FIELD GUIDE
1 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
FIELD GUIDE to Western New York Creative & Advertising 2013 EDITION
THE
SCIENCE OF
PERSUASION 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
3 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
A DV E R T I S I N G IS SCIENCE WE C ONDUCT RESEARC H. WE EXPERIMENT. WE EMBRACE T E C H N O L O GY. W E O C C A S I O N A L LY C A U S E E X P L O S I O N S .
BUT IN ADDITION TO BEIN G PRACTITIONERS OF SCIENCE, WE A DV E R T I S I N G P RO F E S S I O N A L S A R E S U B J E C T TO I T S L AWS . A N D O N E O F T H E B I G O N E S I S ‘A D A P T O R D I E . ’ O U R I N D U S T R Y I S E V O LV I N G A T A D I Z Z Y I N G P A C E , W I T H C L I E N T S E X P E C T I N G MORE FOCUS, MORE PRECISION , AND MORE QUANTIFIED R E S U LT S AC RO S S M O R E M E D I A T H A N E V E R B E F O R E .
C HANGE IS HAPPENING IN OUR WORLD AND IT’S HAPPENING H A R D . H I S T O R I C A L LY, T H I S K I N D O F T H I N G C A N B E P R E T T Y S C A R Y, E S P E C I A L LY I F YO U ’ R E A D I N O S A U R . B U T I F YO U ’ R E A N AMBITIOUS PRIMATE WITH A BIG OLD BRAIN , IT’S GOING TO BE A BL AST.
P R E S I D E N T ’S ME SSAGE
C H A R L I E F A S H A N A First Niagara
We’re about to take you through an exhibit of world-class creativity originating right here in Buffalo. Let’s start by looking at the science and art behind the club that puts this show together. It’s about the Creative. Our board and membership are comprised of the most talented people around. Creativity runs rampant (sometimes too rampant). But that just means we’re passionate and excited about doing great things for our industry. This past year, we created a new membership campaign, bolstered the monthly AdLab, and re-energized the Überbowl. These are just some of the many inspired contributions we’re enjoying from our hardworking board, comprised of 18 awesome people. It’s about the Pitch. Our board is constantly pitching ideas. Our extremely successful panel series, AdLab, has us regularly pitching new ideas for discussion topics. And we are thrilled with the growing participation and attendance that has resulted. Our newly formed sponsorship committee pitches ideas to local organizations, which introduces new names to our programming, and provides recognition for the many supporters we have. Finally, we pitch news to media outlets, resulting in promotion of our events, sharing of recaps, and joining in our social conversation. This is all great for our club. It’s about the Client. Our clients are all of you. And there is no Ad Club without you. More than 275 of you have joined the club in the past year, an 11% increase over the prior year. This demonstrates confidence in what we’re doing and in our shared mission. We’re extremely proud, and will work hard to ensure you all are equally proud to be members of the Advertising Club of Buffalo. It’s about the ADDYs. While we’ve worked to make the club known for more than just a bad-ass annual awards show, we do know this is our keystone event. Tricia Barrett, Jason Yates, and the creative team at Crowley Webb have taken the show to a whole new level this year. A sincere thank you to them and the many partners and volunteers who helped make it happen. Congrats to the winners and thanks to everyone for the continued support. Enjoy the show!
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C O - C H A I RS’ ME SSAGE
T R I C I A B A R R E T T Crowley Webb J A S O N YA T E S Gelia
There’s this honorary club of ADDY show co-chairs that’s been through it and gets to sit back and watch as others try and figure out the six-month second job known as ADDY planning. That group is always there to lend a hand, answer questions, and debrief the new folks, but never does anyone in that group raise their hand and say, “Sure, I’ll do it again.” Until now. So yes, we’re nuts. But we also knew that if we wanted to effect change, stepping up to chair the show again is what needed to be done. Lots changed this year. We had new ADDY software to contend with for entry submission and judging, 18 new digital categories, and all broadcast and digital entries were uploaded for online viewing and judging. Showbook ads were finally in color, too – we know, thrilling. Perhaps the biggest change we were looking to effect was a renewed emphasis on the work. An online gallery was launched showcasing all entries, with a voting component built in so fans could vote on their favorite piece of work. We also hope you enjoyed spending time with the work before the show tonight, and the additional focus we put on it during the show. Our judges not only deliberated on Best of Show, but each chose a Judge’s Choice award, which allowed them to single out something that really caught their eye and deserved special recognition. We think we set the bar pretty high for next year’s ADDY team. And that couldn’t have been done without the support of our volunteers and the generosity of so many of our industry partners. And then there’s the talented team at Crowley Webb who brought the Science of Persuasion theme to life and entertained us all over the past few months. It’s a herculean effort and was executed flawlessly. Our thanks simply isn’t enough. Congratulations to all of tonight’s winners. Winning an ADDY is no small feat, so please take pride in your recognition and know that your creativity is some of the best in the business.
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SPECIAL A WA R D S
SERVICE T I N A P A S T W I K Advertising Club of Buffalo
“ While she is likely to fiercely protest this nomination, it should be known that Tina is the backbone of the Ad Club and is long overdue for this type of recognition.” Tina has been the Ad Club’s administrative assistant for 15 years. Witnessing firsthand the club’s evolution, she has been through its three name changes and has interacted with diverse specimens of over 100 different board members. While the names and faces affiliated with the board have changed, shared common characteristics of passion, energy, creativity, adaptability, leadership, and follow-through have ensured the survival of the organization. Tina is grateful to have met and worked with so many exceptional people in the club’s board and its membership. Traits demonstrated by all have been very favorable, with kindness prevailing. She is very appreciative of her role with the Ad Club and to be the recipient of the 2013 Service Award.
T H E S E R V I C E A W A R D T H I S R E C O G N I Z E S N O T O N LY H A R D W O R K , B U T A L S O O U T S T A N D I N G A C H I E V E M E N T I N F U R T H E R I N G T H E A C T I V I T I E S A N D I N T E R E S T S O F T H E C L U B . A L L P A S T R E C I P I E N T S H AV E S H O W N D E D I C A T I O N , C O M M I T M E N T , A N D S E R V I C E T O T H E C L U B T H A T W E N T A B O V E A N D B E YO N D T H E C A L L O F D U T Y.
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FUTURE STAR L I L L I A N S E L B Y Crowley Webb
“ (Lillian’s) impact on Crowley Webb in the year and a half she’s been here has been profound. Her quick wit, remarkable taste, and odd genius for typography have all become essential parts of our mix.” I would probably give academic advisors heart palpitations if they knew how frequently I tell college students in portfolio reviews that I didn’t major in graphic design. In fact, William and Mary didn’t offer design, so I never even took the basics. My design studies consisted of making things for friends with glue and stitched letters. I took note of type I loved and type that really bummed me out. I would get lost in the aisles of the grocery store staring at certain labels—and not for the nutritional info panel. Every once in a while, I would pick up a design magazine and read it cover to cover. We’ll call it an independent study. Needless to say, I am extremely flattered and humbled by this award. I still look at my work and see the big gap between ambition and reality that Ira Glass writes about as being part of everyone’s development in any creative field. To me, success is twofold. It’s not just developing good taste and working constantly. Passion is a given. And yet, it doesn’t always translate to success. That’s where someone else’s faith and vision come in; someone else to see potential through the clunky lock-up or the use of Zapfino (I speak from experience, embarrassingly enough). This chunk of lucite goes to Cindy Baker, Jillian Benedict, Pete Reiling, and the rest of the Crowley Webb family. Thanks for your faith and seeing something I didn’t.
