Wray Ward Takes Home 16 ADDY® Awards at 2021 Charlotte AAAwards

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    Agency News

  • Date:

    March 8, 2021

Wray Ward Takes Home 16 ADDY® Awards at 2021 Charlotte AAAwards

Agency News

The agency’s four gold, nine silver and three special honors reflect a year of success and creative growth as celebrated by the Charlotte American Advertising Awards

A nod to the breadth of the agency’s expertise, Wray Ward collected 16 ADDY trophies across five categories at this year’s Charlotte American Advertising Awards (AAAwards). In addition to four gold and nine silver awards, Wray Ward claimed special honors with the Judge’s Choice Award, Best of Print Award and the Charlotte Appreciation Award for client and community work. Winning projects ranged from consumer website design to brand identity to public service.

The awards were presented at a virtual gala hosted by the Charlotte chapter of the American Advertising Federation (AAF) and represent the first of a three-tier, national competition that celebrates artistic achievement in creative marketing communications.

“Our goal is to establish a creative community at Wray Ward,” said John Roberts, vice president and executive creative director of Wray Ward. “Having creative people in every corner of the agency is what produces the kind of work that wins awards in every category.”

Sweeping the stage were the visually striking elements of campaigns with client Palmetto Bluff, a resort destination and luxury residential neighborhood in the low country of South Carolina. Wray Ward took home two gold ADDY trophies for a print magazine campaign that used photography and ethereal copywriting to tell the story of this treasured destination. Additionally, the magazine’s Summer 2020 issue took home the Best in Print Award and the Winter 2020 issue received the competition’s Judge’s Choice Award. Gold and silver trophies were also awarded for visual work with Palmetto Bluff in still photography and illustration, respectively.

“The best work comes from clients who push for it. Palmetto Bluff recognizes that it has a special story to tell and that the right visuals can tell that story in unparalleled ways,” said Roberts. “The Bluff magazines are really a long-form, interactive experience for consumers with a brand that is totally unique.”

Also winning gold in the visual category was a still photography campaign created for the Moen 2020 Catalog, which incorporated the natural element of water with visuals of home and family. Wray Ward also garnered two silver ADDYs for photography campaigns for luxury steam shower brand MrSteam, showcasing two different but equally luxurious interior bathroom designs.

The campaign that received the Charlotte Appreciation Award was one near and dear to the Wray Ward family. The Count on Me CLT campaign spread awareness of the importance of mask-wearing, social distancing and hand washing to reduce the spread of COVID-19 in the agency’s hometown of Charlotte, North Carolina; The campaign also received two silver ADDY trophies in the public service category. Count on Me CLT was designed to build on the state-wide Count on Me NC public health campaign and came at a time Roberts said helped the agency recognize the impact it could make on the community when it was easy to feel helpless.

In addition to outstanding work in the visual and public service categories, Wray Ward took home silver ADDYs for consumer website design for Novel River Oaks, a luxury apartment community in Texas, and One Independence Center, a new commercial building in uptown Charlotte; both projects were for Crescent Communities. It also received silver recognition for the Center’s integrated brand identity campaign and a cross-platform campaign for HURST® Jaws of Life®.

“Creative people need to have a creative outlet,” said Jennifer Appleby, Wray Ward President and Chief Creative Officer. “We are incredibly proud to have rallied at every opportunity this year to provide the best possible work for our clients. We learned to be more efficient as we adapted to new challenges in production, and we kept our commitment to do good for our community as a priority. We are honored to see our work represented alongside other great work from Charlotte’s creative community at this year's AAAwards.”

The Charlotte AAAwards, programmed by the Charlotte chapter of the American Advertising Federation (AAF), recognize creative work from the Charlotte region and were judged by The Marketing Store’s Michael Rivera, HLK Agency’s Blaine Loyd and Tinsley Advertising’s Giovanny Gutierrez. Gold ADDY award winners automatically move on to the District 3 competition, and the annual competition culminates at the national American Advertising Awards this summer.

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