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AAF Charlotte needs a local agency to help produce their annual advertising awards show. My agency, Saturday, volunteered and ran with the "unlucky" theme since it was 2013. It seemed apt: are awards talent or luck?
We milked this idea every which way in this omni-channel campaign which also included two events to carry the theme into. A creepy carnival fortune telling machine was our main character. The spooky Ouija board gave us a visual canvas for the microsite. We leveraged and customized a Magic 8-ball-like mobile app, customizing it with questions and answers for advertising people. And of course voodoo. Show attendees could skewer and take a selfie with a 7-food voodoo doll made by a local Hollywood prop maker. (The voodoo doll was rumored to be seen at an after party at a "gentleman's club"—we'll leave it at that.) Mike Carroll, photographer, John Howard, digital illustration, me on copy and CD duties.
We used AAFs main website, above, to tease the show, using the home, events and news pages to make announcements and roll out the general theme. The awards had its own page on the site, too, which referred people to the custom microsite, seen below. We also mimicked the content on AAFs social channels.
To build excitement for the "preview party" (a gathering where everyone can review all the submissions), we created a web-based voodoo doll game. Entrants could create a doll using sprites of hair, clothing, accessories and skin and hair color, and save it as a likeness of some other creative person (or even an entire agency) to hex their chance of winning (thereby improving your own odds). Huge ceiling posters at the preview event got people in the mood by picking on a few of the most prominent and perennial winners. As far as performance results, the voodoo thing may or may not have hurt someone's chances of winning an award but it was fun trying. Printing by Leoffler, web development Red Hammer, character animation Keeley Carrigan, design and art direction John Howard, copy and design, me.
Oracular mobile app
I asked Swizerland’s App.etite, to modify their Magic 8-Ball like “Oracular” app to entertain the Charlotte creative community in advance of and at the awards show. With some graphic tweaking, a custom set of “answers”—some nice, some saucy—and a built-in #ADDYS13 hashtag for social sharing, Oracular was set to engage our audience via their phones.
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