T H E F U T U R E S T A R A W A R D H O N O R S A N O U T S T A N D I N G YO U N G P R O F E S S I O N A L I N T H E M A R K E T I N G A N D A D V E R T I S I N G F I E L D W H O H A S D E M O N S T R A T E D G R E A T P O T E N T I A L I N H I S O R H E R E A R LY Y E A R S I N T H E I N D U S T R Y. T H E R E C I P I E N T M U S T H AV E F I V E Y E A R S O R L E S S E X P E R I E N C E I N T H E M A R K E T I N G A N D A D V E R T I S I N G F I E L D ( E X C L U D I N G I N T E R N S H I P S O R P A R T - T I M E E M P L OY M E N T W H I L E W O R K I N G O N A D E G R E E ) A N D H AV E B E E N A N A D V E R T I S I N G C L U B O F B U F F A L O M E M B E R F O R A T L E A S T O N E Y E A R .
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ESV T H E OL D YEY SRSVEIU SE C AWA R D R E B E C C A F A R B O Phillips Lytle LLP
“ Agency people get to work with a client like Becky perhaps once in a career. Becky has truly impacted our ad community in an extraordinary way, and, even better, she’s an extraordinarily nice person.” Extraordinary! One of the descriptors used in the criteria for the Odysseus Award. How fitting, as “extraordinary” would be the very word I’d choose for what led to Phillips Lytle receiving this coveted and prestigious award. An extraordinary team. A team of eight marketing marvels who give 150%, each and every day, to make our brand vision a reality. A team whose extraordinary loyalty and talents you find once in a lifetime. Extraordinary trust. A magnificent Managing Partner and management team who have trusted the vision, “ideas on the napkin,” and virtual marketing roadmap I put before them each day. An extraordinary ad agency. The talented, brilliant, fun, sincere, loyal, hardworking group of people I am fortunate enough to work with every day. Their strategic approach, spectacular creative, and stellar client service are what clients dream about. An extraordinary path. A career enriched by all of the colleagues, freelancers, graphic artists, illustrators, printers, website developers, and suppliers who have played a role in elevating the Phillips Lytle brand. An extraordinary family. An absolutely amazing husband and fabulous twin girls who make every minute of my life special. Extraordinarily lucky! That’s me.
T H E O DY S S E U S WA S E S T A B L I S H E D I N 2 011 T O H O N O R A C L I E N T I N T H E W E S T E R N N E W YO R K M A R K E T ( I N D I V I D U A L O R G R O U P / D E PA R T M E N T ) W H O H A S U S E D T H E D I S C I P L I N E O F S T R A T E G I C M A R K E T I N G A N D A D V E R T I S I N G I N A N E X T R A O R D I N A R Y WAY. A N O M I N E E C A N B E F R O M A N Y B U S I N E S S C A T E G O R Y ( E . G . , N O N - P R O F I T , R E T A I L , S E R V I C E , B U S I N E S S - T O - B U S I N E S S , E T C . ) A N D D O E S N O T H AV E T O B E A N A DV E R T I S I N G C LU B O F B U F FA LO M E M B E R .
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THE OSBORN B I L L P A T E R S O N Gelia
“ He’s funny and smart (or smart-ass, you be the judge). And he’s extraordinary at what he does. You couldn’t find a better recipient for the Osborn.” I am dedicated to providing quality and innovation across a wide range of advertising services to meet all your creative needs. My unwavering commitment makes me uniquely qualified to deliver the reliable performance clients depend upon. I deliver the ads of tomorrow, today. Thanks to everyone who shares my belief that not only is it boring to do what everyone else is doing – it also doesn’t work. I appreciate all the art directors, copywriters, account executives, producers, directors, and clients who understood what I was trying to do and helped to make it better. You know who you are. However, a pox on anyone who ever shot down a good idea out of cowardice. Also, thanks to my family: my amazing wife Jenn, my hilarious daughter Katie, my brother Jeff and his wife Michele, and my parents Bill and Joan. Not to mention my infant nephew who shares my name, in what can best be described as a cosmic do-over. Why did I choose this profession? Well, this is pretty much my only skill. For instance, I don’t math very well. You might think I’d be a plumber or something, but I don’t really know how to plumb. And every time I showed up for open tryouts with the New York Knicks, they rudely asked me to leave. Those of you who recall my early work as a young copywriter at AM&A’s department store probably saw this coming. Classic headlines like “Save $9.99” and “Sale on Housewares,” were my handiwork. The experience truly shaped me, in that bra ads still make me laugh. And thus a career was born. I very much appreciate the honor. This is just how I show affection. T H E A L E X O S B O R N A W A R D F O R C R E A T I V I T Y R E C O G N I Z E S I N D I V I D U A L S W H O , T H R O U G H O U T S T A N D I N G C R E A T I V E A C H I E V E M E N T S , H AV E L E F T A N I N D E L I B L E M A R K O N T H E W E S T E R N N E W YO R K C R E A T I V E C O M M U N I T Y. A R E C I P I E N T D O E S N O T H AV E T O B E A M E M B E R O F T H E A D C L U B O R W O R K P R I M A R I LY I N T H E A D V E R T I S I N G A R T S . T H E K E Y R E Q U I R E M E N T I S T H A T T H E I N D I V I D U A L’ S A C H I E V E M E N T S H AV E H E L P E D S T R E N GT H E N T H E LO C A L A DV E R T I S I N G , G R A P H I C A R T S , A N D C O M M U N I C AT I O N D I S C I P L I N E S – A S W E L L A S GA I N E D R E C O G N I T I O N OUTSIDE OUR MARKET.
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T H E SLEERVVYI C E J I M C H A R L I E R JCharlier Communication Design
“ Jim practices what the rest of us preach. Designer. Communicator. Entrepreneur. Enlightened marketer. Impresario.” Lots of agencies. Lots of boards. Lots of events. At one point or another, Jim Charlier has interacted with pretty much everyone in Buffalo associated with advertising, design, and culture. He was also instrumental in the evolution of The Advertising Club of Buffalo as we know it, guiding the consolidation with ProComm during his three tenures as president of the Art Directors Club of Buffalo. And, as if that weren’t enough to warrant the Levy right there, he has led the way in turning Buffalo from a snow-related punchline to the nation’s premiere gardening tourism destination. He has helped transform Garden Walk Buffalo, a small neighborhood garden tour, into the largest garden tour in the U.S., attracting 60,000+ visitors every year. Thanks to his efforts, Buffalo gardens have ended up in newspapers, books, and magazines like Better Homes & Gardens, Fine Gardening, and Martha Stewart Living. And created an annual economic impact of $4.5 million. And earned $36,000 in beautification grants. And decreased crime on the West Side. And increased home values. These successes led to the creation of The National Garden Festival, featuring tours, workshops, speakers, and a Landscape Legacy effort for revitalizing public spaces. Next week, he will accept an International Garden Tourism Award in Toronto. Jim would like to thank the hundreds of professionals who helped accomplish the above, but mostly his best man Greg, best daughter Margaux and, most of all, Leslie.
