Passionate Ideas. Strategic Design.

Five Parties. One Night.

Campaign Strategy, Creative Direction

The ADDYS, or the American Advertising Awards, is a creative competition and awards ceremony that celebrates the best in advertising, design, photography, and videography each year. The Mid-Michigan Creative Alliance, a chapter of AAF, sponsors the regional competition and event. In 2015, I was the co-chair of the Mid-Michigan ADDYS and creative director for the ADDYS marketing effort.

The ADDYS, or the American Advertising Awards, is a creative competition and awards ceremony that awards the best in advertising, design, photography, and videography each year. In 2015, I was the co-chair of the Mid-Michigan ADDYS and creative director for the ADDYS marketing effort.

Client:  Mid-Michigan Creative Alliance

Client:  Mid-Michigan Creative Alliance

Client:  Mid-Michigan Creative Alliance

Client:
Mid Michigan C.A.

Co-Designer:  Erica Tedesco

Co-Designer:  Erica Tedesco

Co-Designer:
Erica Tedesco

Photographer:  Eat Pomegrante Photography

Photographer:  Eat Pomegrante Photography

Photographer:
Eat Pomegrante

Awards:  GOLD ADDY, Mid-Michigan

Awards:  GOLD ADDY, Mid-Michigan

Awards:
GOLD ADDY, Mid-Michigan

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Campaign Strategy

Campaign Strategy

In the fall of 2014, planning had begun for the 2015 ADDYS. We like many others had become consumed by the upcoming political race and had decided to theme our event based on the current political happenings. We wondered to ourselves, what parallels could be drawn between a political race and the creative industry? We found that, much like American political parties, there are subsections of the creative sector with bold, defining characteristics. From this insight came, "Five Parties. One Night." 

Much like the tagline suggests, we created five political parties based on industry stereotypes. Each party was named and given a tagline based on the individuals that would likely associate with the given party.

  • Pantone 807 Party: Yes We Kern
  • Pilcrow Party: Rewriting History
  • Working Class of America: Last to Arrive. Last to Leave.
  • United in Focus: Micro Issues. Macro Solutions.
  • Society for Bigger Logos: Making Advertising Great Again

Along with the newly created parties, we promoted the date of the event as if it was election day.

In the fall of 2014, planning had begun for the 2015 ADDYS. We like many others had become consumed by the upcoming political race and had decided to theme our event based on the current political happenings. We wondered to ourselves, what parallels could be drawn between a political race and the creative industry? We found that, much like American political parties, there are subsections of the creative sector with bold, defining characteristics. From this insight came, "Five Parties. One Night." 

Much like the tagline suggests, we created five political parties based on industry stereotypes. Each party was named and given a tagline based on the individuals that would likely associate with the given party.

  • Pantone 807 Party: Yes We Kern
  • Pilcrow Party: Rewriting History
  • Working Class of America: Last to Arrive. Last to Leave.
  • United in Focus: Micro Issues. Macro Solutions.
  • Society for Bigger Logos: Making Advertising Great Again

Along with the newly created parties, we promoted the date of the event - election day.

In the fall of 2014, planning had begun for the 2015 ADDYS. We like many others had become consumed by the upcoming political race and had decided to theme our event based on the current political happenings. We wondered to ourselves, what parallels could be drawn between a political race and the creative industry? We found that, much like American politics, there are subsections of the creative sector with bold, defining characteristics. From the above insight came, "Five Parties. One Night." 

Much like the tagline suggests, we created five political parties based on industry stereotypes. Each party was named and given a tagline based on the individuals that would likely associate with the given party.

  • Pantone 807 Party: Yes We Kern
  • Pilcrow Party: Rewriting History
  • Working Class of America:
    Last to Arrive. Last to Leave.
  • United in Focus: Micro Issues. Macro Solutions.
  • Society for Bigger Logos:
    Making Advertising Great Again

Along with the newly created parties, we promoted the date of the event as if it was election day.

In the fall of 2014, planning had begun for the 2015 ADDYS. We like many others had become consumed by the upcoming political race and had decided to theme our event based on the current political happenings. We wondered to ourselves, what parallels could be drawn between a political race and the creative industry? We found that, much like American political parties, there are subsections of the creative sector with bold, defining characteristics. From this insight came, "Five Parties. One Night." 

Much like the tagline suggests, we created five political parties based on industry stereotypes. Each party was named and given a tagline based on the individuals that would associate with the given party.

