Ever wonder what makes certain ads and marketing amazing? As designers, we’re always interested in a peek behind the curtains to see the creative process for award-winning projects. Each year, the Advertising Federation of Minnesota (AdFed), a professional trade association serving Minnesota’s advertising community, delves into iconic local advertising and what makes them award-winning with their Behind the Pin series. Their celebration of 2020 projects pivoted to a virtual format, but it didn’t stop AdFed from sharing the creativity. And now we’re sharing these creative spots with you!
Best in Show: “Too Good to be True”
Alex Frecon for Edina Liquors
Project
Edina Liquors had a new offering – free delivery in two hours or less with a $35 minimum order – but no one seemed to know about it.
Strategy
The goal was to target Millennials in an entertaining way to inform them of the free delivery option and drive orders. A key concept centered on the idea that “this is too good to be true – how do they make money on this?”
Result
The final ad was a simple, indie approach that nailed the strategy and kept “free delivery” front and center to meet the main goal of educating the audience to drive sales. The ad was selected as “Best of Show” out of 950+ entries and marked the first time in the event’s 45-year history that a freelance writer/director won the award.
Best in Digital: Holiday Mailer
Colle McVoy for World Wildlife Fund/Self-Promotion
Project
2019 holiday mailer for clients and friends of the Colle McVoy agency.
Strategy
Holiday messaging meets charity was the goal for this award-winning mailer. The idea was to go beyond holiday greetings to make the holidays happen while at the same time showing support for the World Wildlife Fund. A coaster pack was developed that could also be used as ornaments. The coasters incorporated augmented reality (AR) so each animal design came to life when you used the AR app.
Result
The judges loved the quality of the artwork and the consistency throughout the user experience. The designs were beautifully crafted and engaging, which inspired action in the form of donations to the World Wildlife Fund.
Best in Data: Infinity Classroom
BBDO Minneapolis for Infinity Classroom
Project
#WriteTheWrong campaign commissioned by TheirWorld, a global children’s charity committed to ending the global education crisis.
Strategy
260 million children around the world do not go to school. BBDO Minneapolis worked with TheirWorld to create the Infinity Classroom on the United Nations main plaza for the 2019 General Assembly. This mirrored classroom created the effect of nearly infinite rows of empty school desks to visually depict the number of children not able to attend school.
Result
Presidents and Prime Ministers from around the world visited the room, shared the story and helped raise more than $2 billion for education. Plans are underway to make this a mobile, traveling exhibit. Judges noted the immediate sense of vast emptiness, which was hard to forget.