The local advertising industry’s creativity this past year has put a new meaning to the phrase “think outside the box.”
The American Advertising Federation Memphis presented 54 gold and 69 silver awards out of 500 paid entries at Saturday’s ADDY Awards at Minglewood Hall, 1555 Madison Ave.
AAF Memphis’ membership includes the full spectrum of marketing communications specialties, including ad agencies, branding firms, in-house marketing departments, creative boutiques, media, production service providers, researchers and independent or freelance practitioners.
“When the judges came to town they were really impressed with all of the creativity that they saw and the quality of work,” said Marcia Anthony, president of AAF Memphis.
Red Deluxe Brand Development presented the monotone theme, “You have failed to conform to the Federation,” which playfully rounded up all of 2010’s most egregiously original ideas and subversive offenders both as a warning and as a source for public scorn.
Full-service advertising and marketing firm archer>malmo received the most honors with 27 gold and 22 silver awards.
Following closely was Web design company Harvest Memphis, which picked up 14 gold and eight silver. Other multiple award winners were Oden, Combustion, Simple Focus, Tactical Magic, Perdue Creative, Hemline Creative, CS2, inferno and Red Deluxe.
This year was the inaugural year for the People’s Choice Award category, which is presented by Doug Carpenter & Associates LLC. It is the only award that is voted on by Memphis’ advertising peers. It was also unique that the Best of Show and the People’s Choice Award were one and the same.
“That’s just one of those wonderful things that all of the competitors agreed on,” Anthony said.
Harvest received both Best of Show and the People’s Choice Award, presented by AAF’s 2010 Silver Medal Award Winner Richard Ranta, for its “321 Oil Relief Dinner – Wooden Sign,” for Andrew Michael Italian Kitchen.
Harvest also received Outstanding Art Direction for its “321 Dinners for Relief – Menu,” and Best Out-of-Home for, “Swine & Wine – Wooden Sign,” both also for Andrew Michael.
“We were fired up,” said Andrew Holliday, partner with Harvest. “Just Best of Show or People’s Choice would be wonderful but getting both of them was absolutely fantastic. We were pumped.”
Oden was awarded Best of Print for its “Festival 2 Poster Featuring Soctty McSurly,” and the Judges’ Choice Award for its “Oden Holiday Message.” The Greater Memphis Chamber picked up Best Digital for “The Soundtrack Project.”
Judges were Tim Engle, vice president creative director at Cincinnati’s MKTG Inc.; Chip Haskell, creative director at Salt Lake City-based Crowell Advertising; and Jason Stefanik, associative creative director at New York-based BBDO.
The 2011 ADDYS top award winners will now advance to the District 7 ADDY Awards competition. District winners will then advance to the AAF’s national ADDY Awards.