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GUIDE TO 2012 SAN DIEGO ADDYs CREATIVE SHOW


IN A BUSINESS WHERE GREATNESS IS FEW AND FAR BETWEEN WE MUST COME TOGETHER LIKE A WELL-OILED MACHINE. OUR POWERS HAVE NO LIMITS AND OUR DISGUISES SMELL LIKE BEER. WE FIGHT FOR AWESOME ADS WITHOUT AN OUNCE OF FEAR. WE ARE KICK ASS AND WE ARE MIGHTY AND WE LAUGH IN THE FACE OF FATIGUE. IT IS TIME TO STAND PROUDLY AS MEMBERS OF THE SUPER ADDY JUSTICE LEAGUE.


34 stance, # E s. m RUL ny circu mic San

o er a eC d s n u u int, ver o e p N n t gu a n eve

Iron Wit is able to slice through the advertising clutter with his use of sheer comic genius. His innate ability to create a smile, and obscenely large brain, hooks the attention of consumers and forges bonds of steel between people and brands.

SUPER POWER

MIND CONTROL

WEAPON

SIDE-SPLITTING LAUGHTER

CLASSIFICATION

COPYWRITER

NEMESIS

WRITER’S BLOCKETTE

CATCH PHRASE

“FUNNY BONE, ACTIVATE!”


Armed with a slew of powers ranging from elasticity, enhanced memory and damage control, The Super Suit knows how to keep dwindling budgets and endless rounds of client revisions at bay all while maintaining his ever so dashing exterior.

SUPER POWER

SUPER SUIT

WEAPON

DEADLY DAPPER

CLASSIFICATION

ACCOUNT SERVICES

NEMESIS

AWKWARD-O SILENCE

CATCH PHRASE

“WHAT CAN I DO FOR YOU?”


#1 DY Justice e l Ru ut r AD

bo pe lk a f Su a o t e t o ul e. do n rst r agu fi u e L o e y Th is ice Just gue a Y e D L D er A Sup

When a picture of a ninja riding a bear in front of the Pyramids doesn’t exist, Dr. Shapeshifter will stop at nothing until it does. With the precision of a brain surgeon she burns, clone stamps and magic wands her way to seamless, awe inspiring Franken-compositions.

SUPER POWER

SHAPESHIFTING – DUH

WEAPON

MEGA ARSENAL OF PHOTOSHOP TOOLS

CLASSIFICATION

ART DIRECTOR

NEMESIS

POOR RESOLUTIONATOR

CATCH PHRASE

“THINGS AREN’T ALWAYS WHAT THEY SEEM. OR ARE THEY?”


Everyone knows a good ad doesn’t count if it’s never seen. That’s why Maximum Exposure uses his super speed, turbo leverage of popular mediums and surprising lack of clothes (don’t ask) to garner attention and gain notoriety for deserving ads everywhere.

SUPER POWER

ANTI-INVISIBILITY

WEAPON

BLINDING ILLUMINATION

CLASSIFICATION

MEDIA

NEMESIS

EL GRAFFITI

CATCH PHRASE

“CAN YOU SEE ME NOW?”


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Ru cism like

em t th e l ver riti Ne bc . r t o gu ry. Abs the uc o o t y k see kic

With a whirlwind of fonts up his sleeve, Font Fist is able to summon type that’ll pack a punch. Sans serif, Serif, extra bold, feminine- Font Fist yield his fonts for good and any evil doer that stands in his way will meet his huge fists of typeface fury.

SUPER POWER

SPACE MANIPULATION

WEAPON

RAZOR SHARP SERIFS

CLASSIFICATION

GRAPHIC DESIGNER

NEMESIS

COMIC SANS

CATCH PHRASE

“YOU’RE NOT MY TYPE?”


Channeling the power of social media, El Contentó lays the smack down on rival brands and punches them in the face with buzz-worthy content. His vast knowledge of viewer’s usage patterns allows him to wrestle short attention spans into submission day in and day out.

SUPER POWER

MIND BENDING

WEAPON

DELETE COMMENT BUTTON

CLASSIFICATION

INTERACTIVE

NEMESIS

UNFRIEND ULTRALORD

CATCH PHRASE

“RETWEET THIS.”