T H E D AV I D I . L E V Y C O M M U N I C A T O R O F T H E Y E A R A W A R D W A S C R E A T E D T O R E C O G N I Z E O U T S T A N D I N G A C H I E V E M E N T A N D S E R V I C E I N T H E C O M M U N I C A T I O N S I N D U S T R Y. N O M I N E E S S H O U L D H AV E A D I S T I N G U I S H E D R E C O R D O F A C H I E V E M E N T O V E R A N E X T E N D E D P E R I O D O F T I M E , W H I C H I N C L U D E S C O N T R I B U T I O N S T O H I S / H E R C O M P A N Y, T H E I N D U S T R Y, A N D T H E C O M M U N I T Y.
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JUDGES
JOE STANFA
Species: S E N I O R A R T D I R E C T O R / D E S I G N E R Habitat: G O L I N H A R R I S , C H I C A G O , I L Born in Texas, Joe attended The University of Texas at Austin. After graduation, he worked at DDB, Euro RSCG, and DRAFTFCB, where he lent his efforts to clients such as Budweiser, Sprint, the Chicago White Sox, Kraft, American Cancer Society, USPS, and Vitamin Water. He is now Senior Art Director & Designer at GolinHarris, a global communications agency where he works with clients like BP, McDonald’s, Crown Imports, and Adidas.
D AV E F L E T C H E R Species: F O U N D E R / E X E C U T I V E D I R E C T O R Habitat: T H E M E C H A N I S M , N E W YO R K , N Y For nearly two decades, Dave Fletcher has explored a wide range of media, including print, video, photography, and interactive design. He has earned recognition from AIGA, The Public Relations Society of America (PRSA), HOW Magazine, and I.D., among others. He is a member of the board of the New York Metropolitan Area Chapter of the Internet Society (ISOC–NY)—the leading advocate of the internet as a global communications infrastructure. 17 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
B R E T T M C C OY
Species: E N G A G E M E N T D I R E C T O R Habitat: M Y J I V E , C H A R L O T T E , N C Brett is a brand planner and digital strategist who believes in leveraging consumer thinking and market insights to create engaging, relevant, and creative brand experiences. He has managed complex branding initiatives, social media programs, and integrated campaigns for a variety of clients including Kraft, Comcast, Time Inc, Michael Graves, Clorox, 3M, Target, Lucas Arts, and Cadbury Adams. Put simply, Brett helps brands make new friends in the digital age.
D AV I D H O D G E
Species: P R I N C I P A L / C R E A T I V E D I R E C T O R Habitat: A NS TEY HODGE ADVERTISIN G G R O U P, R O A N O K E , VA
David Hodge is co-founder and principal of Anstey Hodge Advertising Group, an advertising and design firm located in a renovated 1948 service station in Roanoke, Virginia. David’s work has won more than 200 awards from creative and marketing-based organizations, including a Lifetime Achievement Award from the American Advertising Federation. He has done regional and national work for a range of clients in the higher education, tourism, museum, and senior living industries.
THE WORK
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F A M I LY : S A L E S P R O M O T I O N
MIX SIX CARRIER CASE (Fig.1) Genus: Packaging SKM MARKETING G R O U P, L L C TOPS Friendly Markets M I K E M AT H I S Executive Creative Direct or L AU R E N C I U S Associat e Creative Direct or ANDREW DUMPLETON Ar t Director LISA DOJNIK Ar t Director SHANNON FISHER Copywr it er PA M E L A G U G G I Account Super visor
Fig. 1
MIKE BROWN Ar t Director
YO U & W H O P A C K A G I N G (Fig.2) Genus: Packaging CROWLEY WEBB You & Who E V E RYO N E Copywr it er, Ar t Direct or, Creative Direct or, Production Ar tis t, Designer, Production, Account Executive ZENGER Pr int er Label & Tag I N T E R TA P E P O LY M E R G R O U P Pr int er Tape
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Fig. 2
F A M I LY : S A L E S P R O M O T I O N
ANNE HEATON “ H O N E Y C O M B ” C D (Fig.1) Genus: Packaging W H I T E B I C YC L E Anne Heaton / Spill ANNIE STOLL Designer C A S E Y K E L LY Designer BRIAN GRUNERT De s i g n e r ALLISON RIVERA Ph o t o g r a p h e r SCOTT FIERLE Sterling United, Printer A N N E H E AT O N The Woman
Fig. 1
RU PA A N D T H E A P R I L FISHES “BUILD” P A C K A G E (Fig.2) Genus: Packaging W H I T E B I C YC L E Rupa and the April Fishes / Electric Gumbo BRIAN GRUNERT Designer KYLE MORRISSEY Designer C A S E Y K E L LY Designer R U PA M A RYA Ideas T O M S C H E R K E N B AC H , WHITE TIGER Pr int er DAV I D L O B E L Project Manag er
Fig. 2
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F A M I LY : S A L E S P R O M O T I O N
T R A N S L A T O R “ A ” (Fig.1) Genus: Point of Purchase GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Copywr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
T R A N S L A T O R “ B ” (Fig.1) Genus: Point of Purchase GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Copywr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
Fig. 1
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F A M I LY : S A L E S P R O M O T I O N
SUREWELD IN-STORE D I S P L AY (Fig.2) Genus: Point of Purchase CROWLEY WEBB ESAB Welding CHRIS MULDOON Copywr it er DA R RY L C O L L I N G Ar t Direct or DAV I D B U C K Creative Direct or MIKE GELEN Illus trat or KARI MASLAK Production Ar tis t M AT T M C C A R T H Y Pr int Production Coordinat or JA M E S T O W N C O N TA I N E R Pr int er FRANCINE SEIFERT Account Executive
Fig. 2
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F A M I LY : S A L E S P R O M O T I O N
ZIPPO OUTDOOROUTDOOR RETAILER (Fig.1) Genus: Trade Show Exhibit HADLEY EXHIBITS Zippo Outdoor PAT R I C K H AG G E R T Y Design Director JEAN DUBOW Project Manag er DAV I D WA R F E L Director of Marke ting - Zippo CHRIS FUNK Brand Manag er - Zippo Outdoor R E VO B R A N D G R O U P Graphic Designer
Fig. 2 Fig. 1
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F A M I LY : S A L E S P R O M O T I O N
ERICSSON - THE W I R E L E S S S H O W (Fig.2) Genus: Trade Show Exhibit HADLEY EXHIBITS Ericsson PAT R I C K H AG G E R T Y Design Direct or JA M I E R U M I N S K I Exhibit Designer GRZEGORZ PILIP Graphic Designer JIM DZIELSKI Project Manag er CLIFF PUMPHREY Marke ting Direct or - Er icsson KEITH SHANK Advanced Tec hnology Labs Director - Er icsson
Fig. 2
