2021 AAF Toledo American Advertising Awards Winner Book

2021 american advertising awards

Creativity Is Contagious.

Pass it on.

Albert Einstein

Contents 04

From the President

06

About the Award

07

Silver Medal Award

10

Mosaic Nominated Awards

13

Sales & Marketing

16

Print Advertising

17

Out of Home & Ambient Media

21 Online/Interactive 22

Film, Video & Sound

34

Cross Platform

38

Elements of Advertising

42

Public Service

44

Best of Show

46

Judge’s Choice

52

Mosaic Awards

54

Student Awards

57

Thank You!

58

Officers & Board of Governors

American Advertising AWARDS 2021

3

4

Ashley Yoakam From the President

On behalf of the American Advertising Federation of Toledo, I would like to congratulate all of the 2021 American Advertising Award winners and entrants! We are honored to recognize and showcase Northwest Ohio’s best creative talent in a wide variety of advertising, marketing, and public relations categories.

However, the competition does not end tonight! The Toledo American Advertising Awards are the first phase of a three-tier, national competition. Tonight’s Gold winning entries will compete in one of 15 district competitions. District American Advertising Award winners will then move on to the third tier; the national stage of the American Advertising Awards.

There were many “firsts” this year as we embarked on our first virtual show. We are so thankful for the donation of time and resources from our local advertising community and board. A very special thank you goes out to UlrichPinciotti for collaborating with us to design this year’s call for entries, and facemask invitation. Another big thank you to Your Media People for creating such an amazing virtual show.

On January 15, 2021 we received 106 professional and 11 student entries from agencies, businesses, and individuals in the Toledo area market. Due to our virtual state, we were able to have judges from afar evaluate each entry. Thank you to our judges; Adam Brown from Lexington, Kentucky, Jelise Roberts from Columbus, Ohio, Cassidy Pazyniak Buzin from Chicago, Illinois and Jennifer Hohn from Denver, Colorado. We appreciate all of your time reviewing each entry.

Congratulations to Scott Greggory, Chief Creative Officer at MadAveGroup, for taking home the most prestigious award of the evening, the Silver Medal Award. This award recognizes Scott’s outstanding contributions to the community while furthering the industry’s standards, creative excellence, and responsibility in areas of social concern.

I also want to send congratulations to our three individuals who were nominated for our Mosaic Award. Will Lucas awarded the Multicultural Talent in Advertising: Content Creation, Yusuf Lateef awarded the Mosaic Champion, and Angel Dennis awarded the Most Promising Multicultural Student And last, but not least, congratulations to all of tonight’s winners and best of luck to those of you whose work will go on to represent AAF Toledo in the district competition!

ASHLEY YOAKAM 2020-2021 AAF Toledo President Programs & Grant Coordinator | TPS Foundation American Advertising AWARDS 2021

5

Scott Greggory Silver Medal Awardee

Scott fell in love with radio while growing up in Cleveland during the 1970s.

“It was magical to me,” he said. “By the time I was 10, I knew I wanted to be a part of it.”

While a sophomore at Bowling Green State University, Scott landed his first on-air job at the original WLQR in Toledo (now WRVF). During his senior year, he joined the staff of WRQN, then a top 40 station.

By age 22, Scott was working as a voiceover artist, as well as an air personality.

In 1989, he began a seven-year stint at 3WM (now Q105). He hosted the popular evening show “Love Notes” and consistently won the 25-to-54 target audience.

It was his VO work that brought Scott to PowerHouse Productions in the early 1990s. That company grew into BusinessVoice, one of the world’s leading providers of On Hold Marketing.

After Scott complained far too often about the quality of the copy he was reading in the booth, the recording engineer snapped back, “If you think you can do better, you write it!” Scott replied, “Let’s go!” He signed on as a parttime copywriter that day.

He was soon promoted to creative director, and later named chief creative officer of MadAveGroup, the family of agencies that includes BusinessVoice, Design2Influence, SensoryMax, TouchStone Digital, MadAve Marketing Management and the MadAveCollective.

In his nearly three decades with MadAveGroup, Scott has earned more than 125 awards from local, regional and national competitions.

He’s one of the most-frequently published content contributors in the Forbes Agency Council, an organization for senior-level executives with successful public relations, media strategy, creative and advertising agencies.