CALLING ALL ADVERTISING WONDERS

This year, several elite members of the Super ADDY Justice League are hanging up their thesauruses, Wacom pens, and spandex super suits for a life of mediocrity. Why? Who knows. Anyway, this means we have a few openings in our super secret society. And no we don’t just accept mere mortals with sub-par ideas; we need mega minds and colossal innovators. We need those who possess a passion for great advertising and who stop at nothing in pursuit of it.* We need Advertising Superheroes. Think you have what it takes? Follow this Guide to Super Greatness and start limbering up; tryouts are around the corner under the disguise of The San Diego Ad Club’s Creative Show. Remember, only the best will make the cut and get the coveted membership ADDY.

* Scaling skyscraper banner ads in a single bound, spotting a typo from a mile away and kerning type faster that a speeding bullet are also attractive qualities.


EVERY HERO in the

Super Secret Identity Super Power Super Name Super Disguise

Possession of General Super Skills Arsenal of Amazing Ads An ADDY Award

FOLLOW THIS GUIDE CLOSELY, FOR

MUST HAVE:

INSIDE LIES THE SECRETS YOU’LL NEED TO BECOME A MEMBER.


STEP 1

TURBO DOUBLE CLICK: Close Facebook faster than a speeding bullet.

HYPNOSIS: Great defense against unruly colleagues.

WA C O M O F I N V I N C I B I L I T Y: When properly used, can provide unrivaled mega doodles.

C O D E TA L K I N G : Great for mastering tricky conversations with programmers.

U N L E A S H I N G YO U R

INSIDE ALL OF US LIES A LITTLE NUGGET OF ABILITY THAT, WHEN PROPERLY IDENTIFIED AND MASTERED, C AN AID IN THE NEVER-ENDING BATTLE AGAINST BAD ADS, HORRIBLE DEADLINES AND RIDICULOUS FEEDBACK. REMEMBER THIS IS YOUR UNIQUE CONTRIBUTION TO THE LEAGUE, YOUR CL AIM TO FAME, YOUR OPPORTUNITY TO SHOW THE ADVERTISING WORLD THAT YOU AIN’T NO PUNK. NOW GET UNLEASHING.

HELPFUL TIPS Ask around. I’m sure co-workers would love to tell you what you’re good at. Think small. If you’re really good at double clicking, own it and hone it for the greater good.

When all else fails, hang out near the local power plant, aggravate weird spiders or drink toxic waste and see what happens.


O H Ey nLamLe is

STEP 2

m

GIVE THYSELF A

ym h R us m i t Op

e

NOW THE FUN BEGINS. ONCE YOU’VE DISCOVERED YOUR ADVERTISING SUPERPOWER, WRANGLE IT INTO A BADASS NAME. THE MORE INTIMIDATING THE BETTER, BUT HEY, WE’RE NOT GOING TO TELL YOU HOW TO DO IT.

HELPFUL TIPS Keep it simple. Throw some adjectives in the mix. Simply add “boy” or “girl” to the end of a random word. Consult your copywriter for assistance under the guise that this is for a child’s school project.

Don’t give away your secret power right up front, keep them guessing. Remember, this is the name your enemies will scream for mercy. Make it easy to pronounce.


STEP 3

SUPER ART DIRECTOR

ART DIRECTOR

THE

M A K E S T H E ( W O)M A N

HOT

NERD

IT IS VERY IMPORTANT THAT YOUR IDENTITY REMAIN A SECRET. IF ANYONE WERE TO FIND OUT THAT YOU WERE A MEMBER OF THE SUPER ADDY JUSTICE LEAGUE IT COULD MEAN A LIFE OF ETERNAL ALIENATION BY LESSER INDUSTRY PEERS.

COLORED PENCILS + MASK =

BEER BOTTLE CAPS + MASK =

WITH THIS GUIDE IS THE ULTIMATE DISGUISE, A STANDARD ISSUE BL ACK MASK, ADORN IT TO REFLECT YOUR NEW SUPER NAME AND POWER. KEEP IN MIND; THIS IS HOW THE WORLD WILL SEE YOU AT YOUR FINEST HOUR SO DON’T SCREW THIS PART UP.