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F A M I LY : S A L E S P R O M O T I O N
ERICSSON, INC CONSUMER ELECTRONICS SHOW (Fig.1) Genus: Trade Show Exhibit HADLEY EXHIBITS Ericsson PAT R I C K H AG G E R T Y Design Director JIM DZIELSKI Project Manag er CLIFF PUMPHREY Marke ting Direct or - Er icsson KEITH SHANK Advanced Tec hnology Labs Director -Er icsson BILL KADRA Lighting Designer Available Light
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Fig. 1
F A M I LY : C O L L A T E R A L M A T E R I A L
CORNERSTONE ANNUAL R E P O R T (Fig.2) Genus: Annual Report GELIA Cornerstone FCU K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N PAU T L E R Ar t Direct or K E L LY PA K P E Copywr it er PAU L R I Z Z O Sr. Production Manag er BONCRAFT/ZENGER Pr int er
Fig. 2
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F A M I LY : C O L L A T E R A L M A T E R I A L
BV TC ARC HITECTURAL TERRA C OTTA B R O C H U R E (Fig.1) Genus: Brochure OTHERWISZ CREATIVE C ORPORATION Boston Valley Terra Cotta MARK WISZ Ar t Director JILL WISZ Creative Direct or DA N I E L WA N G E L I N Senior Designer
Fig. 1
Boston Valley Terra Cotta Traditional Architecture Brochure
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F A M I LY : C O L L A T E R A L M A T E R I A L
JUDGE’S CHOICE (McCoy) S PA I N RO D R I G U E Z EXHIBITION C ATALOG (Fig.2) Genus: Publication Design
Fig. 2
W H I T E B I C YC L E Burchfield Penney Ar t Center KYLE MORRISSEY Designer C A S E Y K E L LY Designer BRIAN GRUNERT Designer TONY BANNON Director DON METZ Wr it er, Curat or ED CARDONI Wr it er, Curat or S PA I N R O D R I G U E Z The Man K AT H L E E N H E Y W O R T H Project Manag er SCOTT FIERLE, STERLING UNITED Pr int er
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F A M I LY : C O L L A T E R A L M A T E R I A L
FRIENDS OF NIGHT P E O P L E P O S T E R (Fig.1) Genus: Poster CROWLEY WEBB Friends of Night People M AT T L O W Copywr it er PETE REILING Ar t Director DAV I D B U C K Creative Direct or RHEA ANNA Pho tog rapher WA R R E N S TA N E K Pho to Re touc hing ZENGER Pr int er M AT T M C C A R T H Y Pr int Production Coordinat or CUYLER HETTICH Account Executive
Fig. 1
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F A M I LY : C O L L A T E R A L M A T E R I A L
FIREWORKS POSTERC H R I S T M A S (Fig.2) Genus: Poster CROWLEY WEBB Skylighters M AT T L O W Copywr it er PETE REILING Ar t Direct or
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 31
F A M I LY : C O L L A T E R A L M A T E R I A L
S N A K E O I L (Fig.1) Genus: Poster GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
Fig. 1
3 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
S T E A K (Fig.2) Genus: Poster GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Direct or L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 3 3
F A M I LY : C O L L A T E R A L M A T E R I A L
B A B Y (Fig.1) Genus: Poster GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
Fig. 2
Fig. 1
3 4 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
V U L T U R E (Fig.2) Genus: Poster GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Direct or L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 3 5
F A M I LY : C O L L A T E R A L M A T E R I A L
FIREWORKS POSTERW E D D I N G (Fig.1) Genus: Poster CROWLEY WEBB Skylighters M AT T L O W Copywr it er PETE REILING Ar t Director
FIREWORKS POSTERB I R T H D AY (Fig.2) Genus: Poster CROWLEY WEBB Skylighters M AT T L O W Copywr it er PETE REILING Ar t Director
Fig. 1
Fig. 2 3 6 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
FRIENDS OF NIGHT PEOPLE POSTER C A M P A I G N (Fig.3) Genus: Poster Campaign CROWLEY WEBB Friends of Night People M AT T L O W Copywr it er PETE REILING Ar t Direct or DAV I D B U C K Creative Direct or RHEA ANNA Pho tog rapher WA R R E N S TA N E K Pho to Re t ouc hing ZENGER Pr int er M AT T M C C A R T H Y Pr int Production Coordinat or CUYLER HETTICH Account Executive
Fig. 3
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 37
F A M I LY : C O L L A T E R A L M A T E R I A L
STATE OF AMERIC A (Fig.1a-b) Genus: Poster Campaign PRINT COLLECTION DOUGLAS LEVERE Client J U L I A N M O N TAG U E Designer
Fig. 1a
3 8 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
Fig. 1b
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 3 9
F A M I LY : C O L L A T E R A L M A T E R I A L
JUDGE’S CHOICE (Stanfa) SKYLIGHTERS POSTER C A M P A I G N (Fig.1) Genus: Poster Campaign CROWLEY WEBB Skylighters M AT T L O W Copywr it er PETE REILING Ar t Director
JUDGE’S CHOICE (Hodge) SMILING TED’S A U T O M O T I V E 2 0 12 C A M P A I G N (Fig.2) Genus: Poster Campaign GELIA Smiling Ted’s Automotive B I L L PAT E R S O N Creative Direct or, Wr it er
Fig. 1
K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director L I N D S AY VA R GA Account Executive THERESA LORENZ Director of Production Ser vices
4 0 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 41
F A M I LY : C O L L A T E R A L M A T E R I A L
TRADE SHOW PRODUCT C A R D S (Fig.1) Genus: Special Event Card SKM MARKETING G R O U P, L L C Identifix M I K E M AT H I S / Executive Creative Direct or JA S O N H U G H E S / Senior Ar t Director R O B M U R P H Y / Creative Director T R AC E Y D U F F Y / Copywr it er B R A DY M C FA D D E N / Account Executive C HUC K MALCZEWSKI / Production Manag er
Fig. 1
4 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : C O L L A T E R A L M A T E R I A L
P R A X I S H O L I D AY C A R D (Fig.2) Genus: Special Event Card CROWLEY WEBB Praxis M AT T L O W Copywr it er K E L LY GA M B I N O Ar t Direct or DAV I D B U C K Creative Direct or NICOLE HUTTON Production Ar tis t M A RY K R O L L Production Manag er G R OV E R C L E V E L A N D P R E S S Pr int er TRICIA BARRETT Account Executive
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 4 3
F A M I LY : C O L L A T E R A L M A T E R I A L
DIETRICH/ANTHONY WEDDIN G INVITATION (Fig.1) Genus: Special Event Invitation TELESC O CREATIVE GROUP Dietrich/Anthony MIKE TELESCO Creative Direct or K I M B E R LY S I M O N S Ar t Director S U S A N N A H G R AY Production Manag er G R OV E R C L E V E L A N D P R E S S Pr int er
4 4 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
Fig. 1
F A M I LY : C O L L A T E R A L M A T E R I A L
