The Oscars of Advertising
An Elegant Evening
Last Thursday, hundreds of Houston’s advertising elite gathered together in the downtown Hyatt Regency to celebrate remarkable creative achievements for the 55th time. The American Advertising Awards, formerly the ADDYs, is the advertising industry's largest and most representative competition, attracting more than 40,000 entries every year in local AAF Club competitions. It’s as much a celebration of the industry as it is a celebration of individual agencies. It’s our way of recognizing and rewarding “creative spirit in the art of advertising” — across media and markets. And more importantly, it’s a way to give back. The AAF and its local and district affiliates use the proceeds to enhance advertising through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness.
The Only Trophy That Matters
A gold ADDY is recognition of the highest level of creative excellence and is superior to all other entries in the category. Entries that are also considered outstanding and worthy of recognition receive a silver ADDY. The number of awards given in each category is determined by the judges and based on the relative quality of work in that category. To borrow this year’s theme, it can sometimes feel like “the only trophy that matters” in the world of advertising and marketing.
Rooted in Craft
Adcetera was by no means an impartial party at the award ceremony. We wanted to win, and with nine qualifying entries, believed we had a good chance to do so. We held our breath together as they announced the gold ADDY winner for the Self-Promotion Collateral category. We had worked hard to create a nature-inspired calendar complete with gold-engraved birch cover. Each month of the calendar features a different tree painted, sketched, or otherwise crafted by an Adcetera designer, and a short fact or history accompanies each design. We’re happy to announce that our award-winning calendar is now available for purchase on our site.
Bloody Good Cause
We crossed our fingers again when the integrated public service campaigns were announced. Winning a national silver ADDY in 2014 for Remembrances of Pumpkins Past, we had big shoes to fill. Adcetera has always gone big for Halloween, but we really outdid ourselves this year. To spread awareness of the growing need for blood donations in Houston and inspire action during the Halloween season and beyond, we donated our wall to the cause — designing a 28-foot-tall mural and corresponding website dedicated to spreading #thebloodytruth and encouraging blood donation. Winning a second gold ADDY for two of the things we are most passionate about as a company — Halloween and blood donations — made our night.
Where to Next?
Two gold ADDYs, five silver ADDYs, and two citations of excellence rode with us back down Louisiana to our Midtown office just a few blocks away. Club-level gold and silver winners automatically advance to AAF’s District 10, which is made up of 24 chapters that spread across Texas (16), Louisiana (3), Arkansas (3) and Oklahoma (2). District ADDY winners are then forwarded to the third tier, the national stage of more than 200 chapters competing at the American Advertising Awards on June 10, 2017, in New Orleans. Without getting into the granularity of entries per categories per club, we’ll keep the chances of winning a national gold ADDY at about 1 in 40,000, or .000025%. They’re tough to win, but well worth the wait.
GOLD ADDY AWARDS
#thebloodytruth Blood Drive Awareness Campaign
Local Integrated Public Service Campaign
Adcetera Rooted 2017 Calendar
Advertising Industry Self-Promotion Collateral
SILVER ADDY AWARD WINNERS
High Fashion Home Fall 2016
Sales Promotion Catalog
HP Elite Meeting Rooms
HP Elite x2 Sales Presentation
Audio/Visual Sales Presentation
HP Spectre Laptop Video Brochure
Sales & Marketing Brochure
Texas Children’s Hospital THE JOURNAL – Issue 3 | 2016
CITATIONS OF EXCELLENCE
Sysco FOODIE: The Heart of Food & Service
HP Elite PCs Product Brochure
Sales & Marketing Brochure