2013 ADDYs - The Science of Persuasion

1 | The SCIENCE of PERSUASION | ADDYS 2013

F I E L D G U I D E


T H E

O F

SCIENCE

PERSUASION

F I E L D G U I D E

to Western New York Creative & Advertising

2013 EDITION


W E C O N D U C T R E S E A R C H . W E E X P E R I M E N T. W E E M B R AC E

T E C H N O L O GY. W E O C C A S I O N A L LY C AU S E E X P L O S I O N S .

B U T I N A D D I T I O N T O B E I N G P R AC T I T I O N E R S O F S C I E N C E , W E

A DV E R T I S I N G P R O F E S S I O N A L S A R E S U B J E C T T O I T S L AW S .

A N D O N E O F T H E B I G O N E S I S ‘A DA P T O R D I E . ’ O U R I N D U S T RY

I S E VO LV I N G AT A D I Z Z Y I N G PAC E , W I T H C L I E N T S E X P E C T I N G

M O R E F O C U S , M O R E P R E C I S I O N , A N D M O R E Q UA N T I F I E D

R E S U LT S AC R O 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 H A N G E I S H A P P E N I N G I N O U R W O R L D A N D I T ’ S H A P P E N I N G

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 RY, E S P E C I A L LY I F YO U ’ R E A D I N O S AU R . B U T I F YO U ’ R E A N

A M B I T I O U S P R I M AT E W I T H A B I G O L D B R A I N ,

I T ’ S G O I N G T O B E A B L A S T.

A DV E R T I S I N G I S S C I E N C E

P R E S I D E N T ’S M E S SAG E

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!

C H A R L I E FA S H A N A First Niagara

The SCIENCE of PERSUASION | ADDYS 2013 | 7

C O - C H A I RS’ M E S SAG E

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.

T R I C I A B A R R E T T Crowley WebbJ A S O N YAT E S Gelia


S P E C I A L AWA R D S

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 I N A PA S T W I K Advertising Club of Buffalo

T H E S E RV I C E AWA 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 TA N D I N G AC H I E V E M E N T I N F U R T H E R I N G T H E AC 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 PA 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 AT I O N , C O M M I T M E N T , A N D S E RV I C E T O T H E C L U B T H AT W E N T A B OV E A N D B E YO N D T H E C A L L O F D U T Y.

“ 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.”

S E RV I C E


F U T U R E S TA R

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.

L I L L I A N S E L BY 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.”

T H E F U T U R E S TA R AWA R D H O N O R S A N O U T S TA 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 DV 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 AT E D G R E AT 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 RY. 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 DV E R T I S I N G F I E L D ( E XC L U D I N G I N T E R N S H I P S O R PA 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 DV E R T I S I N G C L U B O F B U F FA L O M E M B E R F O R AT L E A S T O N E Y E A R .


L E V Y AWA R DS E RV I C E

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.

“ 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.”

T H E O DYS S E U S

R E B E C C A FA R B O Phillips Lytle LLP

T H E O DYS S E U S WA S E S TA 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 UA L O R G RO 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 AT E G I C M A R K E T I N G A N D A DV E R T I S I N G I N A N E X T R AO R D I N A RY WAY. A N O M I N E E C A N B E F RO M A N Y B U S I N E S S C AT E G O RY ( E . G . , N O N - P RO F I T , R E TA I L , S E RV 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 .


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.

B I L L PAT 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.”

T H E O S B O R N

T H E A L E X O S B O R N AWA R D F O R C R E AT I V I T Y R E C O G N I Z E S I N D I V I D UA L S W H O , T H R O U G H O U T S TA N D I N G C R E AT I V E AC 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 AT 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 DV 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 AT T H E I N D I V I D UA L’ S AC H I E V E M E N T S H AV E H E L P E D S T R E N G T H E N T H E L O 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 O U T S I D E O U R M A R K E T.


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.

S E RV I 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.”

T H E L E V Y

T H E DAV I D I . L E V Y C O M M U N I C AT O R O F T H E Y E A R AWA R D WA S C R E AT E D T O R E C O G N I Z E O U T S TA N D I N G AC H I E V E M E N T A N D S E RV I C E I N T H E C O M M U N I C AT I O N S I N D U S T RY. 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 AC H I E V E M E N T OV 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 PA N Y, T H E I N D U S T RY, A N D T H E C O M M U N I T Y.