S AV E T H E D A T E / S K I E V E N T (Fig.2) Genus: Special Event Campaign TELESC O CREATIVE GROUP Phillips Lytle MIKE TELESCO Creative Direct or K I M B E R LY S I M O N S Ar t Direct or S U S A N N A H G R AY Production Manag er MIKE GELEN Illus trat or K I M B E R LY S I M O N S Illus trat or GAT E WAY P R I N T I N G Pr int er
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 4 5
F A M I LY : C O L L A T E R A L M A T E R I A L
SA N D E R S O N W E A LT H M A N A G E M E N T (Fig.1) Genus: Special Event Campaign THE MARTIN GROUP Sanderson Wealth Management S A R A H L A PA R E Brand Manag er JA M E S N E I L E R Ar t Director M O N I S H B H AT TAC H A RY YA Associat e Creative Direct or B E N PA L M E R I Associat e Creative Direct or GREG MEADOWS VP, Creative Direct or PAU L WA H L E R Brand Production Specialis t CHRIS MULDOON Senior Copywr it er SUSAN HOUGH Senior Ar t Direct or KELLI PUTNEY VP, Brand S trat egis t
4 6 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
Fig. 1
F A M I LY : D I R E C T M A R K E T I N G
T R I C O P O S T C A R D (Fig.2) Genus: Business-to-Business or Consumer, Flat GELIA Trico Corporation B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or ALEX MORSE Ar t Direct or JA S O N YAT E S Ar t Direct or REBECCA RUDELL Copywr it er K AT H I M A R A S Account Executive CHAR SZABO-PERRICELLI Production
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 4 7
F A M I LY : D I R E C T M A R K E T I N G
U LT R A LU B E C L E A RV I E W M A I L E R (Fig.1) Genus: Business-to-Business or Consumer, 3D GELIA Plews & Edelmann B I L L PAT E R S O N Creative Direct or, Wr it er K AT H Y K A S TA N Creative Direct or, Ar t Direct or ALEX MORSE Ar t Director CHAR SZABO-PERRICELLI Production REBECCA RUDELL Copywr it er RIC K LONG Account Executive
Fig. 1
4 8 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : D I R E C T M A R K E T I N G
N E W YO R K L E A R N S D I R E C T M A I L (Fig.2) Genus: Business-to-Business or Consumer, 3D CROWLEY WEBB 3rd Learning L I Z M AT T I N G LY Copywr it er K AT I E H A Z E L Ar t Direct or J E F F PA P PA L A R D O Creative Direct or NICOLE HUTTON Production Ar tis t M A RY K R O L L Production Manag er JA M E S T O W N C O N TA I N E R Box ZENGER Pr int er PENCILCRAFT Pencil MARIA TORO Account Executive
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 4 9
F A M I LY : O U T - O F - H O M E
BUFFALO BILL S TICKET OFFICE E N V I R O N M E N T A L (Fig.1) Genus: Site THE MARTIN GROUP Buf falo Bills GREG MEADOWS VP, Creative Direct or LISA STROC K VP, Client Ser vices K I M B E R LY PA N T H E R O S Ar t Director JILL DUFF Junior Copywr it er PAU L WA H L E R Brand Production Specialis t DONNA LEPINE Mec hanical Ar tis t SCALE 2 Fabr icator PHIL LEPINE Illus trator
5 0 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
Fig. 1
F A M I LY : C O N S U M E R O R T R A D E P U B L I C A T I O N
STR-2733-2 | Stryker Brand Awareness Print Ads | NASS Annual Meeting Final Program Ads CMYK | 8.5� x 11� | Ads should be placed as 3 consecutive, right-hand pages
S TRYKER SPINE BRAND A W A R E N E S S (Fig.2) Genus: Print Ad Campaign THE MARTIN GROUP Str yker Spine GREG MEADOWS VP, Creative Direct or
EXPERIENCE
I N N O VAT I O N
KELLI PUTNEY VP, Brand S trat egis t LISA STROC K VP, Client Ser vices M O N I S H B H AT TAC H A RY YA Associat e Creative Director R E B E C C A AWA L D Senior Ar t Direct or S A R A H L A PA R E Brand Manag er Helping you enhance outcomes. From highly trained representatives to an integrated OR, Stryker has a unique ability to create synergies to help you enhance patient outcomes.
Visit us at booth 1301 for our story. A surgeon must always rely on his or her own professional clinical judgment when deciding whether to use a particular product when treating a particular patient. Stryker does not dispense medical advice and recommends that surgeons be trained in the use of any particular product before using it in surgery. The information presented is intended to demonstrate the breadth of Stryker product offerings. A surgeon must always refer to the package insert, product label and/or instructions for use before using any Stryker product. Products may not be available in all markets because product availability is subject to the regulatory and/or medical practices in individual markets. Please contact your Stryker representative if you have questions about the availability of Stryker products in your area. GNCRXAD12082_GLB
STR-2733-2-NASS_Program_Ads_vM.indd 1
Fig. 2
9/5/12 5:09 PM
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 51
F A M I LY : D I G I T A L A D V E R T I S I N G
PRAXIS WEBSITE R E D E S I G N (Fig.1) Genus: Websites, B-to-B CROWLEY WEBB Praxis M AT T L O W Copywr it er PETE REILING Ar t Director DAV I D B U C K Creative Direct or J O N G E R L AC H Designer, Prog rammer WA LT E R S M I T H Pho tog rapher TRICIA BARRETT Account Executive
Fig. 1
5 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : D I G I T A L A D V E R T I S I N G
TED’S HOT DOGS W E B S I T E (Fig.2) Genus: Websites, Consumer W H I T E B I C YC L E Ted’s Hot Dogs KYLE MORRISSEY Designer BRIAN GRUNERT Wr it er, Designer M A R K D E PA L M A Wr it er JOE MURPHY Ing enious Inc., Prog rammer CHRIS MORRISSEY Ing enious Inc., Prog rammer CHRISTIAN CAMPOS Project Manag er T. O . Uncle Peter, Call, Teddy, The Family RHEA ANNA Pho tog rapher
Fig. 2
YO U & W H O W E B S I T E (Fig.3) Genus: Websites, Consumer CROWLEY WEBB You & Who E V E RYO N E Copywr it er, Ar t Direct or, Creative Direct or, Designer, Account Executive A A R O N I N G R AO Pho tog rapher
Fig. 3
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 5 3
F A M I LY : D I G I T A L A D V E R T I S I N G
FOOTBALL PRODUCT A P P (Fig.1) Genus: Apps ACCOUNT ONE Dick’s Spor ting Goods PETER AHL Creative Direct or K AT I E A F R I C A N O Ar t Director S T E V E N DAV I S Account Ser vice
Fig. 1
5 4 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : D I G I T A L A D V E R T I S I N G
C ATERPILL AR GLOBAL V I D E O T A N Z A N I A (Fig.2) Genus: Video, 60 Seconds or Less GELIA Caterpillar Corporation NICK JIBBEN Creative Direct or, Ar t Direct or B I L L PAT E R S O N Creative Direct or, Wr it er JIM O’NEIL Account Executive THERESA LORENZ Director of Production Ser vices WAT E R S T R E E T M E D I A Film Production
