A Campaign with Class – and a Teacher
Every year, the Dayton chapter of the American Advertising Federation presents The Hermes Awards, a competition celebrating creative excellence in advertising. In 2012, the organization needed a theme for their promotional materials that celebrated the organization’s 101 year heritage, while at the same time, provided some creative comic relief for what is often a fiercely competitive room full of advertisers. The campaign? Hermes 101.
Our campaign of email blasts and collateral incorporated – literally – old school imagery and tongue-in-cheek references to our quest for knowledge. AAF-Dayton’s good-natured Executive Director was transformed into a cartoonish sourpuss schoolmarm in a series of email blasts. A lunchbox-inspired invitation followed, complete with variable graphics and pURL’s. And, for the event itself, we created a program that mimicked a vintage high school yearbook. The effort was recognized with the highest local honor, a gold ADDY from the American Advertising Federation.