DCA AWARDED OVERALL BEST OF SHOW, BEST OF CAMPAIGNS, AND BEST OF ART DIRECTION IN AAF MEMPHIS ADDYS
Firm receives 26 ADDYs for creative execution of new spaces and categories in Memphis
MEMPHIS, TN—DCA, a creative communications consulting firm based in Downtown Memphis, received 26 Addy awards at Memphis’ 54th American Advertising Awards on Saturday, February 20, 2021.
The firm’s winning work displays an inspired spectrum of creative executions, prompted by the pandemic’s influences that, as a result, uncovered a variety of self-created opportunities.
Discover Memphis Naturally is a concept founded by the firm, who recognized that amplifying the outdoor category holistically during the pandemic could positively impact tourism revenue, recruiting and retention efforts, and also benefit the mental, physical, and cultural health of Memphis’ citizens. DCA converted a collective of outdoor-focused organizations into investors of a holistic marketing effort based on both data and drive. The campaign was awarded Best of Show for Campaign, 4 Gold ADDYs, and 6 Silver ADDYs.
In addition, the firm developed The Light Box, the newest activation at 11 West Huling, where DCA’s headquarters reside. Alongside The Residence, an Airbnb carriage house conversion, a neglected outdoor storage shed looked decidedly out of place. DCA saw an opportunity to approach the shed from a different perspective — a creative approach that could expose many more opportunities; for community, camaraderie, relaxation, and motivation. Reconstructed by DCA principal and 11 West Huling owner Doug Carpenter, the building is designed to reveal more than what is expected. The Light Box was awarded Overall Best of Show, Best of Show for Art Direction, along with 9 Gold ADDYs and 3 Silver ADDYs.
On behalf of ArtsMemphis, DCA created, branded and instituted the inaugural ArtsWeek, an annual week-long celebration to showcase Memphis’ dynamic, diverse collection of artists and arts organizations that was officially-proclaimed by both the City of Memphis and Shelby County. The ArtsWeek logo, which became the official hallmark for 70+ grantee organizations across their digital platforms, received a Silver ADDY.
“When the pandemic, along with the spectre of its impact, arrived in March, I issued a challenge to myself and my associates,” said Doug Carpenter, principal and owner of DCA. “It was in the form of a question, ‘What is DCA’s story after COVID-19?’ What did we accomplish? Were we an asset to our clients and our city? These questions have and continue to guide us through this challenging time. While we are still navigating the virus and its effects, I am incredibly proud of the performance of my team. These accolades are an indication of their commitment to our clients and community.”
See winning work at dcamemphis.com and award details below.
ABOUT DCA. Doug Carpenter & Associates (DCA) is a communications consulting firm located in Memphis, TN founded by 30-year advertising veteran Doug Carpenter. We leverage our relationships and experiences to provide business-based creative communications solutions. See the work and learn more at dcamemphis.com.
ABOUT AAF MEMPHIS. The mission of AAF Memphis, the Memphis chapter of the American Advertising Federation, is to inspire, empower and applaud the professional growth of marketing communications specialists. The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting nearly 35,000 entries every year in local AAF Ad Club competitions. The mission of the American Advertising Awards is to recognize and reward the creative spirit of excellence in the art of advertising. For more information, visit aafmemphis.org.
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Best of Show
- 11 W. Huling’s The Light Box | Best Of Show — Overall
- 11 W. Huling’s The Light Box | Best of Show — Art Direction
- Discover Memphis Naturally | Best of Show — Campaigns
Golds:
- 11 W. Huling’s The Light Box Welcome Kit | Sales & Marketing — Packaging
- 11 W. Huling’s The Light Box Welcome Kit | Sales & Marketing — Packaging Campaign
- 11 W. Huling’s The Light Box Merchandise | Sales & Marketing — Specialty Advertising
- 11 W. Huling’s The Light Box Branding Campaign | Cross-Platform — Integrated Brand Identity Campaign
- 11 W. Huling’s The Light Box Brand Book | Elements of Advertising — Copywriting
- 11 W. Huling’s The Light Box Welcome Kit | Elements of Advertising — Art Direction, Single
- 11 W. Huling’s The Light Box Welcome Kit | Local Only — Art Direction, Print
- 11 W. Huling’s The Light Box Welcome Kit | Local Only — Art Direction, Campaign
- 11 W. Huling’s The Light Box Welcome Kit | Local Only — Copywriting, Campaign
- Discover Memphis Naturally Digital Advertising | Online/Interactive — Advertising Campaign
- Discover Memphis Naturally Announcement Campaign | Cross-Platform — Integrated Advertising Campaign
- Discover Memphis Naturally Announcement Campaign | Cross-Platform — Integrated Brand Identity Campaign
- Discover Memphis Naturally Branding | Elements of Advertising — Art Direction, Campaign
Silvers:
- 11 W. Huling’s The Light Box Welcome Kit | Sales & Marketing — Sales Kit
- 11 W. Huling’s The Light Box Coasters | Sales & Marketing — Specialty Advertising
- 11 W. Huling’s The Light Box Coasters | Elements of Advertising — Illustration Series
- ArtsMemphis Arts Week Logo | Elements of Advertising — Logo Design
- Discover Memphis Naturally Stair Installations | Out of Home
- Discover Memphis Naturally Outdoor Installations | Out of Home
- Discover Memphis Naturally Branding | Local Only — Art Direction, Campaign
- Discover Memphis Naturally Announcement Campaign | Local Only — Copywriting, Campaign
- Discover Memphis Naturally Announcement Campaign | Cross-Platform — Integrated Branded Content Campaign
- Discover Memphis Naturally Announcement Campaign | Local Only — COVID-19 Advertising