He co-founded a comedy group in 1986, then years later, coined the phrase “Humor On Hold” to describe his unique approach to humorous On Hold Marketing content.

A strong believer in the value of music education for kids, Scott has served the last four years as the President and Marketing Director of the Adrian Music Boosters.

Scott and his wife Amy — also a voiceover artist — have three children: Crosby, Lylah and Ella. Within days of tonight’s ceremony, Scott and Amy will become first-time grandparents.

American Advertising AWARDS 2021

9

Mosaic

N o m i n at e d Awa r d e es The AAF Toledo’s Mosaic Awards recognize companies, agencies and individuals whose commitment to diversity and inclusion is evident through their creative work and organization-wide initiatives. The recipients chosen have embraced creative techniques, business practices, and diversity programs that not only help improve the bottom line, but also secure a relevant role in a continuously evolving advertising environment.

M u lt i c u lt u r a l Ta l e n t i n A dv e rt i s i n g : C o n t e n t C r e at i o n Taking a strong and purposeful effort to use multiethnic talent in the development and execution of campaigns and using diverse behindthe-scenes talent to promote and market services, goods, products and causes.

Will Lucas Will Lucas is an entrepreneur and content creator. He is founder and CEO at Creadio, a marketing and production agency, and serves as brand manager for both AfroTech and Black Tech Green Money, where he leads brand strategy.

10

Mosaic Champion Awarded for continuously supporting diversity and inclusion within the industry. Addressing diversity issues through mentorship, leadership, programming, and cutting edge strategies among other acts.

Y u s u f L at e e f Yusuf Lateef utilizes visual art principles as vehicles for realizing the potential for growth in our everyday lives. As an artist, Lateef looks at common experiences as something transformative while working to imagine the physicality of an “undefended space/ life” through community engagement as art practice.

Most Promising M u lt i c u lt u r a l S t u d e n t Continuously supporting diversity and inclusion programs, using diverse talent, addressing issues, and giving a voice to groups that have been stereotyped or excluded by the media inside and outside of their college/university landscape.

Angel Dennis At a young age, Angel Dennis knew she wanted to promote change while using her artistic abilities. With the advice of her dad, she started connecting with people from other cultures and creating art. In college, Angel decided to join a multicultural sorority and declared her major in advertising. She currently works as a marketing assistant and a media intern for Joyful classrooms in California.

American Advertising AWARDS 2021

11

2021 ADDY Winners

Sales & Marketing Book Design

Gold Addy Award

R a d i ca l T r a d i t i o n Cata l o g u e Ent r ant Toledo Museum of Art

C r e d its

Cl i ent Toledo Museum of Art

Paula Reich: Publications Manager and Editor

Lauren Applebaum: Associate Curator of American Art

Julia Hayes: Publications Coordinator/Rights and Reproduction Mark Yappueying: Designer

American Advertising AWARDS 2021

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Sales & Marketing S p e c i a l E v e n t M at e r i a l s

Silver Addy Award

M a d Av e G r o u p Va l e n t i n e ’ s D ay Ent r ant MadAveGroup

C r e d its Michael L. Seay: Director Scott Greggory: Chief Creative Officer

Cl i ent MadAveGroup

14

Terry Lesniewicz: Chief Brand Officer Stephen Campos: Senior Designer

Sales & Marketing

C a r d , I n v i tat i o n o r A n n o u n c e m e n t

Bronze Addy Award

Eagle Evening invite with mask Ent r ant UlrichPinciotti

C r e d its Joe Pinciotti: Designer Nick Ulrich: Account Manager

Cl i ent Notre Dame Academy

American Advertising AWARDS 2021

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Print Advertising

Newspaper Advertising | Full Page

Bronze Addy Award

T S O B r a h m s v. R a d i o h e a d a d Ent r ant Melissa Wehrman Designs Cl i ent Toledo Symphony

16

C r e d its Melissa Wehrman: Creative Director and Graphic Designer

Out-Of-Home & Ambient Media O u t- O f - H o m e I n s ta l l at i o n

Gold Addy Award

Radical Tradition Exhibition Ent r ant Toledo Museum of Art

C r e d its

Cl i ent Toledo Museum of Art

Claude Fixler: Head of Design Studio

Lauren Applebaum: Associate Curator of American Art Janet Rhodes: Exhibition Coordinator Mark Yappueying: Designer Paula Reich: Interpretive Project Manager

