The American Advertising Awards, formerly the ADDY Awards, spotlighted creative ad campaigns from across the country at its annual presentation Tuesday night. Silver and gold ADDY Award winners were selected from 40,000 entries that advanced to the national stage from local and district-level competitions.
Among the notable winners was Leo Burnett Chicago, which took home the Best of Show Gold ADDY for the second year in a row. The agency was recognized for its work on Allstate Insurance's "Mayhem" campaign, which reminds viewers to be wary of oversharing via social media.
As part of "Mayhem Sale," unsuspecting football fans Matt and Shannon had their house raided by a social media-savvy burglar who saw the photo they tweeted of themselves at a football game. Allstate's #MayhemSale took a strong hold on social media and generated significant web traffic for the insurance company.
The selection process for American Advertising Awards' national winners entails three parts. Candidates join the running by submitting their work to local Ad Club competitions. Those standouts advance to 15 district competitions wherein clubs compete against one another. Finally, district winners make it to the national American Advertising Awards. Here, judges bestow the gold ADDY Award to the best entry and silver ADDY Awards to all those entrants worthy of recognition.
Moreover, the American Advertising Awards selects winners from a separate pool of college student entrants. Jason Manns and Ellen Wareham from the College for Creative Studies, students at the College for Creative Studies in Detroit, received a gold ADDY Award and Best of Show Award. Their winning work for the Holocaust Memorial Center in Farmington Hills, Michigan, was a poignant mass transit advertisement that transformed a city bus into an old-fashioned train akin to the kind that dropped prisoners at Auschwitz. The side of the bus read, "Imagine not knowing your final stop."
BBDO New York won big with a total of 15 gold and five silver ADDY Awards for campaigns designed for a variety of platforms. Snickers' "Hungry Swipes," for example, used matchmaking app Tinder to remind people they make questionable decisions (e.g. who to "swipe right" on) when they are hungry. The agency was also awarded for campaigns for platforms such as Twitch, a social forum for gamers.
San Francisco-based Goodby, Silverstein & Partners won for its work with clients including the California Milk Processing Board, the Ad Council, Comcast/XFINITY and Adobe Photostop. The TV spot for Adobe is a vibrant celebration of Photoshop's 25th anniversary. Goodby, Silverstein & Partners racked up a total of nine gold and five silver awards.
Austin's GSD&M snagged 12 gold and nine silver ADDY awards, including one for a series of online films for PetSmart. Memphis-based Farmhousewon earned 10 gold ADDY Awards for Mexican restaraunt Agave Maria's campaign featuring posters of local music icons. Finally, Chattanooga-based Johnson Group took home 10 gold ADDY Awards; one of its winning efforts entailed placing an authentic-looking naval periscope in downtown locations to draw people's attention to the local aquarium.