copywriter; Dallin Cerva, Director

88

86 Award: Student Silver ADDY® Award

Entrant: Sarkastik Madman, BYU Adlab Advertiser: BYU Adlab Title: Band-Aid Spot Contributors: Derek Bodily, Art Director; Skyler Thiot, Art Director; Eric Scott, Copywriter; Joshua Dunn, Director

87 Award: Student Silver ADDY® Award

Entrant: BYU Adlab, Brigham Young University Advertiser: Brigham Young University Title: NOOK Contributors: Lorne Sleem, Art Director

LA CLIPPERS

Integrated campaigns

88 Award: Student Gold ADDY® Award

Entrant: Make it in LA, BYU Adlab Advertiser: BYU Adlab Title: Make it in LA Contributors: Karyn Cady Garrison, President; Lauren Bryce, Sr. Account Planner; Jeremy Erni, Creative Director; Peri Musser, Graphic Designer; Alan Trejo, Art Director; Julia Zanatta, Account Planner

Table of Contents

85

Peri Musser KARYN CADY Jeremy erni Julia zanatta Lauren Bryce Alan Trejo

Executive Summary (2) Situation Analysis (6) Strategy Statement (12) Ad Plan (14) Creative Executions (20) Media Plan (72) Sponsor Plan (82)

Objectives Promotion Out of Home Radio Mobile App Online YouTube Budget

Media Plan

Grow fan base

OBjectives

t

Focus on the fan experience, both on and offline

t

Provide a platform for fans to have a personal relationship with the team

t

Have strong consistency, sense of camaraderie between team and fans, and powerful recognition of the campaign

t

Generate social media buzz for the LA Clippers

t

Utilize Facebook, Twitter, Pinterest, Instagram, LinkedIn and Google+

t

Create an online community through integration

Maximize attendance at games t

Promote fan experience and loyalty through an interactive atmosphere between fans, the team, and overall arena ambience during game time

t

Provide fans a way to identify their own face within the team fan base

To achieve these objectives, we will use:

t

Utilize mobile app to keep fans connected

t

Partnerships: Use influential people and brands for fan connectiveness

t

Social Graphs: Use relationships between individuals to offer a richer

Grow revenue

page 72

22 addy | WINNERS BOOK 2013 - a product of adnews publishing

t

Sell more tickets and grow number of season-ticket holders

t

Sell merchandise through team-fan connection

t

Develop strong brand identity and recognition

t

Give consumers something new to be excited about through innovation

online experience through online content and fan participation in social media (hash tags, likes on Facebook, tweets, etc.) t

Cross Promotions: Create relationships within the local community to achieve mutual promotion

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fractional page

89 Award: Gold ADDY® Award & Judges Choice-

Taylor Entrant: RIESTER Advertiser: Utah State Fair - See pg 10 Title: Utah State Fair “History” Campaign Contributors: Jeff Bagley, Creative Director/CW; Mike Ross, Art Director; Laura Carlson, Accnt Associate Director; Jenna Wendler, Account Manager

full page

90 Award: Silver ADDY® Award

Entrant: Faktory Advertiser: Utah Jazz Title: Jazz Collage Ad 1 Contributors: Bryant Marcum, Creative Director; Richard Oliver, Creative Director; Michael Schoenfeld, Photographer; Richard Oliver, Photographer

90

PAC

W ID

NT

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E F O R M AT

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