J U D G E S

J O E S TA N FA

DAV E F L E T C H E R

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.

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.


Species: E N GA 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.

Species: P R I N C I PA L / C R E AT I V E D I R E C T O R

Habitat: A N S T E Y H O D G E A DV E R T I S I N G G R O U P, R OA 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.

B R E T T M C C OY

DAV I D H O D G E


T H E W O R K


M I X S I X C A R R I E R C A S E (Fig.1) Genus: Packaging

S K M M A R K E T I N G G R O U P, L L CTOPS Friendly Markets

MIKE MATHIS Execut ive Creat ive Director

L AUREN CIUS Associate Creat ive Director

ANDREW DUMPLETON Ar t Director

LISA DOJNIK Ar t Director

SHANNON FISHER Copywriter

PAMEL A GUGGI Account Super visor

MIKE BROWN Ar t Director

YO U & W H O PAC K A G I N G (Fig.2) Genus: Packaging

C R O W L E Y W E B BYou & Who

EVERYONE Copywriter, Ar t Director, Creat ive Director, Product ion Ar t is t , Designer, Product ion, Account Execut ive

ZEN GER Pr inter Label & Tag

INTERTAPE POLYMER GROUP Pr inter Tape

FA M I LY: S A L E S P R O M O T I O N

Fig. 2

F ig. 1


A N N E H E AT O N “ H O N E YC O M B ” C D (Fig.1) Genus: Packaging

W H I T E B I C YC L EAnne Heaton / Spill

ANNIE STOLL Designer

C ASEY KELLY Designer

BRIAN GRUNERT Des igner

ALLISON RIVERA Pho tographer

SCOTT F IERLE S ter l ing Un i ted , Pr in ter

ANNE HEATON The Woman

R U PA A N D T H E A P R I L F I S H E S “ B U I L D ” PAC K A G E (Fig.2) Genus: Packaging

W H I T E B I C YC L ERupa and the April Fishes / Electric Gumbo

BRIAN GRUNERT Designer

KYLE MORRISSEY Designer


RUPA MARYA Ideas

TOM SC HERKENBAC H, WHITE T IGER Printer

DAVID LOBEL Project Manager


Fig. 2

F ig. 1


T R A N S L AT O R “A” (Fig.1) Genus: Point of Purchase

G E L I ASmiling Ted’s Automotive

BILL PATERSON Creat ive Director, Copywriter

KATHY KASTAN Creat ive Director, Ar t Director

JASON YATES Ar t Director

LINDSAY VARGA Account Execut ive

THERESA LORENZ Director of Product ion Ser vices

T R A N S L AT O R “ B ” (Fig.1) Genus: Point of Purchase


BILL PATERSON Creat ive Director, Copywriter






Fig. 1


S U R E W E L D I N - S T O R E D I S P L AY (Fig.2) Genus: Point of Purchase

C R O W L E Y W E B BESAB Welding

C HRIS MULDOON Copywriter

DARRYL COLLIN G Ar t Director

DAVID BUC K Creat ive Director

MIKE GELEN I l lus trator

KARI MASL AK Product ion Ar t is t

MATT MCC ARTHY Pr int Product ion Coordinator

JAMESTOWN CONTAINER Pr inter

FRANCINE SEIFERT Account Execut ive

F ig. 2


2 4 | The SCIENCE of PERSUASION | ADDYS 2013

Z I P P O O U T D O O R - O U T D O O R R E TA I L E R (Fig.1)Genus: Trade Show Exhibit

H A D L E Y E X H I B I T SZippo Outdoor

PATRIC K HAGGERT Y Design Director

JEAN DUBOW Project Manager

DAVID WARFEL Director of Market ing - Zippo

C HRIS FUNK Brand Manager - Zippo Outdoor

REVO BRAND GROUP Graphic Designer

F ig. 2F ig. 1



E R I C S S O N - T H E W I R E L E S S S H O W (Fig.2) Genus: Trade Show Exhibit