American Advertising AWARDS 2021

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Out-Of-Home & Ambient Media M u lt i p l e E v e n t s

Silver Addy Award

Toledo Walleye G a m e D ay P o s t e r Ent r ant Toledo Walleye

C r e d its Will Mellon: Graphic Designer Dan Royer: Creative Director

Cl i ent Toledo Walleye

18

Troy Hester: Graphic Designer

Out-Of-Home & Ambient Media Poster Campaign

Silver Addy Award

Toledo Opera 2020-21 Season Posters Ent r ant Melissa Wehrman Designs

C r e d its Melissa Wehrman: Creative Director and Illustrator

Cl i ent Toledo Opera

American Advertising AWARDS 2021

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Online/Interactive

B u s i n e s s -t o - B u s i n e s s W e b s i t e

Silver Addy Award

IntelliShop Website Ent r ant Madhouse

C r e d its

Cl i ent IntelliShop

IntelliShop

Madhouse: Concept, design, and development

American Advertising AWARDS 2021

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Film, Video, & Sound

B r a n d e d C o n t e n t & E n t e r ta i n m e n t Non-Broadcast

Silver Addy Award

M e r c y H e a lt h - H e r o e s Ent r ant VCREATIVE

C r e d its VCREATIVE

Cl i ent Mercy Health

American Advertising AWARDS 2021

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Film, Video, & Sound

A u d i o / V i d e o S a l e s P r e s e n tat i o n

Bronze Addy Award

Hold It! Ent r ant MadAveGroup

C r e d its

Cl i ent Lakeland Auto & Marine

Don Binkley: Recording Engineer

Scott Greggory: Writer, Voiceover, and Director Amy Scott: Voiceover

American Advertising AWARDS 2021

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C ro s s P l at f o r m

I n t e g r at e d B r a n d I d e n t i t y C a m p a i g n

Gold Addy Award

Sauce Detroit branding Ent r ant Melissa Wehrman Designs Cl i ent Sauce Detroit

34

C r e d its Melissa Wehrman: Creative Director and Graphic Designer

C ro s s P l at f o r m

I n t e g r at e d B r a n d e d C o n t e n t C a m p a i g n

Silver Addy Award

ADDY Awards Inspo Ent r ant Madhouse

C r e d its Madhouse: Concept, design, and video Level 2 Audio: Audio mixing

Cl i ent American Advertising Federation Toledo

American Advertising AWARDS 2021

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C ro s s P l at f o r m

I n t e g r at e d M e d i a C o r p o r at e Social Responsibility Campaign

Silver Addy Award

Fiberon Balance Green Story Ent r ant Madhouse

C r e d its

Cl i ent Fiberon

Fiberon

Madhouse: Concept, design, and video content Level 2 Audio: Recording Engineer

American Advertising AWARDS 2021

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Elements of Advertising

DE S

I

Logo Design

Bronze Addy Award

Designed Farm Logo Ent r ant Ashley Vetter Design Cl i ent Designed Farm, LLC

40

C r e d its Ashley Vetter: Designer

G

Best Of Show Adam Brown “I watched this entry for half an hour or more, honestly I lost track of time. The videos in This is Toledo held my attention, grabbed me by the gut and the heart.”

Jennifer Hohn “This work is truly groundbreaking. Especially for a city campaign. The stories were unapologetically genuine and culturally necessary. Each going deeper than the surface stories. The cinematography, edit, and color was exceptional. “

Jelise Roberts “This is Toledo was phenomenal! I spent the most time on this entry because… well… I really wanted to. It was kind of like watching your favorite Netflix series and you just wanted to keep watching to see what was next.”

Meet the judges

Adam Brown Adam Brown is the award-winning creative director and founder of Marrow, a brand design firm for people who give a damn. His design career spans over a decade across a variety of industries including beverage, gaming, engineering, education, agriculture, real estate, legal practice, events, technology, retail, and nonprofit.

Jennifer Hohn Jennifer Hohn is founder and chief creative officer at Articulation — a brand consultancy, design studio, and full-service advertising agency in Colorado. With more than 20 years of creative industry experience, Jen makes and leads category changing work that brings brands to life across channels and beyond expectations.