C ATERPILL AR GLOBAL VIDEO MIDDLE EAST (Fig.3) Genus: Video, 60 Seconds or Less
Fig. 2
GELIA Caterpillar Corporation NICK JIBBEN Creative Direct or, Ar t Direct or B I L L PAT E R S O N Creative Direct or, Wr it er JIM O’NEIL Account Executive THERESA LORENZ Director of Production Ser vices WAT E R S T R E E T M E D I A Film Production
Fig. 3
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 5 5
F A M I LY : D I G I T A L A D V E R T I S I N G
C ATERPILL AR GLOBAL VIDEO SAUDI ARABIA (Fig.1) Genus: Video, 60 Seconds or Less GELIA Caterpillar Corporation NICK JIBBEN Creative Direct or, Ar t Direct or B I L L PAT E R S O N Creative Direct or, Wr it er JIM O’NEIL Account Executive THERESA LORENZ Director of Production Ser vices WAT E R S T R E E T M E D I A Film Production
GLOBAL PET FOODS C A T V E R S A T I O N S (Fig.2) Genus: Video, 60 Seconds or Less
Fig. 1
QUILLER & BLAKE ADVERTISIN G Global Pet Foods E M I LY S P E N S I E R I President BARBARA RISO Ar t Director E R I N P O R T E RV I L L E Wr it er RYA N H I R L I M A N Digit al Design TODD MECCA Creative Direct or
Fig. 2 5 6 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : D I G I T A L A D V E R T I S I N G
Fig. 3
STEVIE JOHNSON - XL (Fig.3) Genus: Video, More Than 60 Seconds MCDADE MEDIA Nor thtown Auto T H O M A S M C DA D E Producer, Direct or, DP, Edit or MELANIE MORSE Producer, Production Manag er
V I D L E R ’ S T V YO U T U B E C H A N N E L (Fig.4) Genus: Campaign FIRST+MAIN MEDIA Vidler ’s 5 & 10 J O H N PAG E T Producer, Direct or, Wr it er M A R C C O N N E L LY Wr it er D R E W WA R D Wr it er J O S H UA PAG E T Wr it er
Fig. 4
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 57
F A M I LY : T E L E V I S I O N
WE ALL SUCCEED: Y M C A T V (Fig.1) Genus: Campaign, Local, :30
WE ALL SUCCEED: K L E I N T V (Fig.2) Genus: Campaign, Local, :30
WE ALL SUCCEED: B A L T I M O R E T V (Fig.3) Genus: Campaign, Local, :30
CROWLEY WEBB M&T Bank
CROWLEY WEBB M&T Bank
CROWLEY WEBB M&T Bank
M AT T L O W Copywr it er
M AT T L O W Copywr it er
M AT T L O W Copywr it er
J E F F PA P PA L A R D O Creative Direct or, Ar t Direct or
J E F F PA P PA L A R D O Creative Direct or, Ar t Direct or
J E F F PA P PA L A R D O Creative Direct or, Ar t Direct or
L AU R I E W O L F E Producer
L AU R I E W O L F E Producer
L AU R I E W O L F E Producer
BILL COUSINS, DPOST Editor
BILL COUSINS, DPOST Edit or
BILL COUSINS, DPOST Edit or
CUYLER HETTICH Account Executive
CUYLER HETTICH Account Executive
CUYLER HETTICH Account Executive
R I C H WA F E R Director
R I C H WA F E R Direct or
R I C H WA F E R Direct or
WA S H I N G T O N S Q UA R E F I L M S Production Com pany
WA S H I N G T O N S Q UA R E F I L M S Production Com pany
WA S H I N G T O N S Q UA R E F I L M S Production Com pany
KO KO P R O D U C T I O N S Audio Production
KO KO P R O D U C T I O N S Audio Production
KO KO P R O D U C T I O N S Audio Production
Fig. 1
5 8 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : T E L E V I S I O N
Fig. 2
Fig. 3
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 5 9
F A M I LY : T E L E V I S I O N
BUFFALO BABIES C OME O U T T O N I G H T (Fig.1) Genus: Local, :30 SKM MARKETING G R O U P, L L C Kaleida Health M I K E M AT H I S Executive Creative Direct or ROB MURPHY Creative Direct or SHANNON FISHER Senior Copywr it er JIMMY GRIBBONS Director, Producer C O M PA N Y 3 Editing C L AU D I A B U N N Y Account Executive
Fig. 1
6 0 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : T E L E V I S I O N
Fig. 2
UPSTATE FARMS T E L E V I S I O N (Fig.2) Genus: Regional/National, Single, Products C E N E R GY Upstate Farms JOHN CIMPERMAN Pr incipal KEN TRABERT Creative Direct or SARAH NEUNDORFER Senior Copywr it er
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 61
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
Fig. 1
ANDREW BIRD “ LU S I TA N I A” P O S T E R (Fig.1) Genus: Collateral, Poster W H I T E B I C YC L E Andrew Bird BRIAN GRUNERT Designer BARBARA ROWE A baca Press, Ser ig rapher ANDREW BIRD Lyr ic
ANDREW BIRD “EYE ON E Y E ” P O S T E R (Fig.2) Genus: Collateral, Poster W H I T E B I C YC L E Andrew Bird KYLE MORRISSEY Designer BRIAN GRUNERT Designer I S A AC M E N G E , L A DY L AZARUS Ser ig rapher ANDREW BIRD Lyr ic
6 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 6 3
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
COLORED MUSICIANS C L U B P O S T E R (Fig.1) Genus: Collateral, Poster T R AV E R S C O L L I N S Colored Musicians Club of Buf falo TOM PETERS Ar t Director JOE SWEENEY Copywr it er B E T H H AT C H E R Account Manag er BETT Y ANN KRISCHAN Production Manag er STERLING UNITED Pr int er JEFF HERBERGER Creative Direct or W I L L I A M Y. C O O P E R Ar tis t
Fig. 1
6 4 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
2 0 12 W A K E P O S T E R P R I E S T (Fig.2) Genus: Collateral, Poster CROWLEY WEBB Irish Classical Theatre Company PETE REILING Designer J E F F PA P PA L A R D O Creative Direct or ZENGER Pr int er M A RY K R O L L Production Manag er
JUDGE’S CHOICE (Fletcher) 2 0 12 W A K E W E B S I T E (Fig.3) Genus: Broadcast/Electronic/Digital, Digital Advertising CROWLEY WEBB Irish Classical Theatre Company Fig. 2 PETE REILING Ar t Direct or, Copywr it er J E F F PA P PA L A R D O Creative Direct or J O N G E R L AC H Prog rammer
Fig. 3
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 6 5
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
2 0 12 W A K E P O S T E R C A M P A I G N (Fig.1) Genus: Single Medium, Campaign CROWLEY WEBB Irish Classical Theatre Company PETE REILING Designer J E F F PA P PA L A R D O Creative Direct or ZENGER Pr int er M A RY K R O L L Production
COLORED MUSICIANS CLUB OVERALL C A M P A I G N (Fig.2) Genus: Single Medium, Campaign T R AV E R S C O L L I N S Colored Musicians Club of Buf falo JEFF HERBERGER Creative Direct or JOE SWEENEY Copywr it er TOM PETERS Ar t Direct or B E T H H AT C H E R Account Manag er SUE WHITE Production Designer BETT Y ANN KRISCHAN Production Manag er STERLING UNITED Pr int er W I L L I A M Y. C O O P E R Ar tis t
Fig. 1
6 6 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
Cover
Slide back in time.