H A D L E Y E X H I B I T SEricsson


JAMIE RUMINSKI Exhibi t Designer

GRZEGORZ PIL IP Graphic Designer

JIM DZIEL SKI Project Manager

CLIFF PUMPHREY Market ing Director - Er icsson

KEITH SHANK Advanced Technology Labs Director - Er icsson

F ig. 2



E R I C S S O N , I N C C O N S U M E R E L E C T R O N I C S S H O W (Fig.1)Genus: Trade Show Exhibit

H A D L E Y E X H I B I T S

Ericsson


JIM DZIEL SKI Project Manager

CLIFF PUMPHREY Market ing Director - Er icsson

KEITH SHANK Advanced Technology Labs Director -Er icsson

BILL KADRA L ight ing Designer - Avai lable L ight

F ig. 1



C O R N E R S T O N E A N N U A L R E P O R T (Fig.2) Genus: Annual Report

G E L I ACornerstone FCU


JASON PAUTLER Ar t Director

KELLY PAKPE Copywriter

PAUL RIZZO Sr. Product ion Manager

BONCRAFT/ZEN GER Pr inter

F ig. 2

FA M I LY: C O L L AT E R A L M AT E R I A L


BV T C A R C H I T E C T U R A L T E R R A C O T TA B R O C H U R E (Fig.1)Genus: Brochure

O T H E R W I S Z C R E AT I V E

C O R P O R AT I O NBoston Valley Terra Cotta

MARK WISZ Ar t Director

JILL WISZ Creat ive Director

DANIEL WAN GELIN Senior Designer

F ig. 1

Boston Valley Terra Cotta Traditional Architecture Brochure



S PA I N R O D R I G U E Z E X H I B I T I O N C ATA L O G (Fig.2)Genus: Publication Design

W H I T E B I C YC L EBurchfield Penney Art Center




TONY BANNON Director

DON METZ Wri ter, Curator

ED C ARDONI Wri ter, Curator

SPAIN RODRIGUEZ The Man

KATHLEEN HEYWORTH Project Manager

SCOTT F IERLE, STERLIN G UNITED Pr inter

F ig. 2


J U D G E ’ S C H O I C E (McCoy)


F R I E N D S O F N I G H T P E O P L E P O S T E R (Fig.1)Genus: Poster

C R O W L E Y W E B BFriends of Night People

MATT LOW Copywriter

PETE REIL IN G Ar t Director


RHEA ANNA Photographer

WARREN STANEK Photo Retouching

ZEN GER Pr inter


CUYLER HETTIC H Account Execut ive

F ig. 1



F I R E W O R K S P O S T E R -C H R I S T M A S (Fig.2)Genus: Poster

C R O W L E Y W E B B

Skylighters

MATT LOW Copywriter


F ig. 2



S N A K E O I L (Fig.1) Genus: Poster


BILL PATERSON Creat ive Director, Writer





F ig. 1



S T E A K (Fig.2) Genus: Poster







F ig. 2



Fig. 1

B A BY (Fig.1) Genus: Poster







F ig. 2



F ig. 2

V U LT U R E (Fig.2) Genus: Poster









F I R E W O R K S P O S T E R -W E D D I N G (Fig.1)Genus: Poster


Skylighters

MATT LOW Copywriter


F I R E W O R K S P O S T E R -B I R T H DAY (Fig.2)Genus: Poster


Skylighters

MATT LOW Copywriter


F ig. 1

F ig. 2



F R I E N D S O F N I G H T P E O P L E P O S T E R C A M PA I G N (Fig.3)Genus: Poster Campaign

C R O W L E Y W E B BFriends of Night People

MATT LOW Copywriter




WARREN STANEK Photo Retouching

ZEN GER Pr inter



F ig. 3



S TAT E O F A M E R I C A (Fig.1a-b)Genus: Poster Campaign

P R I N T C O L L E C T I O N

DOUGL AS LEVERE Client

JULIAN MONTAGUE Designer

F ig. 1a



F ig. 1b



S K Y L I G H T E R S P O S T E R C A M PA I G N (Fig.1)Genus: Poster Campaign


Skylighters

MATT LOW Copywriter


S M I L I N G T E D ’ S A U T O M O T I V E 2 012 C A M PA I G N (Fig.2) Genus: Poster Campaign

