The American Advertising Awards (ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club competitions. Based on our agency’s award show success the previous year, Dallas AAF approached us to come up with a theme for the 2017 ADDYs that would be able to cut through the ad show clutter and resonate with the been-there, seen-that, overly cynical advertising community. In our minds, the only way to do that was to play it 100% truth / no BS. Ladies and gentlemen, may we present: The World Ego Building Championships.
To build on the theme, we supported the event with a series of promotional videos featuring “ego trainer” Mickey Goldman coaching up aspiring egomaniacs in his inimitable, brutally honest style. We hired a bodybuilder to debut the theme in nothing more than a Speedo at the kickoff party, and then via a custom website, print ads, posters, and a one-of-a-kind championship belt, we were able to pump this theme up to its ‘roided up potential.