June 7, 2005

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ADDY® Best of Show Goes To Cole & Weber/Red Cell for Rainier Brewing Company Campaign

Most Awarded Agencies include PUSH, Lowe New York, MJZ and Leo Burnett


NASHVILLE, TENN. - The American Advertising Federation (AAF) announced the coveted ADDY® Awards Best of Show winners at a gala event at The Gaylord Opryland Hotel & Resort as the culmination of the AAF National Conference 2005 & 100th Anniversary Celebration. This year's ADDYs also marked the first ever ADDY Mosaic Awards and National Student ADDY Awards.

The ADDY Best of Show goes to Cole & Weber/Red Cell of Seattle, Wash. for its Remember Rainier Campaign for Rainier Brewing Company.

"This year's winner for Rainier Beer highlights the fact that the industry is rapidly changing. The media landscape is becoming more fractured and this campaign acknowledges the fact that we do not have a divine right to people's attention. We have to entertain," said Mark Tutssel, deputy chief creative officer, Leo Burnett Worldwide and ADDY judging panel chairman. "This wonderful integrated and innovative campaign really broke the mold and was worthy of the ADDY's Best of Show."

The ADDYs awarded a number of specific category Best of Shows, including:

  • ADDY Best of Show Interactive goes to Bernstein-Rein Advertising, Inc., of Kansas City, Mo. for its work for Julia Othmer
  • ADDY Best of Show Print goes to Leo Burnett of Chicago, Ill. for its "Sofa", "Car", "Bed" campaign for Cort Guitars
  • ADDY Best of Show Public Service goes to Lowe New York for its "Breast" ad for the Light of Life Foundation

The first ever ADDY Mosaic Award, honoring multicultural advertising, was given to Sabatino/Day of Miamisburg, Ohio for its "Wake Up Everybody" video for America Coming Together.

Other ADDY Award winners were also celebrated at the event, which had over 800 advertising executives in attendance. The most awarded companies represent leading corporations from diverse regions. Leo Burnett of Chicago, Ill. won the most ADDYs with 23 total awards (18 Gold and five Silver), followed by MJZ of Los Angeles with nine, (five Gold and four Silver). Next was PUSH of Orlando, Fla. and Lowe New York with six total ADDYs (three Gold and three Silver).

This year was the first ever national Student ADDY Awards. The Student ADDY Best of Show goes to Laura Papadakis and J. Brent Shriver of School of Visual Concepts, Seattle, Wash. for the"Washington State Lotto" ad for Washington State Lotto. The Student ADDY Best of Show Broadcast goes to Melissa Ayn Eccles and Eric Badros of University of Southern California (USC) for their "Mike's Hard Lemonade - Heartbreaker" commercial.

There were 16 Student Gold and 19 Student SilverADDY Awards. Students at the Miami Ad School (Miami and San Francisco campuses) were top winners with three Gold and two Silver winners followed by the University of Southern California with one Gold and three Silver winners and Academy of Art University, San Francisco with three Silver awards.

This years ADDYs resulted in 68 Gold ADDYs and 96 Silver ADDYs. The judging panel raised the standards for ADDY Award winning work, recognizing 31 percent fewer Gold Awards and 32 percent fewer Silver Awards from last year's awardees, despite the steady 55,000 entries total. This year was also the first ever national Student ADDY Awards, with 16 Student Gold and 19 Student Silver ADDYs awarded. A grand total of 1,735 entries were awarded for work done in 2004-2005.

The American Advertising Federation's (AAF) ADDY® Awards honor excellence in advertising and cultivate the highest creative standards in the industry. With 55,000 entries and three separate judgings, the ADDY Awards are the world's largest advertising competition and arguably the toughest. Each fall the competition begins at the local level with the over 200 AAF member clubs nationwide. The local winners advance to 14 district competitions, and those winners advance to the national finals. Less than one percent of entries receive a national ADDY Award.

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The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at www.aaf.org.