The American Advertising Awards (ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AdClub competitions. Hanson planned, designed, and executed all of the creative elements for the Toledo chapter’s event in collaboration with local print partners including HOT Graphics, Homewood Press, and Off Contact Productions.
With the theme Method & Madness, we sought to portray that creativity forges a symbiotic relationship between form and function. Through method, we craft solutions. Through madness, we embrace the unknown and strive for greatness to achieve the never before done. Our bold design represents control and chaos to draw a parallel between the process, craft, and dedication required of creativity.
To brand the ADDY awards, we put our creative minds together to come up with the theme “Method & Madness” to demonstrate something all Toledo advertising and marketing companies have in common: the creativity it takes to formulate and execute an idea.
All of our visual designers worked together to create a cohesive system of visuals seen on the print materials including the call for entries postcards, invitations, tickets, banners, posters, bronze certificates, and winners’ booklet. We also produced a video to introduce the event using a high-speed camera to show practical effects.
To promote the event, we developed social graphics and participated in an Instagram takeover of the Toledo AdClub’s account to showcase our preparation and build excitement throughout the Toledo community. We also created an exclusive Snapchat filter for attendees to use before, during, and after the event.
Unique to our business here at Hanson are our enterprise-level technical capabilities. So what better way to showcase this offering than to develop an immersive digital experience to bring the theme to life for everyone who attended the event?
To push the limits of what’s possible and take the Method & Madness concept a step further, we developed an immersive interactive experience to bring the theme to life. Using Unreal Engine 4 software and Leap Motion hardware, event attendees were able to interact with the Method & Madness theme on the screen with a simple wave of a hand.