Cassidy Pazyniak Buzin Cassidy Buzin is a creative director at Energy BBDO, where she’s developed innovative campaigns for brands like, Extra Gum, Ziploc® Accessory Bags and Bayer Alka-Seltzer, often weaving together narratives that make viewers laugh, cry, or both (if you’re her mother).

Jelise Roberts Jelise A. Roberts is a native of Toledo, and a graduate from The Columbus College of Art and Design where she earned a Bachelor of Fine Arts degree specializing in graphic design and advertising. She is currently the creative director at a multichannel marketing firm in Columbus, Ohio.

American Advertising AWARDS 2021

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Judge’s Choice C r o s s P l at f o r m

Sauce Detroit branding Adam Brown

Ent r ant Melissa Wehrman Designs Cl i ent Sauce Detroit

48

C r e d its Melissa Wehrman : Creative Director and Graphic Designer

Judge’s Choice Sales & Marketing

R a d i ca l T r a d i t i o n Cata l o g u e Cassidy Pazyniak Buzin

Ent r ant Toledo Museum of Art

C r e d its

Cl i ent Toledo Museum of Art

Paula Reich: Publications Manager/ Editor

Lauren Applebaum: Associate Curator of American Art

Julia Hayes: Publications Coordinator/Rights and Reproduction Mark Yappueying: Designer

50

Mosaic Award

52

1

Student Awards

1

Gold Student Addy Award

Mind Your Speech St u d ent Gyona Rice

In st ru cto r Lori Young: BGSUGD Faculty

Silver Student Addy Award

Mock Ad for ‘Cool Water’ Cologne St u d e nt Eddy Phuc Lam

In st ru ctor Ruth Foote: Owens Community College

American Advertising AWARDS 2021

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Silver Student Addy Award

Mock Jameson Ad St u d ent Isaac Adams

In st ru cto r Ruth Foote: Owens Community College

Bronze Student Addy Award

Vision St u d e nt Lindsay West

56

In st ru cto r Jenn Stucker: BGSUGD Faculty

Thank You! Nick Amrhein Photography + Director Giles Cooper Photography Ellen Dziubek Photography Hanson, Inc Hart HOT Level2Audio MadAveGroup Madhouse Mail Works ii Josh Nagel Productions Thread Marketing Group Toledo Aerial Media UlrichPinciotti - Joe Pinciotti Your Media People - Alex Hinsch and Spencer Legros Silver Medal Award Voting Committee Judy McFarland | Thread marketing Group Bill Sattler | Madhouse Mark Reiter | Level 2 Audio Mosiac Nominated Voting Committee Haley Avery | Touchstone Digital Marketing Jada Danyell | Lavishli Greg Shaw | Hart Inc.

Individuals Liz Allen TiAnna Anderson Josh Ball Jesstin Foust Leslie Gomez Scott Greggory Scott Grosteffon Russ Grycza Kelly Hahn Jaden Jefferson Rob Lorenzo Chrys Peterson Chris Rohman Michael Seay Rob Seiffert Kristina Stuller Valerie Thompson Thaddeus Washington Judges Adam Brown Marrow | Lexington, KY Jennifer Hohn Articulation | Denver, CO Cassidy Pazyniak Buzin Energy BBDO | Chicago, IL Jelise Roberts Red Tag Studios | Columbus, OH

American Advertising AWARDS 2021

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Officers & Board of Governor Officers

Board Members

Ashley Yoakam President TPS Foundation

Liz Allen Madhouse

Sally Stearns Vice President HANSON INC. Scott Grosteffon Secretary Impact Products, LLC Melanie Dunn Ex-Officio Mail Works II President’s Advisory Council Ryan Hall Cooper-Smith Advertising Casey Pogan Franklin Park Mall Director Kelly Hahn AAF Toledo

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Chrissy Arvin Fresh Products Sue Bruning Cascade Environmental Alex Hinsch Your Media People Spencer Legros Your Media People Carey Marten Owens Community College Greg Reece HOT Kerry Schwabel Cooper-Smith Advertising Valerie Thompson ProMedica Bethany Wadel Lamar Advertising Melissa Wehrman Melissa Wehrman Designs

Cheers to all the dot connectors, early adopters, pattern disruptors, emotion evokers, & envelope pushers.

We raise a glass—CONGRATS.

hansoninc.com

Good to get.

theUPshop.org

Sounds Great!

Level2Audio.com

madmadmad.com

AAFTOLEDO.ORG