Witness the Crowning! For a while now, we’ve attended the Roseys. We’ve submitted our work, we’ve enjoyed the snacks and beverages. We’ve even taken home a bit of hardware. So, when the Portland Ad Fed asked us to handle the branding and promotion of this year’s show, we delivered a campaign that called attention to the devotion and care given to every creative push.
And so we went for it. The full campaign includes an event theme (Witness the Crowning), a visual identity (check for a not-so-subtle visual allusion to the moment of conception), a series of videos (Frankenbaby!), a new Roseys site, a pregnancy test teaser, posters and lots of weird ideas for the show itself. The overall result is an irreverent, somewhat cynical campaign that speaks directly to agencies and jaded creatives—encouraging them to bring their babies into this cold, harsh world in the hopes that a Rosey Award will be there to greet them.