G E L I A

Smiling Ted’s Automotive






F ig. 1


J U D G E ’ S C H O I C E (Hodge)

J U D G E ’ S C H O I C E (Stanfa)


F ig. 2



T R A D E S H O W P R O D U C T C A R D S (Fig.1)Genus: Special Event Card

S K M M A R K E T I N G G R O U P, L L C

Identif ix

MIKE MATHIS / Execut ive Creat ive Director

JASON HUGHES / Senior Ar t Director

ROB MURPHY / Creat ive Director

TRACEY DUFFY / Copywriter

BRADY MCFADDEN / Account Execut ive

C HUC K MALCZEWSKI / Product ion Manager


Fig. 1


P R A X I S H O L I DAY C A R D (Fig.2)Genus: Special Event Card


Praxis

MATT LOW Copywriter

KELLY GAMBINO Ar t Director


NICOLE HUTTON Product ion Ar t is t

MARY KROLL Product ion Manager

GROVER CLEVEL AND PRESS Pr inter

TRICIA BARRETT Account Execut ive

F ig. 2




Fig. 1

D I E T R I C H / A N T H O N Y W E D D I N G I N V I TAT I O N (Fig.1)Genus: Special Event Invitation

T E L E S C O C R E AT I V E G R O U PDietrich/Anthony

MIKE TELESCO Creat ive Director

KIMBERLY SIMONS Ar t Director

SUSANNAH GRAY Product ion Manager



S AV E T H E DAT E / S K I E V E N T (Fig.2) Genus: Special Event Campaign

T E L E S C O C R E AT I V E G R O U P

Phillips Lytle

MIKE TELESCO Creat ive Director

KIMBERLY SIMONS Ar t Director

SUSANNAH GRAY Product ion Manager


KIMBERLY SIMONS

I l lus trator

GATEWAY PRINTIN G

Printer


Fig. 2


S A 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

T H E M A R T I N G R O U PSanderson Wealth Management

SARAH L APARE Brand Manager

JAMES NEILER Ar t Director

MONISH BHATTAC HARYYA Associate Creat ive Director

BEN PALMERI Associate Creat ive Director

GREG MEADOWS VP, Creat ive Director

PAUL WAHLER Brand Product ion Special is t

C HRIS MULDOON Senior Copywriter

SUSAN HOUGH Senior Ar t Director

KELLI PUTNEY VP, Brand S trategis t


Fig. 1


T R I C O P O S T C A R D (Fig.2)Genus: Business-to-Business or Consumer, Flat

G E L I ATrico Corporation



ALEX MORSE Ar t Director


REBECC A RUDELL Copywriter

KAT HIMARAS Account Execut ive

C HAR SZABO-PERRICELLI Product ion

FA M I LY: D I R E C T M A R K E T I N G

Fig. 2


U LT R A L U 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

G E L I A

Plews & Edelmann



ALEX MORSE Ar t Director

C HAR SZABO-PERRICELLI Product ion


RIC K LON G Account Execut ive


Fig. 1



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


3rd Learning

LIZ MATTIN GLY Copywriter

KATIE HAZEL Ar t Director

JEFF PAPPAL ARDO Creat ive Director

NICOLE HUTTON Product ion Ar t is t


JAMESTOWN CONTAINER Box

ZEN GER Printer

PENCILCRAFT Penci l

MARIA TORO Account Execut ive

F ig. 2


B U F FA L O B I L L S T I C K E T O F F I C E E N V I R O N M E N TA L (Fig.1) Genus: Site

T H E M A R T I N G R O U P

Buffalo Bills


LISA STROC K VP, Cl ient Ser vices

KIMBERLY PANTHEROS Ar t Director

JILL DUFF Junior Copywriter

PAUL WAHLER Brand Product ion Special is t

DONNA LEPINE Mechanical Ar t is t

SC ALE 2 Fabricator

PHIL LEPINE I l lus trator

FA M I LY: O U T - O F - H O M E

Fig. 1


S T RY K E R S P I N E B R A N D AWA R E N E S S (Fig.2)Genus: Print Ad Campaign


Stryker Spine


KELLI PUTNEY VP, Brand S trategis t


MONISH BHATTAC HARYYA Associate Creat ive Director

REBECC A AWALD Senior Ar t Director

SARAH L APARE Brand Manager

FA M I LY: C O N S U M E R O R T R A D E P U B L I C AT 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

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.

