The article below appeared in the March 13th edition of the Rochester Business Journal. Written by Kevin Oklobzija
For winning Best of Show at the 2020 Rochester Advertising Federation’s ADDY Awards, Truth Collective is deserving of a toast.
But forget the champagne. Crack open a Genny Cream Ale instead.
After all, it was Truth Collective’s campaign for Genesee Brewing Co.’s classic stylistic brew that brought home top honors at the 29th annual ADDY festivities on Thursday night, when area ad and marketing agencies celebrated excellence in their field.
The creative minds at Truth Collective went on an #AleBlazers tour through Rochester and five other cities to, in their words on their website, “tell stories of people, places and makers,” and did so through video, photography and words.
They visited Brooklyn, Boston, Philadelphia, Washington, D.C, and Nashville. In D.C., they grabbed images of a Genny Cream Ale can in the grass with the Washington Monument in the background. The accompanying words on Instagram: “Just two American originals hanging out.”
In Brooklyn, they held up a Cream Ale can and made sure one of the neo-Gothic stone towers of the Brooklyn Bridge was positioned perfectly in the background.
Then they took the images and interviews from the six-city tour and plastered them where their target audience, millennials, hangs out; places like Instagram and other social and digital sites.
The result was a campaign that drove up sales in core regions by 18 percent, sparked sales growth of 8 percent in expansion markets and increased engagement by 40 times. Video views totaled more than one million.
That’s significant brand awareness. And deserving of a toast. Or two.
Truth Collective also won Best of Print for its Cream Ale Mash’d Zine. Partners + Napier, last year’s Best of Show winner, took Best of Digital & Social honors for Friendship Smooth as well as Best of Video/Broadcast for Six Words. Best of Photography went to Myers Creative Imaging for Don’t Let Stink Out There GetInHere. Solon Quinn Studios won Best of Public Service for Say Something — Part 2. Dixon Schwabl received judges special recognition for Daystar Derby.
In terms of individual gold ADDYs, Dixon Schwabl won 10, Optic Sky Productions won seven, Partners + Napier hauled in five, Truth Collective had three and Myers Creative earned two. Solon Quinn, The Martin Group, Chris Lyons Illustration Inc., Caleb Park Cinema, Push Music & Post and Wegmans each won gold in one category.
Silver Achievement Awards were given posthumously to Neil Montanus, the famed Eastman Kodak Co. photographer, and Jim Lahue, who most recently worked as creative director at UR Medicine.