PAPER CLIP + MASK =


STEP 4

STEP 4

AT TRYOUTS, PLEASE COME PREPARED TO BE TESTED IN THE FOLLOWING CATEGORIES:

CRIPPLING CONCENTRATION

HONE YOUR

Required to combat the nastiest of typos or confusing client feedback.

SUPER SONIC STRENGTH

Sometimes the battle of good ads and bad ads comes down to a showdown of physical prowess.

SKILLS REGARDLESS OF YOUR SPECIALTY SUPER POWER, ALL MEMBERS OF THE SUPER ADDY JUSTICE LEAGUE MUST POSSESS EXCEPTIONAL EVERYDAY POWERS

POWER BOOZING

LIGHTNING SPEED

A critical aspect of achieving your maximum potential.

Deadlines are a common killer of good ideas, beat the clock and stick it to em’.

NOT PRESENT IN REGUL AR FOLKS. WE ARE NOT A LEAGUE FOR SISSIES, WE NEED MENTAL AND PHYSICAL TOUGHNESS ON OUR SIDE. FORCE OF FONT KNOWLEDGE

Tell bad ads to get lost with an arsenal of typefaces.


STEP 5

A N A LY Z E A R S E N A L O F

SUBMIT YOUR OUTSTANDING WORK FOR FORMAL REVIEW IN THE FOLLOWING CATEGORIES: Sales Promotion

Radio

Collateral Material

Television (TV)

Direct Marketing

Mixed Media

Out-of-Home

Advertising for the Arts & Sciences

Non-traditional Advertising Consumer or Trade Publication Newspaper Interactive Media

Public Service Advertising Industry/ Self-promotion Elements of Advertising

SO YOU’VE UNEARTHED YOUR SUPER POWER AND ARE PREPARED FOR THE CHALLENGES THAT AWAIT YOU AT TRYOUTS, BUT NOW ITS BACKGROUND CHECK TIME.

JAN 27

ENTRY DEADLINE

FEB 1

LATE ENTRY DEADLINE / INCREASED FEES (LUCKY FOR YOU PROCRASTINATION ISN’T LOOKED DOWN UPON IN THE SUPER ADDY JUSTICE LEAGUE)

FEB 3

RAID / SUPER ADDY JUSTICE LEAGUE TRY-OUTS

FEB 4

JUDGING

MAR 2

GALA – 2012 SAJL INDUCTEES ANNOUNCED

WE NEED TO SEE YOUR BEST WORK FROM THE PAST YEAR. YOU SAY YOU’VE GOT WHAT IT TAKES, SO FORK OVER YOUR ADS AND WE’LL BE THE JUDGE OF THAT.

FOR OFFICIAL ADDY ENTRY RULES AND DETAILS, LOG ONTO SANDIEGOADCLUB.COM/ADDYS


S E E Y O U AT S U P E R I M P O R TA N T T H I N G S T O R E M E M B E R :

AKA : THE RAID

CONGRATUL ATIONS! YOU HAVE COMPLETED YOUR GUIDE TO SUPER GREATNESS AND ARE ON THE ROAD TO BECOMING A MEMBER OF THE MOST PRESTIGIOUS

Tryouts happen February 3rd under the disguise of a San Diego Ad Club Creative Show Raid.

Take training seriously, the last thing we want is a bunch of pulled groins on top of damaged egos.

Bring your A-game because competition will be ruthless and the challenges will be intense.

You’ll also want to take Tryouts seriously because prizes will be awarded for winners of Tryout Challenges.

Don’t forget your Secret Identity Mask, what the heck is a Superhero Tryout without Secret Identities!

GROUP OF UBER BAD-ASSES IN ADVERTISING TODAY. THE ONLY THING THAT STANDS BETWEEN YOU AND MEMBERSHIP NOW IS AN ADDY.

GOOD LUCK TO ALL ASPIRING HEROES.


2012 San Diego Addy's - Call For Entries  

Agency: MeringCarson (San Diego, California) AD: Kristina Bingham CW: Kirby Bittner