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

Visit us at booth 1301 for our story.

EXPER I ENCE I NNOVAT I ON

STR-2733-2-NASS_Program_Ads_vM.indd 1 9/5/12 5:09 PM

F ig. 2


P R A X I S W E B S I T E R E D E S I G N (Fig.1)Genus: Websites, B-to-B


Praxis

MATT LOW Copywriter



JON GERL AC H Designer, Programmer

WALTER SMITH Photographer


FA M I LY: D I G I TA L A DV E R T I S I N G

Fig. 1


T E D ’ S H O T D O G S W E B S I T E (Fig.2)Genus: Websites, Consumer

W H I T E B I C YC L ETed’s Hot Dogs


BRIAN GRUNERT Wri ter, Designer

MARK DEPALMA Wri ter

JOE MURPHY Ingenious Inc. , Programmer

C HRIS MORRISSEY Ingenious Inc. , Programmer

C HRISTIAN C AMPOS Project Manager

T.O. Uncle Peter, Call, Teddy, The Family


YO U & W H O W E B S I T E (Fig.3)Genus: Websites, Consumer


You & Who

EVERYONE Copywriter, Ar t Director, Creat ive Director , Designer, Account Execut ive

AARON IN GRAO Photographer


Fig. 2

F ig. 3


F O O T B A L L P R O D U C T A P P (Fig.1)Genus: Apps

AC C O U N T O N E

Dick’s Sporting Goods

PETER AHL Creative Director

KATIE AFRIC ANO Ar t Director

STEVEN DAVIS Account Ser vice


Fig. 1


C AT E R P I L L A R G L O B A L V I D E O TA N Z A N I A (Fig.2)Genus: Video, 60 Seconds or Less

G E L I ACaterpillar Corporation

NIC K JIBBEN Creative Director, Ar t Director

BILL PATERSON Creative Director, Writer

JIM O’NEIL Account Execut ive


WATER STREET MEDIA Fi lm Product ion

C AT E R P I L L A R G L O B A L V I D E O M I D D L E E A S T (Fig.3)Genus: Video, 60 Seconds or Less








Fig. 3

F ig. 2


C AT E R P I L L A R G L O B A L V I D E O S A U D I A R A B I A (Fig.1)Genus: Video, 60 Seconds or Less







G L O B A L P E T F O O D S - C AT V E R S AT I O N S (Fig.2)Genus: Video, 60 Seconds or Less

Q U I L L E R & B L A K E A DV E R T I S I N G

Global Pet Foods

EMILY SPENSIERI President

BARBARA RISO Ar t Director

ERIN PORTERVILLE Writer

RYAN HIRLIMAN Digital Design

TODD MECC A Creative Director


Fig. 2

F ig. 1


S T E V I E J O H N S O N - X L (Fig.3)Genus: Video, More Than 60 Seconds

M C DA D E M E D I A

Northtown Auto

THOMAS MCDADE Producer, Director, DP, Edi tor

MEL ANIE MORSE Producer, Product ion Manager

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

F I R S T + M A I N M E D I A

Vidler ’s 5 & 10

JOHN PAGET Producer, Director, Writer

MARC CONNELLY Writer

DREW WARD Writer

JOSHUA PAGET Writer


Fig. 3

F ig. 4


W E A L L S U C C E E D : Y M C A T V (Fig.1)Genus: Campaign, Local, :30

C R O W L E Y W E B BM&T Bank

MATT LOW Copywriter

JEFF PAPPAL ARDO Creative Director, Ar t Director

L AURIE WOLFE Producer

BILL COUSINS, DPOST Editor


RIC H WAFER Director

WASHIN GTON SQUARE F ILMS Product ion Company

KOKO PRODUCTIONS Audio Product ion

W E A L L S U C C E E D : K L E I N T V (Fig.2)Genus: Campaign, Local, :30


MATT LOW Copywriter








W E A L L S U C C E E D : B A LT I M O R E T V (Fig.3)Genus: Campaign, Local, :30


