Bringing method to madness
How do you brand the Toledo area advertising industry’s largest and most representative competition? You put creative minds together to demonstrate something all Toledo advertising and marketing companies have in common: the creativity it takes to formulate and execute an idea.
That’s the approach we took when we signed on to plan, design, and execute all of the creative elements for The American Advertising Federation of Toledo’s American Advertising Awards (ADDYS) in collaboration with local print partners including HOT Graphics, Homewood Press, and Off Contact Productions.
When control and chaos collide
09
practical effects
15
gallons of paint
01
high-speed camera
With the theme “Method & Madness,” we sought to portray that creativity forges a symbiotic relationship between form and function. Through the method, we craft solutions. Through madness, we embrace the unknown and strive for greatness in order to achieve the never before done. Our bold design represents both control and chaos to draw a parallel between the process, craft, and dedication required of creativity.
“The team at Hanson took on the creative direction for the Toledo American Advertising Awards and exceeded all expectations. The time, energy, and passion they put into each element was exceptionally masterful. You could tell, through working with the entire team, that they embraced the opportunity to unleash their creativity to the fullest extent. It made for one of the most successful and memorable events we’ve put on at AAF Toledo.”
— Michael L. Seay, Chair, American Advertising Awards –
Toledo and Former AAF District 5 Governor
All of our visual designers worked together to create a cohesive system of visuals for the event print materials including call for entries postcards, invitations, tickets, banners, posters, bronze certificates, and winners’ booklets.
500
invitations
300
posters
400
tickets
01
interactive installation
Interactive installation
To push the limits of what’s possible and take the Method & Madness concept a step further, we developed an immersive interactive experience to bring the theme to life. Using Unreal Engine 4 software and Leap Motion hardware, event attendees were able to interact with the Method & Madness theme on the screen with a simple wave of a hand.
Results
Gold ADDY
AFF Toledo Competition
Silver ADDY
AFF District 5 Competition
