Wray Ward won 20 ADDY® trophies at the 2017 American Advertising Awards (AAAwards) of Charlotte, leading the way as the top award-getter for the fourth consecutive year. More than half of the awards presented to Wray Ward were for online campaigns, digital design, user experience and video, reflecting the changing ways in which brands engage with consumers.
“Digital marketing is incredibly important to brands today, but more than that it’s about using digital platforms to get the right message to the right audience in the right way,” said Jennifer Appleby, president and chief creative officer at Wray Ward. “It’s really exciting to see our shift to smart, effective digital strategies that come to life with amazing creative. The work coming from Charlotte’s agencies is fantastic and I couldn’t be more proud.”
Wray Ward won gold ADDYs in four categories: film, video and sound; cross platform; sales and marketing; and elements of advertising for its work with Sunbrella®, Kincaid Furniture and Coats. The agency also claimed silver ADDY awards in six categories for clients including VELUX Skylights and Fielding Homes.
“It’s All In The Details,” a digital campaign created for Coats, the world’s leading industrial thread supplier, took home two gold and four silver ADDY awards in categories including film, video and sound; user experience; art direction; cross platform; interactive; and responsive design. The campaign used elegant design and beautiful photography to liken Coats’ attention-to-detail approach to a craftsman’s pride in their work.
“This campaign was transformative for the Coats brand and an immersive experience for our creative and development teams,” said Josh Ashton, creative director, digital platforms. “We challenged ourselves to create a beautiful, engaging campaign that would tell the Coats automotive threads story to its global audience at all touchpoints. The campaign is performing really well for Coats, so this recognition from the Charlotte advertising community is a humbling addition to a project in which we already take great pride.”
Creative work by Wray Ward for Mayer Fabrics’ exclusive Vollis Simpson collection of Sunbrella fabrics received five awards. The campaign followed the creation of a fabric collection based on folk artist Vollis Simpson’s joyful whirligigs and windmill pieces. Wray Ward was recognized for the campaign’s microsite, photography, brochure, cross platform advertising, and a video that tells the story of how the collection was designed.
Wray Ward also took home one silver and two gold awards for Kincaid Furniture’s “The Promise,” with video and photography highlighting the care and craftsmanship that goes into creating quality, wood furniture pieces.
Gold ADDY award winners automatically qualify for the regional AAAwards later this spring. There, they will compete against winners from other local American Advertising Federation club competitions in hopes of advancing to the national awards competition this summer.