MATT LOW Copywriter








FA M I LY: T E L E V I S I O N

Fig. 1



Fig. 2

F ig. 3


B U F FA L O B A B I E S C O M E O U T T O N I G H T (Fig.1)Genus: Local, :30

S K M M A R K E T I N G G R O U P, L L C

Kaleida Health

MIKE MATHIS Execut ive Creat ive Director

ROB MURPHY Creative Director

SHANNON FISHER Senior Copywriter

JIMMY GRIBBONS Director, Producer

C OMPANY 3 Edit ing

CL AUDIA BUNNY Account Execut ive


Fig. 1


U P S TAT E FA R M S T E L E V I S I O N (Fig.2)Genus: Regional/National, Single, Products

C E N E R GYUpstate Farms

JOHN CIMPERMAN Principal

KEN TRABERT Creative Director

SARAH NEUNDORFER Senior Copywriter


Fig. 2


A N D R E W B I R D “ L U 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


BARBARA ROWE Abaca Press, Ser igrapher

ANDREW BIRD Lyr ic

A N D R E W B I R D “ E Y E O N 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



ISAAC MEN GE, L ADY L AZARUS Serigrapher

ANDREW BIRD Lyr ic

FA M I LY: A DV 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



Fig. 2


C O L O R E D M U S I C I A N S 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 SColored Musicians Club of Buf falo

TOM PETERS Ar t Director

JOE SWEENEY Copywriter

BETH HATC HER Account Manager

BETT Y ANN KRISC HAN Product ion Manager

STERLIN G UNITED Printer

JEFF HERBERGER Creative Director

WILLIAM Y. COOPER Ar t is t


Fig. 1



2 012 WA K E P O S T E R -P R I E S T (Fig.2)Genus: Collateral, Poster

C R O W L E Y W E B BIrish Classical Theatre Company

PETE REIL IN G Designer

JEFF PAPPAL ARDO Creative Director

ZEN GER Pr inter


2 012 WA K E W E B S I T E (Fig.3)Genus: Broadcast/Electronic/Digital, Digital Advertising


PETE REIL IN G Ar t Director, Copywriter


JON GERL AC H Programmer

J U D G E ’ S C H O I C E (Fletcher)

F ig. 2

F ig. 3


2 012 WA K E P O S T E R C A M PA I G N (Fig.1)Genus: Single Medium, Campaign


PETE REIL IN G Designer


ZEN GER Pr inter

MARY KROLL Product ion


C O L O R E D M U S I C I A N S C L U B OV E R A L L C A M PA I G N (Fig.2)Genus: Single Medium, Campaign

T R AV E R S C O L L I N SColored Musicians Club of Buf falo

JEFF HERBERGER Creat ive Director

JOE SWEENEY Copywriter

TOM PETERS Ar t Director

BETH HATC HER Account Manager

SUE WHITE Product ion Designer



WILLIAM Y. COOPER Ar t is t

F ig. 1



Brush with greatness. Learn the changes.

Cover

Slide back in time.

F ig. 2


2 012 WA K E M I X E D

M E D I A (Fig.1)Genus: Integrated Campaign


PETE REIL IN G Designer, Copywriter



ZEN GER Printer

MARY KROLL Product ion


A PARTY TO BENEFIT IRISH CLASSICAL THEATRE COMPANY FRIDAY, FEBRUARY 24, 2012 AT KARPELES MANUSCRIPT LIBRARY MUSEUM

Extended FamilyImmediate Family

F ig. 1


FA M I LY: P U B L I C S E RV I C E

B O O K T O B E R F E S T P O S T E R (Fig.2)Genus: Collateral, Poster

C R O W L E Y W E B BProject Flight

MATT LOW Copywriter



MIC HAEL GELEN I l lus trator

COMDOC Printer

MATT MCC ARTHY Print Product ion Coordinator

SHANNON VOGEL Account Execut ive

F ig. 2


A S PA R K O F I M A G I N AT I O N I N V I TAT I O N (Fig.1)Genus: Collateral, Cards, Invitations or Announcements

