It was that time of year again to bust out of our typical business casual mode (well, for a bunch of us, often just casual
), grab jackets, suits, dresses, and heels to mix it up with the broader Rochester creative community at the American Advertising Awards hosted by the Greater Rochester chapter of the American Advertising Federation.
It was a wonderful evening spent at the new Arbor Midtown space to celebrate the incredible work done by all the “monster” talent in our region who Escape Mediocrity,
which was the comic-book fueled theme for the show.
For Truth Collective, this past year’s work done for The Association of Schools and Colleges of Optometry (ASCO) was our big winner, taking trophies in all four categories we entered the campaign and its components within. The ASCO work is called Eye Openers Sessions, a matchmaking experience that helps college students find, connect, and meet up with a Doctor of Optometry for mentorship with the goal of increasing applicants to graduate optometry programs across the U.S.
The judges loved the energetic approach our team took to make this work both stand out, yet feel authentic to today’s college student audience.
The multifaceted direct mail and the online website components were both awarded silver awards, while the entire integrated campaign and innovative lo-fi beats YouTube video both brought gold awards back to the shop.
As if those four awards weren’t exciting enough, the judges recognized Eye Openers Sessions with both The Best of Integrated Campaigns and Best of Digital & Social at the end of the evening along with the other big “Best Of” distinctions (including Myers Creative Imaging’s Best Of Show Award—congrats, John and team!). Watch what the judges had to say here.
The work is now off to the district and (hopefully) the national American Advertising Awards competitions. We are brimming with gratitude to have the work done for our brave clients recognized alongside our peers. Check out all the night’s winners here. We look forward to more honestly creative opportunities in the coming year that allow us to liberate brands from the conventions of their categories.
