Globe Life Field
The American Advertising Awards (ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club competitions.
Based on our Agency’s award show success the previous year, Dallas AAF approached us to come up with a memorable theme for the 2017 ADDYs that would resonate with the been-there, seen-that, overly cynical advertising community. For us, the only way to do that was to play it 100% truth/no BS. Ladies and gentlemen, may we present: The World Ego Building Championships.
To build on the theme, we supported the event with a series of promotional videos featuring “ego trainer” Mickey Goldman coaching up aspiring ad industry egomaniacs in his inimitable, direct style. We hired a bodybuilder to debut the theme at the kickoff party wearing nothing more than a World Ego Building Championship-branded Speedo, and by following that up with a custom website, print ads, posters, event decorations and a one-of-a-kind championship belt, we were able to pump this theme up to its fully ’roided potential.