G E L I AJDRF

KATHY KASTAN Creative Director, Ar t Director




BRITTANY LOLLIER Account Execut ive


Fig. 1



B O O K T O B E R F E S T M I X E D M E D I A (Fig.2)Genus: Integrated Campaign


MATT LOW Copywriter




KARI MASL AK Product ion Ar t is t


COMDOC Printer, Poster

KATZ AMERIC AS Printer, Coaster

KOKO PRODUCTIONS Radio Product ion

MATT MCC ARTHY Print Product ion Coordinator


B O O K T O B E R F E S T R A D I OGenus: Radio


MATT LOW Copywriter

KOKO PRODUCTIONS Radio Product ion



F ig. 2


2 5 H O U R V I D E O (Fig.1)Genus: Creative Services and Industry Suppliers, Non-Traditional


C HRIS MULDOON Copywriter



ZAC HARY C AIN Animator

JON GERL AC H Ar t Director

FA M I LY: A DV E R T I S I N G I N D U S T RY S E L F - P R O M O T I O N

Fig. 1


H O L I DAY G R E E T I N G (Fig.2)Genus: Cards, Invitations or Announcements


JULIE MOLENDA Brand Manager


DAVE RILEY Associate Creat ive Director

ADAM BAUER Ar t Director, Digi tal Designer

C HRIS GERIKH Digital Media Programmer

JILL IAN DUFF Junior Copywriter


KELLI PUTNEY VP, Brand Strategis t

MATTHEW MALBURG VP, Operat ions

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 SAd Club of Buf falo

JEFF HERBERGER Creative Director

JOE SWEENEY & JEFF BUC KI Copywriters

BILL ZULEWSKI Ar t Director

ALYSSA MAYER & JOE RUSSELL Account Ser vice

SUE WHITE Product ion Designer



XPEDX & CLIFFORD PAPER Paper Company

FA M I LY: A DV E R T I S I N G I N D U S T RY S E L F - P R O M O T I O N

AllHelveticais breakingool s .

eF ig. 2

F ig. 3


FA M I LY: E L E M E N T S O F A DV E R T I S I N G

F OX R U N E Q U E S T R I A N L O G O (Fig.1)Genus: Logo

W H I T E B I C YC L EFox Run Equestrian


ANNE MAUSER Designer, I l lus trator

2 012 WA K E

I L L U S T R AT I O N (Fig.2)Genus: Illustration, Campaign


PETE REIL IN G I l lus trator

F ig. 1

F ig. 2



G R E AT B AT C H M E D I C A L M A N U FAC T U R I N G FAC I L I T Y V I R T U A L R E A L I T Y T O U R (Fig.3)Genus: Animation or Special Effects


Greatbatch Medical



DAVID RILEY Associate Creat ive Director

REBECC A AWALD Senior Ar t Director

JILL IAN DUFF Junior Copywriter

DIGITAL DELTA DESIGN

INFUSE MEDIC AL

CHRIS BURCHER PHOTOGRAPHSFig. 3



D R I V E N W I T H S T E V I E J O H N S O N (Fig.1)Genus: Cinematography

M C DA D E M E D I ANorthtown Auto



G E T T I N G I T R I G H T W I T H S T E V I E J O H N S O N (Fig.2)Genus: Cinematography

M C DA D E M E D I ANorthtown Auto



ERIK EUSTICE Wri ter

B U F FA L O N E W S “ G U S T O ” T V (Fig.3)Genus: Music Only

P R O P E L L E R H E A D M E D I AThe Buffalo News

SHAUN MULLINS Original Musical Score and Audio Postproduct ion

C HRIS KIN G Director, Writer

DPOST V ideo Post

RHEA ANNA Cinematography

SECUNDA WOOD Voice Over Talent

F ig. 1

The SCIENCE of PERSUASION | ADDYS 2013 | 7 7


Fig. 2

F ig. 3


X P E DX C R E AT I V E U S E O F PA P E R

O R D E R : S P E C I A L AWA R D S

P R A X I S H O L I DAY C A R D


Praxis

MATT LOW Copywriter

KELLY GAMBINO Ar t Director


NIC OLE HUTTON Product ion Ar t is t






O R D E R : S P E C I A L AWA R D S

B E S TS H O W B O O K A D

Created the Apple “Think Different” campaign.