Brush with greatness.
Learn the changes.
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 67
F A M I LY : A D V E R T I S I N G F O R T H E A R T S & S C I E N C E S
2 0 12 W A K E M I X E D M E D I A (Fig.1) Genus: Integrated Campaign CROWLEY WEBB Irish Classical Theatre Company PETE REILING Designer, Copywr it er J E F F PA P PA L A R D O Creative Direct or J O N G E R L AC H Prog rammer ZENGER Pr int er M A RY K R O L L Production
A PARTY TO BENEFIT IRISH CLASSICAL THEATRE COMPANY
FRIDAY, FEBRUARY 24, 2012 AT KARPELES MANUSCRIPT LIBRARY MUSEUM
Immediate Family
Extended Family
Fig. 1
6 8 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : P U B L I C S E R V I C E
BOOKTOBERFEST P O S T E R (Fig.2) Genus: Collateral, Poster CROWLEY WEBB Project Flight M AT T L O W Copywr it er DA R RY L C O L L I N G Ar t Direct or J E F F PA P PA L A R D O Creative Direct or MICHAEL GELEN Illus trat or COMDOC Pr int er M AT T M C C A R T H Y Pr int Production Coordinat or S H A N N O N VO G E L Account Executive
Fig. 2
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 6 9
F A M I LY : P U B L I C S E R V I C E
A S PA R K O F IMAGINATION I N V I T A T I O N (Fig.1) Genus: Collateral, Cards, Invitations or Announcements GELIA JDRF K AT H Y K A S TA N Creative Direct or, Ar t Direct or JA S O N YAT E S Ar t Director REBECCA RUDELL Copywr it er THERESA LORENZ Director of Production Ser vices B R I T TA N Y L O L L I E R Account Executive
Fig. 1
7 0 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : P U B L I C S E R V I C E
BOOKTOBERFEST MIXED M E D I A (Fig.2) Genus: Integrated Campaign
BOOKTOBERFEST RADIO Genus: Radio
CROWLEY WEBB Project Flight
CROWLEY WEBB Project Flight
M AT T L O W Copywr it er
M AT T L O W Copywr it er
DA R RY L C O L L I N G Ar t Direct or
KO KO P R O D U C T I O N S Radio Production
J E F F PA P PA L A R D O Creative Direct or
S H A N N O N VO G E L Account Executive
MIKE GELEN Illus trat or
J E F F PA P PA L A R D O Creative Direct or
KARI MASLAK Production Ar tis t J O N G E R L AC H Prog rammer COMDOC Pr int er, Pos t er K AT Z A M E R I C A S Pr int er, Coas t er KO KO P R O D U C T I O N S Radio Production M AT T M C C A R T H Y Pr int Production Coordinat or
Fig. 2
S H A N N O N VO G E L Account Executive
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 71
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Fig. 1
2 5 H O U R V I D E O (Fig.1) Genus: Creative Services and Industry Suppliers, Non-Traditional CROWLEY WEBB CHRIS MULDOON Copywr it er PETE REILING Ar t Director J E F F PA P PA L A R D O Creative Direct or Z AC H A RY C A I N Animator J O N G E R L AC H Ar t Director
7 2 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
F A M I LY : A D V E R T I S I N G I N D U S T R Y S E L F - P R O M O T I O N
Fig. 2
H O L I D AY G R E E T I N G (Fig.2) Genus: Cards, Invitations or Announcements THE MARTIN GROUP J U L I E M O L E N DA Brand Manag er GREG MEADOWS VP, Creative Direct or DAV E R I L E Y Associat e Creative Director A DA M B AU E R Ar t Direct or, Digit al Designer CHRIS GERIKH Digit al Media Prog rammer JILLIAN DUFF Junior Copywr it er LISA STROC K VP, Client Ser vices KELLI PUTNEY VP, Brand S trat egis t M AT T H E W M A L B U R G VP, Operations
All Helvetica is breaking loo s .
A D DYG E D D O N “ H E LV E T I C A ” P O S T E R (Fig.3) Genus: Ad Club or Marketing Club T R AV E R S C O L L I N S Ad Club of Buf falo JEFF HERBERGER Creative Direct or JOE SWEENEY & JEFF BUCKI Copywr it ers BILL ZULEWSKI Ar t Direct or A LYS S A M AY E R & JOE RUSSELL Account Ser vice SUE WHITE Production Designer BETT Y ANN KRISCHAN Production Manag er
X P E DX & C L I F F O R D PA P E R Paper Com pany
Fig. 3
e
STERLING UNITED Pr int er
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 7 3
F A M I LY : E L E M E N T S O F A D V E R T I S I N G
FOX RUN EQUES TRIAN L O G O (Fig.1) Genus: Logo W H I T E B I C YC L E Fox Run Equestrian BRIAN GRUNERT Designer A N N E M AU S E R Designer, Illus trat or
2 0 12 W A K E I L L U S T R A T I O N (Fig.2) Genus: Illustration, Campaign Fig. 1
CROWLEY WEBB Irish Classical Theatre Company PETE REILING Illus trator
Fig. 2
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F A M I LY : E L E M E N T S O F A D V E R T I S I N G
GREATBATC H MEDIC AL MANUFACTURIN G FACILIT Y VIRTUAL R E A L I T Y T O U R (Fig.3) Genus: Animation or Special Effects THE MARTIN GROUP Greatbatch Medical GREG MEADOWS VP, Creative Direct or LISA STROC K VP, Client Ser vices DAV I D R I L E Y Associat e Creative Director R E B E C C A AWA L D Senior Ar t Direct or JILLIAN DUFF Junior Copywr it er D I G I TA L D E LTA D E S I G N INFUSE MEDICAL C HRIS BURC HER PHOTOGRAPHS
Fig. 3
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F A M I LY : E L E M E N T S O F A D V E R T I S I N G
Fig. 1
DRIVEN WITH S T E V I E J O H N S O N (Fig.1) Genus: Cinematography MCDADE MEDIA Nor thtown Auto T H O M A S M C DA D E Producer, Direct or, DP, Edit or MELANIE MORSE Producer, Production Manag er
GETTING IT RIGHT WITH S T E V I E J O H N S O N (Fig.2) Genus: Cinematography MCDADE MEDIA Nor thtown Auto T H O M A S M C DA D E Producer, Direct or, DP, Edit or MELANIE MORSE Producer, Production Manag er ERIK EUSTICE Wr it er
BUFFALO NEWS “ G U S T O ” T V (Fig.3) Genus: Music Only PROPELLERHEAD MEDIA The Buf falo News S H AU N M U L L I N S Or iginal Musical Score and Audio Pos tproduction CHRIS KING Director, Wr it er DPOST V ideo Pos t RHEA ANNA Cinematog raphy S E C U N DA W O O D Voice Over Talent
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F A M I LY : E L E M E N T S O F A D V E R T I S I N G
Fig. 2
Fig. 3
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O R D E R : S P E C I A L AWA R D S
X P E DX C R E AT I V E U S E O F PA P E R P R A X I S H O L I D AY C A R D CROWLEY WEBB Praxis M AT T L O W Copywr it er K E L LY GA M B I N O Ar t Director DAV I D B U C K Creative Direct or NICOLE HUTTON Production Ar tis t M A RY K R O L L Production Manag er G R OV E R C L E V E L A N D P R E S S Pr int er TRICIA BARRETT Account Executive
7 8 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
O R D E R : S P E C I A L AWA R D S
BEST SHOWBOOK AD CROWLEY WEBB
Created the Apple “Think Different” campaign.
