AAF Baltimore's Addys Campaign
Social Media and Email Campaign
Key Art by Jeremy Martin.
Problem
As part of the 2020 American Advertising Awards committee, my team was tasked with designing a creative campaign that would inspire the advertising, marketing and design community to attend the 2020 Addys.
Since 2020 marked 100 years of the AAF Baltimore, which was originally founded as the Women’s Ad Club, we wanted to mark this milestone and commemorate the women who blazed the path for marketers to come.
We proposed an Alice in Wonderland-themed event for the 2020 Addy Awards. Inspired by Alice’s journey and the madness of the creative industry, Alice’s Adventures in Wonderland served as an endless source of inspiration for our team.
We proposed an Alice in Wonderland-themed event for the 2020 Addy Awards. Inspired by Alice’s journey and the madness of the creative industry, Alice’s Adventures in Wonderland served as an endless source of inspiration for our team.
Social Campaign: The artwork from the emails were converted into animations for social media, developed by Jeremy Martin.
Goals
Through the use of social media and email campaigns, our team's goals were to:
- Encourage people to submit their work for AAF awards
- Drum up excitement and increase ticket sales over last year
- Recognize the AAF Baltimore’s 100th anniversary
Design Process
We each read Alice's Adventures in Wonderland, identified key themes and visual elements that spoke to us, and brainstormed together how they could be applied as metaphors to the creative industry.
The key art (designed by our Creative Director, Jeremy Martin) set the tone for the 3 months of social media posts, email communications, and the printed program book. The art style combines photos and illustrations into collages that capture a particular theme in each piece. Each designer worked on different pieces, which we pulled together under the theme; all pieces shown on this page are my own, with the exception of the key art that includes the falling Alice.
The key art (designed by our Creative Director, Jeremy Martin) set the tone for the 3 months of social media posts, email communications, and the printed program book. The art style combines photos and illustrations into collages that capture a particular theme in each piece. Each designer worked on different pieces, which we pulled together under the theme; all pieces shown on this page are my own, with the exception of the key art that includes the falling Alice.
Email Campaign: Email communications went out to the AAF Baltimore's email list, which introduced the theme through designs and messaging; the emails targeted user submissions, ticket sales, and calls for sponsorship.
Final Thoughts
This project was for a nontraditional client, so my team was free to push the creative limits and experiment throughout our process. With such a discerning audience as the local creatives in our region, we felt the pressure to deliver something extraordinary. We were happy to see the buzz generated around our creative campaign, which made ticket sales a success and beat the previous year's sales.
Our work was recognized by the 2020 Summit Creative Awards, winning bronze in the Social Media Campaign category. It also won a silver 2021 American Advertising Award in the Cross-Platform category for Advertising Industry Self-Promotion, Ad Club or Marketing Club.
Our work was recognized by the 2020 Summit Creative Awards, winning bronze in the Social Media Campaign category. It also won a silver 2021 American Advertising Award in the Cross-Platform category for Advertising Industry Self-Promotion, Ad Club or Marketing Club.
To view this project in more detail, visit my website.