Didn’t.

Who’s the genius?


F I N A L I S T S

1. F R I E N D S O F N I G H T P E O P L E P O S T E R

Crowley Webb

2 . A N D R E W B I R D “ L U S I TA N I A” P O S T E R

Whi te B icyc le

3 . U LT R A L U B E C L E A RV I E W M A I L E R

Gel ia

4 . T H E WA K E W E B S I T E

Crowley Webb

5 . A S PA R K O F I M A G I N AT I O N I N V I TAT I O N

Gel ia

12

3

4

5

C L A S S : B E S T O F S H O W


A N D T H E W I N N E R I S . . .

B E S T O F S H O W

A S PA R K O F I M A G I N AT I O N I N V I TAT I O N

G E L I AJDRF

KATHY KASTAN Creative Director, Ar t Director




BRITTANY LOLLIER Account Execut ive


T H A N K YO U2 7 A N D C O O C O O U

A DV E R T I S I N G C L U B O F B U F FA L O B OA R D O F D I R E C T O R S

R H E A A N N A

M I C H A E L A N T H O N Y

S C O T T B A R T E L S

T R I C I A B A R R E T T

A R I E L L E B L A N C H A R D

M A R I A B O N D

B U F FA L O L I M O U S I N E

B U F FA L O M U S E U M O F S C I E N C E

L A U R E N C I U S

J E A N C L E M E N S

N I C K C O L AC I C C O

E R I C A C O L E

E R I N C O L L I N S

C O M F O R T I N N


D P O S T

J I L L D U F F

C H A R L I E FA S H A N A

S H A N N O N F I S H E R

J O N G E R L AC H

K AT I E H A Z E L

J O R DA N H E GY I

M A RY E L L E N H O W E

N I C O L E H U T T O N

I M G _ I N K

I N D I G O P R O D U C T I O N S

A A R O N I N G R A O

M A RY K R O L L

M AT T L O W

M AT T M C C A R T H Y

M A G N O L I A C AT E R I N G

A LYS S A M AY E R

M I C H A E L M E R I S O L A

B O B M O O DY

M I N U T E P R I N T

J E F F PA P PA L A R D O

T I N A PA S T W I C K

K I M P E N T H E R O S

P E T E R E I L I N G

C H A R L I E R I L E Y

L I L L I A N S E L BY

WA R R E N S TA N E K

S T R I N E P R I N T I N G

T E R R I S W I AT E K

P H I L T E I B O

R O N T H O M A S

TONY MARTIN AWARDS

T U C K E R P R I N T E R S

W N E D

M E GA N WA G N E R

X P E DX

J A S O N YAT E S

Z E N G E R G R O U P /B O N C R A F T

B I L L Z U L E W S K I

S H O W B O O K A D S

the original act of persuasion.

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Created the Apple “Think Different” campaign.

Didn’t.

Who’s the genius?

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“Don’t raise your voice,improve your argument.“ –Bishop Desmond Tutu

H mtb.com ©2013 M&T Bank. Member FDIC.

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.

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Simply revel in our region’s talents, congratulate each other on doing

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www.R

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Photo by Kyle Juall

Photo elements by Aaron Ingrao

warrenstanek.com

WARREN STANEKPhoto retouching, illustration, and then some.

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.”

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Salting popcorn the hard way.Mixing pure chlorine gas with explosive heated sodium.

The result: table salt.

HUNTING THE ELEMENTS

March 27 at 8 p.m.

See more scientific stunts on

A D DY S 2 013 | S H O W B O O K

C O N C E P T A N D D E S I G N Crowley Webb

P R O D U C T I O N M A N A G E R S Matt McCarthy and Mary Kroll

P R I N T I N G A N D B I N D I N G Tucker Printers

PA P E R Printed on Accent Opaque, donated by XPEDX

P H O T O G R A P H Y Rhea Anna, diorama

Aaron Ingrao, specimen jars and portraits

R E T O U C H I N G A N D I L L U S T R AT I O N Warren Stanek


Documents

2013 ADDYs - The Science of Persuasion