Didn’t.
Who’s the genius?
The S C I E N C E of P E R S UA S I O N | A D DYS 2 013 | 7 9
CLASS: BEST OF SHOW
FINALISTS
1
3 2 4 5
1. F R I E N D S O F N I G H T PEOPLE POSTER
C r ow l ey We b b
2. ANDREW BIRD “ LU S I TA N I A” P O S T E R
W h i t e B i c yc l e
3 . U LT R A LU B E C L E A RV I E W MAILER
Gelia
4 . T H E WA K E W E B S I T E
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5 . A S PA R K O F IMAGINATION INVITATION
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8 0 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
AND THE WINNER IS...
81 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
BEST OF SHOW
A S PA R K O F IMAGINATION INVITATION GELIA JDRF K AT H Y K A S TA N Creative Director, Ar t Director JA S O N YAT E S Ar t Director REBECCA RUDELL Copywr it er THERESA LORENZ Director of Production Ser vices B R I T TA N Y L O L L I E R Account Executive
T H A N K YO U 27 AND COOCOOU
NICOLE HUTTON
M E GA N WAG N E R
ADVERTISIN G CLUB OF BUFFALO BOARD OF DIRECTORS
IMG_INK
X P E DX
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MINUTE PRINT J E F F PA P PA L A R D O T I N A PA S T W I C K KIM PENTHEROS PETE REILING CHARLIE RILEY L I L L I A N S E L BY WA R R E N S TA N E K STRINE PRINTING TERRI SWIATEK PHIL TEIBO RON THOMAS T O N Y M A R T I N AWA R D S TUCKER PRINTERS WNED
M A R Y E L L E N H O W E 8 3 | The S C I E N C E of P E R S UA S I O N | A D DYS 2 013
BILL ZULEWSKI
SHOWBOOK ADS
the original act of persuasion.
bcbswny.com A division of HealthNow New York Inc., an independent licensee of the BlueCross BlueShield Association. 7652 BCBS Addys_FullPg.indd 1
2/8/13 4:50 PM
Who wouldn’t want to be in your shoes tonight?
Becky, congratulations on your much-deserved Odysseus Award. Here’s to a fab night. Your friends at Crowley Webb.
cerebrus flatulus
Art and copy are nothing without a great idea.
Good thing Mother Nature wasn’t in advertising.
12818 TC Addy Showbook HP ad.indd 1
2/11/13 10:44 AM
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Created the Apple “Think Different” campaign.
Didn’t.
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Congratulations to all those who got the most out of their hours in 2012. www.fourthidea.com FourthIdea_addys_showbook_ad.indd 1
2/15/13 11:09 AM
“Don’t raise your voice, improve your argument.“ –Bishop Desmond Tutu We applaud the members of the advertising community for their commitment to the science and art of persuasion. Congratulations to the 2012 Addy Award winners.
H
mtb.com ©2013 M&T Bank. Member FDIC.
Schizophrenic Marketing Traditional
+ Digital
quinlanco.com
72394_Agency_2013AddysAd / 5.75x8.25 / b&w
There’s no science to an ADDYs celebration. Simply revel in our region’s talents, congratulate each other on doing brilliant work, have a few cocktails and clap real hard. Repeat several times before the evening’s end. How’s that for persuasion?
mower.com
! eers ch
The distillation of ideas. quiller&blake advertising
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“We’ve been doing tradeshows for how long?”
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t n i r P e t u n i M LUTIONS
INT SO NORED PR
TIME HO
“e xcept gre at s er ion a l qu a l i t y, v ic pr ic ing , f e , co mp et i t i ve w h at el s r ie ndly s t a ff.. . e c an i minu te p s ay a b ou t r in t ? ”
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BN spired The Buffalo News wishes to congratulate this year’s ADDY Award winners.
NOWHERE BUT THE BUFFALO NEWS TO S U B S C R I B E TO T H E N E WS , C A L L 8 4 2 -1 1 1 1 O R V I S I T W W W. B U F FA LO N E WS .CO M .
Proudly fulfilling the printing and packaging needs of Rochester and the surrounding area since 1960
270 Middle Road, Henrietta NY 14467 - 585.359.3030
www. R h e a A n n a .c o m * REFER
TO D I O R A M A P U L L - O U T I M AG E O N PAG E 2
27 IS AN ALL-NEW COO COO U 3 FULL FLOORS OF AWESOME 27 CHANDLER ST, BUFFALO COOCOOUMODERN.COM
Photo by Kyle Juall
WARREN STANEK
Photo retouching, illustration, and then some. warrenstanek.com
Photo elements by Aaron Ingrao
The word paper comes from the plant name papyrus. The word book comes from the Anglo-Saxon word boc which means “a beech tree.” The word library comes from the Latin word liber which means “the inner bark of a tree.” Just trying to make you smarter. Smart people choose xpedx papers.
Salting popcorn the hard way. Mixing pure chlorine gas with explosive heated sodium. The result: table salt. See more scientific stunts on
HUNTING THE ELEMENTS March 27 at 8 p.m.
A D DYS 2 013 | S H O W B O O K CONCEPT AND DESIGN Crowley Webb PRODUCTION MANAGERS Matt McCarthy and Mary Kroll PRINTING AND BINDING Tucker Printers PA P E R Printed on Accent Opaque, donated by XPEDX PHOTOGRAPHY Rhea Anna, diorama Aaron Ingrao, specimen jars and portraits RETOUC HIN G AND ILLUSTRATION Warren Stanek
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