  • Pantone 807 Party: Yes We Kern
  • Pilcrow Party: Rewriting History
  • Working Class of America:   
    Last to Arrive. Last to Leave.
  • United in Focus: Micro Issues. Macro Solutions.
  • Society for Bigger Logos:  
    Making Advertising Great Again

Along with the newly created parties, we promoted the date of the event as if it was election day.

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Campaign Design

For the event campaign, I created a visual identity system primarily inspired by current and past political campaigns. The logo, based on Engravers MT, is a custom wordmark, defined by the echoing characters of A and Y. Connected to the descender of the Y are three stripes and five stars, symbolic the American flag. The stars also came to represent the five faux creative parties.

In addition to the brand identity, our team created custom illustrations for each of the newly formed groups. Our illustrator, Erica Tedesco, found ways to creatively merge well-known imagery related to the party and American iconography. My favorite of which is the tie hidden in the eagle.

With these graphics standards, our team would create multiple extensions for the campaign including websites, social media assets, posters, handbills, program books, etc.

For the event campaign, I created a visual identity system largely inspired by current and past political campaigns. The logo, based on Engravers MT, is a custom wordmark, defined by the echoing characters of A and Y. Connected to the descender of the Y are three stripes and five stars, symbolic the American flag. The stars also came to represent the five faux creative parties.

In addition to the brand identity, our team created custom illustrations for each of the newly created groups. Our illustrator, Erica Tedesco, found ways to creatively merge well-known imagery related to the party and American iconography. My favorite of which is the tie hidden in the eagle.

With these graphics standards, our team would create multiple extensions for the campaign including websites, social media assets, posters, handbills, programs, etc.

For the event campaign, I created a visual identity system primarily inspired by current and past political campaigns. The logo, based on Engravers MT, is a custom wordmark, defined by the echoing characters of A and Y. Connected to the descender of the Y are three stripes and five stars, symbolic the American flag. The stars also came to represent the five faux creative parties.

In addition to the brand identity, our team created custom illustrations for each of the newly formed groups. Our illustrator, Erica Tedesco, found ways to creatively merge well-known imagery related to the party and American iconography. My favorite of which is the tie hidden in the eagle.

With these graphics standards, our team would create multiple extensions for the campaign including websites, social media assets, posters, handbills, program books, etc.

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Custom typography based on Monotype's creation, Engravers MT.

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Campaign Photography

In addition to the campaign identity, we wanted to bring our party candidates to life through highly visual photography. In preparation for the shoot, I wrote extensive descriptions and background stories about each candidate, outlining the moments leading up their arrival. For the Pantone 807 candidate, this meant running late, spilling coffee, all just to meet a deadline. The United in Focus candidate was surprised to find out he'd be in front of the camera this time. The developer was pissed, the client was bossy, and the writer was just too smart. 

In addition to the campaign identity, we wanted to bring our party candidates to life through highly visual photography. In preparation for the shoot, I wrote extensive descriptions and background stories about each candidate, outlining the moments leading up their arrival. For the Pantone 807 candidate, this meant running late, spilling coffee, all just to meet a deadline. The United in Focus candidate was surprised to find out he'd be in front of the camera this time. The developer was pissed, the client was bossy, and the writer was just too damn smart. 

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Diversity and inclusion were a focus throughout the creative process.

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Event Production

Leading up the event, local creatives had already started to pick their party. Upon arrival to the gallery opening, event goers found campaign buttons and party flags to further their political endeavors. The event was filled with branded decorations, balloon arches, and star confetti. Hosting the evening was a local television reporter, giving us minute by minute updates as votes were cast. It genuinely honestly felt like a political candidate's winning reception.

The final piece of design was the competition awards. Alongside a local metal artisan, we crafted themed trophies such as Uncle Sam's hat for Best of Show and a padlocked ballot box in which people cast their votes for the People's Choice Award. At the end of "election night," nearly everyone had won, and the election was called as a draw. 

Leading up the event, local creatives had already started to pick their party. Upon arrival to the gallery opening, event goers found campaign buttons and party flags to further their political endeavors. The event was filled with branded decorations, balloon arches, and star confetti. Hosting the evening was a local television reporter, giving us minute by minute updates as votes were cast. It genuinely felt like a political candidate's winning reception.

The final piece of design was the competition awards. Alongside a local metal artisan, we crafted themed trophies such as Uncle Sam's hat for Best of Show and a padlocked ballot box in which people cast their votes for the People's Choice Award. At the end of the night, nearly everyone had won, and the election was called as a draw. 

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© 2018 T. Sieting

© 2018 T. Sieting

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