Appleton Takes Two at 2024 Orlando ADDYs

The ADDY Awards!

Winning an American Advertising Award, or ADDY, is no easy feat. Conducted by the American Advertising Federation, this competition is the industry’s largest and most representative competition and attracts upward of 25,000 entries every year.

Appraised by a panel of judges, each submitted campaign goes through a rigorous scoring process where all creative dimensions are evaluated. Deemed “outstanding” and “worthy of recognition,” Appleton won two awards for our Orlando Ballet integrated campaign and Sam Flax social media campaign.

Orlando Ballet Integrated Campaign

In the center of the photo there's a ballet dancer surrounded by a golden ring that's emanating sparkles. Above that is the 50th anniversary logo next to text that reads, "Orlando Ballet - Jorden Morris Artistic Director." In the bottom left-hand corner is a text box that says "23 24 Season."

The integrated campaign we created for Orlando Ballet spanned digital, print and traditional marketing collateral for the company’s 50^th season. This project began with the creation of the Golden Anniversary logo and season look. These assets established the themed elements of the gold ring and midnight blues that would be used throughout the remaining collateral for consistency and audience recognition.

Photo depicting the golden and midnight blue 50th anniversary logo that Appleton created for the Orlando Ballet campaign. A ballet dancer is in the middle of the photo surrounded by a golden ring. Above that it says "Reflections 50th Anniversary Celebration." The 50th logo with the words "Orlando Ballet - Jorden Morris Artistic Director" is at the very top of the photo.

Throughout the rest of the season, we developed top-of-mind awareness through themed show branding, impactful key visuals, posters, displays, print collateral, digital marketing assets, out-of-home billboards, pull-up banners, print advertisements, merchandise and more. The overall success of this campaign can be measured not only by the honor of an ADDY award, but by helping increase and heighten Orlando Ballet’s presence in the Central Florida community, promoting ticket sales and encouraging donations.

On the left-hand side of the photo there are two ballet dancers in a pose together. They are surrounded by a halo of glitter, and it looks like they're coming out of a story book. On the right-hand side of the photo the following text appears from top to bottom, "The Sleeping Beauty, Only at Orlando Ballet, Feb. 15-18, Buy tickets now, Dr. Phillips Center (Dr. Phillips logo).

Sam Flax Social Media Campaign

This campaign is a combination of three different pieces called “Gossip Girls,” “Frame of Mind” and “Real Deal Love.” Each element featured classic pieces of art with a comical but relatable approach. This allowed viewers to have a laugh while also being exposed to the opportunity to support all their art-related endeavors by shopping at Sam Flax. For a detailed explanation of each campaign element, keep reading!

Frame of Mind

Our approach for the social media aspect of the campaign started as any good digital marketing campaign should — by identifying our target audience and where it is predominantly located. Through the process of geofencing, we established a perimeter within a 25-mile radius of Sam Flax to address both individual customers and interior designers with a high likelihood of coming to the store. Our idea to show incorrectly framed art generated customer leads by spotlighting how Sam Flax’s team of professionals can help customers find the right frame for any piece of art.

On the left-hand side of the picture there's text that reads "The wrong frame can ruin the beauty" in a yellow font. Below that it says "Sam Flax" in white text. On the right-hand side of the photo it shows the Mona Lisa surrounded by a frame that cuts off part of her face. The background is in the color red.

Gossip Girls

To further increase generated customer leads, we created the “Gossip Girls” facet of the campaign. These ads were distributed across Facebook, Instagram and Google. Doing this allowed for detailed data-tracking and quick adjustments after analyzing statistically significant information. To align with the interests of our target audience, we utilized classic, notable artwork and combined it with modern elements and phrases. Our goal was to create a campaign to showcase the different services Sam Flax offers, while simultaneously marrying art history with a creative twist.

On a red background there's a women from a classical painting holding a paintbrush in her hand and wearing sunglasses There's a thought-bubble above her head that says, "Art classes taught by real artists? Dope." A yellow banner goes across the bottom that says, "Artists are born here. Sam Flax."

Real Deal Love

The last aspect of the social media campaign was all about promoting the real items you can find at Sam Flax that the target audience would love to give or receive. These ads highlighted how Sam Flax isn’t just an art supply superstore, but a store where customers can find art and crafting equipment, unique gifts, office and studio furniture, presentation materials and other oddities specific to the store. This end goal was brought to life using amplifying visual elements to showcase the actual products in a whole new light.

If you’re interested in producing award-winning work for your company, then you’re in the right place! Appleton is an award-winning, full-service Orlando advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-537-6352 or info@appletoncreative.com.